- By Colleen McNamara
Businesses might be inclined to forget about Bing. With the all-powerful Google, how important can it be, anyways?
We wrote last week on why it’s crucial you consider Bing as a key player in your local marketing strategy.
If you missed our post, we’ll refresh you on the most important bits: Microsoft’s response to Google accounts for over a quarter of the global search pie, and a very important demographic relies on Bing to conduct their local searches. The SweetIQ platform generates data for you to see how many impressions your business locations are receiving on Bing. Take this data and leverage it to its full potential, and see how much you should focus on The Second Search Engine this holiday season.
We’re sharing two essential tips for you to get inspired, and start spreading that Bing holiday cheer.
Tip One: Your Competitors Are Probably Forgetting About Bing, That Doesn’t Mean You Should, Too.
The misconception that Bing is irrelevant is widespread. But this is part of Bing’s surprising value — you can take the knowledge of Bing’s power and use it to your advantage, and claim the space. While the sheer volume of searches coming through Bing is impressive, the first piece of the puzzle is your local listings: claim, complete and verify all of your brand’s locations. Then, make sure your holiday hours are accurate and up-to-date. Next, make sure you are listed on Yelp, Trip Advisor, Judy’s Book, City Search and Foursquare, as these reviews are displayed with local search pages on Bing.
Tip Two: The Bing Demographic is Important — Consider How You Might Attract Them
Does your Bing data reveal that your site receives more impressions on Mondays and Tuesdays? You can take this information and infer that holiday shoppers may be looking for your stores during the weekdays rather than on weekends. When you take this knowledge and combine it with the fact that 72% of Bing’s audience is 35 and older, and that 48% of users make over $75,000 a year, you can analyze your business’ performance with greater accuracy.
For example, if you know your page isn’t ranking well for keywords on Bing although your target demographic is 35 and older, you can adjust accordingly to reach these people. Conversely, if your target demographic is younger and your page is getting far more impressions on Bing than you thought, perhaps you should rethink your keyword selections. If your brand has specific products and services for the Bing demographic, see how you can appeal to them on this search engine and bring the O2O funnel full circle.