Search engine optimization can be a complicated matter for marketers who are in charge of content for their teams. One of the biggest challenges faced includes the planning and development of SEO strategy. Should the creation of content only focus on Google? Or should Bing play a role as well? For marketers that choose the path of the later, there are five areas of SEO that work differently with Bing and Google.
At its basic level most, marketers categorize keywords into research-intent and buying-intent categories before composing written content. When outlining your article, it's essential to know how Google and Bing treat keywords.
The primary goal for Google is to deliver pages that match the intent of the searcher. For instance, Google heavily relies on machine learning and artificial intelligence to determine which pages they will return for a given search query. Thus, Google weighs content that is topical relevant much more than exact match keywords. Bing takes a different approach where they return pages with the exact keywords included in them.
One other significant keyword difference between Bing and Google is the importance of your keyword in the meta descriptions. Google will not factor in keywords in their ranking system, whereas Bing places considerable emphasis on the inclusion.
Backlinks from credible pages are crucial for Bing and Google, but the philosophy is slightly different. Bing tends to favor the volume of links and domain age a lot more than Google. Bing also sees .gov, .edu, and .org domains as the best-trusted signals.
When looking at Google, the search engine tends to favor high authority pages rather than domains. Similarly, to Google’s philosophy with keywords, they want high valued content coming to searchers.
Lastly, the importance of social media channels to SEO is different from both search engines. Google examines Facebook, Twitter, Instagram, Pinterest, and Twitch the same way as they do with any pages from a website indexed. Contrary to what Google says most marketing leaders believe social media plays a small role in Google’s algorithm.
Bing is very transparent about including social media into SEO and have acknowledged its inclusion in their rankings formula. Bing even shows Facebook friends and Twitter follower ratings for certain types of businesses.
Since most marketing teams have started or are on the cusp of 2019 planning initiatives I advise you to consider these three critical differences between Bing and Google. It will help you better define if you want to tackle Google exclusively or go all in went Bing as well.