Whether you ignore the search engines other than Google, like most people, then knowing Bing can bring you a big opportunity.
In the US, Bing and Yahoo account for 33.6% of the desktop search engine market. And in some industries this number is even higher: Bing and Yahoo handle nearly 80% of searches related to education, cars and telecommunications.
Most importantly, many marketers have noticed that Bing’s traffic conversion rate is higher than Google’s, which may be because Bing’s users are relatively more mature, or because their incomes are higher.
If you have already invested in Google SEO, you can try the investment Bing. Before that, you need to understand some of the key differences between Bing and Google in terms of page rank:
1, the keyword
One of the biggest differences between Bing and Google: keywords.
Google improves search accuracy by understanding the intent of the searcher and the contextual cues provided by different websites, often referred to as semantic search. To a certain extent, Google relies on machine learning and artificial intelligence (such as RankBrain) to help understand the content of the page.
Google has said that RankBrain is in the third most important position in their ranking algorithm, which means that when optimizing for search engine optimization, it is more important for optimizers to create detailed thematic pages and articles than to fill in exact matching keywords.
Relative to Google, Bing’s understanding of broad-matched keywords is not deep, and the Webmaster Guidelines recommend that people “use targeted keywords whenever possible.” Therefore, if you are able to use exact match keywords in all possible places, such as domain names, meta descriptions, first-level title tags, second-level title tags, content, etc., you will get a good search ranking.
Another difference is that Google provides contextual clues based on contextual cues contained in user search questions to provide search results, and Bing will prioritize local search results.
If the word the user is looking for has multiple meanings, Bing will also provide other optional search terms in the sidebar.
When discussing keywords, there is a well-known but often overlooked question: whether meta-keys are useful. In 2009, Google said, “We didn’t take into account the keyword meta tags a few years ago, so you don’t need to know about this when doing Google search engine optimization.
But in Bing, the meta keyword is very important.
Levy Online, an online digital agency, once said such a real example: “A customer came to us and wanted to know why their Google rankings were very good, but the rankings of Yahoo and Bing were very poor. We saw at first glance that They lack meta keywords.”
Of course, this doesn’t mean abusing meta keywords, stuffing a lot of irrelevant keywords into meta tags, but you can’t really ignore them, after all, they have a big impact on your content’s ranking in Bing search results.
Both Google and Bing value the backlinks of web pages because they reflect the importance of the content, whether your content is useful to visitors, whether the visitor trusts the information you provide, and is willing to share it with others.
Google measures the credibility of your pages by calculating the page rank (PageRank) of each domain that links to your content. The higher the page rank, the greater the weight. Some pages with hundreds of spam messages have low rankings and relatively low weights.
Bing also attaches great importance to high quality links, but they measure the quality of links in a slightly different way than Google. Bing pays more attention to the “age” of domain names and the expansion of domain names. According to Bing, if you get organic links to many reputable domain names (especially those ending in .gov, .edu, and org, etc.), then your content is very hot.
Moreover, Bing also values the number of links the page receives. Of course, you should pay attention to avoid getting spam links. The number of connections you get per month is controlled at around 20, which is the most appropriate, and the quality of the links is not the quantity.
Google has always denied that it is not affected by social media and other factors when ranking web pages, but there are still many people who are skeptical.
Bing directly acknowledges the influence of web pages on social media and will affect their ranking of web pages.
Bing said: “Social media has an impact on the ranking of search results on the web. If you have a lot of influence on the social, have a wide range of followers, they share a lot of your information, Bing should receive these positive signals, will Improve your page rank accordingly.”
If you want to get a high ranking in Bing, you may need to pay attention to running your performance on social media. More interaction with fans, frequent tweets, and regular sharing will help you get a high level of exposure and popularity on social media.
Optimizing search engines while running social media is time consuming, but if you want to maximize your Bing search rankings, it’s worth a try.
5, multimedia content
In visual search, Bing has been innovating, and Bing’s entity understanding function is very popular.
Bing has the ability to accurately capture and understand various types of multimedia content, such as video, audio and images, as well as capture Flash websites.
While Google still relies heavily on text content to crawl web pages, Flash sites are directly ignored. While high quality images and videos are important, the weight on Google is not high.
You don’t have to create a Flash website, but using more images, videos, and audio files on your pages to optimize your content can make your pages more competitive.
6, technical differences
In addition to the five main differences above, you need to pay attention to some minor technical differences.
For example, Google crawls and indexes each of your pages, but Bing tends to focus more on key pages, and the frequency of crawling pages is not as high as Google.
However, you can actively submit the site to Bing to build an index and use the Webmaster Tools to increase the crawl frequency. In addition, you can click on the webmaster tool to submit a site map, or include a path in your robots.txt, which is an important step to help your page rank.