Bing is Microsoft's search engine and Google's biggest competitor. The target group that is reached is often not as technical as those who use Google and it is a search engine that many people forget when focusing on Google Ads and Facebook.
According to Statscounters January 2020 statistics, Bing has a market share of the search engine market of 2,45%, which can be compared with Google's figures of 92,51%. One of their strengths is their reward program that gives points for users to search on shopping in the search engine. It is especially popular in the United States, the United Kingdom (23%-25% market share) and Taiwan (24-26% market share.
How to get Bing to rank organically
As with other search engines, you need to do onsite optimization and work with links but also make sure that:
- The search engine can find the content
- There are sitemaps because the search engine looks at the sitemap with all the relevant URLs for the website
- The content is fresh and new
- They have a WordPress plugin to describe what has changed on the site
Support for machine learning
Like Google, they support machine learning. According to their program manager Fabrice Canel, they can not determine the exact importance of machine learning in their algorithm.
Source: 302 Kind of a Podcast, Izzi Smith
Benefits of Advertising on Bing
Often the price of advertising on Bing is lower than on Google Ads. You can use the same ads that you use in Google Ads.
Google Tag Manager Support
Google Tag Manager supports Bing ads and event tracking (see image).