Is Bing SEO Worth Your Time?
Bing is the number 2 program within the western world after Google,
Enjoying a 13.5% and 11.5% share of all desktop queries within the US and UK,
Respectively. In light of this, digital marketing strategies should confirm they include Bing,
Especially as long as Bing users tend to be older and have bigger disposable incomes than Google users.
This blog post contains all you would like to understand about Bing and Bing users,
The differences between Google and Bing, and Bing ranking factors.
Bing market share 2020
Windows voice assistant Cortana has been plugged into the Windows 10 ecosystem.
It’s no surprise then that Cortana keeps its searches within the Microsoft family,
Using Bing as the default program within the Microsoft Edge browser, as an example.
This is often the very reason why Bing gets such impressive market share for desktop searches.
In August 2020, for instance,
Bing was used for 13.5 you look after all desktop search queries within the US (StatCounter).
Within the UK and Germany, as compared,
Bing was used for 11.5 attempts to around 9.5 you look after desktop searches, respectively.
One thing we should always remember, however, is that Bing only really plays a task in desktop searches.
When it involves mobile searches, it’s no market shares to shout home about.
One reason for this is often that Google is the default program on Android devices, which dominate the mobile market.
Plus, Google makes huge payments to Apple to secure its place because of the default program on the iPhone browser Safari.
By all accounts, the quantity of cash that Google pays to Apple is gigantic – consistent with CNBC, around 9.5 billion US dollars in 2018 alone.
Bing users are happier than their Google counterparts, and advertising on Bing is cheaper than on Google
Bing itself has underlined that its user community has far higher incomes than that of competitor Google.
Commenting on Bing’s analysis of the utilization of Bing ads (search engine ads within the search results),
author Cora Rothenbächer stated that [Bing ads] are ready to reach
“what tends to be a higher-income target group than is that the case for Google”.
“To be specific, 24% of Bing users in Germany are within the top 25% income bracket”, she added.
In terms of gender, 55% of Bing users are men and 45% are women.
Bing users also tend to be better educated than Google’s users, with 20% holding a university degree or postgraduate qualification,
which may even be attributed to the close link between Bing and Windows 10.
Many Bing users use it for desktop searches within the workplace,
meaning their search queries are often, making them of interest to B2B marketers.
Additionally, the CPA (Cost per Acquisition) and therefore the average
CPC (Cost per Click) for Bing is often less than for Google.
Bing ranking factors
In the summer of 2020,
Microsoft updated its Bing Webmaster Guidelines, publishing an in-dept
the document on the foremost important ranking factors for top positions in Bing search results. As unsurprising as
they’re, the individual points within the document do provide a basic understanding of how Bing’s ranking works.
These ranking factors are listed in decreasing order of importance, i.e
The relevance of an inquiry results most vital for Bing, whereas user signals are moderately important.
Page load time comes last within the list of six Bing ranking factors.
- Relevance:
This factor measures to what extent the landing page content fulfills the intent behind the user’s search query. consistent with Bing,
This is often measured mainly by analyzing matching words on the web page itself also as link texts,
But also synonyms and abbreviations.
- Quality and credibility:
To live the standard of an internet site, Bing analyzes the reputation of the page itself.
The question of whether author names are cited, for instance, is vital for Bing’s ranking.
Plus, landing pages are more credible if they cite sources or apply particular netiquette.
- User engagement and satisfaction:
Bing also takes into consideration how users interact with search results.
What results do users click on, how long did the user spend on the results page, scrolling, for instance, before clicking on specific results.
How long is the time on-site and what’s the bounce rate?
- Freshness:
Bing likes fresh content, meaning an internet site that provides up-to-date information.
In other words, it’s not important what percentage of new pages appear.
Instead, to urge an honest ranking on Bing the content on the pages has got to be updated continually.
Commenting on this subject,
Microsoft says explicitly that in many cases content produced today remains relevant in years to return.
- Location:
For Bing rankings, the user’s specific location (country and town/city) is additionally important,
As is the hosting location and therefore the document language.
- Page load time:
Unlike Google, the time it takes for a page to load is additionally important for the way a page ranks in Bing search results.
Microsoft recommends,
however, finding a cheerful medium between absolute page load time and user experience.
SEO optimization for Bing
Search engine optimization for Bing isn’t much different from optimizing for Google.
The SERP features are similar, too.
Bing also uses Direct Answers, Featured Snippets, Knowledge Panels, and more.
Besides the similarities, Bing does have a couple of unique features.
Bing still shows star ratings in search results as rich snippets more frequently than Google,
which now only does so for third-party sites.
Generally, the snippets are longer and include more text than Google;
meta descriptions in Bing are much more elaborate than in Google.
Analyses show big differences within the backlink results for Google and Bing.
this is often right down to the very fact that Bing pages don’t crawl the maximum amount in Germany due to its small market share here,
which is why it takes longer to seek out backlinks.
Where Google needs between 24 hours and a couple of weeks to seek out backlinks,
Bing can easily need the maximum amount of six months.
Bing’s close link with Windows 10 also offers potential in several various areas – just consider the Windows desktop background that changes daily.
If a user clicks on the background for more info,
they’re going to taken straight to the relevant Bing search results page.
And any website that ranks for this subject will see a rise in organic traffic.
In other words, almost like Google Doodle, but more so for users that surf while at work.
You can also register your domain within the Bing Webmaster Tool.
This may offer you access to data on crawling, optimization level, security,
and mobile-friendliness and can enable you to ascertain how your domain ranks in Bing search results.
Conclusion:
How relevant is Bing for my online business?
Whether or not SEOs and digital marketers got to optimize specifically for Bing depends totally on the target group.
In Germany,
Bing features a 9.5% share of the marketplace for desktop searches,
compared with 0.6% for mobile searches.
Bing’s analyses also show that its users tend to be male, older, have high incomes,
and have a better level of education than Google users.
To see what proportion of Bing traffic your website gets, inspect Google Analytics, for instance.
Google Analytics includes various reports on website traffic under
“Acquisition” → and “Source/Medium”.
You’ll also check how your traffic is doing compared with Google by watching whether conversion targets are being met.
If these figures look promising, and you’ve got an audience that’s older, male,
More of a desktop user, and accesses your website mainly during working hours,
it’d be worthwhile investing in Bing Ads and dedicated SEO.
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