SEO for Google vs SEO for Bing: Which Works Best for Small Businesses?

Google isn’t the only game in town. Bing’s still here. If you’re running a small business, should you be chasing Google rankings, Bing rankings – or both? Let’s break it down without the boring bits.

Why Bother Thinking About Bing?

Most people think “search engine” and instantly picture Google’s colourful logo. And yes, Google is massive. It owns more than 90% of the search market in the UK. But here’s the thing: that still leaves millions of searches every single day happening on other platforms, and Bing is the biggest of those.

Some of those Bing searches aren’t even on “Bing.com” directly. They happen inside Windows computers, Microsoft Edge browsers, Office search bars, and even voice searches through Alexa. This means people are using Bing without even realising it.

For a small business, ignoring Bing is a bit like refusing to hand out flyers in a busy shopping centre just because there’s a bigger one across town. Sure, Google’s High Street has more foot traffic, but Bing’s mall still has plenty of customers – and they might be easier to reach.

Google vs Bing: The Basics

Both Google and Bing do the same core job: they help people find answers online. You type in (or say) a question, and they spit out a list of results. The magic is in how they decide what to show you.

That decision-making is what we call search algorithms. These are massive, constantly changing sets of rules and formulas that look at your website’s content, how people interact with it, and loads of other factors. The aim is to figure out which sites are the most relevant and trustworthy for that search.

Here’s the twist: Google and Bing don’t rank sites exactly the same way. They care about slightly different things, and that can really matter for a small business trying to stand out.

How Google Decides What’s “Best”

Google’s ranking system is famously secretive, but we know a few key things:

• Backlinks are gold dust – If other reputable sites link to you, Google sees you as more trustworthy.
• Mobile-first indexing – Google looks at the mobile version of your site first when deciding rankings. If your mobile site is a mess, your rankings will suffer.
• Page speed and Core Web Vitals – Slow sites get pushed down. Google loves fast-loading, smooth websites.
• Content quality and relevance – Google is big on “E-E-A-T” (Experience, Expertise, Authoritativeness, Trustworthiness).
• Search intent matching – Google’s AI is scarily good at guessing what the user actually means, even if they type something vague.

In short, Google’s like that picky teacher who marks you not just on having the right answer, but on neat handwriting, good spelling, and showing your working out.

How Bing Chooses Its Winners

Bing shares some of Google’s priorities, but it’s not a copycat. Here’s what tends to matter more to Bing:

• Exact keyword matches – Bing likes seeing your exact search phrase in your title, headings, and text.
• Meta tags and descriptions – Bing still pays close attention to these. If you haven’t touched your meta descriptions in years, you could be missing a Bing boost.
• Multimedia content – Bing is more likely to reward sites that use high-quality images, videos, and other visual elements.
• Social signals – While Google says it ignores likes and shares as a ranking factor, Bing seems to give them more weight.
• Older domains – Bing appears to trust sites that have been around longer, even if they haven’t updated constantly.

So if Google’s like a strict teacher, Bing is more like a friendly librarian who still appreciates the old-fashioned index cards as well as the fancy online catalogue.

Quality of Results: Which Feels Better?

This is where it gets subjective. If you’re used to Google’s results, Bing can feel a little “old school” – more literal, more keyword-focused and not as useful or as accurate. Google’s results are often more about what they think you meant, not what you actually typed.

Google’s Result Quality

Google’s strength is its ability to read between the lines. If you search for “best cake near me”, Google will not only show you local bakeries, but also reviews, maps, opening hours, and maybe even related blog posts about top cake spots in your area. It’s context-aware and tries to answer the question you haven’t fully asked.

The downside? Sometimes Google’s “smarts” push smaller sites down the page in favour of big-name brands or its own services (Maps, YouTube, Shopping). This can be frustrating if you’re that smaller site.

Bing’s Result Quality

Bing tends to be more straightforward. Search “best cake near me” and you’ll likely see a list of bakeries with contact info and maybe some Bing Maps integration. Less fluff, more direct links to actual businesses.

That directness can be a plus for small businesses. If Bing finds your site and you’ve optimised it well, you’ve got a better shot at landing near the top without having to fight with as many giant corporations.

SEO Workload: Is Bing Easier to Rank On?

Many small businesses find Bing less competitive than Google. This doesn’t mean you can throw up a basic site and instantly rank – you still need good content and solid technical setup – but there’s simply less competition fighting for the same spots.

Google SEO often feels like running a marathon while everyone else is on steroids. Bing SEO feels more like a local fun run – you still have to try, but you’re not elbowing your way past 5,000 pros in branded sports gear.

What SEO for Google Looks Like in Practice

1. Do your keyword research – Figure out what your audience actually searches for, and use tools like Google Keyword Planner or SEMrush.
2. Create high-quality, relevant content – Blog posts, guides, FAQs – anything that genuinely answers a question.
3. Earn backlinks – PR mentions, business directories for example.
4. Optimise for mobile – Make sure your site looks and works great on phones.
5. Improve page speed – Compress images, use caching, keep code tidy.

What SEO for Bing Looks Like in Practice

1. Include exact-match keywords – Use the actual phrases people type, especially in titles and H1 headings.
2. Polish your meta tags – Write descriptive, keyword-rich meta titles and descriptions.
3. Use great visuals – High-quality images with descriptive file names and alt text.
4. Encourage social sharing – Bing seems to notice if your content is getting buzz.
5. Submit your site to Bing Webmaster Tools – This is their version of Google Search Console, and it’s surprisingly helpful.

Should a Small Business Focus on Google or Bing?

If you have to pick just one, it’s hard to ignore Google’s size. The sheer volume of searches means the potential traffic is huge. But – and this is important – you might find that Bing sends you more of the kind of traffic that actually converts into paying customers.

For example, if your target market is over 50, you might be surprised how many of them use Bing without realising it. Many stick with the default browser on their Windows computer, which uses Bing. They’re also more likely to click on organic results than ads.

So the “best” choice depends on your audience:

• Broad, mixed audience? – Prioritise Google, but don’t ignore Bing.
• Older or more traditional customers? – Bing might be a goldmine.
• Super niche local business? – Do both, but Bing could get you quick wins.

Why You Might Want to Do Both Anyway

Here’s the thing: optimising for Google will cover about 70–80% of what Bing wants anyway. The reverse is also true. The overlap is big enough that you can tweak a few things and get decent results on both without doubling your workload.

Think of it like baking a Victoria sponge and a chocolate cake. The base recipe is the same – you just change a couple of ingredients to suit each one.

Practical Tips for Covering Both

• Use exact keywords (Bing loves it) but also sprinkle in related terms and natural language for Google.
• Write strong meta descriptions – they won’t hurt on Google who ignore them for ranking, and Bing may reward them.
• Keep your site mobile-friendly and fast – both care about this, but Google especially.
• Use quality images with proper alt text – Bing cares more, but Google’s getting fussier about accessibility too.
• Check both Google Search Console and Bing Webmaster Tools regularly.

Final Thoughts

Google might be the king of search, but Bing is more like the dependable local mayor – fewer subjects, but more attention to each one. For a small business, that can mean real opportunities, especially if your competitors are all laser-focused on Google alone.

In the end, you don’t have to swear loyalty to one or the other. If you put in the effort to understand what each values, you can get your site showing up in both – and that means more eyeballs, more clicks, and hopefully more sales.