Optimising your website for Bing

Businesses tend to focus on Google when developing their SEO strategies. This makes sense, because Google is the largest search engine in the world: nearly three quarters of all searches are conducted through Google. However, it’s important not to ignore potential customers who may be using other search engines. Luckily, here at Excalibur Digital, we consider ourselves experts in SEO for all search engines. After Google, Bing is one of the most popular search engines available. However, there are several key differences between these two search engines. If you want to optimise your site for Bing, you can’t simply use the same strategies you would for Google. That’s why we’ve elected to create a list of SEO techniques and tactics that will help you attract viewers and potential customers who might be using Bing.

1. Utilise highly-relevant images and videos

Google mainly uses meta-data and tags to assess the content of videos and images. In contrast, Bing’s algorithms are better at recognising certain objects within images and judging their relevance to particular searches. If you want to optimise your website for Bing, it’s advisable to use images and videos that explicitly relate to your site’s content or the products and services that you offer. Bing rewards relevant multi-media content, so incorporate it into your site.

2. Be as exact as possible when deploying keywords

Google’s algorithms respond very effectively to natural language. The search engine can work out what users want by examining the semantics of their searches. It can also offer up search results that include synonyms rather than the exact words that a searcher used. In contrast, Bing focuses on finding exact matches between the keywords a web-user searches for and the keywords that appear in websites. It has very few semantic capabilities. To optimise your site for Bing, you need to think about the exact phrases that your prospective customers might search for and try to include them in your site. You should also use multiple synonymous keywords to ensure that Bing displays your site in response to every relevant search.

3. Cultivate links from older domains

Unlike Google, Bing clearly tends to favour backlinks from sites with older domains. This is because Bing regards the age of a site as an indicator of its trustworthiness and authoritativeness. We therefore recommend reaching out to older, more established sites in order to acquire backlinks from them.

Here at Excalibur Digital, we are always happy to help with your SEO campaign. If you need help optimising your site for Google, Bing or any other search engine, get in touch with us as soon as possible.

In the meantime, we hope the tips that we’ve provided in today’s blog entry allow you to boost the web-traffic you receive from Bing.

Photo: bing by Microsoft Sweden licensed under Creative commons 2
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