Is Bing Worth Your SEO Time and Energy?
In the age of Google, it’s easy to dismiss other search engines in the larger conversation about SEO. But neglecting to consider the algorithms that sort search results on Bing, Yahoo and others, can significantly impact your sales.
If you consider more than just Google’s crawlers when creating content for your platform or your content marketing campaign, you can ensure that more diverse demographics find their way to your products.
So, that begs the question. What does Bing look for when it considers your content for appropriate ranking on its SERPs?
1. Keyword Differentiation
It’s difficult to undersell the importance of keywords as SEO elements. Google’s time-refined algorithm holds keywords in extremely high regard. So high, in fact, that those crawlers are able to consider keywords not only in their most straightforward iterations, but also in their contextual space.
Google’s algorithm understands the actual keywords you include in your content and your implied keywords. Its RankBrain can read your text and tease out the meaning of your work.
Bing, comparatively, puts greater weight on the actual keywords that you include in your work. The platform’s Webmaster Guidelines even encourage creators to integrate target keywords into shared content as frequently as possible.
While no one should keyword stuff content, if you want to improve your SEO with Bing, you don’t have to be coy. You can raise your ranking by creating straightforward content and using direct iterations of your core keywords.
2. Backlink Networks
Google and Bing both give your backlink network significant value and use it to determine where you stand in their indexes. Their weight-assigning methodology, though, varies.
Google emphasizes link equity when considering your backlink network. This means that Google’s crawlers consider the authority of the sites to which you’re linking, but also how that authority contributes to your platform’s reputation. Linking to a site such as Forbes, for example, will provide your platform with significant backlink weight.
Bing also prizes domain authority, but the platform takes domain age and extensions into account where Google doesn’t. If you’ve established a backlink network that utilizes .gov, .edu, or other authoritative extensions that are also well-established within its index, you’ll be golden on their SERPs.
Similarly, Bing’s SEO crawlers are delighted by content that integrates a significant number of links into its text. This doesn’t mean you should go overboard, but to appeal to Bing, your backlink network must be extensive.
3. Image and Video Processing
It’s a fact: we’re a visual people. Video and content images have recently risen in popularity on a number of storefront websites. If you’re looking to use these elements to boost your SERP ranking, you can do so one of two ways through Google and Bing.
Google’s crawlers rely heavily upon text-oriented content. This means that while the crawlers won’t take the actual video or picture you share on your platform into your SERP ranking account, it’ll consider your alt or image text.
Comparatively, Bing SEO integrates both your video and image usage amount into your SERP ranking.
As such, if you want to raise your Bing SERP ranking, emphasize your multimedia content through Flash.
While the basics of Bing’s SEO and SERP rankings are similar to Google’s, each platform has some finely-tuned differences. Keep these variations in mind when you’re structuring your content. See if you can’t play with that SERP ranking and boost your CTR.
Google may well be the crowned king of SEO—but even kings have rivals.
image attribution: semisatch – stock.adobe.com