When planning your SEO strategy, it’s likely that your mind will default to Google. Don’t get us wrong, making this search engine giant the focus of your SEO efforts is a good thing. After all, as of June 2019, Google held 87.5% of the UK market share in the search engine market (Statista). Although, that’s not to say that they should be your only focus. We’re here to explore the SEO benefits of targeting the second most popular search engine in the UK – Bing. We’ll also give you some tips on how you can tailor your SEO to Bing’s search algorithms, as well as those outlined by Google.

Is it really worth targeting Bing users in 2019?

While we believe that Google should be your main consideration when shaping your SEO strategy, there are still many benefits of keeping Bing on your radar. Finding accurate statistics on the number of searches carried out on each search engine proves difficult, with multiple statistics sites stating different figures. However, according to comScore, Bing receives around 405m searches per month in the UK. In reality, that’s still a pretty impressive audience to put your business in front of.

Who uses Bing? 

Bing is the default browser for the Windows Operating System, which holds 72.99% of the UK desktop market share as of August 2019. While many people choose to change their default browser, research suggests that many older users will search via Bing. Typically, Bing users tend to be over the age of 35, with most being between 55 to 64 with high incomes – if this is the market you want to tap into, Bing is your platform.

Businesses operating internationally may also benefit from targeting their SEO and PPC efforts at Bing as it is the second most popular search engine in many big international markets such as Germany, France, India and Canada.

Bing and Yahoo

In July 2009, Bing and Yahoo formed a partnership in which Bing powers Yahoo search. This means that by optimising for Bing, you’re also optimising for Yahoo so you benefit from searches on both search engines – organic and paid.

SEO for Google vs Bing What’s the difference?

Optimising for Bing isn’t too dissimilar from optimising for Google. By taking Bing’s ranking factors and algorithms into account, it’s unlikely that you’ll harm your chances on Google – so it’s a no brainer for us. There are some key differences in the way that Bing determines the results on its search engine results pages (SERPs) that are important to keep in mind when it comes to optimising your website.

Bing ranking factors

Ranking factors are a set of criteria that a search engine takes into consideration when deciding which pages to prioritise on its results pages. Below, we’ve listed some important factors to consider when optimising for Bing:

  • Keywords
    • Bing is not quite as advanced as Google when it comes to keyword matching, so you need to be specific and use exact match text for the keywords you want to be found for on your website. 
    • It is important that you do not spam your website with your target keyword. Simply being specific with your wording and allocating your keywords around your website in the relevant places should be sufficient. 
    • Bing places higher importance on meta titles and meta descriptions than Google (although they are still important on the latter), so ensure you include your keywords here.
  • Authorship
    • With Bing, you can claim ownership of original content – the more content you “own”, the higher you’re likely to rank (provided it is quality, relevant content).
  • Backlinks
    • Bing views links from older domains as more trusted and authoritative.
    • The search engine also highly values links from .gov and .org domains (the latter of which can be quite easy to obtain since .org websites can be registered by almost anyone). 
    • Much like Google, Bing view spamming, link farming and excessive link exchanges as negative. By partaking in any of these tactics, you run the risk of your website being delisted by both search engines.
  • Local SEO
    • Bing tends to value proximity over the size and reputation of a company when producing local results. To benefit from this, you should ensure that your website clearly features your location and directions on how to find you. 
    • Much like Google My Business, Bing have a feature called Bing Places where you can list all the relevant location and contact information for your business. Adding your business to Bing will increase your chances of being found in local results.
  • Click-through rates (CTRs)
    • User signals are a big ranking factor for Bing. Websites with better CTRs and lower bounce rates will be favoured over those whose users are less engaged and responsive to their content. Compelling metadata and clear, informative content on landing pages will help to ensure that you meet these criteria.
  • Domain age
    • As mentioned above, Bing values and places more trust in older domains as opposed to new ones. Of course, if your domain is brand new, this will require some patience – however, as long as you play by search engine rules and follow SEO best-practices, this should simply come with time.

Give your business the best chances of being noticed on search engines with ExtraMile…

The Search Engine Marketing team at ExtraMile are always updating their knowledge on the latest changes and trends in the world of search. Whether it’s algorithm updates, new features to take advantage of or changes in the way internet users are behaving – they’ve always got their finger on the pulse. 

To get your business noticed in all the right search engines and platforms, speak to ExtraMile today.