Bing represented over 16% of searches in December 2012. It also is incorporated into Facebook Graph Search, which is being heavily promoted by the social media behemoth. Let’s look at what Google and Bing have in common, and what about them is different.
Common between Bing & Google for SEO Efforts
1. Advertised entries are available on both.
Though organic results are free (well, sort of), paying for results is also a popular option. Bing Ads & Google AdWords both allow websites to pay their way to VIP status at the front of the line. (Step aside poor people: TerribleWellFundedWebsite.biz coming through.)
2. Updates on the neighborhood.
Locality is highly relevant to both search engines. What this means is that basing your contents and SEO efforts at least in part on your local area will give you a better presence in both systems.
3. What’s in a domain?
Your URL helps to determine the significance of your site. Placing a prominent keyword within it that’s of central concern to your business will make you more likely to rise to the top. (That’s why my URL is CustomLimericksAboutYourPets.TV.)
4. What links us all.
Two types of links are crucial to SEO efforts for both Google & Bing. One of those is backlinks – so trying to point as many big-name websites to your site as possible is key.
The other link consideration is within your own site, the internal links – tying together the mini-web that is your own domain. (I link the word “Fraudulent” to my “About Us” page.)
Uncommon between Bing & Google for SEO Efforts
1. Please don’t flash me.
Google punishes websites that use Adobe Flash, whereas Bing gives them significantly higher rankings. This makes sense, given the disregard of Flash by Apple, that the search engine of its major consumer OS competitor would instead embrace Flash.
2. Linguistic sophistication.
Bing requires exact words to understand what your site is trying to say – the keywords must be spot-on. Google, on the other hand, reads contextual clues. Matching words precisely on Google is less mandatory for relevance. (When I write the word, “Limerlick,” Google understands that I mean a puppy’s thank-you for a well-honed turn of phrase.)
3. Old professorial congresspeople.
Bing rewards.edu and .gov websites. It also rewards the age of a website. Google is concerned less with the age of a site than that it has an impressive array of backlinks from highly prominent websites.
So, there are a few of the basic similarities and differences when approaching optimization for Google and Bing. You can use the same basic parameters to approach them. However, as Bing continues to grow, it becomes increasingly important to consider Bing – especially regarding keyword specificity.