Whilst it’s true that Google is still the dominant search engine, Bing now has a 30% market share, and is continuing to grow. The vast amount of traffic coming through Bing should be more than enough on its own for many businesses, but there are still many people failing to take advantage of this.
Optimising for Bing is not the same as optimising for Google, Granted, there are many similarities, and many things which work for one work just as well for the other. But there are also many differences, and it’s by taking advantage of these differences that business can see a very dramatic increase in their ranking on Bing, and the amount of traffic being delivered as a result. Here are our top three ways to optimise for Bing in ways which are different from those you are likely to use when optimising for Google.
1. Think about ‘holistic’ SEO. This isn’t as woolly as it may sound, because most SEO specialists and webmasters already know that there are key areas which Google focuses on, and other aspects of SEO which are less important. Bing considers the whole array of SEO methods, rather than focussing on some more than others. With Google it’s largely about inbound links, but Bing isn’t quite as obsessed with these. Google doesn’t really pay much attention to things like <H1> tags, whereas Bing does give these extra weight. Basically, in order to optimise for Bing, use every technique in the book, from meta descriptions and titles to H1 tags.
2. Clean up your URLs. With Google you might well get away with some pretty messy URLs, with various parameters included in them, and many sub directories. With Bing you’re likely to perform better if you have a clean URL structure. Avoid using internal tracking codes, parameters and codes.
3. Maintain an up to date XML sitemap. This is very important, because Bing pays a lot of attention to your XML sitemap. If you have a larger website, make sure this is regularly updated. Just as Google has a webmaster tools section, so does Bing, and if you register here you can submit your XML sitemap, as well as browse through a number of other tips and tools which could help improve your ranking with Bing.
Need help with your Google/Bing optimisation? Please get in touch with us and we’d be happy to help!