Bing SEO Unleashed: Strategies for High Rankings
Table of Contents
Introduction
Benefits of Using Bing for SEO
- Huge Search Volume on Bing
- High Opportunity for Ranking in Bing
- Leveraging Related Search Queries
- In-Depth Keyword Research
Optimizing Content for Bing
- On-Page Factors
- Crafting Title Tags for Bing
- Meta Description Optimization
- Creating Engaging, Keyword-Focused
Content
- Technical Considerations
- Structured Data Markup
- Site Speed Optimization
- Mobile-Friendly Design
- Local SEO Factors
- NAP Consistency
- Local Directory Listings
- Google My Business Optimization
- Building High-Quality Backlinks
Utilizing Bing Webmaster Tools
- Sitemap Submission
- Monitoring Indexing Status
- Diagnosing and Resolving Crawl Errors
- Analyzing Traffic Statistics
Exploring Paid Options with
Bing Ads
- Keyword-Focused Search Campaigns
- Product-Targeted Shopping Campaigns
- Remarketing to Re-Engage Visitors
The Importance of Ongoing
Optimization
Conclusion
FAQs
Introduction
Bing search engine optimization
(SEO) is a crucial strategy that far too many overlook. With over 30% of desktop
searches in the US happening on Bing, there is massive opportunity to drive
qualified traffic by optimizing for this search engine.
Yet many assume Google should be
the sole focus of their SEO efforts. This results in tons of missed potential
website visitors from Bing. By optimizing content, technical factors, and user
experience for Bing alongside Google, brands can tap into Bing's extensive
search volume.
This comprehensive guide to Bing
SEO covers everything you need to know. We'll explore the benefits of
optimizing for Bing, on-page and technical factors to prioritize, how to
utilize Bing tools, paid advertising options, and more. Follow along to ensure
your website is fully optimized to capture Bing's search traffic!
Benefits of Using Bing for SEO
There are several compelling
reasons why every SEO strategy should incorporate Bing optimization:
Huge Search Volume on Bing
With over 30% market share in the
US, Bing sees massive search volumes - billions of queries per month. For
reference, Google accounts for about 63% of searches. By not optimizing for
Bing, you are missing out on more than 1 in every 3 searches a user makes.
Just because Google gets more
overall volume doesn't mean Bing's billions of monthly searches should be
ignored - that's a huge amount of potential visitors. Focusing your SEO efforts
on both engines lets you maximize visibility and exposure.
High Opportunity for Ranking in Bing
For many search terms and
keywords, there is significantly less competition to rank well in Bing compared
to Google. Google's search results tend to be much more saturated, especially
for commercial keywords.
The less competitive nature of
Bing provides more opportunities to rank on the first page of results. If you
can identify keywords that are easier to rank for in Bing, you can drive highly
qualified search traffic through optimized targeting.
Leveraging Related Search Queries
Bing provides "Related
Searches" suggestions at the bottom of its search engine results pages
(SERPs). These recommend alternative queries and keyword variations that are
relevant to the original search.
Optimizing for ranking on these
related searches can help expand your reach and visibility for multiple keyword
permutations. Capturing traffic from searchers who go on to view and click
these related queries after seeing your initial ranking can provide exponential
benefits.
In-Depth Keyword Research
Bing has its own keyword research
tool separate from Google's options. Bing's tool provides valuable data on
monthly search volume, competitiveness, and suggested keywords specifically for
Bing users.
You can leverage Bing's keyword
research insights to identify high-value targets with lower competition that
may be better suited for targeting Bing rather than Google. The ideal keywords
will have sufficient search volume but lower saturation in Bing results.
Optimizing Content for Bing
When optimizing pages and content
for Bing SEO, there are important on-page, technical, and trust/authority
factors to focus on:
On-Page Factors
Crafting Title Tags for Bing
Your title tags are displayed as
the clickable headline for listings in Bing SERPs. To optimize them:
- Include your target primary
keyword early in the title tag (within the first 60 characters)
- Keep titles under 70 characters
total to avoid getting cut off
- Write compelling, clickable titles
that capture attention
Meta Description Optimization
Meta descriptions summarize page
content in the search snippet. Ideal length for Bing is 150-160 characters. Use
keywords naturally while providing a persuasive overview of the page.
Creating Engaging, Keyword-Focused Content
- Produce useful, in-depth
content over 2,000 words optimized with focus keywords
- Incorporate keyword variations,
LSI keywords, and synonyms naturally
- Format content with best
practices like section headers, bullet points, images, and videos
- Update and add to content
regularly to attract returning visitors
Technical Considerations
Structured Data Markup
Adding structured data markup
enables Bing to better understand page content. Review components like
schema.org to enhance listings.
Site Speed Optimization
Page speed is a ranking factor.
Enable compression, optimize images, minify code, and leverage caching to
accelerate load times.
Mobile-Friendly Design
With growing mobile search
volume, ensuring a responsive mobile-friendly design improves rankings. Audit
with Bing's Mobile Friendliness tool.
Local SEO Factors
For local businesses, optimizing
local SEO factors can really boost visibility in Bing local pack results. Focus
on:
NAP Consistency
Ensure your business Name,
Address, and Phone number are completely consistent across directories,
citations, and sites like Google My Business. Inconsistencies can negatively
impact local rankings.
Local Directory Listings
Claim and optimize your listings
on 50+ relevant local directories like Yelp and YellowPages to build citations.
