Google Ads vs Microsoft Advertising
Whilst the search side of things is very similar, there are many more differences when it comes to the advertising side of each platform.
For clarification, in 2019 Bing Ads changed its name to Microsoft Advertising. Google Ads was also previously named Google AdWords, before changing in 2018. It is not uncommon for people to use a mixture of both of the new and old names, with the name Google AdWords ingrained in the vocabulary of advertisers.
The main difference, and probably the most important to an advertiser, is the difference in CPC across the two platforms. Due to the difference in demand, CPC differs greatly between Google Ads and Microsoft Advertising.
| Keyword | Google Ads Recommended CPC | Microsoft Ads Recommended CPC |
|---|---|---|
| CRM Software | £3.89 | £1.86 |
| Business Management | £1.58 | £0.34 |
| Frozen Food | £0.53 | £0.06 |
| Pet Insurance | £4.09 | £3.46 |
Based on a UK search using data from the past 12 months.
The difference in costs can make Microsoft Advertising a much more feasible opportunity for advertisers with limited budgets looking to include paid search into their marketing activities. The opportunity for lower CPC also means a reduction in Cost Per Conversion, resulting in higher ROAS.
However it is worth remembering that whilst CPC may typically be lower on Microsoft Advertising, search volume is also typically lower too. This is a reflection of Bing’s lower search volume share in comparison to Google. So whilst conversions may come in cheaper, their volume may be low.
Other differences include:
- Demographics – Bing is used more by those with higher levels of education and of older age ranges, meaning that for the right advertiser this audience’s preference of Bing can be highly advantageous. In comparison, Google’s key demographics skew towards a younger and more technologically savvy audience.
- Networks – Google Ads offers advertisers the opportunity to advertise on both the Search and Display Network, whereas Microsoft Advertising only facilitates Search. This means that advertisers wishing to use image or rich media ads can only do so via Google Ads.
- Targeting – A current Microsoft Advertising Beta allows advertisers to target their ads via LinkedIn profile information including company, job function and industry. Once this is rolled out for all accounts, advertisers will be able to target their ads based on the profile data available via professional LinkedIn profiles for more precise targeting. As Microsoft owns LinkedIn, it is unlikely that this will ever be an available feature on Google Ads.
- Reach – As Microsoft owns Bing, Yahoo and AOL, ads are eligible to show on all 3 search engines.
For advertisers, there is no harm in using both platforms to advertise on. In fact, by using both platforms, they are ensuring that they are reaching a wider audience than just those using Google as their search engine.
Is Google or Bing better?
Choosing a winner in the search engine debate is difficult because both competitors have their own strengths and areas of opportunity. While any website can benefit from a strong SEO strategy on either platform, Google is better for some businesses while Bing is better for others.
Why Bing is better than Google
Bing, although comparatively much smaller than Google, is an excellent place for small businesses to outperform their competition. Because their map features are so similar and because Bing is often overlooked by many businesses, you have a better opportunity to ranks as an industry leader.
Small business SEO strategies focus on ways to make an impact without overspending. Bing’s lower advertising costs and potential for higher CTRs are enticing to businesses with smaller budgets. Additionally, many small businesses use free social media platforms like Facebook and Twitter to promote their offerings, and Bing puts more emphasis on these factors than Google does.
Why Google is better than Bing
Google is ideal for ecommerce sites that service customers from anywhere. Because it has such a massive market share, you are more likely to not only generate a larger audience, but you’re more likely to attract your very specific target audience niche if you implement SEO best practices on your website.
Incorporating Google SEO in your overall marketing strategy is also effective if you are targeting long-tail keywords. Since the Google algorithm is better at interpreting semantic search terms and understanding user intent, it is more likely to properly rank content based around complex keywords.
Advantages and Disadvantages
Advantages
- The Bing vs. Google meme is a relatively easy and quick way to make fun of different search engines or other tech companies and share humorous images and jokes.
- It is a good way to start a discussion and compare different search engine algorithms.
- It is a good way to engage people around the topic of internet search engines.
Disadvantages
- The Bing vs. Google meme can be seen as a form of online bullying and could be used to direct jokes at one particular search engine.
- If used incorrectly, it could lead to misconceptions about a given search engine or tech company.
- It may not be taken seriously by people who are unfamiliar with the meme.
Высокое качество поиска
Отзывы о результатах поиска, представленные компанией Google и Bing, разнятся. Часть пользователей склоняются к мнению, что поиск Bing отображает более полезную информацию, другие считают, что Google является бесконкурентным.
