An updated comparison of Bing and Google SEO


The unparalleled importance of SEO for organic growth, lead generation, improved online visibility, and brand awareness is no longer a secret. In fact, 55 percent of marketers agree that SEO drives more organic leads than any other promotional effort. Thus, search engine optimization is imperative for any enterprise to survive and stand out in 2023. Although, for many people, SEO is synonymous with Google, it is a bad idea to completely avoid other search engines like Bing. Of course, Google is the undisputed kingpin of global search traffic, accounting for 91.75 percent of the worldwide search engine market share. So, it’s understandable why SEO might seem akin to Google and its web crawlers and bots.

But, for a comprehensive, results-oriented, and long-term SEO strategy, it’s important to go beyond the obvious and address the unique SEO needs of other search engines, especially Microsoft Bing. Bing has 2.75 percent of the global search engine market share. This ratio may seem insignificant, but it is important for overall website growth and acceleration, as marketers have recently realized that Bing traffic converts better than Google. Thus, the crux of the matter is that while strategizing an SEO plan, it is okay to prioritize Google and at the same time recognize the importance of Bing. Although Bing and Google share many of the same ranking metrics, there are relevant differences that need to be acknowledged. So, without further ado, let’s look at Bing V/S Google SEO.

Top Four Differences Between Bing and Google SEO Techniques

1. Keyword

Bing V/S Google SEO Discussion Let’s start by talking about SEO. In 2014, Bing announced that Meta keywords are no longer part of its SERP priority. In contrast, Google has worked hard to understand search accuracy by understanding user motivations and interpreting relevant signals from various searches. This method is known as semantic search and is made possible by machine learning and artificial intelligence. For Google, RankBrain is the third most relevant factor in its ranking algorithm, meaning that exact match keywords are not as important as creating comprehensive thematic pages and articles for visitors.

2. Multimedia content

In today’s day and age, multimedia has become a ubiquitous part of websites. Humans are visual creatures, and the Internet is slowly catching up to that fact. Therefore, organizations and marketers are now devoting resources to images, videos, illustrations, and more. Apart from making a website more appealing, strategic use of multimedia can definitely boost SERP rankings. When it comes to Google, more emphasis is placed on text-based content as opposed to multimedia. Of course, high-quality photos and videos are fine, but they don’t carry as much weight as a ranking factor as they do on Bing.

3. Backlinks

Bing and Google are serious about trust. They both value backlinks and consider them a sign that visitors found your website content useful, trusted the information provided, and made the right decision to share the content with others. Google evaluates the trust factor by measuring PageRank, which is the link equity flowing through backlinks from domains linking to your content. High PageRank links are valuable things, and a few of them push hundreds of spammy, low PageRank links.

4. Social signals

A Bing V/S Google SEO discussion should include a section on social signals. Simply put, social signals refer to the number of links, shares and views a webpage has on social media. Some search engines, such as Bing, consider such buzz to be an indication of the content’s usefulness and relevance. For a long time, Google has denied that social signals play a part in SERP rankings, despite the fact that it does play some role. Bing, by contrast, has always been open about the importance of social signals in page ranking.

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