Don't Forget About Bing

 

Sometimes it’s easy to ignore Bing. Google is still the giant in the world of search engines, and because of that, many businesses have come to believe that they should focus all their attention there. However, there are several big reasons why it pays to focus on Bing marketing as well.

 


 

1. Bing has nearly 20% of the Market Share


 

While Google does have the biggest audience, the number of searchers who use Bing is nothing to scoff at. When you consider how many millions of people use the search engines, Bing’s 18% share of online searchers adds up to an impressive amount of potential eyeballs that could be looking at your organic listings. Keep in mind that this number is people who use Bing exclusively. As popular as Google is, there are still millions of people who will never see your company’s listing if you are only advertising there.
 

2. They’re partnered with Yahoo


 

In 2010, Bing and Yahoo inked a ten year deal that made them search partners, in an attempt to create a rival for Google. While this initiative wasn’t as successful as the two companies hoped it would be, it still makes them a formidable presence. Yahoo’s 11% share of searchers and Bing’s 18% add up to almost 30% of online searches. Not only that, but both Bing and Yahoo’s share of the market has been growing in recent years, while Google’s has been slowly falling. Because of the Yahoo/Bing partnership, Bing marketing efforts get you 2 search engines for the price of one.
 

3. Bing Users are Wealthier and More Reliable Customers


 

Google may have the younger audience in its corner, but Bing’s user base is a much more reliable one. Studies have consistently shown that searchers on Bing are on average not only wealthier than Google’s users, but they are also more reliable and likely to spend money. Ignoring Bing marketing not only means missing nearly 30% of the online audience. It means missing the segment of the audience that your business can most count on to spend money and take advantage of your services.
 

4. They’re Converting the Younger Audience, Too


 

While Bing has had the older audience locked down for several years, it’s also starting to convert the younger audience to their brand. A large part of the reason for Bing’s growing market share (and Google’s comparable losses in users) is because Bing has started to eat away at its biggest competitor’s user base. By using youth-targeted initiatives and integrating with Facebook, still easily the largest social media platform, Bing is growing its audience across several profitable demographics.
 

5. Your Competition is Already There


 

Because all of the data on Bing’s growing web presence and reliability is public knowledge, there’s a good chance many of your competitors are putting plenty of focus on their own Bing marketing efforts. Just because some businesses aren’t going after the millions of reliable potential customers that make up Bing’s audience doesn’t mean that others aren’t. Ignoring Bing marketing is the same as telling your competition that they can have an incredibly lucrative customer pool for no competition.

Just because Google is the biggest fish in the pond doesn’t mean that Bing isn’t a presence to be reckoned with. All signs point to Bing’s audience only continuing to grow. Putting time and energy into your Bing marketing now is only going to pay off in the long term.

Scroogled

Is Bing going in for the jugular vein lately with their “Scroogled” ads? Bing has been taking a fairly aggressive approach with their marketing recently that happens to be aimed at de-legitimizing the Google experience. Are they going to far? You be the judge.

Bing Social Search

There is no doubt about it, social is the now and the future. Social networking online has completely changed the way humans interact with each other. Some might say for the better and some might say for the worse. In marketing terms, it is important.

Now, if we all take a step back we will see Google has been the leader in search for quite a while. But, Bing has been hot on their heels for many years now and in my opinion Bing got the jump on Google when it comes to social search integration — with some help from Facebook of course.

In this video below Bing gets into a bit more detail about their social search technology. Check it out!

Bing Social Search Video

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Have you ever wanted to see how Google’s search results stack up against Bing’s search results? Bing set up this unique landing page where users can see the difference between the two search results for a search query of their choice.

You be the judge as to how they compare against each other.

Bing It On

If you want to learn a little more about this study Bing is putting on visit the Bing blog to learn more.

Bing It On Challenge Videos

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We Love It

Paid advertising using the search engine space can really make a difference for some businesses. The important thing any business needs to remember is that it takes more than just setting up some ads and publishing them live. Like everything in life there is strategy that is required and below is a collection of adCenter testimonial videos that showcase other successful advertisers.

Bing continues to up the ante with their search game and their recent announcement will surely keep Google on their toes (a little bit). Bing has decided to partner with Encyclopedia Britannica Online to increase their information offerings through their search engine.

“A core focus for us here at Bing has been about delivering relevant information in a more organized way to help you find what you need more quickly and get stuff done. An example of this approach has been seen in our answers feature – a snippet of information designed to give you a quick look at what you’re searching for while also giving you the option to dig deeper into the results.

Starting today, we’re excited to announce a partnership with Encyclopedia Britannica to include Britannica Online answers directly in the Bing results page.”

Screenshot

Bing Encyclopedia Britannica

With Google recently making their knowledge engine announcement changed the way searchers can use Google for research purposes. Bing countered that move with their own knowledge integration. Let the games begin!

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Bing Discusses

 

There has been much talk about Google’s recent penguin and panda updates but how quickly do we forget that there is also another search engine right around the corner, Bing. Bing recently wrote about how it is important to really diversify your search engine marketing approach in order to stay ahead of the algorithm curve. Search technology is a fast paced evolving monster and if you are not capable of evolving with it you could get left behind.