Bing дает лучшие результаты на естественные запросы. Это вытекает из применения контекстных механизмов, которым Microsoft уделяет больше внимания, чем Google. Кроме того, предложенные Bing дополнительные сведения и аналогичные запросы будут более тесно связаны с основными ключевыми словами.
При вводе популярных запросов, поиск Microsoft также дает лучшие результаты. Особенно это проявляется, когда нас интересуют «люди из-за океана». С другой стороны, Google дает сразу доступ к коротким биографическим сведениям. Эффективнее и быстрее индексирует местные новости.
Также, нам кажется, что Google более активно продвигает страницы, связанные со своей программой AdWords, исходя, скорее всего, из того, что, начиная с определенного уровня, за высокое позиционирование и так придется платить. Какой механизма лучше? Вероятно, лучше использовать оба.
Which is Better – Google or Bing?
Often, a search is thought to be synonymous with Google. However, you mustn’t overlook the second largest search engine on the field. Although it’s not as authoritative as Google Bing attracts a respectable audience. Plus it can help your brand market itself thus attracting more customers.
Also, once marketers have a better understanding of the differences between Bing vs Google, the easier it’ll be to use it. More so when they’re formulating a strong strategy that can help them succeed on the different search engines including international search engines.
Even as Google is the clear leader in search engines, Bing is constantly upping its game. Hence they’re becoming more competitive. There are more and more issues around privacy, corporate responsibility, and company ethics. Thus, Google might, over time, lose more of its market share to Bing and other similar competitors.
Bing and Google are only a small percentage of search engines on the market for general internet usage. But, when you develop a better understanding of the two, then advertisers can get the lion’s share in internet searches. As such, both platforms have their value. Therefore, advertisers should focus on working with more than one to get the most benefits.
When choosing a search engine, you should identify where you’ll invest a portion of your marketing resources. Realize that it involves more than selecting a search engine for you to drive more visitors to your site. Besides, your website needs to be optimized effectively if you plan to rank higher on search results on both Bing and Google.
Вознаграждение за использование поиска
Пользователи Bing, живущие за рубежом, могут воспользоваться функцией Bing Rewards. После регистрации и входа в систему с помощью поисковой системы Вы можете зарабатывать деньги. В процессе ежедневного использования пользователь накапливает, так называемые, очки поиска.
Присуждается один балл, за две операции на персональном компьютере, до 15 балов в день и до 10 баллов за использование поисковой системы Bing на мобильном устройстве. После накопления 475 балов Microsoft предоставляет Вам 5 долларов для использования, в частности, в магазинах Amazon или Sephora. Это может быть также скидка на приложения для Windows и Windows Phone.
Благодаря интенсивной работе с поисковой системой, можно получить статус серебряного или золотого клиента и скидки до 10-ти процентов на следующие пункты.
Pros and cons – Bing vs Google
Pros of Google
Gives more relevant results – Google search engine will organize your search results with precision and clarity. This is very important. As you search, for example, about a technical subject that’s time-sensitive, Bing won’t help much. That’s because it doesn’t organize much according to relevance making this a win for Google.
Google’s instant search feature saves time – This helps a lot if you aren’t sure about the right terms to use. Therefore you don’t end up wasting time typing and then waiting for the results to load. Thanks to the help that Google provides, your search efficiency will further get boosted.
Google offers connected products like Google reader which provides additional background information. Since Google is rich in information, using its connected products will add more value to your business.
Cons Google vs Bing
Whereas Bing users aren’t as many as those using Google, different studies have revealed that Bing offers a better click-through rate than Google. By click-through rate, this refers to when a user actually clicks or interacts with an advert. Thanks to the high click-through rate on Bing adverts this search engine has managed to mitigate the key issue of it not getting as many users.
Using Google as the main central search engine for marketing purposes comes with many fantastic benefits. However, there are some negatives that come with it. One negative issue of using Google in your marketing is cost. Due to its popularity, Google’s advertisements are more expensive. This is evident in the ads pricing through its AdWords system.
The paid Ads are contained within Google’s search results. Note that the cost for an advert will depend on several factors like your industry or even the competitiveness of your chosen keywords.
That said, the average price per click for an advert in the United States is $2.32. And that is significantly higher compared to other search engines such as Bing. But, Google’s AdWords system is user-friendly and will help you boost your marketing campaign.
Therefore, you could decide to add the main AdWords campaign into your Google Analytics tool. After the integration is completed, any paid search campaigns you’ll run will be easily tracked alongside the site’s performance.
