Let’s be honest. When we’re talking about search engine optimization, we’re talking about Google. We can ask ourselves questions like “Who’s Really Winning The Search War?” but they’re hypothetical at best and, yes, even a little patronizing. Google is clearly the girl that we all want to take to the dance. Realistically, anywhere between 80% and 90% of search traffic today comes from Google. So should we even care about Bing?
The Internet Is Made for Porn
Every time the question of Bing comes up, someone kind of laughs and says “Well, it’s great for porn.” Then everyone kind of nods their head and chuckles, as though it’s just a joke. But it’s not. For the past few years Bing has actually been a remarkable search engine for pornography. Even when you didn’t want it to be. Even innocent searches would turn into pornographic ones, if you didn’t have your safe settings in place.
This is actually due to Bing/Yahoo’s algorithm, which has not “learned” the way that Google’s has that not all Internet searches can be judged based on popularity… because then the Internet would just be porn. What initially appears to be nothing more than a joke or a curious fluke is actually a very telling revelation of Bing’s major flaw as a search engine. It has no context; it’s not “smart.”
But that also means that it can be taken advantage of. Google has many exceedingly complicated algorithms designed to promote good content and demote spammy content. Bing/Yahoo provides a little of that — just enough that the web isn’t really, really atrocious — but not as much of it. So it’s probably understandable that some low quality sites may still focus on Bing, or that black hat techniques may frequent it.
But Some People Do Use Bing
And they’re not all perverts. For instance, this guy switched to Bing literally because he was being paid to do so (through Bing’s rewards). This weirdo thinks Bing is more aesthetically pleasing, because my search queries require a scenic backdrop. Others admit to using it because “it was default on [their] phone.” And it’s dumb, but that could actually be something we need to watch out for in the future — because most people don’t change the default search engines on their mobile devices, or even on their computers. (Who knows, maybe when Project Spartan ships, it’ll create a whole new wave of people who don’t know how to change their browser settings.)
Taking a broader view, it appears that Yahoo/Bing has a more mature age group, with more men than women. And yes, a great deal of mobile searches come from iOS, since Bing is the default search engine for both the browser and Siri queries. One might wonder if this skews the audience, and it most definitely does: as a whole, users on Bing tend to be wealthier. Why? Well, not to make too many assumptions, but it’s probably because they’re old enough that they don’t know how to change their default search engine.
OK, The Snark Aside… What About Ads?
As we move into more niche markets for our Google advertising, we realize that traffic isn’t necessarily anything. We’re using long-tail keywords and demographics to drill down to specific segments in Google… so why not use Bing? It really doesn’t make any sense to both claim that a smaller audience is better (in Google) and then claim that a wider audience is better (in Bing).
In fact, it appears as though Bing paid advertising could actually be more effective than Google ads. And less expensive. (Of course it’s less expensive; they’re desperate.) And if we’re going for a demographic that’s already within Bing’s small but stubborn realm, all the better. And if we’re paying per click, we can simply extend our advertising campaigns. Very few of us are actually paying for as much traffic as there is on offer.
But, of course, a PPC campaign is a radically different beast from search engine optimization. What about organic search? Are there ways that you can tailor your content to Bing in a way that Bing isn’t utterly irrelevant?
Search Engine Optimization for Bing
Believe it or not — and you’ll probably believe it — there’s not a lot of information out there for SEO and Bing. While Google maintains a significant amount of Webmaster documentation and tools, Bing/Yahoo probably lost their own internal documentation years ago. Tailoring your site for Bing is a lot like tailoring your site for search engines circa 2008: a lot of keywords, above the fold content and fewer backlinks. Perhaps most hilariously, Bing only actually reads the first 100kb of a page. But unlike search engines in the days of yore, Bing pays attention to multimedia documents and social media signals. This probably pushes back to the whole porn angle, somehow.
Okay, so actually — tailoring your content towards Bing can actively harm your Google standing. For instance, Bing likes keyword-laden anchor text; Google hates it. But there are other areas in which the search engines aren’t at odds; Bing uses social media signals and Google simply discards them.
So, is it worth it to work Bing into your digital marketing campaign? It certainly seems as though PPC advertising may be more effective on Bing, or at least compelling enough to be tested. And if you happen to have a lot of resources at hand, it probably won’t hurt.
Bing/Yahoo can represent up to 20% of your market, depending on your industry, and that’s not an entirely insignificant amount. Moreover, Bing can more readily be manipulated and it has rather specific audience demographics — I mean, there’s like a 50% chance that the person finding your website is doing it through Siri.