If you were to ask just about anyone who the biggest search engine is, they’d rightfully answer Google. In fact, Google is used nearly two-thirds of the time when it comes to organic searches. Bing, however, has been movin’ on up in the search engine hierarchy; in addition to partnering with Yahoo, the growing engine is now powering AOL’s search, bringing its total domain to approximately 1/3 of organic searches.
While most webmasters focus mostly on how to rank higher in Google’s search results, it would be remiss to neglect to consider what will help a page rank higher with Bing. Interestingly, Bing is more transparent than Google is when it comes to their algorithms, so you will have less guesswork to do if you would like to focus some or all of your sites on Bing criteria.
Some Is the Same
There are some components of a good website that will help you whether you are attempting to appeal to Google or Bing users. For example, your site needs to appeal to users. A high bounce rate tells both search engines that people are simply not receptive to your site. Your content should be well-written and should hold authority.
Click-through rates are also important. Keep this in mind as you create your ads and hyperlinks; you want people to click those links and go to your site.
Backlinks May Matter Less
Fewer of the top results from Bing contain backlinks, something that Google has relied on in their algorithms. If you are going to include backlinks, try to get them in the body of the content rather than in a sidebar or as a list at the bottom of a page.
Keyword Matching Is a Bit Iffy
While Google is genius at keyword matching, Bing seems to be a bit slower on this. When you use inbound anchor text, make sure that you are using good keywords, including long-tail keywords. The danger here is that you link too many keywords, which will set off Google’s spam-o-meter; keep this in mind and use moderation.
Having an older domain name and older domains linking to your site will boost your ranking with Bing. New domains don’t do as well, so if you have an older domain name that you just haven’t been using, it might make sense to use it for a while, even if only to let a newer, more preferred domain name age a bit before switching over.
There Are Tools for You to Use
Bing does seem to try to make it easier on its users by providing a webmaster guide as well as a tool to tell you how your site is doing. Check out the guide and the SEO Analyzer to measure the appeal of your site when it comes to this search engine.
Remember that while search engine rankings are important, it’s just as important to appeal to actual humans. Speak to a professional search marketing expert at Most Optimal to learn more and to hear about what we can do for your site and your page rankings on the biggest search engines.