Should you try ranking in Bing?
For most marketing firms Google is the only search engine. And to be honest this is, at least partially, for good reason. Today, were going to break it down.
As the graph shows Google has a staggering 88% of the search market in the UK. This means that almost 9/10 sales or business inquiries go to Google. If 100 people a month search for SEO in Somerset and our company ranks number one in Google we are likely to receive 88 out of a possible 100 search inquiries.
If we rank number one in Bing we would receive around 8 inquiries. Clearly Google has the monopoly on our search traffic. But hang on a minute… What if those traffic numbers weren’t 100 but 1000 a month? Then we’d get 80 inquiries for SEO in Somerset.
And our competition probably isn’t really working on optimising for Bing. Those 80 inquiries would result in a lot of work for our company……we like work almost as much as we like coffee and beer….maybe we should get out more. And there’s actually more – Yahoo!
Yahoo search runs on Bing so if we optimise for Bing we are also optimising for Yahoo which gives us an extra 2.59% of the market share. There are hundreds of millions of internet searches per day in the UK. If just 11% of these are on Bing then that’s still a huge number of potential searches. So actually, overall this can be a relevant and important traffic source.
There’s more good news here. Bing and Google use similar search algorithms. They both have algorithms designed to give users the best possible experience so this makes a lot of sense. We can optimise for Bing and Google with many of the same tactics – good content, great links, on-page optimisation.
There are, of course, minor differences.
For example Bing still uses meta-tags as a ranking factor. These fell out of favour with Google several years ago but won’t harm our Google rankings if we include them.
Bing is also much more focused on link quantity that quality – so more links actually help here. They even rank you strongly for exact match anchor links – something that Google began frowning on 3 years ago.
The differences of approach between the two search engines means that we do need to tread a fine line between the two. We need to understand be careful not to over optimise for Bing at the expense of Google rankings. We still want the lion’s share of rankings to be on Google – but we don’t want to leave 11% of our business opportunities hanging out to dry either!