Having the top spot in rankings, Google is still king and top-of-mind with marketers when it comes to search engine optimization (SEO). It seems as though we’ve all taken on the mindset that if you’re ranking well in Google you must be doing well in Bing and other search engines too. But this isn’t the case.
Since Bing’s launch in 2009, the newcomer search engine has had a steady growth in North America. Up to now it hasn’t been much of a threat to Google but it’s important to note the fact that Bing is now one of the fastest growing search engines. In 2014, it now ranks at 18.6% of market shares and with the introduction of Apple’s new OS search feature launching in the fall, Bing will likely be getting a bigger piece of that pie.
When it comes to differences between Google and Bing SEO’s, it’s best to evaluate these based on the following categories:
1. Keyword Matching
Google’s algorithm does well at recognizing synonyms and the context surrounding a keyword, which allows for a little more freedom and creativity with your website content and optimization. It would be best to use exact keyword phrases when optimizing for Bing.
2. Search Inquiry
When someone searches for a keyword phrase (ex: industrial bearing), Google tends to rank the most popular website associated with that phrase first… So mostly manufactures of this product. The same search using Bing will typically provide local results first and searches in which the words will appear in the same order.
3. Age & Domain
Domain age isn’t as much of a factor with Google but the quality of links pointing to a domain or website is. Also Google does not show favoritism to .edu or .gov sites. These sites just typically are content packed with a healthy collection of links from other sites linking them to that content. Bing does put importance on domain age and rank and also favors .edu and .gov sites
Knowing the dominance Google has in the search world, your SEO strategy and maintenance should be focused on Google first. Start there and when you see you’re beginning to climb the search ladder, check to see how your rank in Bing compares. You might be surprised to see the changes in ranking or complete absence.
When it comes to keyword selection and utilization in your site’s meta data and ongoing content creation efforts, focus on some favorable existing keywords on pages and links. And to satisfy Bing, use longer more specific keywords that can do wonders for you in Google as well. And always remember that mobile platforms do not perform favorably when Flash is involved, so try to avoid it and please use HTML5.