But Bing’s algorithm can be leveraged to reach a specific audience
Although there are no exact data on the demographics of people using search engines using Bing’s algorithms, there are several factors to consider.
The first is the fact that Bing is the default search engine for Internet Explorer, a browser pre-installed on every device using Windows. Although many insiders spend exactly 5 minutes on Internet Explorer in total per computer (the time required to install Chrome, Firefox or Brave), many newbies to the web keep this browser and, by extension, the Bing search engine . Thus, Bing remains the search engine for many people who are not very familiar with the web, starting with a large part of Boomers, who have not had the opportunity to grow up in a digital environment, and who therefore digital technology does not is not native to them.
Regarding Yahoo!, it was the same as Bing before, it was the default search engine for some browsers, including Firefox in 2014. Like Google, Yahoo! offered (and still offers) to create an e-mail address for free. Thus, many households today have a personal Yahoo address created some time ago, and keep the Yahoo! and its search engine to browse the web and access their emails. Thus, Yahoo! represents a boon to reach part of Generation X.
Finally, Ecosia offers users to plant trees according to their number of searches. A value proposition that touches the hearts of people who care about the environment… Ideal for any SEO working on sites dealing with ecology, nature or even relating to all types of plants.
In the end, even if Google has the vast majority of market share in France, it may be interesting to please Bing’s algorithms to not only also reach a part of the audience, but above all to reach a specific target.
What are the differences between the algorithms of the 2 search engines?
At the technical level
302s can be seen as… 301s for Bing
In view of this catchy title, a few explanations are in order. Bing states that 302s that have been around for a while and always redirect to the same page, could be considered long-term 301s.
And conversely, 301s that regularly change destination URLs can be considered 302s. And yes, that’s still a statement from Bing itself.
Bing favors Metadata
It’s a fact: Bing does not have an advanced comprehension algorithm like BERT, it prefers to refer to the presence of the keyword in the Metadata, Hn and URL, or even domain. Another difference between Google and Bing: the latter gives much more weight to the Meta Description.
In the end, Google has less need for all that now that it better understands the context of sentences and their themes (which we will see in the semantics section).
With Bing, feel free to add Multimedia content
At the level of images, videos or other integrated elements, Bing attaches more importance to the presence of these elements on a page. Do not hesitate to illustrate and bring content other than text in your pages and articles. Finally, staying relevant to your core topic, of course.
Core Web Vitals: Yes for Google, No for Bing
In 2021, Google launched its “Core Web Vitals” algorithm update. The principle is simple: promote the positioning of fast, user-friendly pages (no intrusive pop-ups for users). In particular, information on this data can be found in Google Search Console reports. On the side of Bing however, the importance given is much less.
Google prefers a rich semantic field, Bing the repetitions of exact expressions
As seen above, Google is working hard to optimize its understanding of texts. In particular, we had the right to 2 major updates, more specifically RankBrain and BERT. These 2 updates promote the positioning of pages offering the presence of a varied semantic field around the main theme. Do not hesitate to optimize your semantic field.
Since Bing’s algorithm is not yet pushed to this point, it focuses on the presence of exact expressions in the content and Metadata, as seen above.
Keyword context more important at Google thanks to RankBrain and Bert
BERT and Rankbrain offer the possibility of better understanding the overall semantics of a content, including the context of the keywords placed in a sentence. Thus, Google has a head start on the overall understanding of a text, and can better ensure that the latter is a relevant result vis-à-vis the Internet user.
You were expecting a part on Netlinking? This time, we will prefer a global off-site part, and for a specific reason: to include social networks.
Social networks: Bing advantage
Bing takes social media factors into account in its ranking algorithms. Among them are the subscribers of the account relating to the website, but also the likes, shares and comments of the publications of the account of the website or of publications of other accounts containing a link to a page of the website in question.
Be careful though: Bing claims to value social media accounts with a high number of subscribers and few subscriptions. The idea is to avoid artificial social impact, and prefer to take into account accounts offering real added value.
Backlinks matter more on Google’s side
Make no mistake: the 2 search engines give importance to their link according to the quantity of backlinks of a site, but also (and above all) their quality. Except that Google attributes more SEO juice to the backlinks of a site, where Bing prefers to value official domain extensions as seen above.
YMYL: Google advantage
Your Money Your Life, or YMYL for short, represents topics related to finance, medical, security and other areas that can greatly impact a person’s personal appearance. Google goes to great lengths to ensure that its algorithms prioritize trusted sources when these “touchy” topics are searched. Moreover, it is a term used by Google in its instructions given to Quality Raters, that is to say people employed by Google evaluating the quality of the pages of a site.
Following the difference between the SERPs of Google and Bing on sensitive topics, Bing in particular has been the target of mememers for some time. For example :
Official site extensions are popular at Bing
All sites from official extensions (.gov, .edu) have a preference regarding positioning on the Bing side. We can deduce the following reason: at a time when, as seen above, Bing has trouble with the notion of YMYL, it is logical that it prefers to refer to official extensions, which often deal with medical, financial or of security.