The most important facts in brief:
- Market share and target group: Bing is the second largest search engine, with a market share of up to 13%. It is particularly popular with older, wealthier users in rural regions.
- Ranking factors: Bing weights exact keywords, social signals, trusted backlinks, local SEO, older domains and clear page structures.
- Benefits of optimization: Increases visibility and traffic by 10% as there is less competition. Bing users often interact more and stay on the site longer.
- Bing Webmaster Tools: Free, with insights into keyword rankings, crawling status and backlinks - ideal for optimization and error detection.
Do you want to optimize your website for Bing SEO? Then you’ve come to the right place! 🙌
Bing may be less well-known than Google, but with up to 13% market share in some countries, it’s worth optimizing, especially if your target audience is older, more affluent and often located in rural areas. 🎯
Bing works slightly differently: exact keywords, social signals and backlinks are more important here. Local SEO and older domains are also preferred. With the right strategy and our tips, you can get your site to the top of Bing! 📈
What is Bing SEO and why is it important?
Bing SEO comprises strategies and techniques to optimize websites for the Bing search algorithm. The aim is to generate more qualified traffic and achieve higher rankings in the Bing search results (SERPs). Although Google dominates the search engine market, Bing is the second largest search engine worldwide with a global market share of around 9% for desktop searches. For many website operators, it can therefore make sense to seek help with targeted Bing SEO in addition to Google optimization – especially if their own focus is on markets in which Bing is heavily used.
Bing attaches great importance to local search, which can be an advantage for companies in regions with a high number of Bing users, such as the USA. So if you want to target local users with your website, you should make sure you have an optimized presence in the Bing search index. In Germany, Bing has a market share of 5-7% and is expected to continue to grow – a clear indication that the use of this platform is also becoming increasingly relevant in this country.
You should also bear in mind that up to 50% of Yahoo searches use the Bing index and ranking algorithm. This means that with a single optimization, you can become visible on multiple platforms. An effective way to improve visibility in Bing is through targeted URL submission to Bing Webmaster Tools. This ensures that important pages are included in the search index more quickly. Regularly loading relevant and up-to-date content can also help to achieve stable rankings in the long term.
Search engine | Global desktop market share | Market share Germany (desktop) |
|---|---|---|
83,5% | 86,03% | |
Bing | 9% | 9,72% |
Bing SEO offers several advantages over Google SEO. Competition for popular keywords is often lower and optimization can be achieved with less effort. In addition, Bing visitors tend to have lower bounce rates, stay longer on websites and interact more frequently. Bing emphasizes the importance of high-quality backlinks from credible sources and social signals for website rankings.
In order to exploit the full potential of a website, Bing SEO is an important part of holistic search engine optimization. With the free Bing Webmaster Tools, website operators gain valuable insights into key performance indicators and can optimize their Bing SEO strategy in a targeted manner. Especially for international markets with a higher Bing market share, the integration of Bing SEO is indispensable.
Basics of Bing search engine optimization
Bing SEO requires an understanding of specific ranking factors such as exact keywords, domain authority and social signals. Backlinks and user-centric optimization are equally important. Bing crawls pages less frequently, but multimedia content is weighted higher.
Factor | Bing | |
|---|---|---|
Exact keywords | Higher weighting | Lower weighting |
Domain age | Important | Less important |
Crawling frequency | Rarer | More frequent |
Multimedia | Greater weighting | Lower |
An effective Bing SEO strategy requires high-quality, keyword-optimized content, a fast loading time and a strong backlink profile
Keyword research for Bing
The basis of an effective Bing SEO strategy is sound keyword research. Only if you know how your target group searches on Bing can you optimize your content accordingly. Tools such as Ahrefs, SEMrush or the Bing Keyword Research Tool help you to identify keywords with a high search volume and low competition.
Various key figures play a role in keyword selection for Bing:
Search volume: How often is the keyword searched for?
Keyword difficulty: How strong is the competition for the keyword?
Cost-per-click (CPC): How expensive are ads for the keyword?
Click-through rate(CTR): How often are search results for the keyword clicked on?
A clever mix of short-tail and long-tail keywords is often the key to success for Bing. While short-tail keywords such as “shoes” have a high search volume, long-tail keywords such as “red women’s sneakers size 39” usually promise higher conversion rates. Bing also interprets keywords more literally than Google – an important aspect of keyword research.
