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Bing SEO: Why ignoring Microsoft search engine could cost you

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It’s easy to get caught up in the Google-centric strategies that have dominated the industry for years. However, recent developments suggest that ignoring Bing, Microsoft’s search engine could be a costly mistake for businesses.

The slow but steady rise of Bing

Bing has long been considered the underdog in the search engine world, often overshadowed by Google’s immense popularity. However, Bing’s market share has been steadily growing, and it now holds about 10% of the global search market for desktop devices.

As of May 2024, Bing has increased its cross-device global market share to 3.72%. Though this may seem small, it translates to millions of potential visitors to your website.

Image source: https://www.statista.com/statistics/216573/worldwide-market-share-of-search-engines/

This growth can be attributed to several factors, including:

  • Integration with Microsoft products: Bing is deeply integrated with Microsoft’s suite of products, including Copilot (powered by ChatGPT), Windows, Edge, and Microsoft 365. This integration exposes Bing to a vast user base and drives traffic to the search engine.
  • Improved search algorithms: Bing has made big strides in improving its search algorithms, providing users with more relevant and accurate results. This has enhanced the user experience and increased Bing’s appeal.
  • Bing Places for Business: Bing Places for Business is a free listing service that allows businesses to manage their online presence on Bing. This includes adding business information, photos, and hours of operation, which can help businesses attract local customers.

Simplicity and transparency of Bing’s SEO guidelines

One of the most appealing aspects of Bing SEO is its straightforwardness. Bing’s SEO guidelines are clear and transparent, making it easier for businesses to understand and implement effective optimisation strategies.

Unlike Google’s often opaque algorithm updates, Bing provides detailed documentation and support for webmasters. This transparency can be particularly beneficial for small and medium enterprises (SMEs) that may not have extensive SEO expertise.

Key differences between Bing and Google SEO

While there are many similarities between Bing and Google SEO, there are also key differences. For example, Bing places a higher emphasis on social signals and multimedia content.

It’s important to understand these differences which can help businesses tailor their SEO strategies to better align with Bing’s ranking factors. For instance, Bing tends to favour websites that have a strong social media presence and actively engage with their audience.

Bing’s also algorithm gives more weight to the use of multimedia elements like images and videos, which can enhance user engagement and improve rankings.

Why SMEs should consider Bing SEO

Small and medium-sized enterprises (SMEs) stand to benefit significantly from incorporating Bing SEO into their digital marketing strategies. Here are a few reasons why:

  • Less competition: The Bing SEO landscape is generally less competitive than Google’s, making it easier for SMEs to rank for relevant keywords and gain visibility.
  • Lower cost-per-click (CPC): Bing ads typically have lower CPCs than Google ads, making them a more cost-effective option for SMEs with limited budgets.
  • Different demographics: Bing’s user base tends to have different demographics than Google, i.e. 20% of Bing’s user base is aged 45 to 54 years old; this potentially opens up new markets for SMEs.

Image source: https://truelist.co/blog/bing-facts/

How to get started with Bing SEO

If you’re an SME looking to explore Bing SEO, here are a few steps to get you started:

  1. Optimise for Bing SEO: While many SEO best practices apply to both Google and Bing, there are some differences in how these search engines rank content. Familiarise yourself with Bing’s webmaster guidelines and optimise your site accordingly.
  2. Set up Bing Places: Take advantage of Bing Places for Business, which is similar to Google My Business. Claim and optimise your business listing to improve your local search visibility on Bing.
  3. Use Bing Webmaster Tools: Take advantage of the insights and tools provided by Bing Webmaster Tools to improve your site’s performance on the platform.
  4. Create Visual Content: Given Bing’s strength in visual search, consider creating more visual content to capitalise on this feature.
  5. Consider Microsoft ads: If you have the budget, Microsoft ads can be a great way to complement your organic SEO efforts and reach a wider audience.

Don’t miss out

While Google remains the dominant player in the search engine market, Bing’s growing popularity and emphasis on user experience make it a platform that as a business, you cannot afford to ignore.

SMBs can diversify their traffic sources, reach new audiences, and potentially thrive in a less competitive environment by embracing Bing SEO.

Contact us today to learn how we can help you leverage Bing SEO to grow your business.

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