How the Search Giants Stack Up

When it involves optimizing an internet site, website positioning professionals sometimes concentrate on Google. After all, it’s the world’s hottest search engine.

But what about Microsoft Bing? Is it value optimizing your website for, as nicely?

Let’s see how these two search giants, Microsoft Bing (rebranded from merely ‘Bing’ in October 2020) and Google, evaluate.

Google vs. Microsoft Bing Market Share

One of the first distinctions between Microsoft Bing and Google is market share. According to Statista, in February 2021, Bing accounted for six.7% of the international search market, whereas Google took 86.6%.

That’s fairly big.

And whereas that will make it tempting to concentrate on Google alone, Microsoft Bing offers good conversions and has a person base that shouldn’t be ignored.

That 6.7% of search customers accounts for thousands and thousands who use Microsoft Bing day-after-day.


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It’s notably vital to optimize for Bing when you’re concentrating on an American viewers. In reality, one-third of on-line queries in the U.S. are powered by Microsoft properties whenever you think about Yahoo and voice searches.

Some have puzzled over the years whether or not Bing is an acronym for “Because It’s Not Google.” I’m unsure how true that’s, however the identify does come from a marketing campaign in the early Nineties for its predecessor, Live Search.

Another enjoyable tidbit is that Ahrefs just lately did a examine on the Top 100 Bing searches globally and the #1 question searched was [Google].

Comparing Google vs. Microsoft Bing’s Functionality

From a search performance perspective, the two serps are comparable, however Google affords extra core options:

FeatureGoogle Microsoft Bing
Text SearchYesYes
Video SearchYesYes
Image SearchYesYes
Scholarly LiteratureYesNo

How Google & Microsoft Bing Differ in Size of Index and Crawling

Google says:


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“The Google Search index contains hundreds of billions of webpages and is well over 100,000,000 gigabytes in size.”

Even so, not even Google can crawl the complete internet. That is simply not going to occur.

This is why utilizing structured knowledge is so vital. It offers a knowledge feed about your content material so Google can perceive it higher, which may also help you qualify for wealthy outcomes and get extra clicks and impressions.

Microsoft Bing hasn’t launched comparable figures. However, this search engine index dimension estimating web site places the Microsoft Bing index at someplace between 8 to 14 billion internet pages.

The two engines have shared slightly about their approaches to internet indexing.

Microsoft Bing says:

“Bingbot uses an algorithm to determine which sites to crawl, how often, and how many pages to fetch from each site. The goal is to minimize bingbot crawl footprint on your web sites while ensuring that the freshest content is available.”

Around the identical time the above assertion was made, John Mueller from Google mentioned:

“I think the hard part here is that we don’t crawl URLs with the same frequency all the time. So some URLs we will crawl daily. Some URLs maybe weekly. Other URLs every couple of months, maybe even every once half year or so. So this is something that we try to find the right balance for, so that we don’t overload your server.”

Google has a mobile-first index, whereas Microsoft Bing takes a special stance and doesn’t have plans to use a mobile-first indexing coverage.

Instead, Microsoft Bing maintains a single index that’s optimized for each desktop and cell, so it is very important ensure that your website expertise is optimized, masses rapidly, and offers customers what they want.

Google has advanced into greater than only a search engine with merchandise like Gmail, Maps, Chrome OS, Android OS, YouTube, and extra.

Microsoft Bing additionally affords e-mail through Outlook, in addition to different providers like Office Online or OneDrive.


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Unlike Google, nevertheless, it doesn’t have its personal working system. Instead, it makes use of Windows Phone 8 or iOS on Apple gadgets.

Now, let’s check out the place Bing is on par with Google – or superior.

Differences in User Interface & Tools

Google has a clear, easy interface that many individuals discover straightforward to make use of.

Google Search.

So does Microsoft Bing, although; for my part, Bing is definitely slightly bit extra visible.


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Both serps show helpful details about associated searches, photographs, firms, and information and do an important job of informing customers of the whole lot they should learn about a given subject.

Microsoft Bing seach

website positioning professionals love our instruments and knowledge.

Thankfully, each Google and Microsoft Bing have respectable key phrase analysis instruments that supply insights into efficiency:

Google vs. Microsoft Bing: A Detailed Comparison of Two Search Engines

One space the place I believe Google falls behind is the knowledge it offers in Google Search Console. If you wish to discover ways to use it, take a look at How to Use Google Search Console for website positioning: A Complete Guide.


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One of the cool function units in Microsoft Bing is the skill to import knowledge from Google Search Console:

Bing Webmaster Tools.

Another Microsoft Bing function that I believe beats Google is the proven fact that it offers website positioning Reports.

