The Ultimate Guide to Ranking on Bing Search Engine

If you’re not paying attention to Bing in 2025, you might be leaving a significant chunk of traffic and potential customers on the table.

We’re going to dissect Bing, understand its quirks, and equip you with the knowledge to dominate its search results.

So, grab a coffee, get comfortable, and let’s get started!

1. Understanding Bing SEO: It’s Not Just a Google Clone

When most people hear “SEO,” their minds immediately jump to Google. And for good reason. Google commands the lion’s share of the search market. But to dismiss Bing as irrelevant or simply a smaller version of Google would be a huge mistake. Bing has its own personality, its own algorithm, and its own audience.

What Is Bing SEO? How It Differs from Google

At its core, Bing SEO is the practice of optimizing your website to rank higher in Bing’s search engine results pages (SERPs). While the fundamental principles of SEO (quality content, good user experience, relevant backlinks) remain universal, the subtle nuances are where Bing truly shines or where you might stumble if you treat it like Google.

The key difference lies in how their algorithms weigh various ranking factors. Google is famously secretive and complex, often focusing on advanced AI and machine learning to understand search intent and content quality. Bing, while also sophisticated, tends to be a bit more transparent and, dare I say, slightly more traditional in some of its weighting.

How Bing’s Ranking Algorithm Works (Updated for 2025)

In 2025, Bing’s algorithm continues to evolve, but several core tenets remain strong. Here’s what drives Bing rankings:

1. Content Quality and Authority

Just like Google, Bing prioritizes high-quality, relevant, and comprehensive content. However, Bing seems to place a strong emphasis on authoritative sources. If you’re a well-established brand or have experts contributing, Bing is likely to give you preference.

2. User Engagement Signals

Bing pays close attention to how users interact with your site after clicking a search result. This includes factors like bounce rate, time on site, and click-through rate (CTR). If users are engaging positively, Bing sees it as a good sign.

3. Backlinks (Quality Over Quantity)

While Google might be the king of link analysis, Bing still values backlinks significantly. However, it seems to prioritize the quality and relevance of those links even more heavily. A few high-authority links from trusted sites will likely outperform a dozen spammy ones.

4. Technical SEO Fundamentals

Site speed, mobile-friendliness, secure (HTTPS) connections, and a well-structured website are non-negotiables for Bing, just like for Google. However, Bing is quite explicit about these foundational elements.

5. Social Signals (Still a Factor!)

This is where Bing often stands out. While Google has downplayed the direct impact of social signals on rankings, Bing has historically shown more willingness to consider them. Likes, shares, and overall social engagement can subtly influence your Bing visibility.

6. Brand Mentions

Bing gives weight to brand mentions across the web, even if they aren’t direct links. This signifies brand authority and trustworthiness.

7. User Interface and Experience (UI/UX)

A clean, intuitive, and user-friendly website is paramount. If your site is clunky or difficult to navigate, Bing might penalize you.

2. Why Bing Rankings Matter: More Than Just a Niche Player

“Bing? Does anyone actually use Bing?” You’d be surprised! While it’s true that Google dominates, Bing (which powers Yahoo Search and AOL Search) still holds a significant global market share, particularly in certain demographics and geographical regions.

5 Reasons Bing Rankings Still Matter in 2025

1. Audience Diversification

Relying solely on Google is putting all your eggs in one basket. By ranking on Bing, you tap into a different segment of users, diversifying your traffic sources and reducing your dependence on a single platform.

2. Higher Conversion Rates for Certain Niches

Anecdotal evidence and some studies suggest that Bing users, on average, tend to be slightly older and often have higher disposable incomes. This can translate to higher conversion rates for businesses targeting specific demographics.

3. Less Competition (Potentially)

Because many SEOs focus solely on Google, the competition on Bing can be less intense for certain keywords. This means you might find it easier and faster to rank highly on Bing than on Google for comparable terms.

4. Microsoft Ecosystem Integration

Bing is deeply integrated into the Microsoft ecosystem- Windows search, Microsoft Edge browser, and Xbox. This means users often encounter Bing search results without actively choosing to use Bing, creating passive traffic opportunities.

5. Voice Search Growth

While Google Assistant and Amazon Alexa dominate smart speakers, Microsoft’s Cortana (powered by Bing) is still present in various devices. As voice search continues to grow, optimizing for Bing becomes increasingly important.

