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31 Reasons to Start Doing SEO for Bing
31 Reasons to Start Doing SEO for Bing Become Visible on the web 31 Reasons to Start Doing SEO for Bing webdev 06/06/2018 Blog 0
Rumor has it that Bing from Microsoft can really take your marketing and SEO efforts to a whole different level. Is it true though that Bing can be gold when it comes to better traffic to your website, increased ROI, affordable advertising, convertible exclusive visitors, and an overall friendlier search environment?
Given that we don’t lean on rumor, we figured out it’s best to check ourselves what’s there that makes Bing a smart target to marketers of all kinds.
In a world full of Google-first mindsets, it’s wise to take a step back and reconsider our choices. Is Google the only medium worth investing into? We gathered 31 facts that prove that Bing might just be that missing piece in your overall online marketing strategy. Be ready to be amazed by statistics, testimonials, and webmaster-backed tips about Bing.
So How Can Microsoft’s Bing Change Your SEO Game?
In many ways, Bing is similar to Google. It provides a variety of search services, including web, video, image, and map search. As you’ve probably already seen in the table of contents, many optimization steps meant for Google also fit into the Bing world. And yet, we’re here to talk about what’s Bing offering to businesses and marketers that Google is not.
First things first, you should know why the Bing name. One idea struck me the other day and made me wonder whether the Microsoft team watched and worshiped the renowned sitcom tv-show “Friends” like everybody else on this Planet (well, almost everybody!). It would’ve been funny though if they got inspired by Chandler Bing’s name, especially when everybody in the show made fun of it.
However, let’s get back to our sheep and let you know that the Bing name was brainstormed and picked through focus groups. The proposed name pleased Microsoft for a number of reasons: it was easy to remember and spell, short, and friendly. It also reminded people the sound made when discovering something or deciding upon an idea. Qi Lu, president of Microsoft Online Services also said that Bing meant “very certain to respond/answer” in Chinese. Hey, I’m already sold!
Should you be craving for some more proof regarding Bing’s performance and charm besides our 31-fact list, you should also check what people say about it and why they prefer Bing to Google. Here are some interviews deployed by TechRadar where working-class people explain how Bing’s a step forward for them when it comes to search engines.
Long story short, it’s time we listened to the founder and CEO of Market Domination Media, Jonathan Long’s advice and move forward and check what Bing has to offer to the SEO world.
Stop treating the Yahoo Bing Network like the red-headed stepchild. jonathan long 1. Bing Traffic Might Have a Lower Bounce Rate
Matthew Woodward’s experience with the Google and Bing traffic is very interesting. Although many say Bing doesn’t bring too many leads, Woodward experienced something else: this search engine provides lower bounce rate, more page visits, visitors spend more time on site, and there are more subscribers in general.
Strong user engagement is very important for Bing and usually penalizes anything that’s not aligned with this requirement. There’s something similar to bounce rate but with an uglier truth – pogo-sticking. While bounce rates don’t always mean something bad, pogo-sticking always does. It occurs when somebody, after having shortly landed on your site, quickly hits the “back” button, returns to search results, and clicks on another website.
Another guess for the small bounce rate would be that, given the very precise search results aligned with Bing’s Webmaster Guidelines, people do get what they want most times they enter a query and spend enough time on site to satisfy their needs. 2. Yahoo and Bing Own a Third of the U.S. Search Market
The 2018 comScore stats revealed the new Bing search market status at both a global and country level. We’ll generally treat Yahoo as being an integral part of the Bing traffic, as they’re powered by the latter. Therefore, the combined strength of Bing and Yahoo nails around a third of the market share for search in the US.
— Bing Ads (@BingAds) August 17, 2017
Although Google’s traffic is double, we’re still talking big numbers and users that are active on a search engine that surprisingly is other than Google. Given the ton of search done on Bing, it’s very important for digital marketers to know what they’re missing out when struggling to rank on the first Google pages. This way you’ll know where to start optimizing your website, preferably with as little effort as possible.
We all know that most times, numbers talk.
Imagine that you could be missing 143 million unique searchers each month and 5.2 billion searches a month probably don’t display your website in SERPs.
Pretty tough, isn’t it? To rub some more salt into the wound, financial and automotive queries on Bing and Yahoo is triple to that of Google , counting up to 11 million out of a 14 million total.
