Following yesterday’s news that Microsoft’s Bing is gaining share on Google (its searches are up 7% for October), a look into their similaries and differences was in order.
Bing’s stance on SEO doesn’t appear to be all that different from Google’s, however, users get different results, which is how to two can coexist in the first place. The difference isn’t necissarily in how the results are found, it is in how the results are presented. Remember that Microsoft marketed Bing as the “decision engine”.
Bing and Google have separate, unique algorithms, but both like quality, relevant links and good content, as opposed to deception and spam. In a white paper for webmasters, Microsoft says:
“There have been no major changes to the MSNBot crawler during the upgrade to Bing. However, the Bing team is continuously refining and improving our crawling and indexing abilities.”
Bing separates results into categories, which has so far worried some in the SEO sector, but Microsoft says proper SEO will work just as well. Bing also has the explore pane, which corresponds with the categories in the SERPs. This is similar to Google’s recent addition of “search options.”
Doing a quick search for comparison between Bing and Google for the keyword “snowboards” yields the following results. Bing gives you categories like shopping, brands, buying guide, providers, accessories, images, videos, and local. Google returning the relevant websites from sales, to local, to forums.
With Bing, it’s not so much about getting to the top of the results, it’s about getting to the top of the right set of results. And still, as always, having quality and relevant content is the best thing you can do. Incidentally, this will help your cause in Google (and other search engines) at the same time.
Curious About What Bing Looks for in Links?
Rick DeJarnette of Bing Webmaster Center recently posted a pair of blogTo try and help determine the good, and the bad:
- If you can’t endorse the quality of the content at another site, you shouldn’t be linking to them.
- Don’t seek links from sites whose content isn’t link worthy.
- Links to and from your site should be relevant to your site or the page you’re linking to.
- Quality > quantity.
- Avoid hidden text