Pros Bing
Bing offers a stronger and better social integration platform. Thus it can contract with social sites such as Twitter and Facebook which gives it better access to more social data. Since Twitter and Facebook are more popular it then means that Bing will give you effortless social connectivity over Google.
Bing’s result pages are even more attractive compared to Google’s results pages. For someone who loves watching movies, for instance, you’ll definitely visit a site that provides more movie-related features. As such, when you just click on a thumbnail it means you will open the movie. And there’s nothing better than that. Also, your search results will be presented neatly on a results page.
Cons Bing vs Google
Bing’s main weaknesses come up when you use it for marketing purposes. That’s because it’s used far less compared to the Google search engine. The reason behind this is mainly due to brand familiarity.
Note that most Google users are typically younger and tend to spend a good amount of time browsing. And those using Bing are much older with a demographic of 35+ years old. Many Bing users are aged between 55 and 64 years.
As a result, another benefit would be that Bing users have higher spending power. Even though your company will benefit from advertising to this demographic, you won’t be reaching more of the younger demographic as you’d like if you using Google.
Again, the issue of Bing being less popular compared to Google can have a net positive. That’s provided you consider the involved advertising costs. Since fewer people use Bing than Google, it then means that advertising on Bing will generally be more affordable.
Also, Bing is automatically available on each Microsoft device. This means that it’s possible that some of the users on Bing aren’t as tech-savvy and will only use the search engine. That’s since they don’t know of other browsers or they don’t wish to switch to using another browser.
As you choose a search engine that aligns with your business goals, you must consider all of the positives and negatives that come with using Bing or Google.
Spread
On the same day, Cheezburger user stephenwood51 reposted the combined image to the site, where it gained over 4,900 thumbs up in seven years. In the following years, the image was reposted multiple times on Reddit, and other online platforms.
On April 17th, 2018, Imgur user Imadethisaccounttopost posted a comparison of results produced by Bing and Google upon «easiest way to suicide» search request which gained over 240,400 views and 6,900 points on the platform.
On September 27th, 2019, during the popularity of Google Page Two memes, Redditor mr-blvck posted a Why Are You Booing Me? I’m Right meme comparing Google and Bing «easiest way to suicide» search results, with the post gaining over 13,700 upvotes in /r/me_irl subreddit (shown below, left), which prompted further spread of memes comparing Bing and Google search results in the following weeks, with the format reaching significant popularity on Reddit in mid-October 2019. For example, a meme posted by Redditor Grat_ on October 2nd, 2019, gained over 40,900 upvotes in two weeks (shown below, center). A The Secret Ingredient Is Crime meme posted by Redditor GGisno on October 15th received over 37,900 upvotes in one days (shown below, right).
The spread of the meme was covered by several outlets, including a collection article by Cheezburger.
Google начинает беспокоить Гейтса
В 2000 году Стив Балмер стал CEO Microsoft, но Гейтс сохранил очень активную роль председателя правления компании и главного архитектора программного обеспечения.
В августе 2004 года Google провела IPO, и по его итогам рыночная капитализация бизнеса, построенного на ведущей поисковой системе, составила $23 млрд. Для сравнения, Microsoft оценивалась примерно в $300 млрд. В отличие от других конкурентов, которых Microsoft могла задавить как владелец ОС Windows, с Google нужно было конкурировать в интернете.
Кроме того, выскочка из Маунтин-Вью медленно продвигался на территорию Microsoft, предлагая инструменты для электронной почты (Gmail предоставлял больше свободного места, чем Hotmail) и повышения производительности (редактирование текста в Blogger и управление фотографиями в Picasa).
Кроме того, Google опередила Microsoft с поисковым продуктом для рабочего стола, который стал предвестником будущих конкурентов Word и Excel.
The Battle for Market Dominance: Can Bing Overcome Google?
In the highly competitive world of search engines, Google has long been the undisputed leader, dominating the market with its powerful search algorithms and extensive features. However, Microsoft’s Bing has been steadily growing its user base and striving to challenge Google’s dominance. In this section, we will delve into the battle for market dominance between Bing and Google, exploring the competition, Bing’s future prospects, and the challenges it faces in overcoming Google’s stronghold.
Search engine competition is fierce, as users rely on these platforms to find information, goods, and services online. Google’s market dominance is evident, with a consistently large market share and unrivaled brand recognition. Bing, on the other hand, has been gradually increasing its market share and enhancing its search capabilities to attract more users. While it may seem like an uphill battle for Bing to surpass Google, the search engine market is constantly evolving, and there is always room for innovation and disruption.
