Bing was created by Microsoft in 2009 and occupies only second place among search engines. However, due to user experience improvements and the integration of GPT Chat, this reality has great potential to change.
Professionals who work with Digital Marketing and SEO must pay attention to this change in user behavior. To achieve this, mastering Bing’s positioning criteria is essential to gaining organic traffic and leads.
Follow the content and learn everything about SEO for Bing and how your company can reach the top positions in the search engine.
Understanding Bing
Bing is a search engine created by Microsoft in 2009 . The search engine arrived to replace the company’s old engines, such as MSN Search, Windows Live Search and Live Search.
This search engine allows users to search the web for images, videos and maps.
The most recent change was the integration of the platform with the artificial intelligence of the moment, ChatGPT.
The browser provided the option of chat integrated with artificial intelligence. This feature allows the user to ask questions and receive exactly what they are looking for.
More than that, the search engine has been concerned with making updates to improve its system.
The new Bing , as it is called by Microsoft, is capable of “talking” to the user to improve the search experience.
This update guarantees reliable and up-to-date results and also provides the sources of the answers.
By carrying out the search in this way, the user receives an assertive answer to their question, instead of finding thousands of options.
This objectivity seeks to improve the person’s experience when searching on the web. Reducing search time and optimizing returns.
What is SEO for Bing?
SEO ( Search Engine Optimization ) is a set of actions that seeks optimization for search engines.
When we talk about marketing , SEO works as website optimization for visibility in search engines.
This is because companies work on their websites to gain prominence in the SERP and thus be found more easily.
In other words, the better the content optimization, the higher the website’s ranking.
SEO takes into account factors such as:
- Correct use of keywords ;
- Website source code;
- Internal and external links ( link building );
- Quality content.
What are the benefits of investing in SEO for Bing?
Investing in SEO for Bing has become fundamental for effective Digital Marketing strategies.
It is important to remember that other search engines such as Yahoo and DuckDuckGo are part of the Bing algorithm. Therefore, when optimizing for one you are also “positioning” on other platforms.
On the other hand, Google is still the biggest search engine reference in terms of SEO. This makes competition on Bing less and ranking on this platform easier.
Check out the main advantages of taking Bing into consideration:
Popular search engine
Bing is standard on Microsoft products, meaning this search engine is standard on any device with the Windows operating system.
This means that the majority of searches carried out on iOS devices are through the Microsoft search engine.
Low bounce rate
With well-designed SEO strategies for Bing, the company guarantees success in ranking its content and achieves excellent numbers in relation to some important optimization metrics,
In Microsoft’s search engine, the bounce rate is lower than that of its main competitor. Additionally, more pages on a website tend to be viewed.
Exclusive users
Bing’s audience of exclusive users is constantly growing. Research conducted by Search Engine Watch shows that 72% of total searches on Bing about finance and business are from users who are not on Google.
This number represents the potential that the search engine has in relation to more specific niches.
Integration with ChatGPT
The integration of the search engine with the chatbot is the great innovation that has made the new Bing so talked about in recent days.
According to Microsoft’s corporate vice president, Yusuf Mehdi, the Microsoft Edge browser will also be integrated with ChatGPT technology. This allows searches to be more objective and with answers that exactly meet the users’ desires.
The company revealed that the search engine update contains technology similar to GPT 3.5, the language behind ChatGPT, but which is customized specifically for searches.
How to practice SEO for Bing assertively?
SEO for Bing follows the same logic known in optimization for Google. However, this search engine has some unique characteristics that must be taken into consideration when designing a good Digital Marketing strategy.
Check out the main tips for getting it right when optimizing your content for the Microsoft search engine:
Consider engagement
Bing uses Pogo Sticking as a metric to identify users’ level of engagement.
It identifies the clicking and staying habit of a visitor on a website. For example, when searching for “ Content Marketing ”, how long did it take for the user to enter and leave the first result that appeared on the SERP?
When quickly leaving a site that is positioned, the search engine understands that that page was not enough to resolve the user’s query. Therefore, she does not have enough quality to remain in that position.
To prevent this drop in ranking from occurring in your content, you need to make sure it meets the demands of your audience.
This way, when clicking on the link, the user finds exactly what they are looking for and the page is not penalized by Pogo Sticking.
Create compelling titles and descriptions
The Title and Meta-Description are the first things a user sees when performing a search on a search engine.
For this reason, developing good titles and descriptions is essential to attract clicks.
To do this, respect the recommended number of characters and show the user the advantages they have when choosing your content.
Use backlinks
For a successful SEO strategy, the use of backlinks must be considered. However, it is necessary to pay attention to good practices.
Therefore, invest in exchanging Guest Posts , exchanging content in a partnership system with other sites. This is because search engines consider recommending sites relevant to your pages as positive.
Develop quality content
Investing in on and off page SEO is very important. However, there is no point in applying countless strategies to content full of errors.
For this reason, it is necessary to pay attention to grammatical rules, originality and good use of keywords.
Invest in social media
One of the main ranking factors on Bing is integration with social networks . The more users engage with the company’s content, the better the positioning.
To do this, integrate publications with social media profiles to facilitate sharing and even improve online sales .
The best tools for Bing strategies
To achieve the expected results with SEO for Bing, the company must count on the help of some essential resources. Check out:
- Bing Webmaster Guidelines: Bing Webmaster is a manual that teaches you exactly what to do to be successful in the browser;
- Bing SEO Analyzer: by placing your website link in the SEO Analyzer , the company receives a series of points that can be improved;
- XML Sitemaps: with XML Sitemaps you can show Bing which pages on the website you want to index;
- Bing Search Quality Blog: the Search Quality Blog provides tips on best practices to highlight your content in the search engine;
- Microsoft SEO Tool Kit: with the SEO Tool Kit, your website’s pages are scanned to identify which ones need better optimization.
Don’t waste time and invest in SEO for Bing!
Following these good practices has become essential with the increase in users on the search engine.
To gain new clicks and stay on top of user demands, companies need to learn how to rank well on Bing.
This task is simple, just use the right resources and stay up to date with the updates that Microsoft brings to your browser and search engine.
