Despite the challenges Bing faces in competing with Google, it remains a significant player in the search engine market, with over 14% market share. Understanding Bing’s unique characteristics can help tailor your SEO strategy for better results. Here’s a breakdown of why Bing is here to stay and how to optimise for it:
Why Bing Isn’t Going Anywhere Misleading Loss Figures: Bing’s reported losses are often overstated due to the inclusion of costs from related services like data centres and cloud services. The actual financial impact of Bing alone is less severe. Long-Term Vision: Microsoft’s approach with Bing reflects a long-term strategy. Like the Xbox, which initially posted losses but later succeeded, Bing is expected to evolve and grow over time. Decreasing Big Spending: Initial heavy investments in Yahoo and internal hiring are tapering off, indicating a more sustainable financial approach and improving investor confidence. Strategic Direction: Bing aims to be more than just a search engine. It is working towards becoming a "decision engine," focused on understanding user intent and providing actionable insights. Market Share Growth: Bing’s market share has grown modestly, and with Yahoo’s figures combined, Microsoft captures a significant portion of the search market, demonstrating its relevance. Integration with Microsoft Products: Bing is deeply integrated into Microsoft products like Xbox and Windows Phone. Shutting it down would disrupt these ecosystems and cause considerable harm to Microsoft. Unlikely Acquisition: Given Bing’s strategic value to Microsoft and the costs associated with turning it around, it is unlikely that another company would find it worth acquiring.
Optimising for Bing Domain Keywords: Bing places a high value on domain names. Having a keyword-rich domain like “www.wardrobes.com” for the keyword “wardrobes” can significantly benefit your SEO on Bing. Bing Webmaster Tools and Microsoft AdCenter: Use Bing Webmaster Tools to monitor and improve your site’s performance on Bing. Microsoft AdCenter, while PPC-focused, offers valuable keyword insights that can aid in organic SEO strategies. Domain Age: Bing considers the age of domains when ranking search results. Purchase your domain as early as possible to benefit from this factor, even if you don’t use it immediately. Inbound Title Links: Bing places a strong emphasis on keywords in page titles for ranking. Ensure your title tags are optimised with relevant keywords to improve your Bing search rankings. By tailoring your SEO strategy to address these Bing-specific factors, you can enhance your visibility and performance on this search engine. While Bing may not have the same dominance as Google, it remains an important platform that can drive substantial traffic if optimised effectively.
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