Bing’s future prospects are influenced by various factors. One such factor is the prevalence of default search engine partnerships. Many devices and software applications come preloaded with Google as the default search engine, making it the go-to choice for users. Bing’s challenge lies in securing more default search engine partnerships to increase its user base and gain a competitive edge. Additionally, user preferences and habits play a significant role in market dominance. Overcoming user familiarity and switching behaviors is no easy feat, but Bing has been making strides in providing a compelling alternative to Google.
As Bing continues to invest in research and development, improving its search capabilities, and expanding its ecosystem, its chances of challenging Google’s dominance could increase. However, it is worth noting that Google also constantly innovates and evolves, maintaining its position as the market leader. The battle for market dominance between Bing and Google remains an intriguing one, with both search engines striving to provide the best user experience and outperform each other in an ever-changing landscape.
Google Search vs. Microsoft Bing: The Verdict
Both Microsoft Bing and Google satisfy the informational needs of millions of people every day.
They both offer opportunities for your brand to reach new users and put you in front of millions of qualified customers who are looking for information, products, and services.
Optimizing for both search engines is similar. Microsoft Bing is more focused on on-page optimization and incorporates social signals, while Google is more focused on E.A.T. and links.
Microsoft Bing has definitely improved over the last year and is more competitive with Google, especially in its unique features.
That’s why I recommend optimizing for both, to reach the lion’s share of internet searches and maximize visibility.
More Resources:
- How to Use Microsoft Bing Site Explorer for SEO
- 17 Great Search Engines You Can Use Instead of Google
- How Search Engines Work
Image Credits
All screenshots taken by author, March 2021.
FAQ’s
Q. What is the Bing vs. Google Meme?
A. The “Bing vs. Google Meme” is a popular meme on the internet. It features two pictures of search engine logos side by side, one of Bing and one of Google. Generally, the meme is used to compare two different internet search engines and results in humorous comic strips and parodies.
Q. What is the origin of the meme?
A. The origin of the meme is unclear, but it appears to have become popular in the early 2010s as a way to compare search engine algorithms.
Q. What are the advantages and disadvantages of using the Bing vs. Google meme?
A. The advantages of using the Bing vs. Google meme are that it is a relatively easy and quick way to make fun of different search engines or other tech companies and share humorous images and jokes. It is also a good way to start a discussion about search engine algorithms. The disadvantages are that it can be seen as a form of online bullying and could be used to direct jokes at one particular search engine, and it may not be taken seriously by people who are unfamiliar with it.
Related Articles: https://theresistancenews.com/web-portal-with-bing-search-engine-crossword/
FAQ
What is the article about?
The article is a comprehensive comparison of the Google and Bing search engines, exploring their features, market share, search result quality, speed, and more.
What are the features and functionality of Google and Bing?
Both search engines offer various search capabilities, search result organization, and additional features such as AI chatbots and personalized search experiences. The article compares their offerings in detail.
How accurate are the search results provided by Google and Bing?
The article analyzes the relevance, comprehensiveness, and trustworthiness of the search results from both search engines, comparing their performance in delivering accurate and reliable information.
Which search engine offers faster and more efficient search experiences?
The article examines factors such as search query response time, page loading speed, and overall search engine performance to determine which search engine, Google or Bing, offers faster and more efficient search experiences.
What is the Bing Rewards program?
The Bing Rewards program incentivizes users to use Bing for their searches by offering points that can be redeemed for rewards. The article explains how the program works and discusses its benefits.
What are the contextual search capabilities of Google and Bing?
Both search engines provide additional contextual information related to search queries, such as key topics, related searches, and social connections. The article compares the effectiveness and usability of their contextual search features.
How do Google and Bing perform in image and video search?
The article analyzes features such as infinite scroll, search filters, and accessibility of licensed images to compare how Google and Bing perform in providing comprehensive and user-friendly image and video search experiences.
How do Google and Bing handle content filtering?
The article discusses how each search engine handles content filtering, particularly in relation to adult content. It compares their filtering options, default settings, and user control over content filtering.
What is Bing Chat and how does it compare to Google’s AI assistants?
Bing Chat is Microsoft’s AI-powered chatbot, and the article explores its functionality, capabilities, and effectiveness in assisting users with complex search queries. It also briefly mentions Google’s AI assistants and their role in enhancing the search experience.
Can Bing overcome Google’s dominance?
