Is it worth spending some of my SEO budget on optimising for Bing?

In SEO circles, you will hear the word Google more times than you would in any other conversation. However, this industry titan is not the only search engine. You may initially scoff, but Bing is another option for anyone looking to search for information on the internet.

If you are the owner of a website looking to increase your internet rankings, you will probably automatically focus your attention on Google. This article will explain why you should also consider whether optimising for Bing would also work for you.

Do People Actually use Bing?

Who uses Bing? You might think this to yourself any time you see it mentioned. Google is the more familiar brand; having even entered common vernacular as an alternative word to “search”.

Bing actually has a surprisingly large audience. It has approximately 33% of the organic search market, as opposed to Google’s 67%, and also controls Yahoo and AOL search. Loyal users also prefer Bing’s efficiency and accuracy over Google and claim that Bing Maps are much more accurate than Google’s.

Bing also has a fair amount of usage from expats in countries like China. Google is banned in China but Bing is not. This leaves expats with a clear choice; they can either fuss around with a VPN or they can just have a quick search on Bing.

Why Should I Devote Budget to Bing SEO?

For a company to ignore Bing in their SEO practices would result in a massive loss of potential traffic. It is not a few random people here and there, Bing has a large and dedicated audience who may never learn about your goods and services if you neglect the opportunity for them to find them.

It is thought that, on average, Bing users spend 25% more online than their counterparts on other search engines. Can you afford to let that potential extra revenue pass you by?

How Easy is It to Optimise?

Enacting an SEO strategy for Bing may seem initially confusing; especially if you have exclusively worked with Google up to that point. However, there are many crossover points to help you make the jump.

You can easily create tags and descriptions based around your business. Keywords will, of course, play an important part of your strategy. Using a dedicated keyword research tool will help you get to grips with any differences between Bing and the keywords you learned from Google. You can also integrate your social medias, just like with Google, and use them to promote your Bing rankings just like you would usually.

Bing also has a multitude of options to help you get your business noticed. You can set ads up to be more noticeable to your target demographic and hide it completely from an audience that you don’t want to see it. Every customisation that you can think of is there at your fingertips.

One of the most important considerations you need when deciding if you want to use Bing is whether it is right for you. Conduct some research as to whether your target demographic is one that frequently uses Bing.

If you would still like to budget some money for Bing, consider proportioning it by average use. In 2018, Bing gets over 24% of desktop explicit core searches. If you don’t want to miss out on this market, you need to adjust your SEO budget to cover Bing too.

Do you need some help with SEO or social media? Here at The Media Octopus, we can help you with all sorts of problems, including social media management, SEO, PPC and programmatic advertising.

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About the Author: Emma Fletcher