For years, Google has occupied the leading search engine position, confidently maintaining its superiority. The search giant has left ambitious competitors in the dust while dictating its rules to everyone on the web. In 99% of cases, digital marketers tailor their SEO strategies to Google.
But Google is not the only search engine available for web users. Its many rivals include Bing, Baidu, Yahoo, Yandex, Ask, DuckDuckGo, Naver, AOL Search, Dogpile and others, and some have unique competitive advantages over Google. One or more of them may even outrun Google in the future.
In this article, we will compare Google with Bing, its strongest and second-ranked rival among top search engines. Bing has been continually evolving since its launch in 2009. Today it accounts for 12.49% of total desktop traffic and 0.83% of mobile traffic, enjoying its greatest popularity in China, the United States, Japan, Germany, and France.
Continue reading to discover the similarities and differences between Google and Bing, and learn how to best optimize your website for each platform.


Google and Bing are almost identical in appearance, with only slight differences in their logos and fonts.

Google search visual design

Bing search visual design

Search Logic

Google displays contextual clues to help users assemble queries that precisely reflect their search intent, while Bing mainly focuses on local results.
For concepts with multiple meanings, Bing showcases all available options in the sidebar, so you can choose the one that best matches your query.


Every experienced webmaster understands that search engines have their own rules when it comes to keywords and website content. Google and Bing differ in this regard.
Bing is not nearly as demanding as Google, and its administration openly recommends that businesses use as many niche keywords as possible to attract the right audience to their online platforms. This logic is simple and straightforward. Just select popular queries, insert them in your product descriptions, articles, headings, and meta tags, and enjoy your brand’s rapid ascent in SERPs.
Google is much more demanding and selective. Its complex algorithms are almost impossible to evade by simply stuffing your website with keywords. Run by artificial intelligence and machine learning, the search engine’s bots pay close attention to the quality of content, evaluate view time and bounce rates, and give preference to companies that provide advanced user experiences and deliver the most value to their target audiences.
When doing SEO for Google, it is important to thoroughly analyze the needs of your prospective clients and tailor your content to live users, rather than to search robots.

how Google and Bing test keywords


Both Google and Bing are too smart to evaluate a website’s authority based solely on the number of backlinks. They also assess the quality of resources on which your brand is featured, and factor that in when assessing its worthiness of web users’ attention.
It can be highly beneficial for your SEO metrics to showcase your venture in online environments frequented by prominent experts to exchange opinions. Doing so will signal search engines that your company is trustworthy and respected in its niche.
Google uses an indicator called PageRank to evaluate the importance of your linked resources. It is often better to place one link with a high PageRank than to litter the web with hundreds of spammy comments. Google uses this approach to protect web users from low-quality content, preventing disreputable sites from advancing through shady practices.
Bing also adheres to this philosophy, but it sets somewhat different criteria for evaluating a domain’s quality. Bing views a website as reputable if it has existed for a long time and if it’s URL ends in .gov, .edu, or .org. Also, the total number of backlinks matters a bit more to Bing, but that does not mean your SEO strategy should focus on spam.

Social Signals

People use social media for entertainment, diversion and business, so it makes sense for search engines to keep track of activities in this dynamic environment. They regularly analyze the number of subscribers, comments, likes, and shares on business accounts, and they reward brands that carry on friendly conversations with their target audiences.
Google’s representatives have claimed that their algorithms are deaf to social signals, but in fact branded accounts on Instagram or Facebook influence search rankings to the same extent as other web pages.
Bing does not deny its appreciation of social media and encourages entrepreneurs to actively communicate with prospective clients.
Of course, it can be challenging to develop a strong SMM campaign from scratch, but failing to do so can cause you to lose tons of benefits. Social media brings you closer to your target audience, so leverage some automated tools, and gauge and adjust your social media presence to reach out to prospective customers.


Multimedia content is vivid, engaging, and modern. But does it matter for SEO?
For Bing, the answer is yes. This search engine evaluates images, audio, and video and builds its rankings based on their quality.
As for Google, it mainly scans textual content, but multimedia can still boost your search results through advanced user experience. Remember that Google analyzes view time, so when visitors linger on your site to watch an interesting video or check out an appealing infographic, it has a positive influence on your SEO metrics.

how Google and bing treat multimedia files

Brand Scale

Big companies with high traffic and domain authority are usually ranked ahead of their competition, and this rule is true for all search engines. You should build a far-reaching SEO strategy, but don’t expect instant results. There are no workarounds that will propel your site to page one in a week. Companies currently featured at the top of search rankings have been making daily efforts for years, and you will have to follow in their footsteps.

Other Factors to Consider

Also, pay attention to the following details:

  • Google’s algorithms are more sensitive to mobile content than to desktop. To excel in Google SEO, develop a 5-star mobile version of your website. Mobile content is less important to Bing.
  • Both Bing and Google try to help users quickly find local services. In addition to your general SEO campaign, you should develop a well-thought-out strategy for local optimization.
  • There is no need to guess what content Google or Bing prefers. Administrators of both platforms provide clear instructions for effective online promotion, as well as convenient and free webmaster tools for gauging your SEO success.

Wrapping It Up

Google and Bing have a lot in common, so if you have launched an effective SEO campaign for Google, you don’t need to double your efforts to achieve success on Bing, or any other search engine. You simply need to alter some minor details, monitor your progress, and watch your rankings go through the ceiling.