SEO for BING in 2024: The Ultimate Guide to Conquering the Second Frontier

While Google undoubtedly reigns supreme in the search engine kingdom, overlooking the potential of its challenger, Bing, would be a strategic misstep. With a global market share of just 3.38%, compared to 91.61% for Google, it’s true that this second frontier is often ignored. But don’t let the numbers fool you; 3.38% of the global internet users still translates to a staggering 166,633,999 users. That’s a massive audience waiting to be tapped into, and Bing offers a unique opportunity to reach them.

Why Should You Target Bing?

Beyond diversifying your SEO reach, Bing offers distinct benefits:

Brand presence: Some businesses need to have a widespread presence. It would be a shame if their customers can’t find them easily on Bing.

Untapped potential: With lower competition compared to Google, ranking on Bing is often easier, especially for niche keywords.

News focus: If your customers are interested in current affairs they might be more likely to use Bing.

Strong local search: Bing excels in local SEO, helping your business attract nearby customers.

Microsoft integration: You can leverage Bing’s synergism with Microsoft tools and platforms like Office 365.

Bing vs. Google: Understanding the Differences

Bing vs Google

While both search engines strive to deliver relevant results, their approaches differ. Here’s a breakdown:


Google: Prioritises backlinks, content relevance, and user experience signals like page stay duration and bounce rate. It also emphasises semantic search, understanding the searcher’s intent beyond just keywords.

Bing: Places more weight on user engagement metrics like clicks, dwell time, and social media shares. It’s also more focused on exact keyword matches and on-page keyword density.

Keyword Targeting

Google: Performs well for both broad and long-tail keywords, but tends to favor broader searches with high search volume.

Bing: Excels with long-tail keywords and niche searches, especially those with lower competition on Google.

Technical SEO

Google: Emphasises mobile-friendliness, page speed, and structured data markup like

Bing: While also valuing these aspects, Bing places a higher emphasis on technical details like sitemap submission and NAP consistency for local SEO.

SERP Features

Google: Offers a wider variety of SERP features like Knowledge Panels, Featured Snippets, and AMP results.

Bing: Features visually appealing backgrounds, image and video carousels, and integrated rewards programs like Microsoft Rewards.

Social Media Integration

Google: Analyses social signals but doesn’t directly integrate with specific platforms.

Bing: Tightly integrates with social media like Facebook, and Twitter. It even displays snippets of social media posts (e.g., tweets, Facebook comments) alongside traditional search results for relevant queries.

Local Search

Google: Prioritises local businesses based on factors like NAP consistency, reviews, and proximity to the searcher.

Bing: Has a wider search radius by default and emphasises Bing Places for Business listings for enhanced local visibility.

Additional Differences

Mobile dominance: Both search engines prioritise mobile searches, but Google currently has a stronger mobile user base.

Voice search: Google Assistant and Siri lead the way, but Bing Voice is steadily improving.

Paid advertising: Both offer PPC platforms with similar functionalities, but Google Ads dominates in terms of market share.

Remember, these are just some key differences, and both search engines continuously evolve their algorithms and features.

Bing Ranking Factors & Algorithm Demystified

Several key factors influence your Bing ranking:

On-page optimisation: Implement relevant keywords in titles, meta descriptions, headers, and content.

Backlinks: Secure high-quality backlinks from relevant Bing-indexed websites.

Technical SEO: Ensure your website is mobile-friendly, fast-loading, and secure.

User engagement: Encourage clicks, longer page views, and social media shares.

Local SEO signals: Optimise your NAP consistency across directories and Bing Places for Business.

SEO Best Practices for Bing Domination

Optimising for Bing is not difficult if you’re already optimising for Google. Follow these best practices to drive the best results for your SEO investment:

Keyword research: Utilise tools like Microsoft Keyword Planner and Bing Webmaster Tools to identify long-tail keywords relevant to your target audience.

SEO for BING in 2024

Optimise page titles and meta descriptions: Include primary and secondary keywords naturally, with a focus on user intent.

Structure your content: Use clear headings, subheadings, and bullet points for improved readability and Bing bot navigation.

Build high-quality backlinks: Target Bing-indexed websites within your niche for guest blogging, directory submissions, and other link-building opportunities.

Focus on mobile-friendliness: Ensure your website adapts seamlessly to mobile devices for optimal user experience. Use the Bing Mobile Friendliness Test to fix the issues.

Leverage Bing Webmaster Tools: Utilise this free platform to submit your sitemap, monitor keyword rankings, and identify technical SEO issues.

Engage with social media: Actively share your content on social media platforms integrated with Bing, like Facebook and Twitter.

Optimise for local search: Claim your Bing Places for Business listing and ensure NAP consistency across online directories.

Stay updated: Keep your website content fresh and relevant to reflect evolving Bing algorithms and user trends.

Microsoft’s SEO Toolbox: Your Bing Allies

Bing Webmaster Tools: Gain valuable insights into your website’s Bing performance, track keywords, and identify technical issues.

Bing Ads: Utilise Bing’s PPC platform to target specific keywords and drive paid traffic to your website. You can access the Bing Keyword Planner here.

Microsoft Clarity: Analyse user behaviour on your website to understand engagement and optimise content accordingly.

Bing Mobile Friendliness Test: Find out and fix the shortcomings in your mobile user experience.

LinkedIn: Leverage Microsoft’s social media platform for professional networking and content promotion to relevant Bing users.

Don’t Be a One-Trick Pony

Bing SEO, while being similar to Google, presents a distinct opportunity to expand your online reach and attract new audiences. By understanding Bing’s unique algorithm, employing targeted SEO strategies, and utilising Microsoft’s powerful tools, you can unlock the immense potential of this second search engine frontier.

So, don’t be a one-trick SEO pony. Embrace Bing, and watch your website conquer the search landscape with renewed momentum. Of course, eMarket Experts are always here to assist you.