There’s a New Search Engine in Town – Ba da BING!

BING which was formerly known as Live Search, Windows Live Search, and MSN Search is web search engine (advertised as a “decision engine”) from Microsoft. Bing was unveiled on May 28, 2009 and went fully online on June 3, 2009.

I have not given it much of my time as I have always “Googled” everything, but a recent merger with Yahoo has BING in a position to capture 30% of the search market. And in the coming months, Yahoo will start returning BING’s results. This means your Yahoo ranking will be no more.  It will be all about BING.

A recent article I read on the Go-To-Market-Strategies  (GTMS) website about Bing has me rethinking my search engine strategies as I can no longer overlook 32.7% of the market. In June 2010 BING’s market share as reported by Search Engine Watch was 11% so this is a huge jump.

So what’s the difference between BING and Google?

The GTMS Article stated that “many SEO experts are indicating that with BING searches, their clients’ websites 1) experience a significantly lower bounce rate, and 2) find the time visitors spend on their site is HIGHER than Yahoo or Google.” By the way Bounce Rate refers to the percentage of people who visit one page and leave. It assumes they got to your website and did not find it relevant to your search. The higher your bounce rate the more you should be concerened in my opinion because it is quality no quantity.

This is what Go-To-Market Strategies has to say about what makes BING tick:

1) Site Maps. BING and Google agree on site maps. Submit your site AND your XML site map directly to BING at: http://www.bing.com/toolbox/webmasters/Default.aspx .

2) Content. BING ranks content-heavy sites highly, especially those that are keyword rich. Take a closer look at your own content, keeping in mind:

  • BING likes lots of words per page (300 or so).
  • BING also likes fresh content (keep updating).
  • BING likes original content. So, repurposing existing content isn’t going to be ranked as highly.

3) Title Tag. BING relies heavily on title tags to determine relevancy. Audit your own and those of relevant sites to further your optimization efforts.

4) Keywords. BING recommends optimizing for 1 to 2 keywords per page.

5) Inbound Links. BING likes lots of different links pointing to your site — as long as they are highly relevant, of course. However BING doesn’t weigh back links as heavily as Google. [Expert tip: Because the index is still relatively small, make sure that you submit any sites that link back to yours to BING.]

6) External Links. BING looks closely at the title and description tags of what your linking to in order to determine their value, so do some research on what sites will not only enhance the experience you provide to your audience, but will also help with your SEO. Then link to those is a meaningful way.

7) Longevity. BING cares about how long your site has been around: the older, the better. Older sites are viewed as more trustworthy than their younger competitors.

If you are interested in seeing how the two search engines work side by side click here to go to a split screen. Below is a sample search that I did which actually ranked my website http://www.mikeblaney.com about the same when searching “Ubertor websites”

Bing Compared to Google

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