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Latest Bing SEO Guide: How Bing SEO Differs from Google SEO in 2023

By Prasoon Gupta
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What is Bing SEO?

Bing SEO refers to the practices and tactics aimed at optimizing websites and online content specifically for the Bing search engine. Just as Google has its unique algorithms and ranking factors, so does Bing.

Why is Bing SEO important?

While Google dominates the search landscape, overlooking Bing SEO is a missed opportunity.

In the world of SEO, Bing is the often-overlooked cousin of Google. But did you know according to Statcounter, Bing powers with a 15.62% share of market share for US PC searches. As an SEO agency, ignoring Bing SEO is not an option.

By aligning with Bing’s distinct ranking factors, businesses can diversify their online presence, ensuring they capture a wider net of potential clients and visitors. In essence, Bing SEO is about broadening horizons and maximizing visibility.

Let’s first understand the basic difference between Bing SEO and Google SEO and what are the key ranking factors of both the search engines.

How Bing SEO Differs from Google SEO?

Bing SEO and Google SEO are two different approaches to optimize your website for search engines. While both of them aim to improve your site’s visibility, ranking, and traffic, they have some key differences that businesses should be aware of. Here are some of the main ways that Bing SEO differs from Google SEO:

  • Bing favors exact-match keywords over semantic search. This means that Bing is more likely to show results that match the exact words or phrases that users type in, rather than trying to understand the intent or meaning behind them. Google, on the other hand, uses semantic search to provide more relevant and personalized results based on the user’s context, location, and history.
  • Bing gives more weight to domain age and authority. Bing considers older and more established domains as more trustworthy and authoritative and ranks them higher than newer and less popular ones. Google also factors in domain age and authority, but not as much as Bing does.
  • Bing prioritizes backlinks from relevant and authoritative sites. Bing values quality over quantity when it comes to backlinks and prefers links from sites that are related to your niche and have high authority. Google also considers backlinks as a ranking factor, but it also looks at other signals such as content quality, user experience, and social media presence.
  • Bing is more transparent about its ranking factors and algorithm updates. Bing provides webmasters with more information and tools to understand how it ranks websites and what changes it makes to its algorithm. For example, Bing Webmaster Tools offers a feature called SEO Analyzer that shows you how your site performs on Bing and gives you suggestions for improvement. Google, on the other hand, is more secretive about its ranking factors and algorithm updates, and often does not announce them publicly.

These are some of the main differences between Bing SEO and Google SEO that you should keep in mind when optimizing your website for both search engines. By following the best practices for both of them, you can increase your chances of getting more organic traffic and conversions from your target audience.

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How to Do SEO on Bing?

Bing is available in 105 different languages and is available in 238 countries, so optimizing the website for Bing is crucial for every business. If you’re looking to increase traffic, attract new audiences, and boost rankings for your client’s website, Bing is a search engine you can’t avoid. With that in mind, let’s dive into the best Bing SEO practices and strategies tailored specifically for agencies and clients.

1. Bing Webmaster Tools

Google is the most popular search engine in the world, so it’s no surprise that most people think of it when they think of SEO. However, neglecting Bing could mean missing out on a substantial portion of your potential online audience. Bing Webmaster Tools is a powerful resource that can help you improve your SEO on the Bing search engine. Here’s how:

  • Bing Webmaster Guidelines: Firstly, Bing webmaster guidelines are intended to help you understand how Bing finds, indexes, and ranks websites.
  • Website Insights: Bing Webmaster Tools provides valuable insights into how Bing views your website. You can see which pages are indexed, monitor crawl errors, and even get a list of the top keywords driving traffic to your site on Bing.
  • Site Optimization: It offers recommendations for optimizing your site for Bing’s search algorithm. You can identify issues with your website’s structure, meta tags, and content, and then take steps to address them.
  • Submit Sitemaps: You can submit your sitemap directly to Bing through the tool, ensuring that Bing’s crawler can efficiently index your site’s pages.
  • Keyword Research: Discover what keywords are popular on Bing and how they perform. This information can help you tailor your content to better match Bing users’ search queries.
  • Backlink Insights: Analyze your backlinks and understand which sites are linking to you. This helps you identify areas for improvement in your link-building strategy.
  • Geo-Targeting: If your business serves specific regions, you can use Bing Webmaster Tools to specify your target audience. This ensures your site appears prominently in local searches.
  • Crawl Control: You can control how often Bingbot crawls your site, which can be helpful if you have limited server resources.

2. Keyword Research & Analysis

Keyword Research is an often-overlooked aspect of Bing SEO services. While it is not the only factor that contributes to SEO success, it is an essential one. Bing has its own unique algorithms, and researching the right keywords will help you optimize your website for Bing search results. Why is Keyword research important for Bing? Well, Bing’s algorithm is different from Google’s. Bing places a higher emphasis on exact match keywords and domain names. So, by conducting proper Keyword Research on Bing, you can identify high-impact keywords that will optimize your website for the Bing search engine.

