Does a site rank differently on Google and Microsoft Bing?

Have you ever wondered why your website’s rankings might differ on Google and Bing? This is a common question we are asked as digital marketers, so we’ve put together a detailed comparison to clarify the differences between these two major search engines. Let’s look at… Google vs Bing

Different Algorithms, Different Results

Google and Bing use distinct but similar algorithms to determine the rankings of websites, leading to variations in search engine results pages (SERPs). Here’s a breakdown of some key differences:

1. Different Ranking Factors

  • Social Media Integration: Bing is believed to place a higher value on social media signals compared to Google. According to Semrush, it tends to favour websites with strong social media engagement.
  • Established Websites: Bing often gives preference to older, more established websites. Google also values domain age and trust, but it might play a less impactful role in the algorithm.

2. Search Intent Interpretation

  • Search Intent: Both search engines use different algorithms and methodologies to interpret user intent. For instance, Google has invested heavily in understanding the context and meaning behind queries, leveraging technologies like BERT and RankBrain to improve semantic search capabilities. Bing, on the other hand, also considers search intent but places a different emphasis on factors such as social signals. This difference can significantly affect the search results displayed.
  • Advanced Image Search: Bing’s image search functionality often yields different results than Google’s due to the emphasis each places on visual content.

3. Ranking Stability

  • Fluctuations: Rankings can fluctuate on both platforms. However, changes might appear more pronounced on Bing due to its smaller overall user base.

4. Evolution of Algorithms

Both search engines continuously update their algorithms to improve search results:

  • The Google Algorithm became infamous for some very disruptive updates aimed at enhancing user experience and content relevance, such as the Panda in 2011, Penguin in 2012, Hummingbird in 2013 and so on.
  • Bing Search Engine: Also evolves, often emphasising integration with Microsoft products and services.

Advantages of Optimising for Both Search Engines

While Google dominates the global search market, Bing has a substantial user base that offers unique advantages:

  • Integrations: Bing is integrated with Microsoft products like Windows and Office and is the default search engine on these platforms, including Copilot, Microsoft’s own AI companion. Google is integrated with various Google products and services such as Android, Chrome, Google Workspace (formerly G Suite), Google Assistant and is now supporting Gemini (ex Bard), Google’s AI interface, which will generate AI Overviews into the search engine from this year (more on this link -> post from NL).
  • Bing Ads and Google Ads: Both these PPC tools can enhance your advertising strategy with sponsored results..
  • Bing Rewards and Google Opinion Rewards: Both encourage user engagement, potentially driving more traffic to your site.

Key Differences to Consider

When optimising your site, consider the main differences between Google and Bing:

  • Local Search: Both Bing and Google perform well in local searches, delivering accurate local results.
  • Voice Search and Visual Search: Both engines are advancing in these areas, but with different strengths and weaknesses.
  • Index Size and Crawling: Google’s index size is larger, but Bing, while also valuing site speed and technical health, does not currently employ a mobile-first indexing approach. In both cases it is crucial to ensure efficient crawling and indexing of your site
  • Copilot vs Gemini: Bing offers an AI chatbot Copilot, previously Bing Chat, integrated with its search engine providing a unique user experience. Google offers Gemini, previously Bard, designed to enhance user interaction and provide comprehensive search results.
  • Google Maps vs Bing Maps: Each has its own strengths; Google Maps is often more detailed, but Bing Maps integrates seamlessly with other Microsoft services.
  • Google Video Search vs Bing Video Search: Both provide robust video search capabilities, but with different algorithms and results.

Contact PinkSEO for a Balanced SEO Approach

For effective SEO, it’s crucial to optimise for both Google and Bing to cover all bases. While Google may be more popular, Bing’s significant user base and unique features make it an important platform. We understand the differences between Google and Bing and can leverage their unique features to improve your site’s visibility to drive more traffic from diverse sources.

If you want to enhance your website’s performance on both Google and Bing, contact us today for a free SEO audit for your website, including a 30 minute consultation. We’ll help you develop a balanced SEO strategy that leverages the strengths of both search engines.