Link Building for Bing - Unlike Google and Important Nuances

SEO in the English segment is not just Google, especially if your potential customers live in the United States. Despite the fact that in the world Google occupies more than 80% of the market, in the USA its share is about 65%.

If you want to reach the hearts and wallets of citizens of the most solvent country in the world, you will have to learn how to optimize your site for other search engines.
The second most popular overseas search service is Bing with a market share of around 33%. And today we’ll talk about how to build link building for him.

First you need to clarify for yourself 2 facts:

  1. The ranking in different PSs may vary. For SEO-specialists from the CIS countries this is familiar with the example of Yandex and Google. In the case of Google and Bing, the story is similar. You may well be able to get a TOP 3 Google search, and Bing can’t be easily entered at 10.
  2. The second news is good. The general laws of optimization for both search engines are similar, but there are nuances to consider.

Reference mass: Quality quantity VS

We all remember how to buy links in "kilograms" and raised the results in Google and Yandex. But those days are irrevocably gone.

Yes, Google still considers PageRank to be one of the main indicators of site quality (along with more than 200 other factors), but every year the volume of the link base loses its importance for it, giving way to quality.

Now for Yandex and Google it is much more important to see links from trust sites similar to your subject. And for link spam, you can easily get it on the neck.

What do Bing think about this?

The quality of links there is also evaluated, but in general, the rules of link building are still closer to what used to be with Yandex and Google. In Bing, more can be achieved by simply increasing the reference mass.
Important: both PS try to recognize “junk” links. In any case, you should not contact spam and make links from pages irrelevant to your content.

How many links will be just right?

This is a sacred question, which, with 100% accuracy, may not even be possible to answer on Google itself.

To shed light on the problem, we present the data of one study conducted in the United States. More than 600 SEO-optimizers working in the US market have been asked the question: how many external links to the site do you make on average per month. The results were as follows:

  • The vast majority - more than 70% - put from 1 to 20 links per month. A rate of about 20% can be considered optimal for promotion on Google.
  • About 20% more behave more aggressively, making from 20 to 100 external links per month. It is clear that almost 100 new links should alert Penguin Google. But a figure of just over 20 links will improve the ranking in Bing.

When forming a reference mass, consider the following:

  • Bing is more loyal to a lot of new links. Google pays most attention to the quality of links.
  • In any case, both PSs do not like cheap, purchased, temporary, etc. links. Pay attention to the trust of the donor and its relevance to your landing page.
  • If you buy links on exchanges, do not forget to check donor sites with special services, for example SERPSTAT.
  • Try to keep the volume of new links in the region of 20 per month.
  • For Bing, more than for Google, the age of the donor site matters.
  • Bing is especially fond of gov, .edu, and .org domains.

Anchor Optimization

Anchor text is important for building a link base. Google and Yandex do not like when link anchors are re-optimized. In other words, if you use keywords all the time as anchors, then Google and Yandex will punish you for this. But with Bing, a completely different story.
Bing expressly advises webmasters in their recommendations to use targeted words in link anchors. This is one of the key differences with Google.

As a result, you can increase the ranking in Bing using direct occurrences of requests in anchors, but the same action will come back to you in Google’s results.

As you can see, you have to look for a middle ground, and in this you, first of all, will help the analysis of competitors. Explore those who were able to achieve good rankings in both search engines. See how they use anchors.

In any case, we recommend using a set of direct anchors, diluted and natural (anchor-less) links.

It is also important to pay attention to the near-reference text. It should be relevant to your landing page.

Social networks

The use of social networks to promote sites should be the main trend in the coming years.

All major search engines (especially Google) are paying more attention to social activity. The spread of neural networks and deep machine learning (on which Google makes maximum bets) will inevitably lead to the fact that behavioral factors will become fundamental in the ranking of search results.

The way your content is shared on social networks is one of the most important markers of how useful your resource is to users. And every year the weight of this factor will only grow.

Bing evaluates social activity. In the recommendations for webmasters, he directly speaks about this.

Google, on the contrary, considers this ranking method to be abolished.

So how do you interact with social media?

First, let's see the results of a survey of the most influential SEO specialists in the USA.

Almost 70% of them believe that the use of social activity brings real results.

  • 88% posted links to sites on social networks.
  • 81% shared website content on social media.
  • 53% of advanced SEO-specialists created viral advertising campaigns, in particular, conducted polls and contests.

In addition, we recommend:

  • attract “opinion leaders” - find people who are respected in topics relevant to your site, and try to provide them with quality content for posting on your page (naturally with a link to your site);
  • make a high-quality video (it is important that it is posted specifically on your site, and not on YouTube), and then also ask people to share this video on social networks;
  • Look for sites to post content and links using special services.

Conclusion: find the middle ground

As you can see, advancing in Bing using the link base is easier than in Google. He is much more loyal to a sharp increase in link mass.

You can still rise in the issuance of Bing by purchasing a large number of more or less high-quality links. However, such actions will lead to problems with ranking on Google.
We strongly recommend that you find a middle ground. In addition, do not forget that the most effective way to promote in modern search engines is to create high-quality content that will most clearly meet the needs of visitors. This is also stated in the recommendations of Bing.

Before you start your promotion in Bing, be sure to install your Bing webmaster. Instructions for installing it (in Russian) and its features can be found on the Internet.

Also popular now: