In case you did not understand the title, it is based on a classic Digital Marketing joke, “The best places to hide dead bodies is the second page of Google or anywhere on Bing, nobody goes to either places” which implies the dominance of Google as a go-to search engine for many and how important it is to rank on the first page if not as a first search result.
According to a study by Moz , about 43% of clicks go to organic search results on the first page and about 21% to the local snackpack, generally on the first page, consisting of business listings on Google Maps.
Writing this blog makes me hungry, so while I look for Restaurants, here’s an illustration of the snack pack and organic listings.
Now that we know how important it is to rank on Page one, necessarily for the relevant keyphrases/words, let’s look at the top Bing Searches recently as compiled by Ahrefs.
Ironically, one of the top 3 searches on Bing is actually “Google,” hilarious! This means most people going to Bing are accidental and want to switch to their preferred search engine, or it is probably those who ignore changing their default search engine on their Microsoft powered devices and manually look for Google each time. Either way, this could be a huge red flag for Bing, meaning Google is almost monopolistic… or is it?
At least in Australia, at the time of writing, according to Statcounter, about 3.62% of all searches across all platforms were on Bing compared to 2.71% of the same, worldwide. But it gets exciting when we consider only desktops, which is when almost 8.18% of all desktop searches were on Bing (I agree a majority are looking for Google).
This means it might be worth putting at least 1/10th of effort on your business’ SEO on Bing as compared to Google; the stakes might be higher, especially in Australia with growing tensions between Google and the government, it got so bad that the search engine even threatened to pull out of Australia if it comes to that, I would not be talking too much about the issue, as the ABC News has done a great job with their article already.
Moreover, analysts predict that monopolies might not be suitable for economies, so governments worldwide regulate markets to avoid monopoly where possible. From a stock market standpoint, Microsoft announced their quarterly earnings on Australia Day (Jan 26) in 2021. According to CNBC, with a 17% revenue growth, Microsoft also reported the highest Search Ads revenue in the last four quarters, especially after two consecutive losses. What impresses me is, with LinkedIn under their belt, and with the rapid growth of LinkedIn Ads in recent years, Microsoft can do a lot of damage in advertising as a whole, if not search-specific. And boy, LinkedIn Ads are Expensive!
And Microsoft isn’t passive with their approach to expanding Bing as a Search Engine. After their upgrade from the ancient Internet Explorer to Edge, Bing has seen lots of upgrades as a search engine; Microsoft even rewards you with gift cards when searching for Bing. With their extensive email lists, they are also aggressive to promote their newest launches, like their on-demand webcast series for Microsoft Advertising Australia as below.
Whether the reason is political, economic, innovation, or promotion, it indicates that we surely cannot ignore the growth potential of Bing. Now you might say, “Ok, you have convinced me to work on the online presence on Bing for my business, how do I do that?”, Do not worry, I have got you covered! Let’s focus on a few simple steps in this blog.
In case your business doesn’t have a Google My Business, you should consider getting one. Meanwhile, you can still create a new listing on Bing Places with three simple steps as accessible on the official website.
Step 2: Set up Bing Webmaster tools and upload your sitemap to Bing and Yahoo on a single platform! Bing and Yahoo collaborated here to allow users to submit their website sitemaps at once on Bing Webmaster, making it so much easier. Speaking about easy, Bing simplifies this platform too by enabling users to import data without verification from their existing Google Search Console.
Like the usual drill, if you do not have Search Console yet, I highly recommend it, and you can still set up Bing Webmaster tools by following a few simple steps as accessible on Search facts.
For sticking with me until the end, you get your bonus! In case Google was to pull out of Australia (I surely hope not), you can get used to Bing while using it side by side to Google, or you can even compare them on a split-screen using the website BVSG that stands for Bing vs. Google!