Bing SEO vs. Google SEO Key Differences You Need to Know

When it comes to search engine optimization (SEO), Google is often the first name that comes to mind. With over 90% of global search engine market share, it’s no surprise that most SEO strategies revolve around Google’s algorithms. However, Bing—the second largest search engine—still processes billions of queries monthly and powers search results for Yahoo and Microsoft products, including Cortana and the Edge browser. Optimizing for Bing SEO presents unique opportunities for businesses, especially those looking to expand their visibility and reduce competition.

In this article, we’ll dive into the key differences between Bing SEO and Google SEO, and why you should consider optimizing for both.

1. Search Engine Market Share and Audience Demographics

While Google dominates in terms of market share, Bing still holds around 6-9% of the global market, and even more in specific regions like the United States. Bing’s integration with Microsoft products means it has a loyal user base, particularly among professionals and older demographics.

Bing SEO is especially relevant for:

• B2B companies targeting professionals

• U.S.-based businesses

• Brands marketing to an older demographic (ages 35+)

Google SEO caters to a broader, more diverse audience, including younger users who rely on Android devices and Google services.

2. Crawling and Indexing

One of the core differences between Bing SEO and Google SEO is how their bots crawl and index websites.

Google SEO:

• Googlebot is very efficient and crawls sites frequently.

• Google prefers dynamic content and JavaScript-rich websites.

• Mobile-first indexing is a standard (sites are evaluated primarily by their mobile version).

Bing SEO:

• Bingbot is slightly more conservative in how it crawls websites.

• It prefers clean HTML and traditional site structures.

• Bing places greater importance on a site’s desktop version.

Takeaway: For Bing SEO, having a well-structured, HTML-based, and fast-loading desktop site is critical. While Google rewards dynamic experiences, Bing prefers simplicity and clarity.

3. Ranking Factors

Bing and Google both evaluate hundreds of factors when ranking websites, but they weigh them differently.

a) Backlinks

• Google: Puts a strong emphasis on the quality and diversity of backlinks. Domain authority and link relevance matter significantly.

• Bing: Also considers backlinks, but puts more weight on exact match anchor texts and overall domain age and trustworthiness.

b) Keywords and On-Page Optimization

• Google: Uses advanced semantic analysis to understand search intent and context. Keywords are important, but over-optimization can lead to penalties.

• Bing: Relies more heavily on exact match keywords. It favors precise keyword placement in titles, meta tags, and content.

For Bing SEO, focus on:

• Exact-match keywords in meta titles and H1 tags

• Clean and descriptive meta descriptions

• Traditional SEO practices like keyword density and structure

4. User Engagement Signals

Bing SEO puts considerable emphasis on user engagement metrics, such as:

• Click-through rate (CTR)

• Dwell time (how long users stay on a page)

• Bounce rate

Google uses these metrics as well, but not as direct ranking factors (at least not publicly confirmed). Bing, however, explicitly states that these behaviors impact how pages rank.

Pro Tip: Create content that keeps visitors engaged on the page. Use visuals, subheadings, bullet points, and internal links to reduce bounce rates and increase dwell time for better Bing rankings.

5. Social Media Signals

One of the more striking differences is Bing’s stance on social signals.

• Bing SEO: Treats social media presence as a direct ranking signal. A page with high shares and engagement on platforms like Facebook and Twitter may rank higher.

• Google SEO: While Google acknowledges social media activity can indirectly influence SEO, it does not consider it a direct ranking factor.

If you want to improve your Bing SEO, boost your social media strategy. Encourage shares, build engagement, and link back to your content.

6. Multimedia Content and Image Search

Bing excels at handling multimedia content like images and videos.

• Bing Image Search is visually rich and offers more detailed filters than Google Images.

• Bing SEO benefits from properly optimized images with descriptive file names, ALT text, and structured data.

Google, while strong in image search, focuses more on AI-based visual recognition and web context.

For better Bing rankings:

• Use image sitemaps

• Add schema markup for videos

• Optimize file names with relevant keywords

7. Local SEO Differences

Both Bing and Google provide local search features, but they do so differently.

Google My Business (GMB):

• Essential for Google SEO.

• Integrated into Maps, Search, and other Google services.

Bing Places for Business:

• Equivalent to GMB but less competitive.

• Ideal for gaining visibility on Windows devices and Cortana.

If you’re a local business, claim your Bing Places listing and ensure it’s consistent with your NAP (Name, Address, Phone Number) data across the web.

8. Voice Search and AI Assistants

Voice search is becoming increasingly relevant in SEO.

• Google: Google Assistant uses Google’s vast dataset and prioritizes Featured Snippets.

• Bing: Powers Microsoft Cortana, Amazon’s Alexa, and some Windows applications.

Optimizing for voice search on Bing means targeting conversational keywords, FAQs, and using structured data for rich results.

9. Tools and Webmaster Platforms

SEO success depends on the right tools.

• Google Search Console (GSC): Offers in-depth indexing, performance, and usability insights.

• Bing Webmaster Tools: Offers keyword research, site scan features, backlink analysis, and more.

Bing Webmaster Tools is surprisingly robust and user-friendly, making it easier to diagnose issues and optimize for Bing SEO.

Final Thoughts: Should You Optimize for Bing SEO?

Absolutely. While Google is the undisputed king of search, ignoring Bing means missing out on a segment of the market that’s easier to rank for, highly engaged, and valuable—especially for U.S. and professional audiences.

To recap, here’s how to win at Bing SEO:

• Use exact-match keywords in your meta data.

• Keep your HTML structure clean and straightforward.

• Focus on user engagement and social media signals.

• Optimize multimedia content (especially images and videos).

• Don’t forget Bing Places and Webmaster Tools.

Ultimately, the best SEO strategy includes both Google and Bing. By understanding and leveraging the unique aspects of Bing SEO, you can capture untapped traffic and stand out in less competitive search results.