Tool | Special features |
|---|---|
Ahrefs Bing Keyword Tool | SEO metrics such as search volume, CPC, CTR for 170 countries, over 90 million keywords |
Bing Webmaster Tools | Free keyword research, analysis of trends, countries and languages |
With the right keyword mix and continuous optimization, you can achieve ranking factors that will sustainably improve your position. Don’t be afraid to try out new, creative keyword variants – this is often where the greatest potential for your Bing SEO lies!
On-page optimization for Bing
Solid on-page optimization for Bing includes the targeted use of keywords, a clear URL structure and the use of schema markup. But what does this mean in concrete terms for implementation? First of all: Bing prefers pages that are structured and logical. The content should not only be written for search engines, but first and foremost for real people. Comprehensibility, readability and added value are paramount here – and this is precisely the reason why a good on-page strategy is so important.
A decisive factor for a good ranking in Bing is the URL structure. In contrast to Google, Bing is somewhat more traditional when evaluating URLs: it prefers short, descriptive URLs without cryptic number sequences or special characters. So instead of “seite123.php?id=789”, it prefers “/seo-tipps-fuer-bing”. It makes sense to include the city name directly in the URL, for example “/seo-agentur-berlin”, especially for regionally oriented offers – for a specific city, for example. This not only supports the ranking, but also helps users to immediately recognize what the page is about.
Another aspect: schema markup. Bing actively uses structured data to better understand content and display it attractively in the search results. Whether reviews, events or FAQs – if you integrate these markups properly, you significantly improve your chances of additional visibility. In an article about local marketing, for example, an event markup for a trade fair in Munich could be integrated to stand out directly in the SERPs.
The choice of device also plays a role. Many users access Bing via Windows 10 devices – the search service is deeply embedded in the system, for example via Cortana or the default search in the Edge browser. For companies, this means that if the target group is tech-savvy or works a lot with Windows, Bing optimization is not an option, but a must.
Ultimately, we must not forget: Microsoft is a real giant in the tech sector – and Bing is constantly evolving. If you invest in the right on-page strategy today, you can hold your own in a growing market in the long term.
Good | Bad |
|---|---|
www.example.com/bing-seo-tipps | www.example.com/index.php?id=123 |
www.example.com/on-page-optimierung | www.example.com/optimierung-2021-neu |
Stay on the ball: Update your content regularly, as Bing prefers fresh content.
Off-page SEO for Bing
Off-page SEO is crucial for a good ranking on Bing. Even though many people focus almost exclusively on Google, it is worth taking a closer look: Bing evaluates external signals – especially backlinks – in its own way. While Google pays close attention to quantity and certain patterns, Bing focuses on quality and thematic relevance. This means that it is not important to collect as many links as possible, but the right ones.
Bing prefers backlinks from reputable, established websites that ideally match the topic of your own site. For example, if you run an agency for local services in the healthcare industry, links from well-known healthcare portals, trade journals or industry-specific blogs are much more valuable than ten irrelevant links from random sources. This is precisely the difference and also the opportunity.
An effective way to build such high-quality links is through guest posts on related blogs. This works particularly well if your contribution provides real added value – for example, in-depth insights, practical instructions or well-founded analyses that help the blog’s audience. And this is where authenticity is required: not just SEO text, but an honest, informative post. This not only comes across as more credible, but also leads to better partnerships in the long term.
Collaboration with influencers or industry experts can also work wonders – especially if they come from the same subject area. Such collaborations often provide natural links, which Bing classifies as particularly valuable. It’s not always just about huge names with an audience of millions. Micro-influencers with a small but dedicated target group can have just as strong an effect.
Another area that is often overlooked is the so-called co-citation principle: even if your site is not linked to directly, mentioning your brand name on trustworthy sites can increase your authority on Bing. This shows how important reputation is online and that sustainable link building is not just limited to classic backlinks.
Overall, if you want to be successful in off-page SEO with Bing, you should think long-term, focus on quality rather than quantity and consistently build your digital presence in relevant communities. It’s not a sprint – more of a marathon that pays off in the long run.
Key statistics:
About 20 new backlinks per month increase the presence.
.edu, .gov, and .org domains are particularly valuable because of their authority.
Keywords in the anchor text are valued.
Content with social signals ranks better on Bing.
