When you think of search engines, what’s the first name that pops into your mind? If you’re like most people, you probably answered Google. But here’s a fun fact: while Google may dominate the search engine world, Bing holds its own as a strong contender, especially when it comes to certain features and opportunities for marketers and businesses. Bing may not have the same level of household recognition, but it boasts significant advantages that make it worthy of your attention.

So, why should you care about Bing? And how can understanding Bing’s search engine help boost your online presence? Let’s dive in and break it down in a way that’s not just informative, but fun and actionable, too.

Why Bing Deserves Your Attention

Before we get into the nitty-gritty, let’s address the elephant in the room: Bing’s market share. Sure, Bing doesn’t match Google’s staggering user base, but here’s the catch—Bing powers more searches than you think. In fact, as of 2024, Bing accounts for nearly 9% of the global desktop search market share. And guess what? In the U.S., Bing and its partners (like Yahoo! and DuckDuckGo, which are powered by Bing’s engine) capture close to 30% of all desktop searches.

Let’s not forget another little nugget of truth: Bing is the default search engine on Microsoft devices, including PCs, Surface tablets, and Xbox consoles. That’s a lot of built-in users! So if you’re a business that sells products or services online, especially to desktop users, Bing can’t be ignored.

Here’s a simple way to think about it: imagine a giant room full of people looking for exactly what you’re offering. Google is the big crowd up front, and everyone’s vying for their attention. But then, you notice a smaller, quieter crowd in the corner, just as eager to find your product or service, but with far less competition. That’s Bing—a goldmine of potential traffic with fewer marketers trying to capture it.

Understanding Bing’s Search Algorithm

Okay, so we’ve piqued your interest. Now let’s talk about how Bing actually works. Every search engine has its own way of ranking websites, and while Bing shares some similarities with Google, there are a few key differences that set it apart.

Bing’s Key Ranking Factors

To succeed with Bing, you need to know what it values most. Here’s a breakdown:

• Keywords in Meta Tags: Unlike Google, which has moved away from relying heavily on meta keywords, Bing still considers meta tags important. So, don’t skip them when optimizing your pages for Bing!
• Exact Match Keywords: While Google’s algorithms are excellent at understanding context and variations of search terms, Bing tends to give priority to exact match keywords. That means if someone searches for “best pizza in Ranchi,” Bing favors pages that use this exact phrase.
• Social Signals: Bing places more emphasis on social media signals compared to Google. If your content is shared frequently on platforms like Facebook, Twitter, and LinkedIn, Bing is likely to take notice and reward your site with a boost in rankings.
• Multimedia Content: Bing loves rich media. It gives higher importance to pages that feature images, videos, and other multimedia elements. So, when you’re building content, think beyond just text.
• Location Data: Local SEO is a significant factor on Bing. Businesses with strong location data (think clear addresses, contact information, and reviews on Bing Places for Business) often see higher rankings in local searches.

Here’s a quick checklist to remember for Bing SEO:

• Don’t ignore your meta tags.
• Use exact match keywords where appropriate.
• Keep your social media game strong.
• Incorporate plenty of images and videos.
• Make sure your business listings are clean and accurate.

Features that Make Bing Special

Bing isn’t just a copycat of Google—it has some cool features that make it a unique player in the search engine space. Here are a few of the Bing tools that you’ll want to take advantage of.

1. Bing Visual Search

Ever wished you could search the web just by snapping a photo? Bing’s Visual Search makes that possible. This feature lets users upload an image to search for related images, objects, or even products. It’s particularly handy for shopping. For example, if you’re a retailer selling clothing or furniture, Bing Visual Search makes it easy for users to find your product just by snapping a photo of a similar item.

2. Bing Ads and the Microsoft Audience Network

If you’re familiar with Google Ads, then Bing Ads (now called Microsoft Advertising) will be easy to grasp. The cool part is, ads placed through Bing also show up on partner platforms like Yahoo! and AOL, extending your reach even further.

But that’s not all—Bing has Microsoft Audience Network, a tool that uses AI to target users based on their activity across Microsoft properties. This includes LinkedIn, a goldmine for B2B companies.

3. Intelligent Answers

Bing’s version of Google’s Featured Snippets, Intelligent Answers, provides direct answers to user questions right at the top of the search results. If your site provides factual, well-researched information, you have a good chance of earning this coveted spot.