The article analyzes the competitive landscape between Bing and Google, discussing factors such as default search engine partnerships, market strategies, and user preferences, to assess the potential for Bing to gain a larger market share.
Origin
On March 31st, 2010, Google introduced a tweak to search results produced when a user puts in a search request for ways of committing suicide and similar searches, with the phone number for the National Suicide Prevention Lifeline being shown first. On April 4th, 2010, The New York Times reported on the change.
In the following years, multiple online sources reported on differences in the results the search changes produce when user puts a search request for suicide methods or other similar requests, including articles by WebProNews, Daily Dot and Vice.
On September 21st, 2012, Tumblr user jonnovstehinternet posted the first meme highlighting the difference in «how to commit suicide» search results provided by Google and Bing (shown below). The post, which used Good Guy Greg and Scumbag Steve memes, gained over 109,600 likes and reblogs in seven years.
Меньше усилий при прокрутке изображений.
Изначально Bing представил горизонтальную прокрутку изображений, которая теперь была воспроизведена Google. Однако есть несколько отличий.
Горизонтальные изображения Google открываются на боковой панели, которая занимает почти половину экрана, позволяя предварительно просмотреть только пять или шесть из этих изображений без дальнейшей прокрутки вниз. Хуже всего, когда вы нажимаете на изображение — оно сначала направляет вас на главный веб-сайт, где вам нужно еще раз прокрутить вниз, чтобы отследить, где оно находится. Это сводит на нет всю цель предварительного просмотра изображений.
С Bing поиск хороших изображений требует гораздо меньше усилий. Панель горизонтальной прокрутки занимает весь экран: это похоже на слайд-шоу. Вы можете быстро вернуться к просмотру эскизов, нажав кнопку закрытия вверху.
После того, как вы нажмете на изображение, вы сразу увидите полноразмерное изображение (на отдельной вкладке), а не будете вынуждены сначала посетить веб-сайт. Bing позволяет быстро просматривать несколько изображений на разных вкладках.
Поиск названия и запуск Bing
Чтобы конкурировать с поисковым брендом Google, Microsoft решила переименовать поиск в Windows Live. В компании хотели, чтобы название было коротким, запоминающимся и простым в написании. Вариант Bing соответствует всем требованиям. Кроме того, это слово созвучно возгласу «бинго», который «используется, чтобы обозначить, что искомое найдено или достигнуто, как при выигрыше в одноименную игру».
Новый Bing был запущен в июне 2009 года и позиционировался как лучшее поисковое решение для «шопинга, планирования поездок, запросов медицинского характера и поиска местного бизнеса». Это был умный подход, но впоследствии Google удалось решить большинство из этих задач.
Список операторов расширенного поиска для SEO (шпаргалка)
В таблице ниже вы найдете операторы, которые мы обычно используем SEO-исследованиях. (Это не полный список.)
| Bing | Яндекс | Результат | |
|---|---|---|---|
| cache: | Показывает версию веб-страницы из кеша Google. | ||
| contains: | Находит веб-страницы, которые содержат ссылки на файлы определенного типа (например, PDF, MP3). Эта функция уникальна для Bing. | ||
| domain: | Поиск по страницам, расположенным на заданном домене. | ||
| ext: | ext: | Возвращает только веб-страницы с указанным расширением файла (например, htm). | |
| filetype: | filetype: | Находит результаты только одного типа (например, PDF). | |
| info: | Представляет некоторую информацию, имеющуюся в Bing, о веб-странице, например о связанных страницах сайта, внешних страницах, посвященных веб-странице, и связанных результатах. | ||
| intext: | Показывает страницы, которые содержат определенное слово в своем тексте. | ||
| intitle: | intitle: | title: | Находит страницы, содержащие определенное слово как часть индексированного тега заголовка. |
| allintitle: | Находит страницы, которые включают в себя все слова запроса как часть индексированного тега заголовка. | ||
| inurl: | url: | Находит страницы, которые включают определенное ключевое слово в свои проиндексированные URL-адреса. | |
| allinurl: | Также может использоваться для поиска страниц, URL-адреса которых содержат все указанные слова. | ||
| related: | related: | Находит веб-страницы, похожие на указанную веб-страницу. | |
| site: | site: | site: | Ограничивает поиск страницами в пределах определенного домена и всех его поддоменов. |
| * | * | * | Действует как подстановочный знак, который может заменить любое слово или фразу. Пример: самый высокий * в мире.В Яндексе одна звездочка-одно слово.В Google звездочка заменяет любое количество слов. |
| – | – | – | Исключает результаты, содержащие слово после знака минус. Поместите эту операцию в конце вашего поискового запроса. |
| ” “ | ” ” | ” ” | Находит экземпляры точного текста в кавычках везде, где он появляется в индексе поисковой системы. |
Больше технической информации о SEO продвижении сайта в нашей статье.
