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Businessman pressing an SEO concept button.

Anyone who thinks about search engines and thus SEO always thinks about Google . Sure, Google is No. 1. But also Yahoo and Bing have their target audience and an optimization for these two search engines can at least not hurt.

First of all, there are no such big differences if you want to optimize your websites for both search engines. But why both? Google, Yahoo and Bing – that’s three? Actually, that’s right. However, Yahoo has been showing Bing’s search results for several years. Accordingly, the same ranking factors also work. If you take a look at the market shares, everything speaks for Google. The search giant holds about  90 percent market share . Yahoo and Bing together only achieve 5 percent market share.

And yet, there are reasons why you should spend at least some energy on Bing:

  • International sides benefit : Although Google has 90 percent market share in Germany, but only about 66 percent in the US home country. The combination of Yahoo and Bing reaches a market share of about 30 percent in the states. Google is not the market leader in some other countries like Russia, China, Japan or Brazil, Yahoo and Bing have a large market share.
  • Integration in Facebook : Many are now used to posting their searches no longer on Google, but directly in Facebook – often to the chagrin of Facebook friends. If you use the Facebook search and do not find it there, you will get Bing’s search results in the familiar Facebook environment.
  • Yahoo could become more important : The massive expansion of Yahoo through acquisitions such as tumblr could make Yahoo on the net again important – and thus the Yahoo search.
  • Bing Provides Keyword Data : What Google Bing Freeing the Site Owners.

The SEO ranking factors for Bing

As mentioned earlier, the ranking factors for Bing are not completely different from those of Google. If you optimize your pages for Google, then you always optimize for Bing. For example, keywords in URLs and high quality backlinks are as important to Bing as they are to Google. Searchmetrics has tested the SEO ranking factors with 10,000 keywords and showed how individual variables of web pages affect the Google and Bing rankings. Here are the differences:

  • Domains with the keyword in the URL are better ranked on Google than on Bing. A long URL will result in a lower ranking on Bing than on Google.
  • A higher number of backlinks leads Bing to a better ranking than Google. The same applies to the domain popularity.
  • Different, however, is the treatment of individual pages in the index. Home pages perform better on Bing than subpages.
  • Google usually offers results that are socially relevant, while Bing raises pages of information and facts higher. Even  social media is more integrated into Bing.Facebook friends ‘recommendations are included in the ranking, while the impact of Google+ on Matt Cutts’ Google search is denied. But +1 recommendations also affect Bing.
  • For local search results (for example, for a business), Bing really looks local, while Google prefers to rely on larger companies with a higher popularity. Globally, Bing prefers larger companies and brands.
  • Bing also indexes Flash files. Google, however, this content hidden, but at least they do not appear in the index. And unsurprisingly, pages with AdSense ads are getting worse on Bing.

Advice for Search Engine Optimization

No matter which search engine you optimize, good content always helps. More tips can be found in our article on the ” new SEO “. Who wants to optimize for Bing, as we have seen now, can turn on many small screws. Important are obviously many backlinks and a strong start page. It is also advisable to generate social signals by integrating social networks. Top of the list are Facebook, Google+ and Twitter.


The search engine marketing SEM (Search Engine Marketing) includes the search engine advertising SEA (Search Engine Advertising) and the Search Engine Optimization SEO (Search Engine Optimization). As a subarea in online marketing, SEM is the generic term for all activities that serve to increase the number of visitors coming through the search engines.

Both search engine advertising, which includes, for example, Google Adwords, as well as professional SEO must be strategically approached to achieve the desired effects. While search engine advertising leads new visitors to the site after a relatively short time, SEO is more likely to be medium to long term, but more sustainable.

For example, many webmasters who have opened a new online store may or may not want to wait months to attract traffic and revenue. They therefore rely on search engine advertising with Adwords to increase the visibility of their presence on Google and to bridge the period until SEO measures take effect.

Purchased ads are no substitute for SEO because they follow different ranking rules and visually stand out from organic search results. The experienced search engine user immediately recognizes that this is a commercial overlay, especially as they usually appear prominently in the lists at the top of the actual search results. Costs are usually incurred only when the user clicks on an ad. As the campaign ends, the ads will disappear again, whereas pages ranked high by professional SEO usually retain their prominent position for a long time.