What You Need to Know About SEO for Bing

Until 2010, it appeared that Google would perpetually be the king of the internet. SEO strategy for most SEO companies revolved solely around Google, with little thought to other search engines. However, with each additional year, Bing gains market share in the United States and abroad. Bing requires an approach to SEO that is similar to that of Google, but the best results are achieved by focusing on the unique Bing search algorithm separately.

Bing Indexing Differences

According to Microsoft's own internal memos, the company is now sharing a search algorithm with Yahoo – isn’t that crazy!? This merger means that the combined Bing/Yahoo entity now accounts for more than a quarter of all web traffic. Bing, however, has some technological limitations in the way that its web crawler indexes pages. 

• For one, Bing does not support canonical URL tagging, so web designers must be careful with how they manage their URL's through the Bing Webmaster Tools.
• Additionally, some shopping sites might be negatively impacted by Bing's page limit. Since Bing only indexes 100k pages on any given root domain, sites with many different product pages would be better served by spreading them categorically across several domains.
• Bing does not allow the use of meta-refreshes, and it further does not support any form of redirect other than a 302.
• An experience SEO company should be able to take a look at your website to determine if it meets the standards of both Google and Bing, and ensure that the site won't be de-indexed due to sloppy programming.

Backlinks for Bing

As most web-savvy developers know, the majority of a website's Page Rank is dependent on the number, but more importantly the quality, of its backlinks. Bing has a smaller search index than Google, so it is unable to see some of the backlinks that Google sees.

For SEO purposes, this means that your SEO company should focus on a smaller number of backlinks on high authority websites that are clearly indexed by Bing. Interestingly, Bing has been known to drop a website from its search results if it doesn’t have at least one external backlink pointing to it.

Conclusion

Bing is not going away anytime soon. In fact, if Bing continues to grow at the same rate, it is likely to account for nearly half of all search traffic by 2020. SEO authorities need to modify both their internal page design as well as their link building, or link earning, strategy to account for Bing's quirks and differences. As Bing continues to evolve, it is likely that it will become even more differentiated from Google, and it will force an even bigger shift in SEO strategy.

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