Microsoft’s Bing has had a steady increase in the number of searches over the last 10 years. With less than 2% of total search volume in 2009, it rose to almost 4% as of the latest stat in July 2025. This shift might seem very small on paper, but let’s not forget, Bing accounts for 4% of more than 5 billion daily queries on the internet. That’s almost 200 million daily visits, and you can get a fair share if you optimize your business to show up on Bing search results through SEO for Bing. Industries such as B2B, finance, and healthcare see significant benefits from Bing’s audience, offering businesses in these sectors an opportunity to tap into high-intent traffic.
For many, the world of Search Engine Optimization often revolves around Google. However, in 2025, ignoring Bing could mean leaving a significant portion of potential traffic, leads, and sales on the table for your competitors. Here is the guide that’ll take you through why Bing is a necessary platform for your business along with how SEO works in Bing and which SEO practices will make you rank on the first page of the second most important search engine of this planet: Bing.
Why Bing is a Relevant Search Engine in 2025
The market share of Bing is astonishing for many reasons. In desktop searches, while Google searches tend to attract an audience of all age groups and demographics, Bing SEO typically attracts users who are professionals, researchers, and B2B buyers. These are often the audience who are more likely to convert than your general Google traffic.
Altogether, Bing captures not more than 12% of global desktop searches, but in the U.S., this number increases to more than 28%. Most of whom are college-educated professionals aged between 35 and 55 with higher household incomes. This group tends to have a strong purchasing power and higher conversion rates.
Bing is also the default search engine for Microsoft’s Edge browser. It is a highly integrated platform supporting Windows, Office, Xbox, Cortana, and even voice assistants like Amazon Alexa. This built-in visibility provides a consistent and loyal audience.
A recent survey indicates that Bing, the search engine, has more than 100 million daily active users. This means that if you are a business, having content optimized for Bing SEO helps diversify your online visibility and gain a competitive advantage.
How Bing Search Works: Algorithm Explained
Like Google Search, Bing also uses a set of factors to rank websites. These factors sometimes overlap with Google, but Bing often weighs them differently. For example, like Google, Bing also operates on the same principle of Crawling, Indexing, and Ranking a web page. Like Google uses its crawlers, Bing uses its bots, known as ‘Bingbot’ to scan websites and understand their content. However, Bingbot is generally “less forgiving” with poorly optimized sites.
Bing is also more transparent about its ranking factors than its rival Google. It provides more clear guidelines to help webmasters optimize their sites. Bing’s approach is also more holistic in nature which considers the entire content of a page and its relevance to the user’s query, rather than just isolated elements.
However, more than differences there are similarities in SEO practices for Bing and Google. This includes optimizing for:
Ranking Factor | Why It Matters | Action for Decision-Makers |
1. User Intent | Bing prioritizes matching queries to intent (informational, transactional, navigational). | Align each page with a single intent. Use buying guides, reviews, or direct brand navigation depending on audience needs. |
2. Content Diversity & Semantic Signals | Varied formats and semantic context improve visibility. | Mix articles, videos, and images. Use LSI keywords and FAQs to capture related queries. |
3. Adaptive Learning and User Relevance | Bing tracks and observes user interaction metrics (clicks, dwell, and bounce). | Create titles and H1s that contain exact-match keywords. Write with the intention of addressing your reader’s need so it would naturally satisfy their query. |
4. Freshness & Social Signals | Bing rewards the freshness of content and social engagements both. | Repurpose your updates into a blog, video or carousel etc. Capture engagement and encourage sharing, LinkedIn, X, and Facebook, or alike. |
5. Backlinks & Domain Authority | Quality links signal trust and authority. | Focus on earning .edu, .gov, and aged domain links. Use digital PR and guest posts; avoid link schemes. |
6. Technical SEO & Performance | Speed, structure, and security directly affect rankings. | Switching to HTTPS and delivering cleaner and responsive new site structures are essential. |
7. Structured Data & Schema | Schema improves search visibility with rich results. | Implement JSON-LD for FAQs, reviews, and product data. Target featured snippets and AI summaries. |
8. Location & Language | Bing favors geo-targeting and regional relevance. | Optimize Bing Places listings. Use localized content and meta tags for multi-language markets. |
9. AI & Contextual Enhancements | Bing’s AI surfaces authoritative, structured answers. | Build content that is concise, authoritative, and structured for AI-driven snippets. |
Bing shares many best practices with Google. However, it rewards factors like keywords, freshness, and social signals. Optimize for both to create a balanced, future-ready search engine strategy.
