Bing SEO vs optimising for Google

The web is constantly changing, and it’s important to understand the differences between SEO for Bing and SEO for Google. 

The search engines are changing. Bing has become a credible search engine and Google’s algorithm changes have been less frequent and more gradual over the past year.

It’s a well-known fact that search engines use different methods to rank websites, when it comes to optimising your website there are a few factors you need to keep in mind to ensure your website ranks well on both Google and Bing to maximise your traffic.

How can you get traffic to your website? A huge percentage of people don’t just use Google anymore. That’s right, they use Bing. So, if you want to drive traffic to your site, it’s essential that you start making Bing your best friend. It’s not a case of whether or not you should optimise for Google or Bing—it’s a question of which one is currently driving traffic to your website.

If you’re doing all the right things on Google, but not so much on Bing, then you could be missing out on a big chunk of traffic.

There’s a lot of hype surrounding Bing lately. Microsoft has been making some big claims about how its search engine will overtake Google.

Google currently accounts for around 91% of all internet searches, so with Yahoo and Bing making up the remaining 9%, you might wonder how this would even be possible.

But keep in mind ‘search’ is no longer just typing into a web browser. Bing search is built into many of Microsoft’s products, including the popular Xbox, and Microsoft office, and the data is also shared across a number of navigation devices provided by other companies. Alexa and Cortana also both use Bing for their results.

Bing & Google share many of the same ranking signals, but there are also key differences. If you have already optimised your website for Google, the process to optimise it for Bing as well shouldn’t take a lot of work as much of the structure should already be in place.

This article is going to help you understand the differences between SEO for Google and Bing.

The value of Backlinks is different between Google and Bing

When you link to another page on your site, Google and Bing consider that page to be a good resource and they reward you for it. This is why they both place such a high value on backlinks.

Google looks at many different factors when determining your PageRank, including the number of inbound links, the quality of those links, the popularity of your website, and the trustworthiness of your site.

Bing values quality content, and it values links, too. But it doesn’t use them the same way Google does.

The quality of the backlinks is important, however Bing prefers quality over quantity. The smaller quantity of backlinks will work better than linking to a whole lot of sites, and the relevance of these sites to your own site is important.

Do keywords matter?

For Google, understanding searcher intent and contextual cues from different websites is how the internet giant improves its results.

Bing has made significant changes to their algorithm and they no longer consider meta keywords for ranking purposes.

Google call this semantic search

Semantic search is the machine learning process by which a computer analyzes the contents of a document or website, and searches for the keywords within the text, including the words used to describe those concepts. The information is then used to provide a list of relevant results for a particular query.

When writing about your products or services, your goal should be to create informative pages that show them in the best light possible. You can’t focus on keyword stuffing.

Bing’s Webmaster Guidelines explicitly allow you to use the meta keywords tag, and they don’t rule out the possibility of using it.


Content is still king, but in a different way.

Possibly one of the biggest differences between how Bing and Google rang you on the search engines comes down to the content mediums that you use and how you use them. Bing has been heavily pushing visual search results which goes hand-in-hand with one of their main features called entity understanding. In simple language, Bing control your content accurately and understand the various different types of multi media such as audio video and images, to determine the value of this content for your SEO results and rank.

Google on the other hand tend to emphasise text based content as being their primary way they provide results however high-quality videos and images still do matter and always will, and while they may not pay play a significant role in your ranking directly, they can pay a big role in your website structure, such as your bounce rate result.

Social Signals do make a difference

Many business owners and digital marketers don’t realize that there are a lot of social signals to search engine optimization (SEO). These are the things your site does that make people click your links when they’re shared on social media. Think about what you want people to do when they visit your site. For example, if you want them to buy something, then you should focus on optimizing for product pages. If you want to give them a better user experience, you should focus on the content you want them to read on your site. If you want them to share a specific post on social media, then optimize for that on the post itself.

If you are looking to increase your social signals to improve your SEO then here are a few tips:

1. Create a landing page for your social media handles.
2. Write content that’s shareable and unique.
3. Don’t forget to add your links in the comments.
4. Post your articles to your Facebook fan page.
5. Link to your posts in your own blog.
6. Comment on other blogs in your niche.
7. Keep tabs on your competitors’ sites.
8. Share your links on Reddit, Quora, and Pinterest.
9. Tag yourself/business in your pictures.
10. Add your social handle as links in your email signature.


Other SEO Differences for Google vs Bing

Well the factors mentioned above are the primary differences between both Bing and Google for search engine results, there are other small factors that also do play into the final result. For instance, we rely on Google to index and crawl each and every page of our website to determine the overall results, whereas Bing tends to focus on just the key pages of your website or blog, and may not crawl your website as frequently as Google does. You can however manually resubmit your site map with Bing, which will push them to visit and review your site more often, give you that competitive edge


In conclusion, depending on who your primary audiences will ultimately determine how your website should be ranking, and which search engine you should be focusing on the most. For example, if you’re taking advantage of the tools the Bing use to get their results out for promoting video, audio, and images, the little more focus on Bing is probably ideal. However if you’re aiming to reach the local audience for your business by primarily text based pages to promote your services or products, than optimising your website for Google’s guidelines to achieve better organic results is the best bet.

Ultimately, work toward both, but focus where you need to first.

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