The Other Search Engine: How to Optimize Your Site for Bing. Google is not the only search engine out there. If you believe Microsoft’s 2017 figures, a third of searches in the United States go through Bing or Yahoo Search, which is now powered by Bing. Worldwide, Bing reports a 9% market share.
In any case, it can’t hurt to optimize your site for Bing, particularly because you don’t have to sacrifice your existing optimization for Google to do so. Here’s what you need to know.
1. Bing Has Specific Standards for Quality Content
Bing, like Google, is trying to provide the best possible search experience for its users, meaning that it aims to rank high-quality content higher in its search results. Bing has made its 3 pillars of quality content publicly known. They’re after authority, utility, and presentation. That means your content should come from reputable and established sources, which you should clearly and directly cite, demonstrating authority. Utility means usefulness to readers, so make sure that you’re answering questions in a way that people will find helpful. And present your content in a clean format that’s not confusing or jumbled.
2. Bing Values Exact Match Domain
You’ll notice when using Bing that websites whose domain names match your search query often appear in the top few spots. Bing values exact match domain a lot more than Google. That means sites like “bestdentistnearme.com” appear much higher in the Bing results than the Google results for the same keyword.
This doesn’t mean you need to change your domain name to match your targeted keywords, but you should be aware that your domain will factor more into your Bing ranking than it would on Google.
3. Bing Is More Pro-Link Building Than Google
While Google has publicly stated that link building with the purpose of increasing page rank is “considered part of a link scheme and a violation of Google’s Webmaster Guide,”
Bing is much more friendly to this SEO tactic. They even advise you to build external links by asking websites and using targeted keywords. They still won’t let you spam links willy-nilly, but they’re much less punitive than Google when it comes to things like guest posts and link-for-link arrangements.
4. Bing Doesn’t Care About Semantics
While Google has taken steps to predict user intent and semantic context in its search results, Bing has remained focused on verbatim keyword matching. You can set many keyword research tools to specifically focus on Bing. Take a look at your headings for content and see if they directly align with the keywords you’ve determined you want to target. If not, your Bing ranking will suffer.
5. You Can Set When Bing Crawls Your Site
Using Crawl Control in Bing Webmaster Tools, you can tell Bing how often you’d like your site crawled by its indexing software, and even what time of day. If you post a lot, you’ll benefit from setting the volume to full.
Don’t overlook Bing! It’s used a lot more than people think, and because it’s a lot more friendly to SEO than Google is, it won’t take much effort to optimize for Bing.