How to create Links for Bing vs. Google


Building links for Bing is different from link building for Google. Here's how to put together a strategy that will help you improve both search engines.

Have you ever wondered why you rank well on Google (e.g. Page 1) but rank well on other search engines like Bing (well page 4 or less)?


This can be confusing.


You have invested in SEO.


Shouldn't a single search engine optimization work for all search engines?


Well, not always.


Good SEO is not just optimizing for one search engine.


Google is the world's most popular search engine.


Updates to their algorithms have reshaped search and SEO time and time again.


As a result, some SEO professionals today completely ignore any search engine that doesn't start with "G" and end up with "Google".


This is a problem.


As of March 2020, according to State Counter, Google has 91.98% of the global market share, its total market share is 88.3%.


This means that more than a third of your US users are searching for you on platforms other than Google.


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So if you're just optimizing for Google, you'll be missing out on a huge market share.


State Counter-Search_Genesis-US-Monthly-2017-05-201905-Bar


Fortunately, optimizing your own content for search engines beyond Google does not mean starting from scratch.


Bing (and the proxy Yahoo, which has been running Bing since 2010) is the world's second most popular search engine.


Together, Bing and Yahoo account for 4.21% of the total global desktop search engine market share and 10.05% of the US market share.


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The best news.


SEO techniques work equally well on both platforms.


So you can continue to focus on content marketing and link building.


But, as you may have guessed, there are some important differences between Bing and Google.


These differences can lead to discrepancies in your rankings.


This chapter will cover how link building for Bing links are different from link building for Google and how you can create a link building strategy that will help you improve both search engines. I will help.


1. Be more aggressive with (carefully) link counts

Both Google and Bing value backlinks with some important differences.


One of these differences is quantity rather than quality.


Google values ​​page rank as one of its most important ranking indicators, although they have removed it. In Google Search Console, Google defined page rank as:


"PageRank is an opinion of the importance of a page based on links from other Google sites. (PageRank is an important indicator, but it is one of more than 200 that we use to determine relevance.) .) Generally, a link to a site is considered a vote for the quality of your site. "


In recent years, we've seen a declining correlation between link counts and Google rankings. In fact, some sites that rank well do not have many inbound links.


This means that Google considers some high quality links with low page rank to be far more valuable than hundreds of links from low quality sites.


Meanwhile, Bing also values ​​high quality links. But Bing links more on quantity:


"Links pointing to your site help Bing find new pages on your site. Traditionally, this is also considered a sign of popularity. The site that links to your content is basically Telling Bing that they trust your content.


Want to improve your site's Bing rankings in a hurry? Make as many links as you can each month.


Just remember that link quality matters. You should never start linking to spammy or unrelated sites.


How many links are enough?

My team did a link building survey. We polled 628 top SEO professionals to find out how many links they generate on each website. Here is what we found:

  • 73 of our respondents said that they created 1-20 new links every month. This is a healthy number if you want to improve your search rankings.
  • 21% of our respondents build between 20-100 new links per month. This link building strategy, while more aggressive, is likely to yield more tangible results on Bing.

Bottom line:

Pay attention to very, very high quality links from Google.
Bing links, bet on the number of links.
A word of caution: you want your site to rank with the same link profile for both Google and Bing. So take care of the penguin.

Don't go too wild Like Google, Bing hates link schemes, links and spammy paid links.

For best results, create no more than 20 backlinks each month. Focus on authentic top-level domains and well-established sites.

Bing weighs heavily on .gov, .edu and .org domains. Google also places more emphasis on domain age than Google.

2. Less emphasis on anchor text diversity
When compared to Google, Bing's attitude towards keywords in anchor text differs significantly.

Since Google's 2012 Penguin update, sites with more accurate match anchor text could be penalized.

Now compare this to Bing's guidelines, which actually encourage you to improve your anchors.

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"Carefully plan which keywords will be attached - use targeted keywords wherever possible."

The practical result is that we see 10 more sites on Bing with keyword-rich anchor text. In fact, more than half of Bing's top 30 results (52-53%) have custom anchors.

In light of this, it is theoretically possible (and fairly easy) for Bing to maximize its links, although I do not recommend it.

Your site's ranking will almost certainly sink to Google because Penguin lets you improve your anchor as much as possible.

Instead, use a careful blend of exact match anchor text with branded, bare link, partial match, long tail, normal and other types of anchor text.

If you want to increase the volume of your anchor text with keywords, make sure you:

Understand your current margins with Google and gradually increase them.
Check out competitors that rank well on both Google and Bing through link analytics tools. See what percentage is working for them. Build up to their level.
Interact with social media
Bing has made it clear that his algorithm considers social media signals in site rankings:

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"Social media plays a role in today's effort to rank well in search results. The most obvious part of this is through influence. If you are socially influential, As a result, your followers spread your information widely, resulting in these positive signals as a result of Bing. Let's do it.

In fact, an analysis of Bing's ranking factors for search errors has shown that Bing not only values ​​social signals, but that social signals have a strong relationship with better ranking.

This is in line with some of the new data from our recent survey - that modern SEO professionals see social sharing as one of the most effective ways to build relationships in 2017.

In fact, 68% of Polish top SEO professionals who have used social sharing with link building in mind found it effective:

How to create links for Google vs. Google

June 2016 - Some more specific examples of how our respondents used social media to enhance their backlink profiles during June 2017:

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88% of SEO professionals add links to their social media profiles.
81% of our respondents shared their content on social media.
53% of respondents ran a viral campaign (such as a contest).
How to create links for Google vs. Google

You can also use software to find influence in your niche on the platform of your choice.

Make a list of these influential people.

Then, when you create high quality content that suits them, reach out to them.

Ask them to share it.

(Our research has shown the original data / research to be the most compelling and effective type of content for link building).

Lastly, don't forget about video content.

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While YouTube can be a one stop shop for everything, you don't want to miss out on the benefits of these hard-earned backlinks.

Instead, find a local hosting solution for your video content.

Then reach out to people who have liked and shared your videos in the past.

Ask them to link to your website instead of YouTube.
Result: Don't sabotage Google SEO during link building for Bing SEO
One thing I haven't touched on in this article is that if you only want to create links exclusively for Bing, it would theoretically be much easier than creating links for Google.

Unlike Google, Bing doesn't mind if you ask other sites for links, as long as those sites are reasonably authoritative.

However, if this process lowers your Google ranking, there is no point in creating a group link to Bing's links.

So, instead of optimizing one search platform over another, you'll be better at finding your content.

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However, creating linkable content is the best type of link building.

As Bing's webmaster guidelines put it:

"Content is what Bing wants. By finding clear, deep, easy content on your website, we're more likely to index and display your content in search results. Most websites that show ads or affiliate links, or otherwise move visitors to other sites, are thinner in terms of content. Your content should be easy to navigate, rich and interesting for visitors and provide them with the information they are looking for.

After all, link building is not about optimizing any particular search engine.

It's not about discovering the shell that allows you to play the algorithm.

Good link building starts with mutual trust.

You write content that is valuable

You earn their respect.

And, as a result, they will share your valuable content with others.

Once you have the right content, it's time to use the strategies outlined above.

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This will help make your content more eye-catching.

Borrowing one of Bruce Clay's metaphors:

"In fishing, you need to do something. 1) You have to use the right bait. 2) You have the fish where the fish is. That's link building. You have to come up with something that Your community cares and then puts them in front of them.