Screenshot of the Bing Search homepage in the Edge Browser showing the search field and Copilot in June 2024 as part of a blog post talking about pivoting to Bing SEO after the recent Google HCU algorithm update.

In March 2024, Google rolled out its latest algorithm update, known as the Helpful Content Update (HCU). This update, designed to prioritise content that is genuinely helpful to users, has caused significant shifts in search rankings. Compounding the challenges for SEO professionals, a significant data leak of Google’s algorithm details has added to the uncertainty. As businesses scramble to adapt to these changes and rethink their Google SEO strategies, it’s crucial to remember that Google isn’t the only search engine in town. Bing SEO, optimising for Microsoft’s search engine, offers a valuable opportunity for small and medium businesses to diversify their SEO efforts and reach a broader audience.

Why Consider Bing for SEO?

Bing’s Market Share and User Demographics

While Google dominates the search engine market, Bing holds a respectable share, particularly in the United States and the UK. According to recent statistics, Bing now accounts for approximately 10% of the global desktop search market. This might seem small compared to Google’s overwhelming presence, but it represents millions of potential customers. Moreover, Bing’s user base tends to be older and more affluent, providing a unique opportunity for businesses targeting this demographic (source).

market share of leading desktop search engines worldwide from January 2015 to January 2024
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The Connection Between Bing’s Edge Browser and Copilot

One of Bing’s unique advantages is its integration with Microsoft’s Edge browser and the new Copilot AI assistant. Edge, which comes pre-installed on Windows devices, has seen a steady increase in usage. Now Microsoft has integrated Copilot, their advanced AI system, into Bing to enhance the search experience.

Copilot provides more accurate, contextually relevant results and allows users to interact conversationally for certain queries. This integration means users can get personalised, interactive search results, making Bing a more attractive option compared to traditional search engines (source).

Copilot showing in Edge browser while browsing the BBC website.
Screenshot of BBC homepage.

Bing’s Integration with Microsoft Products

Bing is deeply integrated with other Microsoft products, such as Office 365, Windows, and Teams. This tight integration means users who rely on Microsoft’s ecosystem of products and services are more likely to use Bing for their search needs.

For businesses, this represents an opportunity to reach a tech-savvy, professional audience. A company using Microsoft Teams for collaboration might find it convenient to use Bing for search queries, given the seamless integration across Microsoft’s platform (source).

Bing SEO: A Straightforward Approach

Simplicity and Transparency of Bing’s SEO Guidelines

One of the most appealing aspects of Bing SEO is its straightforwardness. Bing’s SEO guidelines are clear and transparent, making it easier for businesses to understand and implement effective optimisation strategies.

Unlike Google’s often opaque algorithm updates, Bing provides detailed documentation and support for webmasters. This transparency can be particularly beneficial for small and medium businesses that may not have extensive SEO expertise (source).

Key Differences Between Bing and Google SEO

While there are many similarities between Bing and Google SEO, there are also key differences. For example, Bing places a higher emphasis on social signals and multimedia content. Understanding these differences can help businesses tailor their SEO strategies to better align with Bing’s ranking factors.

For instance, Bing tends to favour websites that have a strong social media presence and actively engage with their audience. Additionally, Bing’s algorithm gives more weight to the use of multimedia elements like images and videos, which can enhance user engagement and improve rankings (source).

Examples of Successful Bing SEO Strategies

Consider the case of a local bakery that optimised its website for Bing by focusing on high-quality images and engaging social media content. As a result, the bakery saw a significant increase in traffic from Bing users, leading to higher sales and brand visibility.

Another example is a tech blog that leveraged Bing’s preference for multimedia by incorporating detailed video tutorials and infographics, resulting in improved search rankings and increased organic traffic.

Target Audience: Who Uses Bing?

Demographic Analysis of Bing Users

Bing users tend to be older and more affluent compared to Google users. This demographic is often overlooked but represents a valuable market segment for businesses. By targeting Bing users, businesses can tap into a group of consumers with higher purchasing power.

For example, a financial services company might find Bing’s user base particularly attractive, as older, more affluent users are more likely to be interested in investment and retirement planning services (source).

Image source:

Why Small and Medium Businesses Should Target Bing Users

For small and medium businesses, targeting Bing users can be a strategic move. These businesses often have limited marketing budgets and need to maximise their ROI. Bing’s lower competition and cost-per-click (CPC) rates make it an attractive option for businesses looking to get the most out of their SEO efforts.

