Although Google still dominates the search engine market, Bing has become an important source of traffic for businesses. In 2011, StatCounter reported that Bing had overtaken Yahoo to become the world's second most-used search engine. A July 2013 report by StatCounter said that although globally only 3.75 percent of people use Bing, the figure is 11.69 percent in the United States and rising. Many of the general search engine principles that apply to Google (relevant content, inbound links from authoritative sites) are also important for ranking highly at Bing, but the latter has its own particular practices that may affect how you operate your site.
Bing puts a particular emphasis on locally targeted search results, meaning it is well worth thinking about Bing if your business deals with customers in a particular area. Bing operates a business directory that not only delivers results in a specific directory section to searchers, but may also affect where you appear in the general search rankings. Chris Silver Smith of Search Engine Land recommends making sure you add your details to the directory in both the categories and specialties sections and to include a relevant image.
Although Bing does not publish its algorithms for determining search rankings, comparisons of which sites appear high in the rankings on different search engines suggests that anchor text plays a bigger role than on Google. Anchor text is a clickable link on a Web page that is displayed as text other than the website address to which the link points. For example, you might have the sentence "Bing is a my search engine" and have "Bing" as the anchor text, rather than just have a link displayed to the reader as "http://www.bing.com" with no explanation or context. To improve your chances of appearing highly in the rankings, use anchor text for internal links and make the chosen wording relevant to the type of information for which a potential customer would likely be searching.
Comparisons of Bing and Google rankings suggests Bing is more likely to reward optimized pages: those which have been crafted to follow particular rules. One key example is making sure the URL (which combines the domain name and the name of the particular Web page) contains terms that match what people are searching for. For example, a website for a street market might be better off having pages with filenames such as "fruitandvegetables.html" or "groceries.html" rather than names such as "costermongers.html," which fit with the market management's internal terminology. Another important point is making sure pages have relevant terms in the title tag, which is part of the HTML coding that is read by search engines.
Bing appears to put more emphasis than Google on how long your site has been operating at a particular domain (website address). Clearly there's little you can do about this if you are a new business. However, if you are relying on Bing for traffic, think twice about changing your site to a new domain name.
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