This helps establish local relevance.
Google My Business Optimization
Though for Bing, optimizing your
Google My Business listing also provides local SEO value. Fill out all details,
add photos, encourage reviews, and keep info updated.
Building High-Quality Backlinks
Earning backlinks from reputable
external websites helps demonstrate authority and enhances rankings across
search engines, including Bing. Some best practices:
- Produce quality content that
earns links naturally rather than low-value guest posts
- Focus on relevance - links from
topically related sites are ideal
- Leverage outreach and
influencer relationships to build links
- Monitor links pointing to site
- disavow low-quality links
Utilizing Bing Webmaster Tools
Registering for Bing's free
Webmaster Tools provides invaluable data to enhance optimization efforts. Key
features include:
Sitemap Submission
Submit XML sitemaps so Bing can
more easily discover new and updated content. This improves crawling and
indexing.
Monitoring Indexing Status
View which pages Bing has indexed
or excluded from results. Identify any issues preventing pages from being
included.
Diagnosing and Resolving Crawl Errors
See crawl errors like 404s or
blocked pages that are preventing Bingbot from accessing parts of your site.
Fix identified issues.
Analyzing Traffic Statistics
Gain insights into clicks,
impressions, top landing pages, and visitor demographics directly from Bing.
Informs optimization strategy.
Exploring Paid Options with Bing Ads
In addition to organic SEO,
advertising on Bing's search platform can expand visibility. Top formats
include:
Keyword-Focused Search Campaigns
Run search ads aligned with
target keywords so your listings appear above Bing's organic results for
relevant queries. Only pay when clicked.
Product-Targeted Shopping Campaigns
Create product listings ads that
get displayed in Bing's shopping results for keywords related to your
offerings. Highly targeted.
Remarketing to Re-Engage Visitors
Setup remarketing ads targeting
visitors who previously browsed your site to remind them about your
products/services and drive returns.
The Importance of Ongoing Optimization
Achieving top visibility in Bing
requires an ongoing process of optimizing and iterating rather than a one-time
effort. As with Google, Bing's algorithm and ranking factors evolve over time.
Stay up to date on changes from
Bing and continually refine on-page content, technical elements, link building,
and ads campaigns. Monitor performance in Bing Webmaster Tools to identify new
opportunities or issues as they emerge.
Conclusion
Optimizing specifically for Bing
search is a highly valuable SEO investment that should not be neglected. With
its billions of monthly searches and lower competition, Bing presents huge
opportunities for driving qualified website traffic.
By focusing on Bing's unique
ranking factors across on-page content, technical site elements, user
experience, and trust metrics, brands can tap into this in-demand search
volume. Combining organic and paid strategies expands reach further.
Monitor efforts through Bing
Webmaster Tools for key insights. With regular optimization iterations, brands
can enjoy growing visibility in Bing alongside Google to maximize search
growth.
FAQs
Question 1
What percentage of searches take place on Bing versus Google in the US?
Over 30% of searches happen on
Bing in the US desktop search market. This compares to approximately 63% for
Google. With billions of monthly searches, Bing represents huge search volume
and SEO opportunity.
Question 2
Is it typically easier to rank higher in Bing search results than Google?
Generally, yes - competition in
Bing's search results tends to be less than Google for a given keyword. Solid
SEO targeting Bing provides higher chances of ranking on the first page
compared to the more saturated nature of Google rankings.
Question 3
What unique ranking factors does Bing use compared to Google?
Some key factors Bing places more
emphasis on include site speed, structured data markup, local SEO
optimizations, and user engagement metrics like time on site. Bing also
references its own index rather than Google's.
Question 4
How can I research the monthly search volume for keywords specifically in
Bing?
Bing has its own keyword research
tool that provides search volume data from Bing rather than Google search. It
also generates keyword suggestions and analyzes competitiveness specifically
for Bing. This can reveal opportunities not apparent in Google's tools.
Question 5
What benefits does Bing's Webmaster Tools provide?
Bing Webmaster Tools surfaces
insightful stats like index and crawl status, clicks and impressions, top
pages, and visitor demographics directly from Bing. It also lets you submit
sitemaps. These tools help guide and improve Bing optimization efforts.
Question 6
What ad formats can I use to reach Bing searchers?
Top options include search ads to
appear on keyword results, product ads in the shopping section, and remarketing
to re-engage visitors after they've left your site. Bing Ads enables advanced
targeting and campaign management.
Question 7
How important is a fast page load speed for performing well in Bing search?
Page speed and site performance
are very important ranking factors in Bing's algorithm. Optimizing images,
enabling compression, using caching, and modernizing site architecture can all
help accelerate load times to satisfy Bing.
Question 8
Should I build backlinks specifically for ranking in Bing?
Focusing just on Bing for link
building is not necessary. Earning high-quality backlinks from relevant sites
benefits SEO and authority across search engines, including Bing. Great content
and outreach are key.
Question 9
How can I track my website's Bing search performance?
Register for Bing Webmaster
Tools, which provides data on impressions, clicks, visitor demographics and
more directly from Bing. Adding UTM campaign tracking parameters to links
allows segmentation of search traffic data in analytics.
Question 10
What is the ideal meta description length for Bing search results?
Ideally, meta descriptions for
Bing should be between 150-160 characters long. This provides adequate space to
create compelling snippets that get users to click, without excess length that
requires truncating.
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