Practical Tips for Bing SEO: How to Optimize for Bing
1. Prioritize On-Page Optimization for Bing SEO
When it comes to Bing, the rules aren’t wildly different from Google’s—but a few small changes can make a big difference. Let’s break it down step by step.
Keyword Alignment
Bing still loves exact-match keywords. That means your target phrase should appear in places like:
- Title tag
- H1 and H2 headers
- URL
- First paragraph
How to apply: Think of keywords as road signs. Put them where visitors (and Bing) look first. However, don’t overdo it, keyword stuffing makes your page look spammy and hurts rankings.
Meta Descriptions
Bing actually uses meta descriptions in ranking. Google doesn’t.
How to apply: Write short, catchy descriptions that include your keyword once. Treat them like ad copy. Ask yourself, “Would this line make me click?”
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Content Structure
Well-structured content is easier for both readers and search engines.
- Use H2s and H3s to organize ideas.
- Keep paragraphs short.
- Add bullet points and visuals for clarity.
Real Example: Imagine a recipe blog. If ingredients are hidden in long paragraphs, readers leave fast. Clear headings and lists keep them engaged.
Multimedia
Bing tends to favor pages with visuals, videos, and infographics. Additionally, optimized images (with alt text) can appear in Bing Image Search.
How to use it: Use visuals to clearly explain your point faster. For example, if you have a fitness blog, show a short demo video instead of just describing a workout.
2. Improve the Website’s Technical Performance
If your website is slow, clunky, or unsafe, no great content is going to rank. If content is the house, then think of technical SEO as the foundation. Without the foundation, everything else will start to fall down.
Mobile-Friendliness
Most people search on their phones. If your site doesn’t load well on small screens, you’ll lose visitors fast.
How to apply: Use Bing’s Mobile Friendliness Test Tool. It shows exactly where your site needs fixes. Responsive design is non-negotiable in 2025.
XML Sitemaps & Crawlability
Search engines need a map to explore your site. That’s where an XML sitemap comes in.
How to apply: Submit your sitemap in Bing Webmaster Tools. Also, check regularly for crawl errors and broken links—they confuse both users and bots.
Site Speed
Quick fixes:
- Compress images
- Minify CSS and JavaScript
- Enable browser caching
- Use a CDN for global traffic
URL Structure
Clear URLs help users and search engines know what a page is about.
How to apply: Use descriptive, keyword-rich URLs (e.g., /bing-seo-guide). Add breadcrumb navigation to keep your hierarchy logical.
SSL Certificates
Security matters. Sites with HTTPS earn more trust and better rankings.
How to apply: Install an SSL certificate. Most hosting providers make it easy and affordable.
3. Leverage Social Media
Making your content easy to share will increase visibility. Consider adding social sharing buttons to important pages of your website to improve shareability.
In addition to those, actively participate with your audience on their own social media sites such as Facebook, X, and LinkedIn. Bing has a belief that likes, shares, and comments by people and authority profiles is considered an authority signal.
4. Build High-Quality Backlinks
Backlinks have always been a vote of confidence. Aim to get natural, high quality, authoritative backlinks from relevant and authoritative sources. It is always better to get links from aged domains, and .edu or .gov or .org will always take priority.
5. Optimize for Local SEO
Claim or set up your Bling Places listing. Ensure your Nap details like business name, address, and phone numbers are exactly the same across the internet.
Identify a satisfied customer and ask them to add a review to your Bing Places page to build trust. Take the time to add location keywords, and if necessary, create separate landing pages for each location you serve.
6. Study Your Competition
Research before you write your first draft, see who is ranked well on Bing and learn from them. Study their keywords, content types, site layout and backlinks. All of this information is going to help you improve your SEO strategy.
7. Track your Performance
SEO is not something you can optimize and forget about. You need to pay attention to your Bing rankings, clicks, and user engagement. Track your metrics related to CTR, bounce rate, dwell time, etc. Then with proper analysis of the metrics, you change your plan based on Bing’s algorithm, competitors, and customer behavior.
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Essential Tools for Winning Bing SEO
Think of Bing SEO like building a race car. The right tools aren’t optional, they’re the engine, tires, and fuel. Without them, you’ll stall out while competitors speed past.
