Bing: The Untapped Opportunity for Your Business

bing seo

Bing has been making punchlines in the digital marketing circle over the past few years. If you aren’t yet using this search engine for optimizing your content, then you’re missing a great untapped opportunity for your business. Most individuals focus majorly on Google, forgetting about the existence of other search engines. Despite the dominance of Google, Bing offers the appropriate tool to enhance your online visibility.

Since 2010, Bing has been powering Yahoo and Bing, dominating up to 9.7% of the United States desktop search market. Additionally, most users acknowledge that Bing has a better traffic conversion than Google. The higher traffic conversion results from the mature Bing’s demographic and having more resources to spend. Importantly, this search engine partners with several other search engines like Yahoo!, Lycos, MSN, Ecosia, AOL, and DuckDuckGo, making it more popular when using Google alternatives.

In addition, the Alexa and Cortana voice search also use Bing, as the search engine is present in most Microsoft products like Xbox and Microsoft Office. Nevertheless, if you’ve already chosen Google SEO, you shouldn’t be worried as Bing and Google have many similar ranking signals. Despite the numerous similarities, these search engines slightly differ. Read through the article to understand more about Bing and Google’s key differences.


Bing is one of the few search engines that doesn’t rank your content or website based on the Meta keywords. Unlike other search engines like Baidu and Yandex, Bing announced in 2014 the move to stop considering Meta keywords for ranking purposes.

Google has made huge strides in improving user search accuracy by interpreting contextual cues and understanding searcher intent from the different content or websites. Experts refer to this step as semantic search, which partly relies on artificial intelligence and machine learning, like RankBrain, to enhance understanding of a page’s content.

According to Google, RankBrain is an essential factor they consider in their ranking algorithms. Thus, having a similar or exact match keyword isn’t an issue as long as they create comprehensive topical pages, articles, or content for the visitors.

In contrast, Bing has been emphasizing the point of broad-matching keywords. Bing’s webmaster guidelines outline that you need to use keyword research to develop rich content for your audience. Furthermore, they outline how proper keywords will enhance your ranking.

Unlike Google, Bing doesn’t rule out using Meta keywords to rank your site or content. Nevertheless, the search engine doesn’t allow you to abuse them or stuff some irrelevant keywords when creating your Meta tag. It’ll be good to use them sparingly and appropriately.

Additionally, Bing comes with numerous keyword tools essential to help the SEO pros, as they provide more information and details than Google’s tools. The webmaster tools offer a sophisticated keyword tool important for showing you related, suggested, and trending keywords. You can also get the relevant ranking URLs when using Bing to enhance your ranking.

Both Bing and Google have huge trust and value for backlinks. For instance, because backlinks signify that visitors got your content or information valuable and truthful; thus, you’ll want to share the content with other users.

Google will gauge the trust by using the PageRank to measure the domains that link to your content or website. It puts more emphasis on the High-PageRank links and some additional links that are worthy. Nonetheless, Google doesn’t consider the low-PageRanks or spammy links.

Bing also considers high-quality links, but they use different criteria for judging the link quality. When evaluating the quality, Bing doesn’t prioritize backlinks over the other ranking factors. However, they’ll prefer smaller quantities of backlinks originating from quality sites.

Like Google, this search engine prefers internal site links with relevant anchor text. More so, if the pages lack enough links, it removes the page or website from their index without penalizing web owners for buying links. They consider that you can enhance your website traffic by purchasing a link from busy or top-ranking websites, making it an appropriate marketing tactic.

However, when using this tactic, you need to be very careful as you may experience artificial inflation of links pointing at your website when you manipulate inbound links. This scenario may lead to the delisting of your site from the Bing index.

Summarily, when using Google, high-quality content and authoritative backlinks present the most vital page authority indicators while looking at the backlinks. In contrast, for Bing, fewer and more authoritative backlinks or internal links having relevant anchor texts form an essential basis for ranking.

Social Signals

Despite the numerous speculations that social signals play an integral role in page ranking, Google doesn’t consider it a factor for ranking a page. However, Bing emphasizes the importance of these signals. The search engine states that social media is vital for ranking content or websites due to its influence.

If you’re influential on the different social media platforms, it results in your followers or audience sharing your content widely. The broad sharing of your content is significant for Bing to see the positive signals impacting your organic ranking.

Despite being a time-consuming SEO strategy, using social media is worth optimizing your content or site for Bing. You can download an appropriate social media tool important for finding and taping every conversation individuals have on your business or brand. Additionally, Bing provides an API essential for checking the trending issues or stories on various social media platforms.

Ultimately, Google treats Twitter and Facebook just like the other indexed pages. Contrary, Bing views social signals as a key factor when ranking your page. Its search results will show your social media details like Twitter followers or Facebook friends.

Multimedia Context

When it comes to visual search needs, Bing has made tremendous improvements, leading to its essential features, like entity understanding. The features help Bing crawlers to crawl accurately and understand different multimedia content like images, audio, and video.

Bing is the leading search engine for your visual search needs. Nevertheless, it’s good to use and optimize high-quality images to enhance the proper searching for your visual content. In contrast, Google mostly focuses on text-based content. Nevertheless, they have some slight consideration for the high-quality videos and images.

Summarily, Bing emphasizes more on multimedia content while Google puts more emphasis on text-based content.

Additional Technical SEO Differences

Apart from the above factors, we’ve got some other differences you need to understand between the two search engines. For instance, you can rely on Google for indexing your site and trust its crawlers to index all pages on your site. Meanwhile, Bing focuses majorly on key pages; thus, it crawls less frequently on all your pages.

Luckily Bing allows you to enhance the crawl rate by using the clicking crawl control and Bing webmaster tools. In addition, the search engine will enable you to submit your sitemap by including an appropriate path in the robots.txt or on the Webmaster tool. Additionally, Bing benefits its users with the API to allow users to submit their URLs for crawling in bulk, a feature that Google lacks.

Generally, Bing is an appropriate search engine that enhances higher content or site ranking and provides numerous essential tools to suit your needs.


  • What is Bing?

Published on: 2022-02-08
Updated on: 2022-05-26

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Isaac Adams-Hands

Isaac Adams-Hands is the SEO Director at SEO North, a company that provides Search Engine Optimization services. Isaac has considerable expertise in Search Engine Optimization, Server Administration, and Cyber Security, which gives him a leg up as a Google Algorithm Analyst and SEO Expert.