SEO strategies for Bing, a growing force in search

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Bing is a growing major search engine that has demonstrated recent upward trends in search engine optimization marketing.

Bing does not have as much press as Google does, but almost any SEO expert would argue that you want to focus on obtaining the results that will maximize return on investment for your business.

Bing typically is better oriented toward local consumer-based businesses such as establishments in the hospitality industry or retail. Not only does Bing boast a preferable layout for businesses in specific market segments, but Bing also largely incorporates social media user data into its algorithms.

Logically, consumer-based businesses can experience better results on a search platform geared toward business-to-consumer sales.

Some businesses have almost all the pieces of an ideal SEO strategy on Bing already in place, such as a strong presence on Facebook, LinkedIn, Google+ and Pinterest. Use what you have already built and continue to use what is working.

It is almost always difficult and time consuming to build a meaningful community around a brand on social media networking sites. Some other tactics that can be used to perfect an SEO marketing campaign on Bing are relatively easy, and they include the following:

• Ensure there are no 404 errors on XML (extensible markup language) file sitemaps. You should have all sitemaps error free regardless.

• Utilize Robot.txt files on your site.

• Have a quality landing page with engaging content to encourage positive user behavior data and reduce bounce rates.

Many other SEO strategies for Bing are almost identical for SEO strategies for Google. For example, choosing the right keywords is integral to top rankings as well as engaging site content.

One of the most meaningful differences between the right keywords and content on Bing compared to the right keywords and content on Google is that keywords especially need to be tailored to specific audiences on each search engine. The audience on Google Search might be more receptive to certain keyword phrases, and the audience on Bing might be more receptive to different keyword phrases.

Instead of splitting Internet marketing efforts 50/50 between major search engines, businesses should focus primarily on the major search engine that is the best fit. It is important to note that SEO efforts on Bing such as creating a strong social media following and an error-free XML sitemap are highly unlikely to lower rankings on Google.

Google usually is more effective to increase site rankings for businesses that are global and more technical in nature. In other words, Google can be a better option for businesses to increase online visibility without the end goal of local sales. For example, a niche software engineering firm might find that Google search is a platform that its target audience prefers.

In the end, it does not matter where an interested customer base learned about your business. Focus on data analytics and conversion rates specific to your business instead of extensive public relations or advertisement campaigns for specific search engines.

Bing is not necessarily better than Google and vice versa. A recent survey from www.searchenginewatch.com has enough user data to prove that searchers do regularly utilize Bing, and many of them prefer certain aspects of Bing.

Google undoubtedly receives more press, especially in the SEO community. However, there remains no single correct answer if Bing is better than Google.

Like so many other aspects of Internet marketing, the best answer is, “It depends.”

Bing has a smaller user base than Google, and Bing’s user base is notable and growing. Both search engines are backed by quality programming and content control.

It is ideal to grow almost any comprehensive Internet marketing strategy on multiple platforms.

Google and Bing make SEO across two different major search engines easy in a number of respects. Primarily, both search engines give preferential rankings to sites that are active, up to date, free of site errors and provide relevant, quality content.

In the end, it does not matter how your business connects with an interested audience. Internet marketing and SEO historically have been marked by high levels of impromptu market research, along with a degree of trial and error.

While Google still may own the market share of search, there is no denying that Bing is a force to be reckoned with. Bing can benefit the right businesses, and Bing will continue to be a major player in different aspects of online marketing for numerous market segments in the foreseeable future.

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