What is Bing? The search engine explained
Bing is one of the largest search engines, much smaller than Google but worth optimizing for. Here is how it works and what to do.
Bing search bar on screen
Bing is Microsoft's search engine, run out of Seattle with offices worldwide. It supports many languages beyond English, and it is much smaller than Google. That does not mean it is irrelevant for your SEO program.
How does Bing work?
Your query goes to Bing's servers, which scan the index for matches and return results in milliseconds. The mechanics look very similar to other engines. The signals it weighs do not always match Google's.
Why Bing?
- Built into Microsoft products (Windows, Outlook), designed for web search inside the ecosystem
- Strong image search including videos, maps, and 3D objects
- Detailed product specs and local business info: phone numbers, addresses, reviews
- Privacy focused. Does not track history the way Google does
- Slightly faster page load on some queries
- Better translation tools
- Voice search support
How SEO for Bing works
Optimize your title tags
Keep title tags between 10 and 70 characters. Use a unique, clear, informative title on every page. Bing weighs the title heavily.
Use breadcrumbs
Breadcrumbs help navigation and content structure on larger sites. Bing rewards clear hierarchy.
Bing Webmaster Tools
Bing Webmaster Tools is free and useful. The product has three pieces worth knowing.
Analytics
Track keyword rankings and competitor performance directly inside Bing.
Sitemap Builder
Generate an XML sitemap and submit it so Bing knows what to crawl.
Index Coverage Report
Identify pages that did not make it into the index and find out why.