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Top SEO Strategies for Bing

Bing is a growing major search engine that has demonstrated recent upward trends in SEO marketing. Bing does not have as much press as Google does, but almost any SEO expert would argue that you want to focus on obtaining the results that will maximize ROI for your business.

Types of Businesses Best for Bing

Bing is typically better oriented towards local consumer-based businesses such as establishments in the hospitality industry or retail. Not only does Bing boast a preferable layout for businesses in specific market segments, but Bing also largely incorporates social media user data into its algorithms. Logically, consumer-based businesses can experience better results on a search platform geared towards B2C sales.

Build a Comprehensive Strategy from Exiting Marketing Variables

Some businesses have almost all the pieces of an ideal SEO strategy on Bing already in place, such as a strong presence on Facebook, LinkedIn, Google+, and Pinterest. Use what you have already built, and continue to use what is working. It is almost always difficult and time consuming to build a meaningful community around a brand on social media networking sites. Some other tactics that can be used to perfect an SEO marketing campaign on Bing are relatively easy, and they include the following:

Ensure there are no 404s on XML sitemaps. You should have all sitemaps free from errors regardless.
Utilize Robot.txt files on your site.
Have a quality landing page with engaging content to encourage positive user behavior data and reduce bounce rates.

Many other SEO strategies for Bing are almost identical for SEO strategies for Google. For example, choosing the right keywords is integral to top rankings as well as engaging site content. One of the most meaningful differences between the right keywords and content on Bing compared to the right keywords and content on Google is that keywords especially need to be tailored to specific audiences on each search engine. The audience on Google Search might be more receptive to certain keyword phrases, and the audience on Bing might be more receptive to different keyword phrases.

Bing Compared to Google Search

Instead of splitting internet marketing efforts 50/50 between major search engines, businesses should focus primarily on the major search engine that is the best fit. It is important to note that SEO efforts on Bing such as creating a strong social media following and an error-free XML sitemap are highly unlikely to lower rankings on Google. The Bing-it-On Challenge is a great way to illustrate how Bing can be a better fit for local consumer-based businesses.

Google is usually more effective to increase site rankings for businesses that are global and more technical in nature. In other words, Google can be a better option for businesses to increase online visibility without the end goal of local sales. For example, a niche software engineering firm might find that Google Search is a platform that their target audience prefers. In the end, it does not matter where an interested customer base learned about your business. Focus on data analytics and conversion rates specific to your business instead of extensive PR or advertisement campaigns for specific search engines.

Bing is not necessarily better than Google and vice versa. A recent survey from Search Engine Watch has enough user data to prove that searchers do regularly utilize Bing, and many of them prefer certain aspects of Bing. Google undoubtedly receives more press, especially in the SEO community. However, there remains no single correct answer if Bing is better than Google. Like so many other aspects of internet marketing, the best answer is, “It depends.”

Advantages of Bing SEO

Bing has a smaller user base than Google, and Bing’s user base is notable and growing. Both search engines are backed by quality programming and content control. It is ideal to grow almost any comprehensive internet marketing strategy on multiple platforms. Google and Bing make SEO across two different major search engines easy in a number of respects. Primarily, both search engines give preferential rankings to sites that are active; up-to-date; free of site errors; and provide relevant, quality content.

Takeaway Points for Bing

The only thing that is almost certain in SEO and internet marketing is that things will change. Below are a few takeaway points for Bing SEO strategies:

Bing has a meaningful user base and online presence as a major search engine.
Bing can be a better fit for certain types of businesses (i.e. local retailers) than Google.
Optimizing a website for higher search rankings on Bing does not mean that Google site rankings will be automatically lowered per se.
Many important Bing SEO tactics are factors that should have already been addressed by SEOs such as social media presence, quality websites, active websites, etc.

In the end, it does not matter how your business connects with an interested audience. Internet marketing and SEO has been historically marked by high levels of impromptu market research and along with a degree of trial and error. While Google still may own the market share of search, there is no denying that Bing is a force to be reckoned with. Bing can benefit the right businesses, and Bing will continue to be a major player in different aspects of online marketing for numerous market segments in the foreseeable future. Due to these growing factors, utilizing Bing within your SEO strategy is an absolute must in order to gain sufficient traction in your SEO campaigns to maximize your results.

Ed Kundahl is president and owner of Allentown-based IdeaOverTen, an Internet marketing agency and Web development company that offers clients total search marketing and interactive media solutions. His roots are in small-business search engine optimization and marketing and making sites user friendly and accessible to search engines. He can be reached at

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