Additionally, Bing’s user base includes a significant number of professionals who use Microsoft products, providing a valuable audience for B2B companies (source).

Case Studies of Businesses Benefiting from Bing SEO

A small e-commerce store specialising in handmade crafts saw a 30% increase in sales after optimising for Bing. By focusing on high-quality product descriptions and leveraging Bing’s shopping features, the store was able to reach a new audience and boost its revenue.

Another example is a local service provider, such as a plumbing company, that saw a significant increase in local search traffic and customer inquiries after optimising their website for Bing’s local search features.

Practical Steps to Optimise for Bing

Technical SEO for Bing

  • Site Structure: Ensure your website has a clear and logical structure. Bing favours well-organised sites with easy navigation. Use a hierarchical structure with clear categories and subcategories to make it easier for Bing to crawl and index your site.
  • XML Sitemaps: Submit an XML sitemap to Bing Webmaster Tools to help Bing crawl and index your site more efficiently. This can improve your site’s visibility in Bing’s search results.
  • Mobile Optimisation: With the increasing use of mobile devices, ensure your site is mobile-friendly to improve user experience and rankings. Bing uses mobile-friendliness as a ranking factor, so a responsive design is crucial.

Content Optimisation Tips

  • High-Quality Content: Focus on creating high-quality, original content that provides value to users. Bing rewards content that is informative and engaging. Use clear and concise language, and ensure your content is well-researched and relevant to your audience.
  • Multimedia: Incorporate images, videos, and other multimedia elements into your content. Bing places a higher emphasis on multimedia compared to Google. Use high-quality images and videos to enhance user engagement and improve your site’s rankings.
  • Social Signals: Engage with your audience on social media platforms. Bing considers social signals as a ranking factor, so active social media presence can boost your SEO efforts. Share your content on social media and encourage users to interact with it.

Leveraging Bing Webmaster Tools

Bing Webmaster Tools offers a range of features to help you optimise your site. Use these tools to:

  • Monitor Performance: Track your site’s performance and identify areas for improvement. Use the performance reports to understand how your site is performing in Bing’s search results.
  • Keyword Research: Discover new keywords and optimise your content accordingly. Use the keyword research tool to find relevant keywords and incorporate them into your content.
  • Backlink Analysis: Analyse your backlink profile and identify opportunities for building high-quality links. Use the backlink analysis tool to understand your site’s link profile and identify potential link-building opportunities.

Diversity Your SEO Strategy

In the ever-evolving world of SEO, it’s essential to diversify your efforts and not rely solely on Google. Bing offers a valuable opportunity for small and medium businesses to reach a broader audience and improve their online visibility. By understanding Bing’s unique advantages and implementing effective SEO strategies, businesses can stay ahead of the competition and achieve long-term success.

As the digital landscape continues to change, embracing a multi-faceted approach to SEO will be key to thriving in the online marketplace. Don’t overlook Bing – it could be the missing piece in your SEO strategy.

If you’re looking to enhance your SEO strategy and tap into the potential of Bing, consider my freelance SEO services. Visit OakScript’s SEO Services to learn more about how I can help your business succeed in the digital landscape.


Why should I consider Bing for my SEO strategy?

Bing offers a unique opportunity to reach a different demographic, particularly older and more affluent users. Additionally, Bing’s integration with Microsoft products and its straightforward SEO guidelines make it an attractive option for businesses looking to diversify their SEO efforts.

How does Bing SEO differ from Google SEO?

While there are many similarities, Bing places a higher emphasis on social signals and multimedia content. Understanding these differences can help businesses tailor their SEO strategies to better align with Bing’s ranking factors.

What are some practical steps to optimise my website for Bing?

Focus on technical SEO, such as site structure and mobile optimisation, and content optimisation, including high-quality content and multimedia elements. Additionally, leverage Bing Webmaster Tools to monitor performance, conduct keyword research, and analyse backlinks.

Who uses Bing, and why is this audience valuable?

Bing users tend to be older and more affluent, representing a valuable market segment for businesses. By targeting Bing users, businesses can tap into a group of consumers with higher purchasing power.

Can small and medium businesses benefit from Bing SEO?

Yes, small and medium businesses can benefit significantly from Bing SEO. With lower competition and cost-per-click rates, Bing offers an attractive option for businesses looking to maximise their ROI and reach a broader audience.

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