The Bing webmaster blog had this to say:

 You cannot control when a search engine makes an update, or what that update will impact.  That much is obvious.  But what many websites fail to take action on is forecasting change, preventative work and exercises in the obvious.

This is an extremely important sentence to understand because nobody has control over algorithm updates. The best defense for this situation is a solid offense. That solid offense comes from being diverse in your web marketing approach. It doesn’t happen by pouncing on loopholes are gaming the system, it happens by proactively marketing and branding your website online using proper channels that give your brand a solid voice and personality.

Algorithms change.  Rankings change.  Competition happens.  The fact is, you need to be prepared.  So, when your single biggest source of traffic sudden loses steam, what do you do?  If your plan was to make sure your content ranked well across all the major engines, then your plan of action would already be in effect, protecting you from the loss in one area.

Being prepared means being diverse. If one water faucet turns off make sure you have 7 other running so your flow doesn’t cease to exist.

Read the full Bing article here.

Bing has been doing an amazing job at trying to keep up with the strength of Google over the years. Even when Bing bleeds out money and is still in the red zone when comparing the money invested Bing continues to grow and evolve in amazing ways. For the folks who are loyal Bing users and wish they would make some bolder development choices here you go. Bing is officially — the new Bing.

Bing Screenshot

Excerpt from the official Bing blog:

“Our aim has always been to help you do more with search, and over the past three years we have made exciting strides to realize that vision. Today we are taking a big step forward as we begin rolling out what is the most significant update to Bing since we launched three years ago. Over the coming weeks, we will be introducing a brand new way to search designed to help you take action and interact with friends and experts without compromising the core search experience.”

Bing Video

Similar to the space race from the 50’s through the 70’s there has been a new type of race over recent years, a social race.

Google and Bing have been feverishly pursuing a social agenda and the winner that gets their first could steal a great deal of market share. There is no doubt about, being social is important. Even loyal Google users are starting to make the shift over to Bing just from the user experience. More people are sharing their experiences and thoughts on a daily basis and the numbers are quite staggering.

If you haven’t noticed lately Bing has been making some really interesting decisions lately regarding their search tool. They have stripped down some of the graphics to make it a stark white, Facebook is getting a stronger integration and the layout is being modified as we speak to enhance the user experience and friendliness.

Many of us hop on Google every day and don’t really think twice about it but what would happen if you actually used Bing for a short time like the individuals in the videos below did?

These 4 Google users below started to use Bing and found the results rather stunning. They all said they would switch from using Google to using Bing for a variety of reasons. Does Google have something to worry about? You be the judge.

These 4 switched

Bing SEO

This is a funny question to ask because the whole definition of SEO means something different to everyone these days. In our opinion, search engine optimization means being efficient with your digital voice and message while using ingredients the search engines like to see. Whether it is keywords, robust meta data or optimized images it all comes down to having a well rounded efficient approach to your SEO efforts. When done correctly the search engines actually like SEO, it is the bad SEO apples in the industry that really stomp on the loopholes to grow “success” (I use that term loosely). When was the last time a large brand was grown online from pouncing on loopholes? Never.

Here are a few excerpts from Bing’s SEO blog post that pretty much states what we have been saying.

How does Bing feel about SEO in general?

“As with so many things in life, perspective is important. On the surface it’s easy to say Bing likes SEO. But what does this actually mean? Do we actually care whether you have clean URLs, H1 tags and properly written meta descriptions? Sure we do, but the reasons might not be what you’re thinking. At the very core of its work, SEO is about improving a website. In today’s ever-populated SERPs, that’s important. Small things can help your website appear ahead of a competitor in the results, and with so much money online today, every advantage counts, right?”

It is all about improving the stickiness and search friendliness of your website at all times. Many times it just requires getting strategic by writing descriptive meta information, updating content by re-tweaking with keywords and interlinking along with basic developmental clean up.

How does Bing feel about the relationship between SEO and user experience?

“It helps them understand what they are about to consume and determine of the content on the page matches their needs. The H1 is more about usability than outright SEO. If you subscribe to the idea that SEO is about usability, then you’re on the right track.”

User experience, user experience and more user experience is the answer to online success these days. Being on the web is not a differentiator, your user experience, branding and website development is. Think about how your website visitors are going to interpret your content when they arrive on your website. Too much SEO could just confuse them if you are just shoveling keywords into your content. It also makes it horrendous to read.

How does Bing feel about meta tag descriptions?

“Think of these as your call to action that gets placed in front of a searcher. The meta description is your chance to expand on the idea or topic noted in the page title, and insert a call to action for the searcher to take. This call to action can be as overt as “click here now” or as subtle as “complete your task with our tools”. The range is nearly limitless. Those roughly 160 or so characters that appear in the SERP are really a chance to sell your site to the searcher. “Dear searcher, you should visit my site, and let me explain why…”

Failure to craft a good meta description is met with our best attempt to fill the void. Blank meta descriptions and poorly constructed ones are skipped over in favor of content we find elsewhere in an attempt to explain relevancy to the searcher in our SERPs.”

The reality is the meta data has been discredited over the years which I still find mind blowing. Meta data will not cause your site to rank but it does act as a steering wheel once your site is ready to move. Search engines catalog individual web pages and the way they catalog this info is by reading content and also individual page meta data. Don’t forget to always have clean robust meta data throughout your site.