I was recently asked how to optimize a blog to rank well on Bing. I could not immediately come up with a good answer, but recalled that a while back I had read a post that discussed Bing ranking factors. But before digging into optimizing for Bing, it seems appropriate to ask the question of what is the likely benefit of doing so?
An obvious answer would be that of course more traffic from Bing is desired, particularly given that Bing powers Yahoo search. The two combine for a 30% share of searches according to comScore. However, a recently published study published by Rosetta shows that the share of search varies quite a bit by audience. Among searches for financial services, Bing and Yahoo combine for a 40% share. However, for healthcare searches, Bing and Yahoo only accounted for a 22% share of searches.
I am going to speculate that for business oriented blogs, the target audience is at least 4x more likely to search with Google than with Bing/Yahoo.. Ask yourself which search engine you use. I'll happily give 4 to 1 odds on a bet about whether a particular blogger uses Google for most of their searches.
It is not unusual for a blog with diversified traffic sources to only get 1% of their visitor traffic from Bing and Yahoo. I checked in with a sampling of other blog publishers and they confirmed that they were only getting about 1% of their traffic from Bing.
Adrienne Smith* 1.2%
The Friendly Blogger* <1%
Traffic Generation Cafe 0.97%
Internet Marketing Remarks 0.99%
* January 2011 Results
Currently, the best post on optimizing for Bing is the Bing SEO Guide:10 Ranking Factors You Must Know. As a caveat, given that the article is over a year and a half old it may be a bit out of date.
If you are a blogger that has cracked the code, and are getting significantly more than 1% of your visitor traffic from Bing, I would certainly be interested in learning about it.
Don't be overly concerned if your blog is only getting 1% of its visitor traffic from Bing and Yahoo. That seems to be typical based on my limited survey of bloggers. Given that there is so little traffic to be gained from Bing and Yahoo, and that most steps you take to optimize for Google will also be tracked by all the search engines, it probably is not necessary the optimize for Bing. However, I would still recommend you click on the link above to the Bing SEO Guide. It provides some good suggestions that might lead to better rankings on Bing/Yahoo. And even just a few more visitors is a good thing.