Regular backlink monitoring is important to ensure quality. Avoid black-hat tactics such as link farms, as these can lead to penalties.
SEO factor | Bing | |
|---|---|---|
Market share | 7,64% | over 70% |
Number of indexed pages | 67.000 | over 7 million |
Importance of social signals | High | Low |
Preferred backlinks | Quality | Quantity |
Social media links carry more weight with Bing. Use platforms such as Facebook, Twitter and LinkedIn to increase engagement – the more interactions, the better for the Bing ranking.
Use Bing Webmaster Tools
The Bing Webmaster Tools (BWT) are important, free SEO tools for website operators to improve their visibility in Bing. With a market share of around 9% for desktop searches, Bing offers a valuable addition to Google.
BWT, launched in 2009, offers similar functions to the Google Search Console: Monitoring keyword rankings, crawling and indexing status, submitting new content and managing backlinks. You can also detect possible spam and viruses.
Main functions of the BWT:
SEO Analyzer: Detailed error reports
Site Scan: Finds technical problems
Keyword research: search volume and related keywords
Backlink analysis: Insights into the link profile
The reliable Bing data and easy access with Microsoft, Google or Facebook accounts make the tools particularly practical. They often offer deeper insights than the Google Search Console, especially when it comes to backlinks and keyword data.
Together with the IndexNow protocol for faster indexing and sitemaps, BWTs are a valuable resource for optimizing for the Bing algorithm and increasing organic traffic.
Local SEO strategies for Bing
Bing often prioritizes local search results, which is why targeted optimization for local search is essential. With the right strategies, you can bring your business to the top of Bing’s local search results.
Optimizing for local keywords is a crucial step. Analyze which search terms potential customers in your region use and naturally integrate these into your website texts and metadata. An entry in the Bing Places for Business directory is also a must. Here you can enter your company information, opening hours and photos.
To appear in the coveted Bing Local Packs, you should pay attention to the consistency of your NAT data (name, address, phone number) across the web. Positive reviews and local backlinks will also boost your local ranking. Also create local landing pages with city-specific keywords, contact information and embedded Bing maps.
Local SEO measure | Meaning for Bing |
|---|---|
Local keywords | Increase relevance for local search queries |
Bing Places entry | Improves local visibility and trust |
NAP consistency | Signals trustworthiness to Bing |
Positive reviews | Increase local ranking and click-through rate |
Local landing pages | Score points in local searches through relevance |
With a market share of around 9% in 2023, Bing is becoming an increasingly exciting platform for local SEO. Use this opportunity to position your location optimally and benefit from higher click-through rates. Local search engine optimization is the key to being at the forefront of Bing.
Avoid mistakes with Bing SEO
When optimizing for the Bing search engine, there are some common mistakes that you should definitely avoid. Duplicate content on your website can lead to Bing not knowing which page to prioritize. Therefore, pay attention to unique content and use canonical tags to identify the main page.
Missing or misleading meta tags make it difficult for Bing to understand the content of your page. Make sure that you use meaningful title tags and meta descriptions that contain your keywords. 404 errors due to broken links not only frustrate visitors, but also negatively affect your ranking. Check regularly for dead links and redirect if necessary.
Slow loading times are a common problem that leads to high bounce rates. Optimize the loading speed of your site through image compression, browser caching and the use of content delivery networks. Also avoid keyword stuffing, cloaking and link farms – Bing consistently penalizes spam and manipulative tactics.
SEO errors | Impact on Bing ranking | Solution |
|---|---|---|
Duplicate content | Bing cannot identify main page | Unique content, canonical tags |
Missing/misleading meta tags | Content difficult to understand for Bing | Meaningful title tags and descriptions |
404 errors due to broken links | Frustrates users, harms ranking | Regular link checks, redirects |
Slow loading times | High bounce rates, poorer ranking | Compressing images, caching, CDNs |
Keyword stuffing and manipulation | Bing penalizes spam and cloaking | Natural keyword density, white-hat SEO |
Even though HTTPS is not an official Bing ranking signal, SSL encryption improves security and user trust. With regular website audits using Bing Webmaster Tools, you can identify and fix technical SEO problems at an early stage. In this way, you can improve your rankings step by step and prevent errors with drastic consequences for your search engine ranking.