Tips for conducting Keyword Research on Bing include using the Bing Ads keyword research tool, analyzing competitor websites, and conducting thorough market research. By following these tips, you can create a targeted Bing SEO strategy that will increase your website’s visibility on the search engine.

3. On-Page Optimization

On-Page Optimization is an essential aspect of Bing SEO. It involves refining individual web pages to rank higher and earn more relevant traffic in Bing search results. Here are a few key points on how to optimize your website for better results in Bing.

  • Optimizing Page Titles: The page title is the first thing that users see when browsing search results. It should be engaging, descriptive, and include targeted keywords. A good page title can boost your Bing SEO ranking and improve user click-through rates.
  • Optimizing Meta Descriptions: Meta descriptions provide a brief summary of what your page is about. While they don’t directly impact Bing SEO, well-written descriptions can attract more users to your website. Make sure to include relevant keywords and a clear call-to-action to increase click-through rates.
  • Optimizing Headings (H1-H6 tags): Headings help Bing understand the structure of your page and its content. Using proper H1, H2, and H3 tags can make your content more readable and improve its Bing SEO ranking. Be sure to include keywords in your headings and make them descriptive and relevant to the content they introduce.
  • Optimizing Images: Don’t overlook the importance of optimizing images. Choose relevant images, use descriptive file names with keywords, provide concise alt text for accessibility, and optimize image sizes for faster page loads where applicable. These steps contribute to both user experience and Bing’s algorithms, improving your Bing SEO rankings and attracting a more relevant audience.

Remember, On-Page Optimization is just one piece of the puzzle when it comes to Bing SEO services. By optimizing your website for page titles, meta descriptions, and headings, you can improve user engagement and organic traffic to your site.

4. Off-Page Optimization

Off-Page Optimization: So now that you’ve got your on-page optimization sorted (go, you!), it’s time to focus on the importance of external links for Bing SEO. Why is this crucial? Because external links from high-quality websites are like little votes of confidence that signal to Bing that your website is reputable and valuable. In other words, the more authentic external links your agency can earn, the better it will rank in Bing’s search results.

But how can you earn those coveted external links? Firstly, make sure your website content is high-quality, engaging and shareable content. People are more likely to link to something they find useful and entertaining. Secondly, participate in relevant communities and social media groups, and share your content there. And lastly, network with other websites and thought leaders in your industry and offer to collaborate or guest post. Positive relationships are key in creating external links!

5. Content Creation

When it comes to optimizing content for Bing search results, there are a few key factors to keep in mind. First, make sure your headlines and meta descriptions include your target keywords prominently. This helps Bing understand what your content is about and can help improve your visibility in search results.

Additionally, consider using LSI (latent semantic indexing) keywords throughout your content. These are related keywords and phrases that help Bing understand the context and topic of your content and can help improve your relevance and authority in search results. But optimizing for Bing isn’t just about including the right keywords. You also need to focus on creating high-quality content that’s genuinely helpful and engaging for your audience. This means taking the time to research your topic thoroughly, and crafting well-written, informative articles that provide real value to your readers.

By following these tips and best practices, you can help improve your content’s visibility and performance in Bing search results – and ultimately, drive more traffic and leads to your website.

6. Mobile Optimization

It is no secret that people are inseparable from their phones. Mobiles are the first thing they reach for in the morning and the last thing they put down at night. So, it’s no wonder that mobile optimization plays a crucial role in Bing SEO.

Bing’s mobile-friendly algorithms are designed to prioritize pages that are optimized for mobile devices. Run your website through Bing Mobile-friendliness text tool to analyze whether your website is mobile friendly or not. You can get an insight of issues if present on your site. And if you’re an agency, you don’t want to miss out on that precious traffic. To optimize your mobile presence, remember to keep your page load time to a minimum. Nobody likes waiting, and Bing’s algorithms don’t either. Create a website that looks good and functions well on all devices, regardless of screen size or resolution. Optimize images and use clear, concise, and easy-to-read texts. Do not use any fancy fonts or large blocks of text that may be difficult to read on a smaller screen. Make sure to test your mobile compatibility thoroughly. The more user-friendly your site is, the more satisfied your visitors will be, and the happier Bing’s algorithms will be. So, optimize your mobile presence, optimize your mobile experience, and let the traffic roll in.

7. Page load time

Page load time plays a pivotal role in Bing SEO, significantly influencing a website’s performance and rankings. Bing prioritizes user experience, and a slow-loading site tends to discourage visitors, increasing bounce rates, and diminishing user engagement. In contrast, a fast-loading website offers a smoother and more enjoyable experience, which aligns perfectly with Bing’s user-centric approach.

