When we talk about Digital Marketing strategies, the idea is to make your pages more relevant, either organically or through paid advertisements.

This is where Search Engine Optimization (SEO) techniques come into play, helping your website stand out in search engine results, especially Google.

However, with so much competition for the consumer’s attention and resources, it is necessary to be aware of trends and follow the news to optimize your results.

For this reason, investing in SEO techniques for Bing can be a differential. 

Although not as popular as Google, Bing is becoming increasingly relevant and offers some advantages compared to the other market leader.

Want to know all about how you can make your pages stand out with SEO for Bing? In this article, we’ll address the following points:

What Should you do to Optimize SEO for Bing?

So now that you know exactly what to do to optimize your SEO for Bing strategies, here are some important techniques to put into practice.

1. Think about user engagement

Bing assesses user engagement with your page by analyzing pogo-sticking. This term describes a situation in which someone clicks on your website link, takes no action, and returns to the search page. 

This is a clear sign of a negative experience. You need to ensure that the user finds content that really connects to what they are looking for to avoid pogo-sticking.

2. Increase the click-through rate on the page after it appears in the results

The click-through rate (CTR) after your page appears in the search results on Bing is another factor to measure the relevance of each website. 

With this in mind, make sure that users are attracted to your titles and descriptions, increasing the chances of clicks per view.

3. Use Bing’s Connected Pages feature 

For your content to gain more authority in the marketplace and be seen as an authority, using the Connected Pages feature is a great way to show Bing who is behind the content. 

Link your website to your Facebook, LinkedIn, and Twitter accounts so that the tool knows that you are an authority on the subject. Connecting your social channels adds cohesiveness to your branding, too.

One thing people underestimate with Bing is the value of building out a profile beyond your website. If you’ve ever noticed some businesses dominating results even when their site isn’t remarkable, odds are they’ve connected everything—website, socials, business listings, all the ducks in a row. Bing, oddly enough, tends to favor that kind of transparency and interconnectedness a bit more than Google does (at least it feels that way in 2025). Taking the time to align all those properties can fill gaps you didn’t realize existed in your authority signals—worth the extra effort if you ask me.

And it’s strange, but in the rush to optimize for Google, a lot of folks completely forget that Bing’s user base is different too. Their demo, skewing a tad older and more desktop-bound according to Statista, reacts distinctly to certain trust signals—things like well-indexed Connected Pages and a no-nonsense presence. If your brand is drifting in a sea of competitors on Google, focusing on those subtle Bing touches can actually get you seen by a surprisingly loyal audience. Not everyone is chasing the same traffic, which honestly makes the process feel a bit less cutthroat.

4. Use backlinks

Similar to Google, when thinking about SEO for Bing, you need to consider backlinks in your strategy.

In this sense, investing in guest posts can be a good idea since the mechanism recognizes the importance of relevant websites that recommend your pages.

5. Invest in anchor texts

On Bing, an anchor text also works and has even greater relevance than on Google, requiring you to think of specific references to strengthen your content.

In other words, links that also talk about that topic, matching the highlighted keyword with precision.

6. Use a keyword on the website domain

It’s essential for ranking with Bing to have the keyword on the website domain. So, try to fit it naturally into your domain and move up a few positions in the searches.

7. Produce original content

There is no point in putting all these actions into practice if the content published is not good. 

Therefore, it is important to invest in the production of original content, making good use of keywords and reliable sources that corroborate your information and that actually help the user.

8. Be relevant on social media

Another important ranking factor on Bing is the popularity of your pages on social media.

In other words, the greater the engagement of users with content produced by your company, the better your ranking in the search engine.

What tools can be helpful for your Bing strategy?

In addition to optimizing your search engine ranking with SEO for Bing, you need to use other available resources to make your strategies even more efficient.

Check out some free tools that can be very useful for successful planning.

Bing Webmaster Guidelines

The Bing Webmaster Guidelines is a quick and practical guide that will help you learn exactly what to do and what to avoid when it comes to SEO for Bing.

Bing SEO Analyzer

To improve the SEO performance of your pages, the Bing SEO Analyzer is a very useful tool. 

All you have to do is insert your link on the website and get some tips on what to improve and how to get better results.

XML Sitemaps

Using XML Sitemaps is a great way to show search engines — not just Google or Bing — what pages you want to index on your website.

This way, the scanning done by the tools becomes more efficient, and the results improve.

Bing Search Quality Blog

Relying on the help of a search engine can be very rewarding. This is precisely what the Bing Search Quality Blog offers: official content with the best practices and trends when it comes to Bing searches.

Microsoft SEO Toolkit

The free Microsoft SEO Toolkit also scans your page and identifies which points should be optimized to improve the ranking of your domain.

Wrap Up

Investing in SEO for Bing should be taken into consideration in your company. 

Even if your organization does not have a large team, it is important to find ways to highlight your brand in search engines other than Google.

Now that you know more about Bing and the importance of investing in SEO techniques, read more about the basics of SEO.

Don’t miss our guide with all you need to know about Search Engine Optimization!

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