5 Reasons Why Bing Is Still Important to Your SEO Strategy

5 Reasons Why Bing Is Still Important to Your SEO Strategy
Key Takeaways
  • Bing owns nearly a quarter of the desktop search market in the US.
  • Bing is much more transparent about its ranking factors than Google.
  • As it's a less competitive market, Bing is a much cheaper advertising alternative to Google.

When it comes to SEO, Google is usually the first search engine people think of. Your search optimization efforts are likely dictated by Google’s algorithm updates, Google best practices and Google updates. If you’re guilty of “Google first”, it’s not without reason.

According to ComScore’s June Explicit Core Search Share Report (Desktop Only), Google owns 63.1% of the search market in the US, Bing has 23% and Yahoo has the remaining 11.8% of the market. It may seem that focusing your SEO efforts exclusively on Google is a no-brainer but, there are five compelling reasons why Bing should still be an important part of your SEO strategy.

1. Lower Competition

According to New York Times bestselling author and digital marketing influencer Neil Patel, a great reason to add Bing to your SEO strategy and make a conscious effort not to overlook Bing is because fewer of your competitors are vying for ranking position on Bing.

This makes sense. With most marketers flocking to Google because it has such a large share of search traffic, there are fewer competitors on Bing. The lower competition is a great reason to add it to your SEO strategy. (After all, 23% of the search market still represents a massive volume of searches being done!) Because you’re in direct competition with fewer businesses, you’re more likely to get a higher spot in search results and a bigger share of eyeballs and targeted web traffic on Bing than you will get on Google.

For smaller companies, the lower level of competition means there is a greater chance to see a decent ROI on organic search efforts. Google advises that it can take up to 12 months to see any kind of pay-off from SEO activity on its own search engine. The time from investment to result is much shorter on Bing because there are fewer pages competing for the page one ranking. If you need results quicker, Bing offers a viable alternative.

Gizmodo’s Tom McKay says Bing’s market share is widely underestimated, noting “…since the vast majority of new computer sales are for Windows devices, which come preloaded with Bing-defaulting browsers Internet Explorer or Edge, one would imagine there’s enough workplace users, old people, folks who don’t give a damn and others of their ilk to make up a big share of the market. They’re real and they’re out there…”

2. Bing is Cheaper

If you’re a PPC advertiser and you dedicate some of your budget to Google AdWords, you’re familiar with the pain in your wallet every time someone clicks on one of your ads. In fact, iProspect’s 2017 Paid Search Trends Report for Q2 reported that Cost-Per-Click (CPC) is now at an all-time high. Mobile ad costs have also increased, up 17% in Q1 and up a massive 52% year-on-year.

With its lower search traffic, Bing is a much cheaper alternative – making it a great choice for advertisers who simply cannot afford to pay to play on Google. With more affordable PPC pricing, it also makes sense to double your Bing presence and optimize for better organic rankings, too.

3. Bing is Much More Transparent About Ranking Factors

While Bing doesn’t disclose the finer details of its algorithms, in much the same way Google refuses to reveal what really makes for better SEO, Bing is much more open about what your site needs to do to rank better.

Bing even provides SEO professionals SEO Reports and an SEO Analyzer that assesses a page against 15 SEO best practices. The SEO Analyzer is an on-demand tool that can be used to get detailed page-by-page analysis from a “Bing” SEO perspective. The tool gives you guidance and suggestions as to what needs to be improved to rank better and even gives you a compliance report.

4. Bing Places for Business

Bing Places for Business is an easy way to get increased local visibility – making it an especially useful tool for local service area businesses and local businesses with brick-and-mortar locations.

Like Google My Business (GMB), Bing’s free business listing service gives businesses the chance to upload vital information such as a physical address, contact information, opening hours, a website link, and photos, making it easier for local searchers to find you. Once uploaded, your Places for Business listing can show in local search results, making your brand more visible to local customers.

For digital marketing agencies, Bing has an agency dashboard feature that allows you to manage multiple Places for Business listings from one central location, making it quicker and easier to run local search campaigns. (This is a feature I wish Google would duplicate!)

5. Bing Webmaster Tools

While Google Analytics is an invaluable source of data and should be referenced as you carry out SEO for Google, Bing’s Webmaster Tools is also an incredibly useful and often underused asset.

Tony Edward, Senior SEO Manager at Elite SEM and an Adjunct Instructor of Search Marketing at NYU, says that Bing Webmaster Tools provide a range of additional diagnostics and testing opportunities – all of which can be used to report your digital marketing activity as a whole. Writing in Search Engine Land, he says Bing Webmaster tools can be used for monitoring site security, monitoring crawl and index performance, and accessing keyword research and optimization recommendations.

Let Us Know What You Think

We’d love to hear your thoughts on optimizing for Bing. Is it something you have overlooked? Or have you seen an increase in orders and traffic after focusing on this overlooked search engine?