Is Your Audience on Bing? Here’s How to Find Out

The best way to determine if your audience is on Bing is to look at your own analytics!

• Google Analytics 4 (GA4): Dive into your GA4 reports and look at your “Acquisition” reports. Filter by “Source/Medium” and look for traffic coming from bing / organic or yahoo / organic. This will tell you if you’re already getting organic traffic from Bing.
• Bing Webmaster Tools: If you haven’t already, set up and verify your site in Bing Webmaster Tools. It provides invaluable data on your site’s performance in Bing search, including impressions, clicks, keywords, and more.
• Demographic Data: Consider the demographics associated with Bing users (slightly older, North America-centric). Does this align with your target audience?

Case Studies: Websites That Get 30%+ of Traffic from Bing

Although Google dominates the search engine landscape, Bing quietly powers a significant share of web traffic, especially for certain niches and demographics.

These case studies highlight how different websites have leveraged Bing to drive significant traffic. Here are two:

Example 1: (B2C E-commerce – Intelligentsia Coffee)

A specialty coffee retailer integrated Bing Ads into their digital strategy. After launching the campaign, they saw a 109% increase in Bing traffic and a 48% increase in revenue from Bing users.

While the exact percentage of total traffic from Bing isn’t disclosed, the case study confirms that Bing became a major contributor to both traffic and sales.

Example 2: (Gaming Publisher – Monetag)

A solo publisher created a gaming site and focused on Bing SEO due to lower competition.

After a few months of using Bing Webmaster Tools, he reported receiving “tons of traffic” from high-value regions like the US, UK, and Australia.

While no percentage is given, Bing is described as the primary source of early traffic, and monetization began from day one.

For the right audience and niche, Bing can be a powerhouse.

Bonus Read: How to Do a Case Study

3. Using the Bing Rank Checker Tool Effectively

Okay, so you’re convinced Bing matters. Now, how do you keep tabs on your performance? Enter the Bing Rank Checker Tool.

How to Check Your Bing Rankings in Seconds

1. Use Click Raven’s Bing Rank Checker

This is the most straightforward Bing Rank checker since its free and you dont need to login or sign up to use it. Here is a visual step-by-step guide on how to use it:

To illustrate, we will use the Forbes website and the keyword, connections hint.

Once you are in Click Raven’s Bing Rank Checker page:

Step 1: Submit your website URL & Keyword

Enter your website URL in our tool, type the keyword you want to analyze and choose the location.

Step 2: Generate Bing Ranking Results

Once you click the test button, our tool will scan Bing and detect the ranking position of your website for that keyword. You will also recieve additional insights into your performance.

Step3: Download your Free Report

On the far right, you will see a Download button and when you click it, our tool will download your results to your Downloads folder.

That’s it!

2. Bing Webmaster Tools

This is another accurate way to check your Bing rankings is directly within Bing Webmaster Tools. However, you will need to sign up or log in. Here’s how:

1. Log in to Bing Webmaster Tools: (If you haven’t already, sign up and verify your site.)
2. Navigate to “Search Performance”: On the left-hand sidebar, click on “Search Performance.”
3. Filter by Query: You can then filter by specific keywords (queries) and see your average position, clicks, and impressions over a chosen time period. This is your definitive source for your actual Bing rankings.

4. Optimizing for Bing SEO: Hands-On Strategies

Now for the actionable stuff! Let’s get down to how you can actively optimize your site for Bing.

10 Bing SEO Tips That Actually Work in 2025

1. Prioritize High-Quality, Authoritative Content

Bing loves in-depth, well-researched content from credible sources. Focus on demonstrating expertise, authoritativeness, and trustworthiness (E-A-T, as Google calls it, is still relevant for Bing).

2. Optimize for Social Signals

While Google downplays it, Bing still seems to factor in social media engagement. Actively promote your content on platforms like Facebook, X (formerly Twitter), LinkedIn, and Pinterest.

3. Leverage Bing Webmaster Tools

This is your direct line to Bing. Submit your sitemaps, monitor crawl errors, and use the “SEO Reports” feature for actionable insights.

4. Ensure Flawless Technical SEO

Site speed, mobile responsiveness, HTTPS, and clean code are non-negotiable for Bing. Use Bing Webmaster Tools’ “Site Scan” to identify and fix technical issues.

5. Build High-Quality Backlinks

Focus on earning links from authoritative and relevant websites. Bing appears to value the quality and context of links highly.

