Bing SEO Guide: How to Optimize Your Site For Bing Search
I bet you’re spending a lot of your time and marketing budget optimizing your website and content for Google’s Search Algorithm. You’ve likely never considered looking for a comprehensive Bing SEO guide. Am I right?
If you are focused on Google search over Bing search, it makes sense that you would be since the former is the world’s largest search engine with over:
- 2 trillion searches annually
- 100 billion searches each month
- Nearly 60% of searches now from mobile devices
What about SEO for Bing Search? Do you need a simple overview or Bing SEO guide? Is your Bing search engine optimization strategy the same for Google? These are excellent questions for every business owner to ask and today, I have your answers!
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Your Personal Bing Search Engine Optimization Guide
I used to be just like you. My strategy totally ignored Bing SEO and optimizing content specifically for Bing. I figured stick with Google – everyone uses Google. Or do they?
It may not seem that Bing search gets used often and that may contribute to the fact that many SEOs ignore Bing. Believe it or not, there are many people who use Bing as their main search engine, and here’s why: Bing also powers Yahoo.
Here’s what a few users of Bing search had to say about why they use Bing over Google:
- “…it provides me with much more accurate results than Google. Sometimes I can find what I’m looking for on the first page of Bing, whereas it might be on the second or third page of Google.”
- “The advertisements are also not as obtrusive in the search results, such as with Google. It’s also great for my Windows phone, I like seeing those great photographs as my lock screen every day.”
- “Bing has some useful tools for web developers. In addition, Bing Maps seem a lot clearer to me, which is important because I’m a cyclist. Besides that, Bing is efficient.
- “My favourite feature is the User interface. Video search preview is another feature that lets me [hold the] mouse over video results and get a 30-second preview directly in the results, which is a better solution compared to my previous go-to search engine.”
How Big is Bing Search?
Bing controls 33% of the organic search market. Google takes 67%.
Those are the July 2015 “powered by” numbers provided by comScore for the US search market.
SearchEngineLand.com reports that recently, Bing saw a tiny 0.1 percent gain in July where Google’s market share fell from 67.6 percent a year ago.
Bing and Yahoo combined in July accounted for 33.1 % market share. It’s important to note here that as of January 2016, Bing powers AOL search. Therefore, the share of Bing and Bing-powered searches represents 34.3 % of all query volume.
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Your Guide To Bing Search Engine Optimization
Get Set Up For Success – Claim Your Business!
This is your first step and it’s a very simple thing to do. Surprisingly, many business owners neglect to claim their business on search engines. Here’s a few easy steps you need to take:
First, check out Bing Places for Business and create or claim ownership of your business listing. If you have two or more locations for your business, be sure to claim them all.
For Yahoo, their search results for local businesses are powered by Bing’s local business listings. So make sure you don’t ignore your business on Yahoo. Instructions on how to claim your business on Yahoo can be found here. While you’re at it, check out Yext for some next level local SEO technology.
You may not think many people use Yahoo today, but just as with Bing, there’s enough people who use these search engines daily. One out of every 8 searches in the US is done through Yahoo, so you’ll definitely want your local business to be properly represented there.
Get Organized – Add Tags & Categories
Bing, like Google, makes good use of any optimization you implement in your metadata. Like every skilled SEO knows, optimizing a site’s metadata well provides super duper SEO opportunities especially when optimizing links and images.
After performing comprehensive short-tail and long-tail keyword research, use that data in your tags and categories to help make your content be found in search engines by people using the same keywords and phrases you optimized for.
If your site uses the WordPress framework and content management system (CMS) optimizing your tags and categories is simple and quick. Keep in mind that all tags and categories should represent a long-tail keyword phrase that a reader would potentially search for.
So for example, if I’m looking for SEO checklists (not a long-tail keyword, but it works for this example), I would search for “seo checklists.” In this example, “SEO” would be a category, and “checklists” could be a tag. Both are useful and functional taxonomies.