Here’s a fun example: if you’re a food blogger and Bing identifies your recipe as the best result for “how to make butter chicken,” your recipe will appear at the very top of the page—without users even needing to click through. This is a great traffic generator if done right.

4. Bing’s Image and Video Search

Google might dominate text-based searches, but Bing excels in image and video searches. Bing’s video search displays preview thumbnails that play when hovered over, offering a more dynamic search experience. If your business uses a lot of video content (think YouTube marketing), you’ll definitely want to tap into Bing’s video search capabilities to showcase your content to a new audience.

Optimizing for Bing: Actionable Steps

Now that we’ve covered what makes Bing unique, let’s get down to the actionable steps you can take to rank better on this often-overlooked search engine. Here are some tips to make your website Bing-friendly.

1. Claim Your Business on Bing Places

If you haven’t already, it’s time to claim your business on Bing Places for Business, which is similar to Google My Business. Doing this will help you appear in local searches and improve your chances of showing up in Bing’s local pack (the small group of businesses that appear at the top of local searches).

• Ensure your business information (address, hours, phone number) is accurate and up-to-date.
• Encourage customers to leave positive reviews, as this can improve your local rankings.

2. Leverage Multimedia Content

As we mentioned earlier, Bing loves rich media content. Incorporating high-quality images and videos into your blog posts, product pages, and landing pages can boost your site’s performance. Just make sure your media files are optimized for faster loading times, as speed is still a ranking factor.

3. Prioritize Exact Match Keywords

While Google has moved toward semantic search, Bing still prefers exact matches when it comes to keywords. To optimize for Bing:

• Perform keyword research specific to Bing using tools like Moz or Ahrefs.
• Use exact match keywords naturally in your content, title tags, and headers.

Just be careful not to overdo it—stuffing keywords can backfire on any search engine.

4. Build Strong Social Media Presence

Bing considers social signals as part of its ranking algorithm. That means if your content is frequently shared or liked on social media platforms, it can positively impact your Bing rankings. To take full advantage:

• Share your content regularly on platforms like Facebook, LinkedIn, and Twitter.
• Encourage engagement through contests, giveaways, or informative posts that are highly shareable.

5. Don’t Forget Meta Tags and Descriptions

Unlike Google, Bing still gives weight to meta tags and meta descriptions. Be sure to include relevant keywords in these fields when optimizing your pages for Bing. And don’t skip out on your image alt text—Bing places more importance on this than Google does.

6. Submit Your Site to Bing Webmaster Tools

Much like Google Search Console, Bing Webmaster Tools provides valuable insights into how your site is performing. By submitting your website to Bing, you can:

• Monitor your site’s health and resolve any indexing or crawling issues.
• Get data on which queries are bringing users to your site.
• Submit sitemaps and check backlinks.

Bing for Different Industries: Who Can Benefit the Most?

While Bing can be beneficial for all industries, certain businesses stand to gain more from optimizing for this search engine. Here are a few examples:

• E-commerce Businesses: Bing users tend to have slightly higher incomes and are more likely to shop online. If you run an online store, especially one with a lot of images and video content, Bing’s visual and video search tools can help increase your exposure.
• Local Service Providers: Because Bing emphasizes location data, businesses like plumbers, electricians, and local restaurants can benefit from local search optimization on Bing Places for Business.
• B2B Companies: Bing powers searches on LinkedIn, which means there’s strong potential for B2B marketing success. If you’re in a B2B industry, Bing’s Microsoft Audience Network offers highly targeted advertising opportunities.

 

In a world where Google seems to dominate, Bing is the underdog with big potential. It offers unique opportunities—especially for businesses looking to target a slightly different audience or capitalize on lower competition. By understanding Bing’s algorithm, optimizing your site accordingly, and making use of its unique features, you can tap into a pool of searchers that your competitors may be ignoring.

So, is Bing worth your time? Absolutely. Whether you’re a small local business, an e-commerce store, or a B2B company, optimizing for Bing could bring you a steady stream of high-quality traffic with relatively less effort. Remember, every search engine user is a potential customer, and Bing’s users are waiting for you!

Now, go forth and explore the search engine that’s quietly waiting to help your business grow. Bing it on!