Bing SEO might not be the first thing that comes to mind when you think of search engine optimization. Like most people, you immediately think of Google and make sure you follow its best practices. Even though this search engine giant dominates the search engine, other search engines are also worth exploring and optimizing.One of these search engines is Bing.

Bing is Google’s biggest competitor with 33.6% market share of desktop search engines with Yahoo. Keep in mind that Bing has powered yahoo since 2010.

Combine this with the fact that Bing has seen an increase in ad spend and ad impressions, and suddenly, it makes sense to integrate Bing into your SEO strategy.

But, before you do that, you need to know what matters to Bing and how they rank the sites. And that’s what this article will explain.

Let’s dive in!

Benefits of Optimizing your Website or Blog for BING.

There are a few reasons why you would like to optimize your site for Bing.

It allows you to stay ahead of the competition as most businesses and websites will focus on Google alone. By following Bing’s SEO practices, your site will be visible to anyone using Bing and Yahoo – and 30% of Internet users have nothing to do.

According to research, Bing has an exclusive audience in some industries. This audience cannot be reached without search engine optimization for Bing.

Another reason why optimization for Bing is a good idea is that traffic from Bing could have a lower bounce rate than Google. The nature of Google’s algorithm is the last point to consider. The search engine giant is known to push updates to the SEO algorithm rather frequently and without much warning. If you incorporate Bing into your strategy, you’ll have time to adapt to Google’s changes, because some of your traffic will always come from Bing.

SEO Bing Ranking Factors

Now that we have covered the benefits of Bing SEO let’s discuss the ranking factors that are important to this search engine. Content

Regarding content, Bing favors longer, unique and relevant content, similar to Google. It also prefers easy-to-navigate content, offering a rich user experience that boosts engagement and has a more established author. If you look forward to rank and optimize your content for Bing, here are some key points to keep in mind:

  • Use the heading and paragraph tags appropriately, as well as the <strong> and <i> tags to emphasize your content. Never use more than one <H1> tag in an article. Just by using this tip, you are making it easier for Bing to understand the structure of your article.
  • The meta descriptions must be between 25 and 150 characters and play a significant role in Bing’s rank.
  • Use the exact keywords in your content as well as all the keyword variants, but do not pack your content with keywords unnecessarily.
  • Use ALT tags for images.
  • Although Bing can index Flash content, their guidelines do not recommend content in Flash or JavaScript.
  • Keep your titles relevant and between 55-65 characters.
  • Finally, produce content frequently and always make sure it’s unique.

Links and Backlinks

Bing encourages you to connect your content liberally and to create links to relevant external sites. According to Bing’s webmaster’s guidelines, backlinks are a sign of popularity and credibility of your material, which is why he prefers organic links from relevant and established websites. If a website that links you is not only well established but also uses a .edu, .org and .gov extension, these backlinks will be the ultimate sign of trust. For Bing, it is preferable to put relevant anchor text in both internal and outbound links. As with Google, you should avoid spammy backlinking and black hat strategies such as buying links, link farms and other means of link manipulation, as they may result in the removal of your site from Bing.

Meta keywords and keywords

We’ve mentioned keywords several times now, so it’s time for separate discussion on them. Keyword is an area where Bing and Google differ a lot. Unlike Google, which can determine the relevance of your content, even if you’re using broad-matched keywords, Bing favors simple, accurate keywords when it comes to ranking the websites. So, to optimize your content for Bing, use targeted keywords in all your content. Bing also prefers the exact keywords in the URLs of your publications and pages and takes into account exact match domain names. As you can see in the picture, the first result displayed on the results page is a website that uses an exact domain name.

In the case of Google, meta-keywords play no role in the position of your site in their index. Bing, on the other hand, always relies on meta-keywords not only to provide more context on the page but also in the general ranking of your site.

Social Signals

Another big point of difference between Google and Bing is the way they treat social signals. Unlike Google, Bing states in his guidelines that social signals play an important role in the ranking of the site. If you have a large audience and your followers regularly share your content, Bing sees this as a positive signal and considers it to rank your site.

While adding social media to your SEO strategy adds to your workflow, it’s worth considering a social media management tool that tracks your brand keywords. You can subscribe to Google alerts for your brand keywords too. By actively listening and participating in conversations with your subscribers, you will build brand loyalty, which will impact not only how fans interact with your brand, but also your Bing ranking.

Multimedia content

As you already know, Bing can understand Flash content. It is safe to assume that they can then understand other forms of multimedia content such as images and videos. In fact, when it comes to visual content, Bing is a pioneer in the field of object detection and visual search.

When it comes to media content as a ranking signal, it’s clear that Flash should not host your content and that images should include appropriate ALT tags. Adding more interactive content like quiz, videos, images and other types of rich media helps enrich the user experience mentioned earlier in this article, so it has the potential to benefit from your rank in the index of Bing.

Technical details

Regarding the technical aspects of the Bing index, Bing takes into account the loading speed of your website and your web pages, but it is important to find a balance between faster loading times and a satisfying user experience.

Bing does not consider HTTPS when ranking websites and does not plan to do so according to the public statement made to Search Marketing Expo.

If you want Bing to understand better how to interact with your website, you need to keep an updated robots.txt file at the root of your domain.

Another important file is your sitemap, and it is important to mention that Bing will not explore your website as often as Google does. It is, therefore, necessary to resubmit your sitemap when you make significant changes to your site.

Similar to Google, Bing prefers to use 301 redirects when you move content permanently, and 302 redirect when the move is temporary.

Finally, do not forget to use the rel = canonical tag to indicate original content when you have multiple URLs with the same content.

Resources to learn more about Bing SEO

Now that we’ve covered Bing’s ranking factors let’s take a look at the best resources that will help you create a solid SEO strategy for Bing and provide even more details on Bing’s index and ranking process.

Bing Webmaster Guidelines

The first place you should start is the Bing Webmaster Guidelines that contain all the information you need. The instructions are quite simple and much shorter than Google’s instructions. So you will go through them fairly quickly.

Bing Webmaster Tools

Like Google, Bing has its own set of webmaster tools that are as complete as their main competitor. What’s even better, they include an inbound links explorer so you can see who you are linking to, what keywords you will rank, and so much more.

Bing SEO Analyzer

Bing’s website analyzer will help you find out if your website follows Bing’s SEO practices and will give you a list of suggestions for improving your rank.

Bing Webmaster Blog and Blog Search

Bing has a webmaster blog that is regularly updated and publishes content around updates and new features introduced in Bing.

Last thoughts

If you’ve been paying attention to your SEO and found a strategy that works well with Google, you’ll be one step ahead when it comes to Bing. There are some differences to know, but they should not force you to propose a completely different SEO strategy for Bing.

At the end of the day, high-quality content, as well as common sense practices such as the right content structure, relevant keywords without keyword stuffing and organic linking, will result in higher rankings on Google and Bing.

To you: Have you invested in Bing SEO? Let us know in the comments below what you think about optimizing your site for Bing.