When it comes to search engines, Google may the undisputed king—but upstart Bing is giving them a run for their money.
According to a recent study sponsored by Microsoft, and a ensuing “Bing It On” ad campaign in the vein of the famous Pepsi Challenge, those surveyed preferred Bing search results over Google’s two to one.
Granted, at 15.6 percent, Bing is a distant second in market share behind Google, which accounts for just over two-thirds of search engine queries. But the results are a reminder that there’s more than one way to search—and, thus, more than one way to approach your SEO strategy.
That said, optimizing your site for Bing’s algorithm is easy. Here are a six quick fixes to get you started.
Pay attention to your demographics.
Start by determining how valuable Bing SEO will be for you. If your customer base includes a large proportion of women, it’s probably worth considering: 58 percent of Bing users are female, and most are 35 or older.
Write more detailed content.
SEO experts generally agree that Bing places a higher value on content that exceeds 300 words. While that doesn’t mean you should start writing 2000-word blog posts, you should aim to create content that’s informative, detailed, and useful for your audience.
Focus on anchor text.
Bing’s algorithm assigns more weight to anchor text, so whether you’re creating your own backlinks via blog comments or soliciting them from relevant site owners, make sure your anchor text follows best practices.
Concentrate on authoritative backlinks.
Speaking of backlinks, Bing’s algorithm is less complex than Google’s, which it’s more susceptible to spam. Consequently, Bing is pickier about backlinks, placing more emphasis on trusted, authoritative sites. As far as Bing is concerned, “authoritative” refers to older, established sites with top-level domains (.com, .gov, .org, .edu) and lots of content.
Don’t forget title tags.
Bing puts more emphasis on page titles than Google, so make sure your title tags are short but descriptive, and include your target keywords as close to the beginning as possible. Great page titles will also improve your click-through rate on SERPs, which Bing uses as a ranking signal.
Use Bing’s Webmaster Tools.
When gauging your SEO efforts on Bing, it makes sense to use Bing’s native analytics app to examine your performance on the search engine. Plus, the Webmaster Tools can tell you if you’ve been penalized for any SEO practices Bing disagrees with.
Have you had success with any of these ideas, or found other effective strategies for optimizing your site for Bing? Tell us about it in the comments!
As the Brand Manager at Placester, it's my goal to cut through all the jargon and provide real estate professionals with insights and strategies for using our solutions to grow their businesses online.