When it comes to SEO, most people focus exclusively on Google at the expense of everything else. While there is some merit in this approach given that by most estimates Google commands over 75% of global search traffic, focusing only on Google can mean that you’re missing some important demographics, and ignoring 25% of potential customers.
By understanding the ranking factors used in other search engines, such as Bing, you can rank well on multiple search engines for the same key terms.
Why Bing SEO?
Here are some key reasons you should consider implementing a Bing SEO strategy:
- Reach a different demographic – Research has shown that Bing attracts a different demographic to Google search. Bing users tend to be older, more likely to be married and have a higher average household income. Depending on your target audience you may even be better off switching your focus to Bing SEO instead of Google.
Less competitive – Google SEO is incredibly competitive. Due to the large proportion of market share that Google commands, and the fact that people focus most attention on it, it can be incredibly hard to get to the first page for certain search phrases. By comparison, Bing is seen to be less competitive for both organic and paid search.
- There are simple steps to take – Bing SEO needn’t mean rewriting your entire site. Making small tweaks to your content can have a significant impact on your position in the search rankings. See the ranking factors below for some suggestions.
Google vs Bing SEO
The majority of the ranking factors used across both search engines are the same, however, they are given slightly different weightings, for example:
- Social signals – There is some evidence that Bing gives greater preference to sites and pages that exhibit strong social signals such as “likes” and “shares”.
- Links – Both Google and Bing rely heavily on backlinks as a key ranking factor. Bing, however, will actively remove pages that aren’t deemed to have enough link authority. This means that for your page to rank at all, you’ll need to get some high-quality links.
- Content – Google relies heavily on the quality of the written content on the page, rewarding content that is highly relevant to the context of the search query. Bing on the other hand rewards other types of content such as images and embedded video.
Implementing Bing SEO
At AsOne we manage SEO campaigns across all the major search engines and have deep working knowledge of the technical requirements of each.
We work with clients to understand which marketing channels are most relevant to them, and if we decide that Bing SEO is important we’ll conduct an audit of existing content to see how it can be adapted to rank better on Bing.
We’ll also ensure that the site and all relevant pages are indexed by Bing Webmaster Tools. Going forward we can track the performance of content in Bing, constantly optimising pages to perform better.
If you’d like to hear more about Bing SEO and how it could help your business, don’t hesitate to get in touch.