To Bing or not to Bing?

Bing. The forgotten fruit if you will.

According to a study by Statista,  Google is the clear winner in terms of average market share with a strong 87.9%. Google trumped Bing who scared only 5%. Although it is evident that google may be the leader in the market, it certainly does not rule out other contenders such as Bing and yahoo.
Although you do not hear someone say, ‘just Bing it” as often as you might hear “just google it”, Bing, along with other search engines should not be disregarded for your SEO and SEM opportunities. The world of SEO is currently obsessed with google, but perhaps more light needs to be shed on Bing for it to be able to flourish deservedly.
Bing provides a larger amount of search results and options Until 2017, Bing was the main search engine for iphone users who used the Siri function.

DIFFERENCES IN OPTIMISATION

Bing began in 2009 and was created by a Microsoft corporation as an alternative search engine to compete with Google. There are a few mentionable differences between Google and Bing and what benefits they provide.

Location

In regards to location focussed results, Google is more likely to produce results which are more popular in terms of ratings or generally better known businesses. Whereas Bing uses proximity as the core deciding factor in producing search results.

Types of search results

Bing can be seen as helping users by actually getting what they want out of their search by providing a vaster range of options whereas Google simply provides users with the information they searched. Google tends to take preference towards fresher brands and websites that have a heavy social following. Bing would rather produce results from older, more reputable, established websites and brands over novice contenders.

DIVERSITY

The main users of Bing seem to differ greatly in demographic compared to your average google user. Bing users appear to be older, wealthier and wiser. Bing generally has an older demographic , mostly over the age of 35 and 1/3 of the Bing audience having a domestic income of over $100000. 79% of users worldwide  have a higher education. This allows more room for movement in terms of disposable income and therefore, a bigger allowance for online purchases.

BING PLACES FOR BUSINESS

Similar to Google My Business, Bing’s Places for Business is a business listing service which allows business to manage their online presence through business information, contact details, locations details, through a simple one-time setup. The best part? Its FREE! Before you get started, you will need a Microsoft account 

Unlike Google My Business, Bing Places for Business does not yet provide results for online services and stores, only physical locations. This could be both a benefit and disadvantage for using Bing places, dependant on your type of business.
Too many business owners are preoccupied with the idea of Google being the be all and end all of online marketing that they forget about the many advantages of search engines like Bing. There are a lot of opportunities to take advantage of Bing’s unique services and undercut the competitor by gaining more traffic, both organic and paid. Bing is one to watch in terms of SEO and SEM and should not be neglected.

Interested in SEO but not sure where to start? Contact the team at Nicoh today to learn how to optimise your business marketing!

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