Google or Bing, or Both? Choosing the right search engine for your SEO strategy

While Google is undoubtedly the biggest search engine, it's important not to overlook Bing as a valuable addition to your SEO strategy.

Market share*

Google still has the lion’s share of the search market
But Bing is on the rise due to its rollout of new features (including AI-powered search tools) and often underrated.
It’s possible to optimise for both platforms, although it’s important to adjust any SEO strategy to your unique goals.

Demographics*

Google's user base tends to be younger, tech-savvy, and mobile-first.
Bing users tend to be older, with a higher disposable income and more desktop usage.
Understanding your target audience is essential for selecting the right search engine.

Advertiser competition*

Google has a larger pool of advertisers, leading to higher competition for ad space.
Bing has a less competitive landscape and lower advertising costs than Google.
Analyse your advertising budget and goals to determine which platform suits your needs.

Organic search results*

Bing values exact keywords, whereas Google is better at identifying synonyms.
Bing can crawl multimedia pages better, whereas Google is still heavily text-based.
Bing assesses the desktop version of a site for indexing whereas Google uses a mobile-first approach.
Each search engine may require unique approaches to optimising your website.

Source: *Search Engine Journal

Local search and maps integration*

Google's local search and Maps integration are better developed and more widely used.
Bing has made progress in local search but still lags behind Google.
Prioritise Google if local search presence is a key part of your strategy.

Source: *capterra

Key takeaways*

Don't overlook the importance of Bing in your SEO efforts.
Identify your target audience and business goals.
Allocate your resources and budget effectively.
Consider the unique features and requirements of each platform to create a more effective SEO strategy.

Embrace the power of both*

Diversify your SEO strategy by targeting both Google and Bing. By focusing on both search engines, you can create a comprehensive strategy that helps you reach the widest possible audience. And don’t forget to continuously evaluate and adapt your strategy for optimal results.