When you think SEO, you automatically have Google in mind and that is perfectly okay because Google dominates online search. With more than 5.8 million searches being performed on Google daily, it has a market share of more than 92%; it is quite natural for SEO practitioners to make Google the prime focus of their activities. However, despite the market dominance of Google, the fact that the other search engines like Bing, Yahoo, and Baidu all have users running into many millions should be a good indicator not to ignore them. Considering Bing also powers Yahoo search and has 10.4% of the market share of online searches in America. Comparatively, this may seem small; however, it represents millions of searches that are largely being ignored by marketers. Given the enormous potential to capitalize on Bing searches, marketers will do well to implement the following tips for optimizing their websites for Bing:
Make Use of Bing Places
Bing Places, as you may have guessed is the equivalent of Google My Business. The objective is pretty much the same – to deliver the most accurate and relevant local search results. Bing has a system of rewarding businesses that implement Bing Places prominently on their websites to incorporate their location details. The algorithm powering Bing also factors in signals from third parties, especially social media for local rankings, which is a major difference from the way Google operates. Even if you have not made any effort to use Bing, there is every possibility that your business has already been listed. In case, you find this to be true, you should claim the business and go on to make any changes that may be necessary. If the business has not been listed, all you need to do is to follow the simple instructions issued by Bing. After the business has been listed and claimed, it needs to be verified. The process involves Bing sending you an authorization code via text message, post, or email, which you need to use to verify your listing, following which nobody else will be able to make any changes to the listing information. After the verification is complete, Bing will automatically publish your business listing.
Bing advocates the use of high-quality images, which are also wonderful from the perspective of the user as it makes the listing more appealing. Bing allows users to add up to 100 images so it is a wonderful opportunity for showcasing your business and its products and services. You should incorporate pictures of the store’s exterior from different angles so that potential customers can identify it very easily from any direction they may be approaching. Add images of the interior using the opportunity to focus on your people who will be interacting with customers. When adding product images, ensure that they are of very high quality and show the best attributes of the products. With the image file size allowed up to 10 MB, you get a lot of flexibility.
Get Lots of Reviews
Because potential customers do not have the opportunity of touching and feeling the products physically before buying, they like to be assured that the product does the job capably and is of good quality by reading through reviews posted by people who have bought and used the product. It is important to encourage customers to give their honest feedback about their experience of buying and using the product. Buying or creating fake reviews is not a good idea – the strategy is spotted easily and your credibility is spoiled. Also, resist the temptation to delete unfavorable reviews, as a mixed opinion seems more authentic. Reviews are also a great source of feedback regarding the issues customers have so that you can use them to improve the product.
Leverage Social Media
The algorithm used by Bing recognized social signals to evaluate the quality and relevance of the content and uses it to rank the pages. This makes having a vibrant social media presence very useful for driving up page rankings in Bing. Evaluate which social media platforms your target audience is most active on and focus on building a strong presence on them. Try to post content that is original and of very high quality so that you get a high rate of engagement in terms of likes, comments, and shares, which are the signals that Bing picks up and factors in for calculating the page rankings. Needless to say, buying likes and followers do not work since the engagement is typically on a very superficial level.
Employ On-Page SEO Techniques
According to experts, the algorithm used by Bing has not evolved to the same extent as that of Google. This makes it rely more on keywords for matching queries than on advanced AI techniques for evaluating the relevance of content. By inserting well-researched keywords in the H1 titles and H2 subheadings as well as the opening paragraph, you can still get very good results. You can use more keywords as high keyword density seems to be better tolerated by Bing than Google. However, you need to strike a balance as optimizing for Bing could potentially hurt Google page rankings due to the difference in how the algorithms work. This is the main reason why SEO practitioners favor Google over Bing.
Focus on Building Links
Both Bing and Google have similar views on the importance of inbound links, however, according to https://www.seoinc.com, Bing still favors the number of links over their quality for calculating the page rankings. It is also established that comparatively, Bing gives more weight to links that match exactly with the anchor text than Google. However, just like Google, Bing is also very sensitive to abusive tactics aimed at inflating the number of inbound links like link buying, link spamming, link farms, etc.
While Google remains the hot favorite of users for online search and dominates the market, New York Search Engine Consultant working to boost the online visibility of businesses need to remember that the smaller search engines represent an opportunity that is not being explored by most businesses. There are several differences in the search technologies of Google and Bing, its next largest competitor that can be used to boost the SERPs productively without much effort.