Bing owns about 25 to 30% of the market share of search engines – partly because it powers the majority of search on Yahoo too. While that is a minority relative to Google, it’s still worth chasing if all it requires is a few tweaks. So learn how to SEO for Bing by reading our strategies below.
Learn how to SEO for Bing – in a few simple steps
Let’s get started. The best way to learn how to SEO for Bing and optimize your site is to follow the tweaks we have mentioned below. And good news, you can do them mostly without compromising your optimization for Google. They both work together
6 Bing optimization strategies
- Bing looks for exact matches in your web content. If you search for “who invented the 747”, then Bing will look for websites that have that phrase. And if not, something very similar in the web page text. Meanwhile Google seeks content about the 747 and about people who invented it. Google can understand a page even though it seeks the content plus related content.
Strategy: Use basic keywords you want to rank for to capture Bing traffic. And use synonyms and related content to grab Google traffic.
- Avoid letting users do any “pogo sticking” – That is when a web visitor hops on a link from a search result, then seeing that they didn’t get what they want, clicks back to the search results. Then clicks on another result. Bing hates this so if you want Bing love, then you need to grab a user’s attention. Find a way to hold them on your site.
Strategy: Keep page speed zippy, and think about your page design and keep your bounce rate low.
- Click Through Rate – Bing takes CTR – click through rate – seriously. In other words, how many people click on your link when it appears in Bing search results. If no one ever clicks on it, then it will disappear from the Bing results.
Strategy: Write compelling copy in your <title> and <meta description> tag. These are tags in the header of a page on your site that contains a brief description of the contents of the page. They show up on both Bing and Google search results.
- Bing’s 100 kb crawl depth: Bing only crawls the first 100 kb of a page. That means if you have large unoptimized images that load before any text, Bing won’t show interest in your page.
Strategy: Optimize your pages so they are smaller and load faster (compress images) and keep you keywords close to the top of the text.
- Social media matters – Like Google, Bing tracks social media influence. However research shows social media likes, pins, and +1s, etc are more important to Bing than backlinks. Strategy: Make sure social media marketing is a key part of your web marketing strategy.
- Older content is good. Older established content gets higher ranking than newer content. Bing’s index refreshes happen about once every 90 days. So a site that is established in Bing’s algorithms as a high authority site will attract search clicks for a longer than Google. It crawls and refreshes its index more often. Strategy: Work hard to keep your older content that ranks on Bing indexable and unchanged. A web redesign and even domain change will take a bigger toll on Bing search ranking than its Google ranking.
Want help with your SEO efforts with Bing? We can help. Contact Andy at firstname.lastname@example.org.