Bing SEO compared to Google SEO
Although Google dominates the lion’s share of the search engine market, you shouldn’t ignore Bing SEO. With a market share of 10.5% on the desktop, Bing is the second largest search engine provider worldwide.
While Google and Bing share some similar ranking factors, there are notable differences. Google focuses on mobile-first indexing, while Bing gives more weight to social signals such as likes, shares and tweets. Also, Bing favors official domains like .gov and .edu, whereas Google considers commercial websites to be just as valuable.
Ranking factor | Bing | |
|---|---|---|
Indexing | Mobile-First | Index Now API for faster indexing |
Social signals | Less influence | Likes, shares, tweets as ranking signals |
Preferred domains | Commercial websites equivalent | Preferred .edu, .org, .gov |
Meta description | Less influence | Greater influence on rankings |
Another exciting aspect is that Bing traffic often converts better than Google traffic. One reason for this is that Bing users tend to be older and wealthier. For certain target groups, such as married people between the ages of 35 and 54 with an annual salary of over $100,000, the CPC for keywords on Bing Ads can therefore be more attractive than on Google Ads.
Despite these differences, both search engines also have similarities. Both Google and Bing attach great importance to high-quality content and take factors such as E-A-T (expertise, authority, trustworthiness) into account. In addition, both analyze search intentions, external links with relevant anchor texts, semantic terms and the user experience as sophisticated evaluation parameters.
Conclusion
Bing SEO offers great potential for increasing visibility and traffic, especially for B2B companies or specific target groups. With a market share of 12% in Germany and a user base with high purchasing power, optimization for Bing is definitely worthwhile – especially if you want to advertise your own products or services in a targeted manner. For companies that work a lot in digital sales, Bing can be an underestimated channel that brings real results.
While the basic principles of SEO at Bing and Google are similar, Bing places particular emphasis on keywords in headings, metadata, backlinks from trusted sites and social signals. If you want to make your SEO work efficient, you should therefore take a close look at the Bing guidelines and requirements. In daily optimization, SEO reports from the Bing Webmaster Tools also provide valuable insights – for example about crawling errors, indexing problems or rankings.
Bing also prefers up-to-date, high-quality content and a user-friendly, fast page structure. This means: content that really helps people, is understandable and clearly structured. The quality of the content is becoming even more important, especially in times when users are chatting directly about search results or recommendations.
The Bing Webmaster Tools offer a variety of helpful functions for website monitoring and optimization. If you check here regularly, you can rectify technical problems in a targeted manner and continuously improve your pages. Ultimately, a well-thought-out Bing strategy can also have a positive impact on your Google ranking – an opportunity that you should definitely take advantage of.
FAQ: Frequently asked questions and answers about Bing SEO
What is Bing SEO and why is it important?
Bing SEO includes strategies for optimizing for the Bing algorithm to achieve better rankings, more visibility and traffic. Bing is firmly integrated for many users, especially through the Edge browser.
Differences between Bing and Google SEO?
Bing focuses more on exact keyword matching, domain authority, social signals and multimedia elements. Bing also gives more weight to specific search terms than Google.
Important Bing ranking factors?
Bing attaches importance to relevance, credibility, user experience, content quality, loading time, keywords, backlink quality and social signals – based on modern best practices.
How do I carry out a Bing keyword research?
Tools such as Ahrefs, SEMrush or the Bing Keyword Research Tool help to find relevant search terms with high conversion potential.
How can I optimize my website for Bing?
Optimization of meta tags, header tags, content, URL structure, internal links and multimedia elements are essential best practices for ranking.
Important off-page factors?
Natural backlinks from trustworthy websites, guest posts, influencer collaborations and social media links strengthen the profile – especially for searches via the Edge browser.
How do the Bing Webmaster Tools help?
The tools offer functions for performance monitoring, backlink management and troubleshooting – ideal for implementing best practices.
How important is local SEO with Bing?
Local SEO is important; a listing on Bing Places, local backlinks and search terms tailored to the region promote findability.
Common mistakes with Bing SEO?
Avoid duplicate content, misleading meta tags, broken links, slow loading times, keyword stuffing and cloaking – this goes against best practice.
Is Bing SEO worthwhile for small businesses?
Yes, the lower competition, favorable ad prices and firm anchoring in Windows and the Edge browser also enable small businesses to gain quick visibility.