3. Most Google SEO Practices Apply to Bing As Well
There are two sides when it comes to the theory that says if you rank high on Google, you rank well pretty well on Bing too. Most agree with this, although with a critical eye, but others are reluctant and argue that search algorithms are different, hence searching for the same query won’t provide you the same SERPs but a quite different one.
Either way, we can’t deny the fact that Google and Bing share many similarities, while most guidelines provided from webmasters working for the former are listed as important by webmasters from the latter as well. Nobody says that if you’re on page 1 on Google you MUST be ranking on the same page for the same query on Bing as well.
It’s just that you actually don’t need to reinvent the wheel with Bing but only consider some retouches.
Again, although their algorithms are somehow different, you can easily target Bing for ranking your website high. SEO for Bing is not so different from Google – you could easily get the best of both worlds. What’s more, most SEO efforts meant for Google will also translate well with Bing and Yahoo as well, given that the latter is powered by the former.
Both Google and Bing value relevant content, look for well-placed keywords, place big brands higher, ask for mobile-friendliness and unique user experience, correlate social signals with quality content and better rankings, consider backlinks very important for websites, require the on-page SEO to be up-to-date, and have similar search layouts. Moreover, all three major search engines, Google, Bing, and Yahoo, allied and signed an agreement to make search listings richer and more accurate through structured data.
Should you decide to start optimizing for Bing, it would be wise if you checked what impact those tactics might have on your Google ranking, so that you’ll avoid losing popularity and the lead for a search engine with the biggest market share of all. 4. Bing Has Lower Competition
Reading various comments on this Bing topic, I noticed there are very few to no people doing SEO for Bing, mostly because they already rank pretty high inside the search engine or simply have no interest in it. Truth be told, the majority of websites focus only on optimizing for Google, leaving the other search engines behind, hence unconsciously allowing Bing develop a fertile search environment where there’s not much of a competition and brands could easily rank high.
Bing is second in line after Google when it comes to marketer’s best practices given that everybody struggles to please the bigger master, but it could really add some value to your strategy.
Moreover, taking the nearly two decades into account in which SEOs have purely focused all their efforts on ranking high on Google, it’s hard for newcomers to compete with people who already forged their skills for years in a row. But now there’s a new land for people to sow their brands into and see them grow and thrive. Targeting Google is the right move and there’s nothing to blame, as Sherry Bonelli would say. But you should at least be aware of what Bing might do for you.
If you’re guilty of “Google-first”, it’s not without reason. sherry Bonelli Digital Marketing Guru at Early Bird Digital Marketing / @sherrybonelli 5. Bing Currently Powers Yahoo and the Majority of Voice Search
For many years now, beginning July 2009, to be exact, Yahoo search has been powered by Bing meaning that the former’s searches are backed by Bing’s index and ranking algorithm. Should you doubt, just do a test search and see for yourself that search results are very similar. Hence, optimizing for one should please the other as well, at least when looking at the bigger picture.
Furthermore, should be a little behind with news, Oath is the new name for the Yahoo+AOL mix that came into effect after Yahoo was purchased by Verizon in 2017 , including TechCrunch, hence you’ll often see this name in the charts that will follow shortly.
One of my biggest surprises was to find out that Bing also powers the Siri voice search feature on people’s iPhones. To all the Siri users and aficionados out there – you are using Bing and have no clue about it yet. 6. Bing Is More Open About Their Ranking Factors Than Google
Although Bing offers users guidelines as to how they should optimize their websites, Bing specifies that this is not going to guarantee higher rankings or more traffic from the search engine, although it’s wise to tick them on your list nevertheless. This shows you should expect contingencies but they’re ready to guide you through and, when necessary, tell you the naked truth.
Bing is much more transparent about ranking factors; just check their Bing Webmaster Guidelines and case studies and you’ll agree. Plus, they give you the tools to beautify your website to their taste, hence little to no hidden strings.
Interesting enough, there’s yet no evidence as to what Bing values most when it comes to ranking – links, content or anything else. They do value quality content but they don’t specifically say links or content play a major role as Google uses to. 7. Content is Not a #1 Ranking Signal
As previously said, content is rendered neither as #1 ranking signal on Bing nor as a part of the privileged few that are part of the top. As long as it has the three pillars of content quality, they’re happy.
source: Bing Webmaster Guidelines
Bing knows how they like their content in order to rank it high, but there’s one element that might make your page contents more appealing: multimedia files.
