While Google is undoubtedly the biggest search engine, it's important not to overlook Bing as a valuable addition to your SEO strategy.
Market share*
- Google still has the lion’s share of the search market
- But Bing is on the rise due to its rollout of new features (including AI-powered search tools) and often underrated.
- It’s possible to optimise for both platforms, although it’s important to adjust any SEO strategy to your unique goals.
Demographics*
- Google's user base tends to be younger, tech-savvy, and mobile-first.
- Bing users tend to be older, with a higher disposable income and more desktop usage.
- Understanding your target audience is essential for selecting the right search engine.
Advertiser competition*
- Google has a larger pool of advertisers, leading to higher competition for ad space.
- Bing has a less competitive landscape and lower advertising costs than Google.
- Analyse your advertising budget and goals to determine which platform suits your needs.
Organic search results*
- Bing values exact keywords, whereas Google is better at identifying synonyms.
- Bing can crawl multimedia pages better, whereas Google is still heavily text-based.
- Bing assesses the desktop version of a site for indexing whereas Google uses a mobile-first approach.
- Each search engine may require unique approaches to optimising your website.
Local search and maps integration*
- Google's local search and Maps integration are better developed and more widely used.
- Bing has made progress in local search but still lags behind Google.
- Prioritise Google if local search presence is a key part of your strategy.
Key takeaways*
- Don't overlook the importance of Bing in your SEO efforts.
- Identify your target audience and business goals.
- Allocate your resources and budget effectively.
- Consider the unique features and requirements of each platform to create a more effective SEO strategy.
Embrace the power of both*
Diversify your SEO strategy by targeting both Google and Bing.
By focusing on both search engines, you can create a comprehensive strategy that helps you reach the widest possible audience.
And don’t forget to continuously evaluate and adapt your strategy for optimal results.
