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Bing™ SEO
Bing™ SEO
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Being an established legacy player with the largest market share, when it comes to SEO, Google is often front of mind. However there’s a search engine hot on its heels, who’s grabbing an ever increasing slice of the market and that’s Bing.
Bing is a search engine owned and operated by Microsoft that offers a wide range of search services including web, video, image, and map search products. It’s the world’s second-largest search engine and powers a number of other search engines, including Yahoo, which together account for 20% of the search engine market. Bing is readily accessible and is Microsoft Edge’s default search engine enabling it to gain a prominent place in the market, offering its own unique advantages and access to a diverse audience.
Here at FocusedGrowth® we’re committed to helping our customers maximise their brand and reach their full potential. As a leading Digital Marketing Agency we’ve built up the cutting edge expertise to enable our customers to untap the lucrative market share that Bing offers.
Bing SEO is the process of optimising your website to improve its organic rankings in Bing search results. While you may already have an existing Google SEO strategy in place, it’s important to recognise key differences that are more applicable to Bing.
Examples of key differences are a greater emphasis on;
Any effective SEO strategy needs to factor these specific factors in order to achieve sustainable tangible results.
As an SME, while Google and Facebook might be the central emphasis of your digital advertising spend, Bing’s current presence in the market and continued growth cannot be ignored and should form part of any balanced SEO strategy. Bing offers a number of unique benefits for SMEs.
Bing just like Google uses a pay-per-click model (PPC) where advertisers pay a fee each time one of their ads is clicked. Cost is dependent on volume and the level of competition on a keyword.
Since fewer companies are currently using Bing for advertising, this results in a less cost per click and greater chances of achieving a higher ranking in search results. For SMEs, this lower level of competition means there is a greater chance to see a favourable return on investment on organic search efforts.
Bing provides an effective tool in ‘Places for Business’ to improve local visibility for any business.
Through this tool, a local business is able to add key data to enable it to achieve a more prominent position in any local area searches. If your business needs it, Bing also offers a comprehensive agency dashboard that allows the efficient management of multiple Places for Business listings from one easy location.
We all know that Google can be very guarded about specifics of its algorithms, Bing on the other hand takes a more open approach regarding what factors can improve ranking results. As an SME this is vital to enable you to tailor and adjust any SEO strategy to be effective on Bing.
Bing provides a range of SEO reporting analytics that assesses a page against 15 SEO best practices. In the hands of an experienced SEO professional, this can be used to obtain key insights about different aspects of a page’s performance, and then formulate a strategy that is specifically tailored for Bing compliance and optimal results.
As mentioned earlier Bing works on a PPC model, where prices can be heavily influenced by the level of competition. Since there is less competition on Bing compared to other search engines, advertising costs tend to be significantly lower on Bing.
In terms of cost-per-click (CPC), since there’s less overall traffic, the average CPC for Bing is estimated to be $7.99, compared to Google with an average CPC of $20.08. This significantly lower cost represents a great opportunity to get the most out of your advertising spend and achieve a great return on investment.
For advertisers looking to reach a diverse audience with greater purchasing power, Bing offers a number of attractive benefits that cannot be ignored.
As the saying goes, you shouldn’t put all your eggs in one basket, this equally applies in the world of SEO. Having your site optimised purely for Google can leave you exposed to unexpected changes in algorithms and a drop in rankings. Having your site optimised for both Google and Bing will provide an extra level of protection and wider access to a greater more diverse market..
Recent studies have shown that Bing users tend to represent a more mature market. They tend to be older, more educated and possess greater purchasing power. These types of customers are knowledgeable and are ready to make purchasing decisions leading to greater conversions. If this is a market you’re looking to target, Bing is an excellent tool to help you reach them.
Bing offers a variety of tools and reporting mechanisms to help you tailor your SEO strategy. Some of the resources available include; startup help, how-to guides, and diagnostic and optimisation reporting. A lot of these are housed under the Bing Webmaster banner.
These tools provide you with the visibility to assess a range of factors such as keyword effectiveness and levels of traffic generated. This is vital information that can help you continually adjust your strategy to achieve improved results.
Bing is the second largest search engine in the world with access to a growing diverse market. Along with being the default search engine on Microsoft devices and being the dominant player in the growing voice assisted searches. Bing represents a market that simply cannot be ignored.
For SMEs, Bing offers transparency of ranking factors and a range of valued added reporting analytical tools, allowing SEO strategies to be effectively managed. It’s also great for local SEO, and with reduced competition compared to Google, advertisers are able to achieve less cost per click and a greater return on investment.
If you’re looking for a guiding hand and a company who has a proven track record of delivering quantifiable positive SEO results for their clients, look no further than FocusedGrowth®. We can help you develop a balanced SEO strategy that will help you maximise your presence on Bing and diversify your access to this lucrative market. We’ll continually monitor your ad campaigns and make any necessary adjustments to help your brand reach its full potential. If you’d like to learn more about Bing advertising and how we can help please contact us to discuss your advertising needs.