Should Marketers Optimize for Bing? [Data + Expert Tips]

When you think about search engine optimization (SEO), one major search engine probably comes to mind: Google. But what about Bing SEO? With more than a billion monthly users, Bing is the second most popular search engine globally. Moreover, since Microsoft’s acquisition of OpenAI earlier this year, Bing has begun integrating AI technology into its search engine, and its traffic has increased by more than 15%. With its growing popularity, Bing SERPs (Search Engine Results Pages) should be on the radar for marketers crafting their search engine optimization strategy. In this comprehensive Bing SEO guide, I’ll help you explore why Bing is still relevant for marketers, offer data-driven, expert-approved Bing SEO tips, and give you the tools you’ll need to optimize your online presence for this increasingly popular search engine.

Should you optimize for Bing?

Why Bing SEO Matters

Bing vs. Google: Similarities and Differences

Building the Right Foundation for Bing SEO

Tips to Improve Your Bing Ranking

Prioritize Exact Keyword Matches
Don’t Forget About Meta-Tags
Invest in Quality Backlinks
Build Strong Domain Authority
Ensure Mobile Friendliness
Cultivate a Social Media Following
Incorporate Images — But Don’t Overdo It
Craft Quality Content

Maximize Your Online Visibility with Bing

Should you optimize for Bing?

Is it worth optimizing for Bing? That’s only a question that your team can answer. I’d encourage you to look at it this way: If you’re just starting out on your SEO journey, focusing on Google may make sense. Plus, you may not have the resources to allocate to both search engines. But as you grow, it’s definitely worth optimizing your online content for Bing, too. While Bing still has a smaller market share than Google, it remains an important piece of the search engine pie, and it can serve as an important channel for your marketing efforts. To capitalize on this potential, invest in Bing SEO. That means understanding why Bing SEO matters, the ways in which Bing and Google differ, and what it takes to build a solid foundation for Bing SEO and boost your rankings on this platform.

Why Bing SEO Matters

So, why does Bing SEO matter? That’s a great question. Before diving into the specific strategies that drive success on Bing, it’s helpful to explore why Bing SEO matters for today’s marketers. There are four key factors underlying Bing’s ongoing relevance:

Substantial User Base
Less Competition
AI-Powered Search
Risk Diversification

Bing vs. Google: Similarities and Differences

Good news! If you’ve already optimized your website content for Google, you’re off to a solid start for Bing as well. Many SEO techniques are effective on both platforms, as both search engines reward content that’s relevant, trustworthy, and high-quality. However, there are also several important differences that marketers should keep in mind when optimizing for Bing. First, Bing is generally more open about its search algorithms than Google is. This means that marketers can, in many cases, make more informed decisions about exactly how to craft Bing-optimized content. Another key difference: Google explicitly ignores meta keyword tags, but Bing still uses these tags in its search algorithm. Therefore, with Bing, it’s worth continuing to make sure your web pages have useful, accurate keyword tags. In general, Google looks more for higher-level topic relevance, while on Bing, specific keywords that exactly match the search terms you’re targeting are more likely to be effective in improving your SERP rankings. Another important difference is the relative weight of social. Google has stated that social media engagement is not a factor in its search rankings, but on Bing, social plays an important role in determining what content will rank. As such, driving high-quality social media engagement should be part of your Bing SEO strategy. Below, I’ll dive into how you can leverage these key differences to build an SEO strategy that considers Bing alongside Google.

Building the Right Foundation for Bing SEO

Any Bing SEO guide would be incomplete without an overview of how teams can build a strong foundation for Bing SEO. There are several important steps to consider, and I’ll walk you through them now.