Optimizing tags and categories is one of the most important SEO tactics because they each give search engines an overall picture of what the content on your website is about. Without them, bounce rates go up and organic search traffic goes down.
Get Keyword Relevant
Relevant contextual keywords should be an essential part of your SEO strategy regardless of what search engine you’re optimizing your content for.
After some serious keyword research, be sure to optimize every single page of your website with every relevant long-tail keyword phrase that relates to your products and services. In addition ensure your on-page copy, marketing copy, and taglines offer descriptive information around your priority keywords.
The graph below shows how Bing and Google compare to each other when it comes to keywords:
Interestingly we see that ranking factors like internal links are more important to Google than to Bing, relevant, contextual keywords are still essential to your Bing SEO strategy.
This is why our agency recommends regular blogging about relevant topics and continually populating your website with high-quality user and search optimized content. Blogging is one of the most widely used forms of content marketing in business today.
Get Our FREE Bing SEO Guide. Download it Now!
Get Your Social Media Game Integrated
I’ve always believed in a holistic approach to digital marketing that includes content, search and social media. Just like with Google search, social media and Bing search integrate very well together for an SEO strategy.
If you have a WordPress website, you can easily link your social media accounts to your website using the free Yoast SEO plugin. Just download, install, and add your social media urls. Here’s what it looks like:
Get Super Great Content
It’s always about producing great content. Many still say content is king. I say optimized content is king!
Look at it this way. A search engine is one of the first places, if not the first place, a person goes to find some sort information or to buy something. SearchEngineLand conducted a survey and reported that 40% of users start a local search with a search engine.
This means that using a search engine is the most popular first action that a customer takes before making a web-based purchase! If you’re making fantastic content that is optimized for users and search engines, you’ll begin to significantly increase your rankings and pull more and more organic (unpaid!) traffic from the SERPs.
It’s important to note that size matters! That is, the length of your content matters when it comes to search engines and rankings. Bing has strict content length requirements so make sure all your text based content has a minimum of 1600 words.
The last step is to use one of the most important Bing search engine optimization tools to get your website indexed with Bing search.
Just like with Google’s Search Console (formerly Google Webmaster Tools), Bing has a free Webmaster Tool called Bing Webmaster Tools!
This replaced Yahoo Webmaster Tools, so all you need to do to get your site crawled and indexed by both search engines is to submit your site to Bing only using this free tool. Here’s what you need to do.
- Make sure you have an updated and compliant sitemap in .xml format. If you need help with creating that sitemap, read Bing’s guidelines to submitting sitemaps.
- Create a Bing login or just use your Microsoft account email.
- After you have a new sitemap file, or you’ve published new content on your website, copy the url and go to the Bing Website Submission page and fill out the forms as shown below to submit your website.
- Finally, simply verify the ownership of your site by copying the verification code into the proper section of WordPress.
- After you’ve completed registration, your website should get indexed in Bing search within a minutes. Check your analytics after a couple of weeks and you should see increases in referral traffic from Bing search!
So remember, Bing (with Yahoo) controls almost one-third of the search market. While Bing, the David to Google’s Goliath of search, is an extremely valuable, often ignored, search engine. You should be considering Bing SEO in your overall website optimization strategy.
Bing SEO optimization is a little different than Google, in that users of Bing (with Yahoo) tend to be more educated and earn higher salaries. This is another reason why you want to make sure your website can be found in Bing search.
Finally, never discount the importance of social media with SEO and search rankings. While “social signals” from social media sharing isn’t considered an official ranking factor by Google, it’s undeniable that social media sharing and engagement will influence your search rankings.
Bing is different than Google in another way that relates to social media marketing. Bing search traffic is more heavily influenced by Facebook than Google’s search index.
So now you’re ready!
Download this free guide to Bing SEO and get started.
If you need help with your strategy or execution, please contact me anytime. My team and I are ready to help you when you’re ready!