Another Microsoft Bing feature that I think beats Google is the fact that it provides SEO Reports.
Screenshot from Bing Webmaster Tools, July 2024
According to Bing, these reports contain common page-level recommendations based on SEO best practices to improve your rankings.
The reports are automatically generated biweekly and provide tips as to what to work on or investigate.
See A Complete Guide to Bing Webmaster Tools to learn more.
Microsoft Bing May Excel In Image Search Over Google
When it comes to image search, Microsoft Bing may have a leg up on Google by providing higher-quality images.
Screenshot from search for [donuts], Microsoft Bing, July 2024I like the filtering features in its image search, too, because you can turn titles off and search by image size, color, or type.
Test out Bing Visual Image Search, which allows you to do more with images. Check out its library of specialized skills to help you shop, identify landmarks and animals, or just have fun.
Then, see How Bing’s Image & Video Algorithm Works to learn more.
Screenshot from search for [donuts], Google, July 2024Google has more images available for viewing than Microsoft Bing. Make the most of it with the tips in A Guide to Google’s Advanced Image Search.
However, Microsoft Bing provides more detailed information about the image users are searching for.
How Microsoft Bing & Google Handle Video Search
Microsoft Bing provides a much more visual video search results page, including a grid view of large thumbnails.
Google’s video results are more standard, featuring a vertical list of small thumbnails.
As you can see from the screenshot of a Bitcoin search below, they include different filters like length, price, etc., which is a great user experience.
I did not get this experience with Google video search.
This is one area where Microsoft Bing outperforms Google.
Screenshot from search for [bitcoin], Microsoft Bing, July 2024
Screenshot from search for [bitcoin], Google, July 2024
Map Listings On Both Search Engines Matter For Local SEO
Both engines have similar functionality for maps, including map listings and local listings in the search engine results pages (SERPs).
Make sure you claim all your listings in both Microsoft Bing and Google and optimize your profile with business information, photos, proper categories, social information, etc.
Accurate name, address, and phone number (NAP) information are key. Google focuses on a user’s immediate vicinity by default, providing highly localized search results, while Bing offers a broader view of the wider area in local searches, which can be beneficial for some businesses.
See A Complete Guide to Google Maps Marketing.
Optimizing For Google Search Vs. Microsoft Bing
Google is primarily concerned with E-E-A-T: Experience, Expertise, Authority, and Trust. Providing users with high-quality, useful, and helpful content that is factual, original, and offers users value, as well as a site that provides good user experience, will help you rank.
Backlinks are also still important.
Microsoft Bing has always been focused on on-page optimization. It emphasizes exact-match keywords in domain names and URLs, gives weight to social signals and official business listings, and favors older and established domains.
Unlike Google, Microsoft Bing states in its webmaster guidelines that it incorporates social signals into its algorithm. That means you should also focus on Twitter and Facebook – including building good quality content on your site and social platforms – if you want to rank highly in Microsoft Bing.
Content is extremely important for both search engines. Always focus on high-quality content that satisfies the user’s intent and informational needs. By creating useful and relevant content, users will naturally love it and link to it.
Both speed, mobile-friendliness, and proper tech infrastructure matter for both engines.
Make sure you check out these resources for optimizing for various search engines:
Google Is Pushing Organic Results Further And Further Down The Page
As time goes on, Google continues to push organic results down the page, resulting in more revenue from paid search ads and fewer clicks from organic search. That is why a blended strategy is important to win in today’s SERPs.
Here is a comparison between a search in Google and a search in Bing. As you can see, Bing does not have as many ads as Google, and organic listings are more prominent on the page than Google.
Screenshot from search for [project management software], Microsoft Bing, July 2024
Screenshot from search for [project management software], Google, July 2024
Google Search Vs. Microsoft Bing: The Verdict
Both Microsoft Bing and Google satisfy the informational needs of millions of people every day.
While Google remains the dominant player in the battle between Bing and Google, they both offer opportunities for your brand to reach new users and put you in front of millions of qualified customers who are looking for information, products, and services.
Bing offers unique advantages and opportunities, particularly in visual search, social signals, and certain niche markets.
Bing holds a smaller market share but has a growing user base.
Since optimizing for both Bing and Google is similar, with some key differences, I recommend optimizing for both. This can enhance overall visibility and reach, especially in a world where Google is pushing organic listings further and further down the page.
More resources:
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