According to Bing, these reviews include frequent page-level suggestions primarily based on website positioning finest practices to enhance your rankings.

The reviews are routinely generated biweekly and supply suggestions as to what to work on or look into.

Microsoft Bing SEO reports.

See A Complete Guide to Bing Webmaster Tools to study extra.


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Microsoft Bing May Excel in Image Search Over Google

When it involves picture search, Microsoft Bing could have a leg up on Google by offering higher-quality photographs.

I like the filtering options in its picture search, too, as a result of you possibly can flip titles off and search by picture dimension, coloration, or kind.

Microsoft Binge image search.

Test out Bing Visual Image Search, which lets you do extra with photographs. Check out its library of specialised abilities that can assist you store, establish landmarks and animals, or simply have enjoyable.


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Then, see How Bing’s Image & Video Algorithm Works to study extra.

Google has extra photographs obtainable for viewing than Microsoft Bing. Make the most of it with the suggestions in A Guide to Google’s Advanced Image Search.

However, Microsoft Bing offers extra detailed details about the picture customers are looking for.

Google image search.

How Microsoft Bing & Google Handle Video Search

Microsoft Bing offers a way more visible video search outcomes web page, together with a grid view of huge thumbnails.


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Google’s video outcomes are extra commonplace, that includes a vertical listing of small thumbnails.

Microsoft Bing additionally offers a preview of sure movies and clicking on them doesn’t take you away from Bing, which is cool. From my perspective, it additionally offers way more info in video outcomes.

As you possibly can see from the screenshot of a film search beneath, they embrace rankings and critiques, in addition to the forged and even the place you possibly can watch the film, which is nice.

Microsoft Bing video search

I didn’t get this expertise with Google video search.


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This is one space the place Microsoft Bing positively outperforms Google.

Google Video search

Map Listings on Both Search Engines Matter for Local website positioning

Both engines have comparable performance for maps, together with map listings and native listings in the search engine outcomes pages (SERPs).

Make certain you declare all of your listings in each Microsoft Bing and Google and optimize your profile with enterprise info, images, correct classes, and hyperlinks.


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Accurate identify, handle, and cellphone quantity (NAP) info are key.

See A Complete Guide to Google Maps Marketing.

Optimizing for Google Search vs. Microsoft Bing

Google is primarily involved with E.A.T: Expertise, Authority, and Trust.

Google Searches are powered by machine-based algorithms that have in mind customers’ earlier search historical past and site when producing outcomes.

This signifies that if a selected person desires to search out one thing particular on Google, will probably be a lot simpler than on Microsoft Bing as a result of Google has a extra full image of who that individual is earlier than they kind something in the browser.

Google has at all times been a link-orientated search engine through which the high quality of hyperlinks nonetheless issues as an alternative of amount. Links will not be as vital on Microsoft Bing.

In my opinion, Microsoft Bing has at all times been targeted on on-page optimization. It places extra weight on content material that’s nicely optimized, or that features vital on-page components like titles, descriptions, URLs, and content material.


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Unlike Google, Microsoft Bing states in its webmaster pointers that it incorporates social indicators into its algorithm. That means you must also concentrate on Twitter and Facebook – together with constructing good high quality content material in your website and social platforms – if you wish to rank extremely in Microsoft Bing.

Content is extraordinarily vital for each serps. Always concentrate on high-quality content material that satisfies the person’s informational want. By creating helpful and related content material, customers will naturally adore it and hyperlink to it.

So, for instance, if I’m on the lookout for automobiles, it is best to present me priceless content material on the subject: how I can purchase a automotive, value, upkeep, what the purchasing expertise is like, and many others.

Both velocity, mobile-friendliness, and correct tech infrastructure matter for each engines. However, Microsoft Bing focuses extra on anchor textual content utilization. Bing has been recognized to reward websites with matching anchor textual content for a web page title, which was devalued by Google a few years in the past.

Make certain you take a look at these sources for optimizing for numerous serps:


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Google Search vs. Microsoft Bing: The Verdict

Both Microsoft Bing and Google fulfill the informational wants of thousands and thousands of individuals day-after-day.

They each provide alternatives in your model to achieve new customers and put you in entrance of thousands and thousands of certified clients who’re on the lookout for info, merchandise, and providers.

Optimizing for each serps is comparable. Microsoft Bing is extra targeted on on-page optimization and incorporates social indicators, whereas Google is extra targeted on E.A.T. and hyperlinks.

Microsoft Bing has positively improved over the final 12 months and is extra aggressive with Google, particularly in its distinctive options.

That’s why I like to recommend optimizing for each, to achieve the lion’s share of web searches and maximize visibility.

More Resources:


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Image Credits

All screenshots taken by writer, March 2021.

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