What Is the Difference Between Bing And Google?


Majority of people think about Google when they need to use a search engine. However, you may be missing a  business opportunity by skipping Bing. Since 2010, both Yahoo and Bing have managed to secure about thirty-three-point six percent of the search engine market share.

The percentage of the market share differs in different industries. For instance, in searches related to telecommunications, education and automotive, Bing and Yahoo get approximately eighty percent of all the quests.

Some Singapore marketers  have noted that the conversion rate of Bing traffic is higher than that of google traffic. This is related to Bing audience having more cash to spend and being more mature. Bing and Google have much in common regarding ranking signals. However, they also have some main differences.

This article goes through the difference between Bing and Google and will help you customise your Singapore digital marketing campaign accordingly. 


Trust is one of the things that are given priority by both Bing and Google. Backlinks act as a signal that your website visitors found the content to be relevant, useful and valuable. They want to share it with other people because they trust your content information. This is the reason why both Google and Bing value backlinks. Google measures your website trust by monitoring the PageRank domains that link to your content.


High page ranks are more valued and have a heavier weight than the low-rank page links. A few of these top PageRank links are worthier than hundreds of low PageRank spammy links. Though Bing values high-quality backlinks, it puts more importance on domain age and other specific domain extensions. Bing highly values websites with many organic backlinks and correctly created domains especially those that end with .edu, .org, and .gov extensions.

These are the factors Bing considers as their trust signals. To some extent, Bing also considers the number of backlinks. However, avoid low quality and spammy links as with Google. Put more effort on quality over quantity. Create about twenty backlinks monthly.


Keywords present the most significant differences between Google and Bing. Google is intensifying its work of improving the user’s search accuracy by trying to understand more the intention of the searcher and interpreting the different contents from websites. This is in other words referred to as semantic search that depends on the artificial intelligence of the machine as they try to understand the content of web pages.

According to the Google ranking algorithm, the third most important ranking factor is the RankBrain. This involves merely ranking of websites according to the comprehensibility of the webpage topics and articles but not by exact match keywords. Contrary to Google, Bing emphasizes more on the use of targeted keywords according to its webmaster guidelines.

You will rank better on Bing search engine by using exact match keywords including your Metadescription, domain, and H1 and H2 title tags. Another difference between these two search engines is that Google uses the contextual query clues to give the results that you are searching for.

In contrast, Bing gives the available local results the priority. Bing also offers other options if your query has numerous meaning in an attempt to understand what the user wants.

Meta Keywords

Still, in the keyword subject, meta keyword is an elephant that we have to address. For Google, they are no longer concerned about meta keywords. They started discounting meta tag keywords since 2009, and there are many articles about why you should avoid meta keywords.

Nevertheless, for Bing, meta keywords are functional and alive. A website, may hence rank high on google but rank poorly on Bing and Yahoo due to the absence of meta keywords and descriptions. The fact that meta keywords have a massive impact on Bing doesn’t mean you should stuff your meta tag with irrelevant keywords.

Multimedia Content

Bing has one of the most advertised features referred to entity understanding and has been pushing for visual search. Bing has been able to develop its technology to accurately understand and crawl multimedia content including audio, video, and images.

More so, Bing has been able to crawl and comprehend flash websites successfully. For Google, it still depends highly on textual content. High-quality videos and images are still considered but are not weighed as heavily as text-based content. Flash websites are all but non-existent to them. Well, I won’t advise you to build a flash website. However, putting more videos, images and audio files in your content may give you a step above others in Bing rankings.

Social Signals

Google has for a long time refused to come clear whether social signals play a role in ranking website pages. This is despite continuous conjectures that it has some particular small roles. It considers twitter and Facebooks like the rest of the indexed pages. However, Bing has come clear and opened up about the significance of social signals.


According to Bing, if you have social media influence, your followers share your content widely which acts as a positive signal to Bing. This will help you to rank higher in the search engine results page. This means that you will have to improve your social media platforms for marketing and advertising strategies.

This is in a bid to maintain higher interactions and engagements regarding many shares, tweets, likes, and comments. Even though incorporating social media in your search engine optimization strategy consumes much time, it is worth your time if you want to optimise for Bing. A social media listening tool is useful to help you get into all conversations concerning your business industry on social media platforms.


The above-listed differences are the main factors that separate Bing and Google. However, other small incongruities are worth mentioning. Google performs website crawling and indexing through every page of your site while Bing gives more attention to key pages and crawls your website pages more rarely.

Luckily, you can use clicking crawl control and Bing webmaster tools to increase your Bing crawl rate. More so, you can use webmaster tools to submit your sitemap to Bing. This is useful as sitemaps are essential ranking tools. Bing is a worthy alternative to Google, and you should try it out and see the impact.

Contact us today for custom digital marketing services in Singapore. 


Author Bio

Tom Koh is widely recognised as a leading SEO consultant in Asia who has worked to transform the online visibility of the leading organisations such as SingTel, Capitaland, Maybank, P&G, WWF, etc. Recently he was instrumental in consulting for a New York-based US$30B fund in an US$4Bn acquisition. Tom is a Computational Science graduate of the National University of Singapore. In his free time he performs pro-bono community work and traveling.

March 26, 2019

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