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35 thoughts on “5 Reasons Why Bing Is Still Important to Your SEO Strategy”

  1. I’m no expert and a small business owner, however, when I ask my clients how they found us they normally say Google as opposed to Bing. So I have spent most of my dollars in trying to reach top spot in Google rather than any other browser.

  2. Bing is one of the most powerful search engines as compare to others and it produces results. As I produce better organic results via Bing at initial stages of SEO but now I am getting traffic from both Google and Bing.

  3. For US, UK and other European countries I have seen really good results for my clients. The only drawback is that Bing isn’t covering all the countries in the world. Many countries are still not able to be listed in business listings.

  4. Great post, so interesting to read and informative. Bing is also one of the biggest search engine and it helps to gain traffic in website as well as sales. I have also experienced my website ranked easily in bing and gains my website traffic.

  5. Bing is also one of the biggest search engine and it helps to gain traffic in website as well as sales. I have also experienced my website ranked easily in bing and gains my website traffic.

  6. I think it’s great that Bing is a little more transparent than Google when it comes to ranking on their search engine but it seems that the strategy would need to be different than ranking on Google. It would be advantageous if they both used the same algorithm’s but fat chance of that ever happening lol.

    1. Hi Andrew,

      Life would be a lot easier if everything was standardized, wouldn’t it? But if everyone used the same algorithm we’d have far fewer different opportunities to rank. Hoping at least that one day Google becomes a little more transparent.


  7. Hi there, really like your thoughts on this Sherry, I never thought about Bing being more transparent than Google before (now that I think about it, it’s obvious since it’s Google). I might add that Bing is also important to focus on because it’s the primary search engine for Apple’s Siri. With voice searches on the rise, we couldn’t neglect iPhone’s huge market share.Thanks!

    1. Hi Rahul,

      Glad you liked the tips! I’m not sure which guide you’re referring to. Do you have any more details?



  8. Hey great article,
    do you have any stats about the demographics of Bing users. In my experience I found Bing to tend to have higher ROI compared to Google when doing PPC.
    Thank You

    1. Hi Jeremiah,

      Yes, it’s important to at least consider it in your overall strategy, as you’ll never know if you’re missing out on an opportunity otherwise!


  9. Of course it makes sense to add your local business to Bing Places. What if your biggest customer “ever” finds you on Bing? The 10 minutes it takes to add your business could be your best ROI ever.

    Also don’t overlook Apple Maps, it sits right there on millions of iPhones.

    1. Hi Kit, thanks for your comment.

      Yes, a lot of focus goes on the big names, but everyone’s search habits are different and if you don’t at least investigate things like Bing and Apple Maps you’ll never find out if they could have worked for you.


  10. Such great points. As an owner of an SEO agency, we are admittedly guilty of ignoring Bing. The SEO world is obsessed with Google, and rightfully so, but to ignore a platform that is 23% search is silly. You’ve inspired me to call a team meeting regarding the issue. Great stuff guys!

    1. Hi William,

      I don’t blame you – it’s easily done! Bing tends not to do the best job of marketing its benefits. If you have a sizeable desktop user base it just makes sense to investigate Bing. Let us know if you see any successes after your meeting!



      1. Hi Jamie. Just an update, since this post, we’ve updated all of our clients with Bing Webmaster Tools. We’ve also made it a priority to optimized Bing Places. Definite increases in traffic. THIS POST WAS A VERY VERY VALUABLE REMINDER!

      2. Hi William,

        That’s great to hear! Hope the new Bing strategy produces excellent results for you and your clients.

        All the best


  11. That study was “desktop only”. Mobile is well over 60% of searches, and neither Yahoo or Bing have any market share in the mobile search market.

    Also, even on desktops, I’ve got to believe that the only reason Bing is at 23% of the desktop search market is because they are the search engine on Facebook. I would be very surprised if Bing was any more than 10% of searches that have any real commercial value. Of all the local clients we have, I can’t find one that has less than 90% of their organic searches coming from Google.

    I think your “key takeaway” that Bing is one quarter of the market is extremely misrepresented. You should at least state “Bing is 1/4 of the desktop search market.”

    1. Hi Chris,

      That is a fair point about the ‘desktop only’ factor of the study. We’ve updated that takeaway to make that aspect clearer. Appreciate you taking the time to let us know.



  12. Hi Sherry, I totally agree. You can’t dismiss Bing just yet. I always add my client websites to Bing webmaster tools and create their Bing Places for Business listings. Some of my clients are seeing upwards of 10% of their organic traffic from Bing. It only takes a few minutes to setup a website on Bing, so it’s pretty much a no-brainer!

    1. Hi Hani,

      So glad you agree. There are still some great opportunities to had there and it certainly sounds like you’re seeing some great success with it. Let’s hope that success continues!



  13. Does Bing still believe that the Sun rises in the east coast and sets in the west coast of USA. When I last tried them they excluded the rest of the world under business listings.

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