When it involves optimizing a web site, search engine optimisation professionals sometimes give attention to Google. After all, it’s the world’s most popular search engine.

But what about Microsoft Bing? Is it value optimizing your web site 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 large.

And whereas that will make it tempting to give attention to Google alone, Microsoft Bing gives 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 necessary to optimize for Bing if you happen to’re concentrating on an American viewers. In truth, one-third of on-line queries in the U.S. are powered by Microsoft properties if you think about Yahoo and voice searches.

Some have wondered 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 title does come from a marketing campaign in the early 1990s 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 query searched was [Google].

Comparing Google vs. Microsoft Bing’s Functionality

From a search performance perspective, the two engines like google are comparable, however Google provides extra core options:

Feature Google  Microsoft Bing
Text Search Yes Yes
Video Search Yes Yes
Image Search Yes Yes
Maps Yes Yes
News Yes Yes
Shopping Yes Yes
Books Yes No
Flights Yes No
Finance Yes No
Scholarly Literature Yes No

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 total internet. That is simply not going to occur.

This is why utilizing structured information is so necessary. It gives an information feed about your content so Google can perceive it higher, which will help you qualify for wealthy outcomes and get more clicks and impressions.

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

The two engines have shared a bit of about their approaches to web 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 said:

“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 unique stance and doesn’t have plans to use a mobile-first indexing policy.

Instead, Microsoft Bing maintains a single index that’s optimized for each desktop and cellular, so you will need to be sure that your web site expertise is optimized, hundreds rapidly, and provides customers what they want.

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

Microsoft Bing additionally provides e mail through Outlook, in addition to different companies 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 eight 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 simple to make use of.

So does Microsoft Bing, although; in my view, Bing is definitely a bit of bit extra visible.


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Both engines like google show helpful details about associated searches, pictures, corporations, and information and do a fantastic job of informing customers of every thing they should find out about a given subject.

Microsoft Bing seach

search engine optimisation professionals love our instruments and information.

Thankfully, each Google and Microsoft Bing have first rate keyword research tools that provide insights into efficiency:

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

One space the place I feel Google falls behind is the information it gives in Google Search Console. If you need to discover ways to use it, try How to Use Google Search Console for SEO: A Complete Guide.


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

Bing Webmaster Tools.

Another Microsoft Bing function that I feel beats Google is the incontrovertible fact that it gives SEO Reports.

According to Bing, these stories include frequent page-level suggestions based mostly on search engine optimisation greatest practices to enhance your rankings.

The stories are mechanically 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 be taught extra.


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Microsoft Bing May Excel in Image Search Over Google

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

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

Microsoft Binge image search.

Test out Bing Visual Image Search, which lets you do extra with pictures. Check out its library of specialised expertise that will help you store, determine landmarks and animals, or simply have enjoyable.


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

Google has extra pictures 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 gives extra detailed details about the picture customers are trying to find.

Google image search.

How Microsoft Bing & Google Handle Video Search

Microsoft Bing gives a a lot more visual video search outcomes web page, together with a grid view of huge thumbnails.


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

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

As you possibly can see from the screenshot of a film search under, they embody 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 search engine optimisation

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

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


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Accurate title, deal with, 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 implies that if a specific person needs to seek out one thing particular on Google, it will likely 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 all the time been a link-orientated search engine through which the high quality of hyperlinks nonetheless issues as a substitute of amount. Links aren’t as necessary on Microsoft Bing.

In my opinion, Microsoft Bing has all the time been centered on on-page optimization. It places extra weight on content that’s nicely optimized, or that features necessary on-page components like titles, descriptions, URLs, and content.


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Unlike Google, Microsoft Bing states in its webmaster tips that it incorporates social alerts into its algorithm. That means you also needs to give attention to Twitter and Facebook – together with constructing good high quality content in your web site and social platforms – if you wish to rank extremely in Microsoft Bing.

Content is extraordinarily necessary for each engines like google. Always give attention to high-quality content that satisfies the person’s informational want. By creating helpful and related content, customers will naturally like it and hyperlink to it.

So, for instance, if I’m in search of vehicles, it’s best to present me useful content on the subject: how I should buy a automobile, price, upkeep, what the purchasing expertise is like, and many others.

Both pace, 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 positive you try these assets for optimizing for numerous engines like google:


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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 to your model to succeed in new customers and put you in entrance of thousands and thousands of certified clients who’re in search of info, merchandise, and companies.

Optimizing for each engines like google is comparable. Microsoft Bing is extra centered on on-page optimization and incorporates social alerts, whereas Google is extra centered 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 succeed in the lion’s share of web searches and maximize visibility.

More Resources:


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Image Credits

All screenshots taken by creator, March 2021.

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