It can be stressful to try and optimize one website for two different search engines. There are pros and cons to both Google and Bing, so it makes sense to try and earn a good position on a SERP for both of the different search engine giants. After all, Google controls nearly 60 percent of the search market, but Bing is the third largest engine (YouTube being number two) and you’re dealing with less competition. Although you may need to sway your optimization tactics a bit toward one search engine, there are enough similarities that you can try and optimize for both.
Similarities Between Google and Bing SEO
The similarities between Google and Bing in terms of SEO are quite extensive. In other words, it should be a no-brainer that company owners should implement all of the similarities between the two to help boost their ranking for both engines. Some of these similarities include:
- PageRank and link consideration both hold a lot of weight – Make sure you have quality backlinks pointing to your site and good internal links to help navigation.
- Both offer local results for users – Consider focusing your content and optimization on keywords related to your location.
- Both engines offer paid results – Make sure you get involved with Google AdWords or Bing’s adCenter while still working to improve your search engine optimization.
- Both use domain name as a factor for ranking – Try to make sure your domain name includes a keyword that is directly related to what your company offers.
These aspects of SEO should be put into practice first. Once you have these different aspects under control, you can begin to analyze Google and Bing and determine what aspects of SEO you want to follow, which engine might be more in-line with your current strategy, and where you can implement more than one SEO method to optimize for both at once.
Differences Between Google and Bing SEO
Although it may seem like more work to the eyes of webmasters, these differences are what cause different results to pop up for users who use Google or Bing. These differences are obviously what make the engines unique, and understanding these differences can help a company take advantage. A few of these differences include:
- Google: Google doesn’t seem to mind forums as long as they are of good quality and spam free. Many forums even show up on page one.
- Bing: Bing does not like forums. According to State of Search, 90% of forum results show up further down Bing results than Google results.
2. Domain Age and Page Authority
- Google: Google does not care quite as much about the age of the domain as the quality of the links pointing to that site (although there will likely be more backlinks pointing to a site if it is older, this isn’t always the case). Google also doesn’t give .edu or .gov sites any special treatment, but rather they may show up on page one because they are full of information and people will continue to click and link back to these sites.
- Bing: Domain age seems to be a big factor when trying to rank well on a Bing SERP. Bing also seems to give precedence to websites with a .edu or .gov domain extension.
3. Ambiguous Searches
- Google: If someone was to search for something that could have two different meanings, Google is more likely to put the most popular websites at the top of your SERP. In other words, Google likes to focus on brand.
- Bing: When an ambiguous search is performed, Bing usually likes to bring up local results first.
4. Flash Content
- Google: Google dislikes Flash.
- Bing: Webpages created with flash are far more likely to rank well on Bing.
5. Matching Keywords
- Google: Google does a pretty good job understanding synonyms and the context surrounding a keyword. This allows a website to have a little bit more creativity.
- Bing: It’s important to try and use the keywords to want to rank well for verbatim when trying to optimize for Bing.
There are several little differences between Google and Bing SEO that were not discussed, but these are the differences that will really have a noticeable affect on your ranking. As you can see, it is possible to try and rank for both engines at the same time. For example, you can try to incorporate verbatim keywords for Bing while still working with more long-tail, broad keywords for Google.
However, there are some instances where you really have to decide whether or not you want to focus on your Google or your Bing ranking. For example, if you want to start a forum, you should try to optimize your site entirely according to the rules of Google.