What is Bing? Our clients ask this question more often than you might think. When we talk about search rankings, it often seems synonymous with ranking on Google, but nothing could be further from the truth. There are many alternatives to this search engine, and one of them is Bing, a platform we know very well at Trilogi since, as a Microsoft Advertising Partner, we have Microsoft’s backing to run campaigns on it for our clients.
What is Bing?
Bing is the name of Microsoft’s search engine, which works as the default engine in Internet Explorer, Edge and Cortana. To deliver results to users, Bing has its own algorithm, just like Google (the global leader), Baidu (the leader in China) or Yandex (the leader in Russia).
Unlike the others, it prioritizes content quality as its main ranking factor, placing less weight on links from other websites. It also crawls less, so a well-ranked page has a good chance of holding its position over time.
In addition, its algorithm is the main component used by one of the fastest-growing search engines, DuckDuckGo. So ranking well on Bing gives us a strong presence on one of today’s rising engines. When improving our online presence, we cannot focus our efforts exclusively on Google.
Bing and SEO
Conversion rate is one of the biggest attractions Bing offers an eCommerce business. It can often be double Google’s, and competition is lower. For all these reasons, Bing and its SEO are just as relevant in our digital strategy. Don’t forget that these kinds of actions never hurt you on any search engine. Here are some recommendations you can apply:
- Images are very important to the search engine, especially for searches with purchase intent. It is essential to optimize them and add the right attributes so they are displayed.
- It is the perfect niche for older domains. This search engine rewards a website’s track record, so there is no risk of newer content overtaking us, as it values proven content.
- Exact-match keywords perform more efficiently, so it is important to include the right one in the site URL.
- To build a presence, it is essential to use Bing Webmaster Tools, where you submit your sitemap and handle indexing and crawling.
- Carefully crafting meta titles and meta descriptions is fundamental to getting results from your website.
Now that we have answered the question of what Bing is, it’s time to define the value it can have for a particular eCommerce business. Its strong conversion rate encourages specific SEO work to achieve better rankings on this search engine.
