Bing Search Engine


Bing Search Engine – The Other One

Bing is the world’s second most popular search engine after Google. At the beginning of 2021, it had a market share of over 6.84%. That means it’s more popular than Yahoo!, Baidu, and Yandex RU put together.

Bing works much in the same way as Google and has similar features. Both browsers value domain authority, high traffic levels, quality backlinks, local search, and valuable content.

However, there are some important differences you need to be aware of to optimize your site for Bing.

Differences Between Google and Bing Search Engine

Bing uses a different search algorithm than Google. It gives some metrics more weight than Google does.


Bing likes exact keywords. While Google uses algorithms like RankBrain to infer the meaning of keywords and displays synonym keywords and other relevant results, Bing relies more on exact keywords. This means that to rank for a keyword, you need to use it exactly and consistently.


Unlike Google, which ranks pages individually, Bing gives homepages more emphasis than other internal pages. Having a strong homepage that’s well optimized for a primary keyword, loads fast, and provides a great user experience, can help you rank better on Bing.

Social Media

Bing can tell whether your friends on social media recommend brands you are searching for. Also, Bing tends to value social ranking signals more than Google. In other words, having a strong social media presence is a must.

Meta Descriptions

Metas appear as a short summary under your page in the search results page. They are important across search engines, but Bing values them more than Google. This is probably a consequence of the fact that Bing takes off-page SEO factors like keywords for what they are.

How to Optimize for Bing

Given the differences mentioned above, it follows that focusing on certain SEO strategies could help you increase your Bing ranking faster. There’s no easy recipe for climbing to the top of the search results on Bing. But there are a lot of specific site improvements that can help you gain more exposure.

  • Be very active on Facebook, Twitter, LinkedIn, and other social networks. Make sure to link your social profiles to your website.
  • Add your exact keywords to your Heading 1 <h1> and Heading 2 <h2>tags. As noted, Bing loves to see exact keywords in your content.
  • Use exact match anchors to generate backlinks. Put another way, link using your exact keyword.
  • Generate backlinks from old, established domains as well as .org and .edu websites.
  • Get a Bing Places listing if you want to rank higher in local search results.
  • Choose a domain name that includes your main keyword if you’re building a new website. Bing likes exact match domains.

The Bottom Line

Despite the differences between Bing and Google, if you focus on key SEO signals like content value, backlinks, and site performance, you will rank well in both. That being said, to rank highly on Bing, you should use exact keywords consistently, polish your homepage and improve your social media presence. These strategies are the backbone of Bing Search Engine Optimization.

Bing Search Engine Webmaster Tools

Get your site’s performance data, take advantage of free SEO tools and analyse insights to improve your page rankings on Bing search results. SEO Features:

  • Backlinks – Your sites backlink profile helps analyse the referring pages, domains and anchor texts
  • Keyword Research – allows you to check the phrases and keywords that searchers are querying for and their corresponding search volumes.
  • SEO Report – contain aggregated counts of all the errors found across the entire website scanned and total pages containing errors
  • Site Scan – is an on-demand site audit tool which crawls your site and checks for common technical SEO issues.