Bing Webmaster Tools: Your Control Tower
This free platform is Microsoft’s command center for Bing SEO. Use it to:
- Track performance (clicks, impressions, rankings).
- Debug issues with the URL Inspection Tool.
- Run full site scans for broken links, missing tags, or speed problems.
- Access keyword research data that often differs from Google.
- Analyze backlinks and submit sitemaps via IndexNow.
In short: Bing Webmaster Tools is where smart SEOs start, monitor, and fine-tune.
Microsoft Clarity: See What Users Actually Do
Numbers alone don’t tell the story. Clarity shows heatmaps, click maps, and real session recordings. It’s like watching users walk through your store, spotting where they get stuck or bounce.
In short: Use Clarity to fix friction points and boost engagement.
Microsoft Keyword Planner: Bing-Specific Insights
Google’s keyword volumes can mislead you. Microsoft Keyword Planner uses actual Bing search data, which often skews older, desktop-heavy, and more affluent. Perfect for targeting unique audiences.
In short: Don’t fly blind. Build campaigns on Bing-specific keyword intel.
Additionally, you can use other tools such as Semrush, Ahrefs, and Yoast SEO plugins to track your rankings, audit your backlinks, and compare performance between Bing with Google. These third-party tools remove and greatly undercuts your operating burdens so that you can spend your time better on strategy.
Common Bing SEO Mistakes to Avoid
Success isn’t just about what you do. It’s about avoiding traps that quietly sabotage your rankings.
Copying Google SEO Playbooks
Google’s updates (Core Web Vitals, SGE, AI Overviews) don’t translate one-to-one. Bing values exact-match keywords, freshness, and social signals more heavily.
In short: Optimize for Bing’s signals, not just Google’s.
Ignoring Social Media
Bing treats likes, shares, and mentions like credibility votes. If you skip social promotion, you’re ghosting one of Bing’s ranking factors.
In short: Bake social sharing into your content strategy.
Weak Meta Tags
Meta descriptions and titles are ranking factors for Bing. If you skip keywords here, you lose easy visibility.
In short: Treat meta tags like prime real estate.
Skipping Schema Markup
Bing leans harder on structured data than Google. Rich snippets, FAQs, reviews, and product data all rely on schema.
In short: Schema isn’t extra credit, it’s table stakes.
Poor Mobile Experience
Even though Bing is desktop-first, a bad mobile site still kills engagement and rankings.
In short: Responsive design is non-negotiable.
Spammy Backlinks
Bing may be looser than Google in spots, but it will still hammer you for link schemes, paid farms, or abusive tactics.
In short: Stick to editorial, quality backlinks.
Using Flash or Excessive AI Content
Flash makes crawling a nightmare. Overusing AI without human oversight? Bing flags it as malicious.
In short: Keep your site crawlable, and your content human.
Do Not Ignore Bing
For business owners and decision-makers, the answer is clear: Bing SEO in 2025 is a growth lever you can’t afford to ignore.
Why? Because Bing is no longer an afterthought. In industries like B2B, finance, e-commerce, and healthcare, it delivers high-intent audiences that Google alone won’t reach.
The good news: you’re not reinventing the wheel. Your Google SEO foundation already carries over. With exact-match keywords, strong social signals, richer content formats, technical excellence, and Bing’s own tools; you can unlock an additional, underutilized traffic stream.
In short: treat Bing SEO as your second engine. It doesn’t replace Google, it complements it. Overlooking it means handing competitors the advantage of showing up where you don’t.
If you need help with ranking your website on Bing, contact us now and get a free audit of your website. Softtrix has an experience of over 15 years with more than 5000 happy clients. Partner with us and grow your business exponentially.
Gurpreet Bhatt
CEO
Gurpreet Bhatt runs Softtrix Tech Solutions Pvt. Ltd. as CEO and is an accomplished expert in the field of SEO. Using his knowledge of Industry and SEO,
Gurpreet has earned Softtrix a prominent place in digital marketing. Under his leadership, the agency has accomplished notable goals, one of which is being recognized by
Google as a top PPC provider in India. Not only a skilled marketer, Gurpreet is recognized for being honest, hard-working, and passionate about his work.
He commits to helping his peers, colleagues, subordinates and overall industry, joining in discussions and suggesting tips to raise the standards of SEO and digital marketing.
