Interesting how lot’s of marketers focus on Google but what about Microsoft’s Bing? To many site owners, Bing is a mystery and is considered an afterthought in a search engine marketing campaign. But who really uses Bing? Well Google makes up roughly 65% of the global search engine queries today. Bing and Yahoo account for an estimated 30% leaving another 5% to other various search engines. For both SEO’s and site owners, it’s a flat out loss to not incorporate Bing into your search engine marketing strategy for several reasons.


Bing has very interesting characteristics that will open eyes and may even shock site owners. Bing’s demographics of users mainly consist of users over 34 years of age. A majority of Bing’s users are considered “silver surfers,” and aren’t your MySpace junky, beer pong playing, young adult that’s trying to make money off Youtube videos. Not that any of those things are wrong, but this article is about using Bing to unearth potential customers. A large percentage of Bing users are retired and generally have kids due to their age. This isn’t to say that you should stop focusing on Google, simply that both search engines generate massive amounts of traffic.

Search Engine Age Demographic

Okay so you want to market to Bing, now what? This post is to help you understand Bing better, and a few general SEOtips that can elevate your rankings. Keep in mind that since Microsoft’s acquisition of Yahoo, Bing now powers Yahoo. So if you rank well in Bing, you’ll be just fine in Yahoo.

Despite common belief that Bing just follows Google and if you rank well in Google, you should rank well in Bing. Well this isn’t entirely true; Bing has different preferences mainly dealing with how they look at how trustworthy a site is. First things first though, you need to get your site verified. Getting your site verified requires one of the following:

  • Place an XML file on your web server
  • Copy and paste a tag in your default webpage
  • Add CNAME record to DNS

Bing Validation - Elevate SEM Source Code

Is your site easy to crawl?

Search Engines need to be able to navigate through your site and get to your content. Your website is like a book, Google and Bing are the two most important libraries, how well written is your book? Try to create page urls that are keyword specific to what’s on the page. Use XML sitemaps to help Bing navigate through your site. XML sitemaps look complicated, but there are many tools that are free to help you build them. Just avoid using tools that generate high errors.

What do people think about your content?

If people go to search for keywords you want to rank under, do you have pages that are specific to those keyword demands and articulate useful information? Bing does have somewhat of a different perspective with content than leader Google. Google released an update in their algorithm this past summer named Caffeine that includes putting more of an emphasis to reward sites that continue to produce new fresh content. Bing on the other hand tends to reward sites that have acquired age in the search. This is largely due because of how they view links to aged pages as a way to view what people think of those pages. The more quality inbound links that page generates, the more trustworthy that page is. Generally speaking, having great content that makes people want to say “wow, this page is flipping awesome and I want to share it with my friends!” is exactly what you want to go for. But just keep in mind that with Bing, avoid completely changing content within your pages. Instead of thinking rebuild, think expand.

Is your site organized like a book?

Having a plan is usually a good strategy in life; your website is no different. Mapping out your site architecture is crucial to making your site easy for people to navigate through your site. Again, be keyword specific and try to avoid trying to go after too much on one page. Break pages up if necessary so that your pages have clarity.

Are you using Bing Maps?

If you have a brick and mortar business, a great way to generate exposure in Bing is submitting your business location to Bing Maps. Bing Maps highlight your businesses location and also make directions easy.

 What are you doing to generate links to your site?

When you build links, work to get targeted keywords inserted into the anchor text to boost relevancy for the targeted search term. This increases a link’s perceived value to both users and search engines. Encourage links to your page by integrating social network icons which allow visitors to easily share your page. More eyes on your page can increase the odds it will be linked from an outside source. And remember that inter-linking between your own domains can look like a spam tactic. The best way to get links, though, is to provide excellent, unique content. You should avoid services which claim to be able to build you a number of organic links for a fee.  Often they claim things like “Get 100 organic links in 7 days for under $50!”.  We can assure you the value of almost every one of those links will be pretty much zero.  Whether the link comes from a spammy sitemap link farm, or we simply see a repetitive pattern, search engines like Bing tend to discount the value you were hoping to obtain from the links leaving you out money with no gains to show in the rankings.