Bing looks for rich and engaging content, one that uses spot-on images, video, audio, so on and so forth. 8. On-Page SEO Matters More Than Off-page SEO
On-page SEO is king on Bing. This is what reigns the Bing lands, while off-page follows next. Although digital marketers invest time, money, and effort into both, it’s a universally known fact that successful off-page SEO only follows good on-page SEO .
Therefore, Bing is not cherry-picking the best one out of two but only gives on-site SEO its well-deserved tribute. To some extent, it’s a chicken-or-the-egg type of debate. 9. Bing Has a Taste For the Good Old Practices
Unlike Google who’s always updating everything, Bing is more into the classic. Generally speaking, what’s new-school for Bing is somehow old-school for Google.
Bing has a rather tangled search algorithm, one that is focused on things such as exact-match domains and keywords in headings, titles, copy or meta description (although Google dismissed them as a ranking factor, Bing relies on them), or high-quality content – authority, display, multimedia, relevance. Those who are fond of the old Google interface and ranking factors could easily feel at home when using Bing.
As we optimized specifically for Bing and Yahoo, I felt like I was optimizing for Google a few years ago. Tactics and tasks that were significant to me years ago, were now a factor again, just on different search engines. william kammer Director of SEO at Levy Online / @williamkammer 10. Better Multimedia User Experience
Bing has a better entity understanding in regard to multimedia and considers it a big plus if added to text content. Therefore, the Microsoft search engine uses it as a ranking factor which they also signal in their Bing Webmaster Guidelines.
Another good thing would be that Bing is more user-friendly when queries ask for images. The search engine gives exact search results without related searches or suggestions of this kind, as Google visitors are used to.
So you can get Bing’s favorite should you provide nice and tidy, unique, high-quality, and relevant images. 11. Social Signals Are a Vital Ranking Factor
According to Neil Patel , Bing
has officially stated that they use social shares to understand if a page is popular among users. Social media engagement is a positive sign. The more social signals you have, the higher you’ll go in SERPs. Experts argue that most time they correlate very well with better rankings, and this is all thanks to the content being frequently shared and used by users.
Bing says social signals pass on influence at alll levels, especially to brands’ social channels and to search engines.
Their impact should really mean that marketers should put an emphasis on increasing their social media audience and receive some feedback.
As expected, Bing too is against fake social media followers and engagement, such as it is against keyword stuffing when it comes to relevant content.
Although Google doesn’t say anything regarding the power of social signals, they greatly influence your rankings and many experts and SEO gurus vouched for them, so it’s wise to use them and benefit from both search engines, Google and Bing. 12. Bing Has a Stunning Array of Free Analysis Tools
Be it on the link level, the site structure level, or the page level, Bing has it all. Plus, Bing Webmaster Tools are free and provide actionable insight and tips on how to optimize your website for them.
Matthew Woodward thinks they’re superb and encourages marketers to use it right away. It’s like Bing has concentrated all marketing superpowers in one toolset and now lends it for free for people to learn what’s worth and what’s not in Bing’s eyes.
Bing is definitely SEO-friendly. One look at their in-depth structured Webmaster Guidelines, Tools, and case-studies, all there in order to make the search engine a better and easier-to-live-in place.
Bing provides the right means to sign up your website for analysis – be they backlinks, keywords, link profile etc -, mobile friendliness -, find out whether you’re penalized or not, even get your SEO reports that point out the flaws they see when crawling your site. 13. Content Needs to Be Top-Notch
As previously said, content is not a ranking content per se but it’s still important how it looks and “displays itself” on the internet. They prefer unique content, content written by professionals from well-known sources or people with field expertise instead of recycled content which is widely available everywhere on the web.
The Bing Webmaster Guidelines defines optimized content as: “clear, easy to understand and scan, deep, without ads, without affiliate links or redirecting readers to other links shortly after they landed on their page, should be friendly, easy to navigate, engaging, information-rich”.
Content should be multimedia-rich, with graphs, images, and videos meant to engage and offer all the necessary information to the reader. Generally, Bing places a higher value on in-depth, unique, long and engaging content rather than on shorter content. Bing is pretty simple to understand and follow – all you need is to know what you need and the search engine will provide it for you.