6. Optimize Your Images

Use descriptive alt text and relevant filenames. Bing Images is a significant traffic driver.

7. Embrace Microsoft Clarity

This free tool (from Microsoft) offers heatmaps, session recordings, and insights into user behavior, helping you improve UX, a key Bing ranking factor.

8. Utilize IndexNow

This protocol (co-developed by Microsoft and Yandex) allows you to instantly notify Bing (and other participating search engines) of new or updated content, leading to faster indexing.

9. Keyword in Domain Name

While less impactful on Google now, some SEOs suggest that having keywords in your domain name might still offer a slight edge on Bing.

10. Focus on Local SEO

For businesses with a physical presence, ensure your Bing Places for Business listing is complete and accurate. Bing local search is powerful.

How to Optimize Your Content for Bing’s Algorithm

• Clear Headings and Structure: Use H1, H2, H3 tags to organize your content logically. Bing appreciates well-structured pages.
• Comprehensive Coverage: Don’t just skim the surface. Cover your topic in depth, answering all potential user questions.
• Keyword Prominence: While avoiding keyword stuffing, ensure your target keywords appear naturally in your title, headings, and throughout your content. Bing is still a bit more reliant on direct keyword matches than Google.
• Readability: Use clear, concise language. Break up large blocks of text with paragraphs, bullet points, and images.
• Internal Linking: Link to other relevant pages on your site to improve navigation and distribute link equity.

How to Get Indexed Fast on Bing

Getting indexed quickly is crucial for visibility. Here’s how:

• IndexNow: Implement IndexNow on your site (many CMS platforms like WordPress have plugins for it) or use the API to automatically notify Bing of content changes. This can get your new content indexed in minutes.
• Submit Sitemaps: Always submit an updated XML sitemap through Bing Webmaster Tools.
• URL Submission Tool: For critical new pages, use the manual URL submission tool in Bing Webmaster Tools.
• Internal Linking: When you publish new content, link to it from existing, well-indexed pages.
• Social Promotion: While not a direct indexing signal, sharing new content on social media can encourage Bingbot to crawl your site.

Top 5 Bing Rank Checker Tools Compared

While Bing Webmaster Tools is paramount, here are some third-party tools that can supplement your efforts:

1. Click Raven Bing Rank Checker

An easy-to-use, no-cost tool that delivers real-time keyword rankings on Bing. Perfect for solopreneurs, agencies doing quick checks, or anyone targeting Bing traffic.

2. Semrush

A comprehensive SEO suite that offers excellent Bing rank tracking, keyword research specific to Bing, site audits, and competitor analysis. (Paid)

3. Ahrefs

Another industry-leading tool with robust Bing rank tracking, backlink analysis, and keyword research. (Paid)

4. SE Ranking

Offers a good balance of features and affordability, including precise Bing rank tracking, competitor monitoring, and detailed reporting. (Paid)

5. SERPWatcher by Mangools

Known for its user-friendly interface and accurate rank tracking for both Google and Bing. (Paid, but offers good value)

If you’re just starting out or need quick results, Click Raven’s free Bing Rank Checker should be your go-to. For ongoing campaigns and in-depth analysis, tools like Semrush or SE Ranking may better suit your workflow.

How to Use Bing Ranking Data to Improve SEO Strategy

• Content Gap Analysis: If you’re not ranking for relevant keywords, it might indicate a content gap. Create new, comprehensive content to target those terms.
• On-Page Optimization: For keywords where you’re close to the top, fine-tune your on-page elements (titles, headings, content depth, internal links) to push for higher rankings.
• Backlink Building: If authority seems to be an issue, prioritize acquiring high-quality backlinks from relevant sites.
• Technical SEO Audit: Persistent low rankings across many keywords might indicate underlying technical issues that need to be addressed.
• User Experience Improvements: If you have high bounce rates or low time on site, investigate UX issues using tools like Microsoft Clarity.

Wrapping Up

So, there you have it! Your ultimate guide to ranking on Bing in 2025. It’s a search engine worth your time and effort, offering a distinct audience and unique opportunities.

Don’t let it be an afterthought. By understanding its algorithm, leveraging its tools, and applying smart SEO practices, you can unlock a significant stream of valuable traffic for your website.

Ready to check your Bing rankings? Use Click Raven’s free Bing rank checker tool to see where you stand and start optimizing for success.

Happy optimizing!