Bing has always played second, sometimes third, fiddle to Google. It’s owner, Microsoft, has continually challenged search engine giant Google and it’s starting to pay dividends. What this means for businesses in Melbourne is that there’s a completely different pie that you could be getting a slice of; a pie which is only going to get bigger.
In fact, Bing now has around 12% of the market share in search results, in which there are now close to 192 million searches every month in Australia on the Bing Network, which includes Bing, Yahoo (in which searches were conducted by Bing) and AOL.
Now that you know the stats, here are some of the benefits of ranking higher on Bing…
Put yourself in front of new customers
With close to 90% of searches conducted on Google, it’s a no brainer that you need to focus your attention there. However, considering most companies purely target their SEO to Google alone, there’s an opportunity to put your business in front an entirely different audience on Bing – an audience that is continually growing every month.
We’re not saying ditch your efforts on Google and put all your resources into Bing. What we suggest is that you use similar tactics to your SEO for Google and endeavour to rank higher on Bing AS WELL.
Your strategy for Bing should include:
- A keyword set that targets specific terms you want to rank higher for
- Quality On-Page elements such as Title Tags and Meta Descriptions
- Well-written business descriptions across several directories
- Relevant content (copy and images) throughout your website
- A blog page that houses frequent articles on relevant topics
- High-quality backlinks
Bing is the default search engine on ALL Windows devices
In 2015, Microsoft launched Windows 10. Now two years later, there are more than 400 million devices worldwide with Windows 10 – all of which have Bing as the default search engine. Microsoft is even aiming for 1 billion devices using the software by 2018. This means that in Australia, there are thousands of devices you could be tapping into which searches on Bing by default – resulting in thousands of potential customers.
Local businesses are easy to find
Much like Google My Business (GMB) pages, Bing also has local listings for small-to-medium organisations. Known as Bing Places, there are similar features to GMB such as map location, address, contact details, operating hours, links to Yellow Pages and Yelp and other key information.
The fact that fewer businesses have claimed their Bing Places listing means that you have more chances to be found when users search for local terms such as “lawyers south yarra” or “car service dandenong”.
To claim your business’ Bing Places listing, follow these simple steps:
- Visit Bing Places and click “Get Started”
- Create an account and complete your profile, including details of your business
- Submit your listing and verify it (you’ll receive a code sent to your business’ mailing address in 4-5 business days)
- Regularly manage and update content on your local listing
Conversion rate is likely to be higher
Despite the fact that there are fewer people utilising the Bing search engine, what recent results have shown is that the type of users on Bing are far more likely to convert than on Google.
This means that your website will achieve:
- A much lower bounce rate
- Visits to more pages across your site
- More time spent on your site
- More clicks on affiliate links
With higher conversion rates and better user behaviour on your website, you could see an increase in sales generated from Bing search results.
In campaigns that we run for several clients, we’ve found that rankings in search results on Bing can increase as much as they do on Google. For one particular client in the jewellery industry, we’ve recently been able to achieve an increase in conversions from Bing searches by up to 200%, which resulted in a revenue increase of 361%.
With these benefits, you can see that there’s merit in allocating your resources to ranking higher on Bing. A strategic marketing plan that incorporates both Bing and Google will give you even more scope to attract potential customers.
If you’d like more information about how your business could utilise Bing, or to get help claiming your Bing Places listing, get in touch with our Digital Strategists today.