Practice Exercises
Now that we have discussed the differences between Google and Bing, it’s time to put your knowledge to the test. Below are some practice exercises that will help you improve your understanding and use of these search engines in sentences.
Exercise 1: Search Queries
Write two search queries that you would use on Google, but not on Bing. Explain why you would use these queries on Google and not on Bing.
- Query 1:
- Explanation:
- Query 2:
- Explanation:
Exercise 2: Advanced Operators
Use advanced operators to refine your search results on Google and Bing. Write two search queries for each search engine using advanced operators. Explain how these operators affect your search results.
| Bing | |
|---|---|
| Query 1: | Query 1: |
| Explanation: | Explanation: |
| Query 2: | Query 2: |
| Explanation: | Explanation: |
Exercise 3: Synonyms
Write a sentence using a synonym for a word that you would typically use on Google. Then, write the same sentence using a synonym for that word on Bing. Compare the search results for each sentence.
- Sentence 1 (Google):
- Sentence 1 (Bing):
- Sentence 2 (Google):
- Sentence 2 (Bing):
Make sure to check your answers using the answer keys or explanations provided below.
Answer Keys/explanations
Query 1 (Google): “best sushi restaurants in Los Angeles” – Google’s search algorithm is better at providing local search results.
Query 2 (Google): “filetype:pdf artificial intelligence” – This search query will only return PDF files related to artificial intelligence.
Query 1 (Bing): “site:wikipedia.org artificial intelligence” – Bing’s search algorithm is better at searching within specific websites.
![Bing vs google: which one is the best [2021]? - upqode's review](https://yarmarka-gazeta.ru/wp-content/uploads/b/c/8/bc86c0d6e5850d9d99492c4b8bac71cd.png)
Query 2 (Bing): “intitle:artificial intelligence” – This search query will only return web pages with “artificial intelligence” in the title.
What about content on YouTube?
Both Google and Bing treat videos on YouTube differently than videos from other websites. Google owns YouTube, and (we assume) they have something akin to a feed that automatically assesses and indexes all publicly available YouTube videos in Google search. As for Bing, they crawl YouTube specifically and index all YouTube content to bring into Bing Video. As mentioned before, other websites generally need to provide a sitemap or mRSS feed to have a chance of getting their videos indexed by Bing.
Google also offers a more nuanced ranking method than Bing. They can work out when a YouTube video is embedded on a specific page, then decide whether to rank the version of the video on youtube.com or another website. Google makes this choice based on which result seems more appropriate and authoritative for any given query.
Bing, on the other hand, always ranks YouTube videos in reference to youtube.com. Therefore, even though Google owns YouTube, Bing has a greater majority of YouTube videos on their platform.
Keywords
While Bing announced in 2014 that they no longer consider meta keywords for ranking purposes, search engines like Yandex and Baidu still do.
Google has worked to improve search accuracy by understanding searcher intent and interpreting contextual cues from different websites.
We call this semantic search, which in part relies on machine learning and artificial intelligence (such as RankBrain) to help them understand a page’s content.
Google has said that RankBrain is the third most important factor in its ranking algorithm. This means that exact match keywords don’t matter nearly as much as creating comprehensive topical pages and articles for your visitors.
Bing has been catching up when it comes to broad-matching keywords.
Their Webmaster Guidelines advise you to “Develop rich content based on keyword research that shows what search users the information they are looking for.”
Bing’s Webmaster Guidelines are explicit about how Keywords can help you rank. Bing won’t rule out the possibility of using the meta keywords tag (which Google ignores).
Now, this doesn’t give you an excuse to abuse them or to start stuffing irrelevant keywords into the meta tag. But it does mean you shouldn’t neglect them entirely.
Bing also has a ton of keyword tools to help SEO pros, and you’ll find more detail than in some Google tools.
In Bing Webmaster Tools, they have a powerful keyword tool that shows you trends and related/suggested keywords. Bing even shows relevant ranking URLs.
Screenshot from: bing.com/webmasters/help, May 2021.
Google: Create comprehensive pages backed by keyword research, but focus on topical relevance instead of exact match keywords.
Bing: Use straightforward keywords that exactly match the terms you’re targeting in Bing’s search results – just don’t over-optimize. Use their tools to help with other search engines.