Beyond enhancing user experience, page load time is a critical ranking factor for Bing. Websites that load quickly are more likely to secure higher positions in Bing’s search results. This means that optimizing page load time not only improves user satisfaction but also increases the visibility of your site to Bing users, ultimately driving better SEO outcomes. To ensure your site’s success on Bing, it’s imperative to prioritize the optimization of page load times, making it a central component of your SEO strategy.

8. Add Your Business on Bing Places

Claiming your business on Bing Places is a straightforward process. You can verify your ownership through various methods, including phone, email, or postcard. Once verified, you can update and manage your business information, ensuring it remains accurate and up-to-date. Here’s why you should consider it:

  • Increased Visibility: When you claim your business on Bing Places, it ensures that your business information, such as your address, phone number, and business hours, appears accurately in Bing’s search results. This ensures that your website is visible to potential customers who are searching for businesses like yours.
  • Maps Integration: Bing Places integrates with Bing Maps, making it simple for users to locate their business physically. This is especially important for local businesses that want to reach customers in their immediate area.
  • Customer Reviews: Encourage satisfied customers to leave reviews on your Bing Places listing. Positive reviews can help to build trust with potential customers.
  • Mobile Accessibility: With the growing use of mobile devices for searching, having a verified Bing Places listing ensures that your business information is readily available to mobile users.
  • Competitive Advantage: Many businesses overlook Bing, focusing solely on Google. By claiming your business on Bing Places, you gain a competitive advantage on a platform that is growing in popularity.
  • Free Marketing: Claiming your business on Bing Places is free. It’s an easy and cost-effective way to expand your online presence and attract more customers without breaking the bank.

Claiming your business on Bing Places is a simple yet effective way to enhance your online presence, reach a broader audience, and drive more traffic to your physical or digital storefront. Don’t miss out on the opportunity to connect with potential customers on this increasingly important search platform.

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Why Bing Is Better Than Google?

While it’s not accurate to definitively declare Bing as better than Google, there are scenarios in which Bing shines and can be more advantageous:

1. Less Competition: Bing has a smaller user base compared to Google, which can mean less competition for search rankings. This can be a significant advantage for businesses, especially new ones looking to establish a strong online presence.

2. Bing’s Focus on UX: Bing places a strong emphasis on user experience. This focus benefits users who appreciate well-designed, fast-loading websites, and it rewards businesses that prioritize these aspects of their online presence.

3. Growing Popularity: Bing’s market share is steadily increasing. As more users turn to Bing, it becomes a more attractive platform for businesses looking to diversify their search engine optimization efforts.

4. AI Integration: Bing is investing in artificial intelligence (AI) to refine its search results. This means that as AI improves, Bing’s ability to deliver relevant and personalized search results will increase, benefiting both users and businesses.

In summary, Bing isn’t necessarily better than Google, but it offers an alternative and valuable platform for businesses to consider in their digital marketing strategies. Depending on your goals and target audience, optimizing for Bing can complement your overall SEO efforts and help you reach a different segment of the online population.

Is It Easy to Rank on Bing?

Compared to Google, ranking on Bing can be relatively more straightforward in some cases. However, it’s essential to understand the nuances. Here’s a closer look:

  • Less Competition: One of the primary reasons it can be easier to rank on Bing is the lower competition. With fewer websites competing for top positions, your content may have a better chance to shine.
  • User-Focused Factors: Bing’s emphasis on factors like page load speed, mobile-friendliness, and user experience aligns with modern SEO best practices. If your website excels in these areas, you’re likely to fare well on Bing.
  • Quality Over Quantity: While backlinks are important, Bing places somewhat less emphasis on them compared to Google. Instead, it prioritizes the quality and relevance of backlinks. Focus on building high-quality, niche-specific links.
  • Content Relevance: Bing values content that directly answers user queries. Crafting content that precisely matches search intent and incorporates relevant keywords can boost your ranking.

Despite these advantages, ranking on Bing isn’t guaranteed. Your success depends on the quality of your SEO efforts, the competitiveness of your niche, and the relevance of your content to Bing’s user base. It’s essential to optimize specifically for Bing to maximize your chances of ranking well on this search engine.


Improving Bing SEO for agencies requires a holistic approach, focusing on keyword research, both on-page and off-page optimization, content creation, and mobile optimization. Bing SEO is a great opportunity for agencies to increase their visibility, reach, and engagement on the Bing search engine. By optimizing their web pages, content, and backlinks, agencies can boost their rankings and attract relevant traffic to their websites. Mobile optimization is also crucial to ensure a good user experience and improve Bing SEO. In short, to succeed in Bing SEO, marketing agencies need to stay ahead of their competitors, experiment with new strategies, and continuously improve their results.

Tags:- Bing SEOBing SEO AgencyBing SEO ServicesBing SEO Strategies

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