You may wonder why your website ranks high on Google but low on other search engines, such as Bing and Yahoo!.
It can be a little confusing.
SEO is something you’ve put money into.
Not all search engines should be optimized the same way.
But not always.
When it comes to SEO, it’s not just about ranking well in Google.
The most widely used search engine in the world is Google.
Their algorithmic changes have repeatedly reshaped search and SEO.
Therefore, some SEO professionals today completely ignore any search engine that doesn’t begin with “G” and end with “google”.
StatCounter estimates that Google had an 88.3 per cent share of the U.S. market in March 2020, despite its global market share of 91.98 per cent.
Over one-third of your customers in the United States are looking for you on platforms other than Google.
That means you’re missing out on a massive chunk of the market by only optimizing for Google.
In the good news, it’s not necessary to start from scratch when optimizing for search engines other than Google.
Second only to Google is Bing (and by proxy Yahoo, which Bing has powered since 2010).
Microsoft’s Bing and Yahoo’s 10.5% share of the U.S. desktop search engine market is a combined 4.21 per cent of the global desktop search engine market share.
There’s even better news!
Search engine optimization techniques are similarly applied to both platforms.
Then your content marketing and link-building efforts can continue.
However, Bing and Google have a few key differences worth noting.
These variations can cause inconsistencies in your ratings.
Building links for Bing is different from building links for Google, and you’ll learn how to create a link building strategy that works for both.
1. Increase Link Count Aggressively (But Cautiously)
Backlinks are essential to both Google and Bing, but there are some significant differences between the two search engines’ importance assessments.
Qualitative versus quantitative differences are one of these.
Even though PageRank was removed from Google’s search algorithm, it still uses it as one of its most important ranking factors. Google used to refer to PageRank as the following in the Search Console:
“PageRank is Google’s assessment of a page’s importance based on the number of links it receives from other websites.” It’s not just PageRank that we consider when determining relevance; we feel more than 200 factors.) Links from other websites are seen as endorsements of the quality of your own.
There has been a decline in the correlation between link count and Google rankings in recent years… Indeed, some of the highest-ranking websites have fewer inbound links but higher-quality inbound links.
This means that Google values a few high-quality links with a higher PageRank than hundreds of links from low-quality sites.
Bing also values high-quality links. However, the quantity of links is more important to Bing:
Search engines use links to your site to find new content on your site. Bing is getting a signal from the website that links to your content that they believe in it.” It was also seen as a sign of a band’s success in the past.
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Need your website’s Bing ranking to rise quickly? Adding a few extra links each month will help you stay on top of your game.
Recall that the quality of your links does matter. It would be best never to begin to link to spammy or irrelevant sites.
My staff conducted a link-building survey. We surveyed 628 advanced SEO experts to determine how many links each website receives each month from external sources. Our findings were as follows:
Of those who took the survey, 73% stated that they added 1-20 new links each month. Search engine rankings can be improved with this much traffic.
Of those who answered the survey, 21% build between 20 and 100 new links each month. Bing will most likely see better results with this link-building approach, even though it is more aggressive.
Focus on high-quality links for Google.
For Bing, bet on how many links you have.
Just remember that you want your site to appear high in search engine results for both Google and Bing, so make sure your link profile is consistent. So keep an eye out for Penguins.
Don’t go overboard. Bing, like Google, despises link schemes, reciprocal links, and paid links.
Don’t build more than 20 backlinks per month for best results. Use authoritative domain names and well-known websites as your primary search engine optimization strategy.
.gov,.edu, and.org domains are heavily favoured by Bing.
Unlike Google, Bing places more importance on the age of a domain.
2. Diversity in Anchor Text Shouldn’t Be As Stressed.
When comparing Bing and Google, it’s clear that the latter values anchor text more highly.
Excessive use of exact-match anchor text has been penalized since Google’s Penguin update in 2012.
Now compare that to Bing’s guidelines, which encourage you to optimize your anchors:
Use targeted keywords whenever possible. Carefully plan which specific words will be linked.”
This means that 10 per cent more sites on Bing have keyword-rich anchor text in practice. 52% to 53% of Bing’s top 30 results are optimized anchors.
Bing can theoretically be over-optimized, but I don’t recommend it because of this.
If Penguin penalizes your site because of an overly-optimized anchor, you can expect a significant drop in its Google PageRank.
The best strategy is to use a combination of exact-match anchor text and other types of anchor text to get the best results.
To begin increasing your anchor text with keywords, make sure you do the following:
Learn about your current Google profit margins and gradually increase them.
Use a link analysis tool to check out your competitors who rank high on Google and Bing. See what percentage of them is working. Build up to their level
3.Use Social Media to Boost Link Popularity
Bing has stated outright that its algorithm incorporates social media signals in site rankings:
“Social media plays a part in today’s quest to rank high in search results. The most visible role it plays is through influence. If you are prominent socially, this leads to your fans spreading your knowledge broadly, resulting in Bing detecting these favourable signals. These good signals may influence how you rank organically in the long run.”
Searchmetrics’ analysis of Bing’s ranking determinants indicated that not only does Bing prioritize social signals, but that social signals have a high link with improved ranks.
This correlates perfectly with some of the new facts our recent survey discovered – that current SEO specialists view social sharing as one of the most effective strategies to gain links in 2017.
68 per cent of the questioned advanced SEO specialists, who have employed social sharing with link development in mind, considered it to be efficient:
A few more concrete instances of how our respondents have employed social media during June 2016 – June 2017 to build their backlink profiles:
Eighty-eight per cent of SEO professionals placed links in their social media pages.
Eighty-one per cent of our respondents shared their material on social media.
Fifty-three per cent of respondents launched viral initiatives (e.g. competitions) (e.g. contests).
You may also utilize tools to look for influencers in your field on the platform of your choosing.
Create a list of these significant personalities.
Then, when you develop high-quality material that would appeal to them, reach out to them.
Ask them to share it.
(Our analysis indicated original data/research to be the most engaging and efficient sort of content for link development).
Finally, don’t forget about video content.
While YouTube could be the one-stop-shop for all things video, you don’t want to miss out on the advantages of those hard-earned backlinks.
Instead, locate a native hosting option for your video material.
Then reach out to those who have enjoyed and shared your videos in the past.
Ask them to connect to your website instead of YouTube.
Conclusion: Don’t Sabotage Google SEO While Link Building for Bing
I haven’t touched on in this essay that if you were to generate connections only for Bing, it would potentially be simpler than generating links for Google.
Unlike Google, Bing doesn’t object if you ask other sites for connections, as long as those sites are relatively authoritative.
However, there’s no use in developing several connections for Bing if it will drop your Google rankings in the process.
So, rather than optimizing for one search platform over another, you’re better off looking at your content.
After all, creating link-worthy content is the best type of link building.
As Bing’s Webmaster Guidelines state:
Ultimately, link building isn’t about optimizing for a particular search engine.
It isn’t about discovering a loophole that will help you game an algorithm.
Good link building starts with mutual trust.
You write content someone values.
You earn their respect.
And as a result, they will share your valuable content with others.
Once you have the right content, it is time to use the strategies above.
These will help earn your content more interested clients.