When it comes to getting your Shopify store noticed, Bing might not be the first search engine that pops into your mind. However, ignoring it could mean missing out on a valuable stream of traffic. While Google tends to hog the spotlight, Bing still holds a significant share of the search market, and its user base is nothing to sneeze at. So, why not give your Shopify store the best shot at being discovered? Let's walk through the steps to make Bing SEO your next big win.
This article is packed with actionable insights to help you optimize your Shopify store specifically for Bing. From understanding Bing's ranking factors to tailoring content and strategies to fit its unique characteristics, we'll cover it all. By the end, you'll have a toolkit of methods to enhance your store's visibility on Bing. Let's get started!
Understanding Bing's Unique Ranking Factors
Bing and Google might seem like two peas in a pod, but they have their differences when it comes to ranking factors. Understanding these can make a world of difference for your Shopify store. Bing places a lot of emphasis on social signals, which means that likes, shares, and comments on social media platforms can influence your ranking. If your store has an active presence on social media, you're already a step ahead.
Another factor is the age of a domain. Bing tends to favor older domains, so if your Shopify store has been around for a while, you're in luck. Additionally, the search engine looks at content rather differently. While Google often prioritizes newer, fresher content, Bing values content that is both authoritative and comprehensive, even if it's been around for a bit. So, don't shy away from creating detailed guides or resources that provide value over time.
Interestingly, Bing also seems to prefer websites with a diverse range of multimedia content. This means having a mix of text, images, and videos could give your Shopify store an edge. So, dust off those old product demo videos or create new ones, and don't forget to add alt text to your images for good measure.
Keyword Research for Bing
Keywords are the bread and butter of SEO, and Bing is no exception. The process of keyword research isn't drastically different from what's done for Google, but there are a few nuances to keep in mind. First, Bing users often search using slightly longer, more conversational phrases. This means long-tail keywords could be more effective.
Use tools like Bing Webmaster Tools to discover what keywords are already bringing traffic to your site and consider expanding on those. Additionally, you can tap into social media trends to see what kind of phrases or topics are buzzing and incorporate those into your keyword strategy. Remember, Bing users are generally more detailed and specific in their searches, so tailor your keywords accordingly.
Don't forget about local keywords, especially if your Shopify store has a physical presence. Bing's users often perform searches with local intent, so including location-specific keywords can help you capture a local audience. This could be a simple as adding your city or region to product descriptions and titles.
Optimizing On-Page SEO for Bing
On-page SEO is crucial for getting Bing's attention. Start by ensuring your metadata is up to snuff. Bing places significant weight on title tags and meta descriptions, so make sure they're not only keyword-rich but also compelling enough to attract clicks. A good rule of thumb is to keep title tags under 60 characters and meta descriptions around 150-160 characters.
Heading tags are another area where Bing shows a clear preference. Use H1 tags for main titles and H2 or H3 tags for subheadings, much like how you'd structure an article. This helps Bing understand the hierarchy and importance of different sections of your content.
URLs should also be clean and descriptive, reflecting the content of the page. Avoid using random numbers or special characters, as Bing prefers URLs that are easy to read. And don't forget about internal linking. Bing appreciates a well-structured site where pages interlink naturally, guiding users and search engines alike through your store.
Building Quality Backlinks
Backlinks are a major player in Bing's ranking algorithm. While Google cracks down on link-building schemes, Bing is a bit more lenient, valuing the quantity and quality of backlinks. However, this doesn't mean you should go on a backlink spree. Focus on acquiring links from reputable, authoritative sites relevant to your niche.
Guest blogging remains a viable strategy for building backlinks. Find blogs or websites within your industry that accept guest contributions and offer to write valuable content in exchange for a link back to your Shopify store. This not only boosts your backlink profile but also positions you as an expert in your field.
Another effective tactic is to leverage your existing network. Reach out to partners, suppliers, or even satisfied customers who operate websites and see if they'd be willing to link to your store. Sometimes, a simple request can yield great results.
Utilizing Bing Webmaster Tools
If you're not using Bing Webmaster Tools yet, it's time to start. This free tool provides a wealth of information about how your site is performing on Bing. First, ensure your Shopify store is verified with Bing Webmaster Tools. Once that's done, you can submit your sitemap, which helps Bing index your site more efficiently.
Bing Webmaster Tools also offers insights into your site's search performance, including clicks, impressions, and average position in search results. Use this data to refine your SEO strategy, identifying which keywords or pages are performing well and which need improvement.
Another handy feature is the crawl error report. This will notify you of any issues Bing's bots encounter when crawling your site, such as broken links or server errors. Addressing these issues promptly can help maintain or improve your ranking.
Focus on Mobile Optimization
With more people browsing on mobile devices than ever before, ensuring your Shopify store is mobile-friendly is crucial, not just for user experience but also for SEO. Bing takes mobile optimization seriously, and if your site isn't up to par, you could see a dip in rankings.
Start by choosing a responsive Shopify theme that automatically adjusts to different screen sizes. Test your site's mobile performance using tools like Google's Mobile-Friendly Test or Bing's Mobile Friendliness Test. These tools will highlight areas that need improvement.
Page speed is another important factor. Slow-loading pages can frustrate users and lead to higher bounce rates, which Bing takes into account. To boost page speed, consider optimizing images, leveraging browser caching, and minimizing code.
Social Signals and Bing
As mentioned earlier, social signals play a significant role in Bing's SEO. Engaging with your audience on platforms like Facebook, Twitter, and LinkedIn can positively impact your store's visibility. Encourage your customers to share your products and content, as these interactions can boost your social signal strength.
Consider running social media campaigns or contests to increase engagement. The more your content is liked, shared, and commented on, the more it can benefit your SEO efforts. Social media isn't just a tool for engagement; it's a crucial part of your SEO strategy.
Don't overlook the power of reviews and testimonials on social platforms. Positive reviews can enhance your store's credibility and attract more visitors. Encourage satisfied customers to leave reviews on sites like Yelp or Google My Business, as these reviews can be indexed by Bing and contribute to your overall SEO health.
Creating High-Quality Content
Content is king, and this holds true for Bing as well. Creating high-quality, valuable content can significantly improve your store's SEO. Bing appreciates content that is informative, well-researched, and relevant to user queries. Think blog posts, guides, and even detailed product descriptions.
When crafting content, focus on answering common questions or solving problems your audience faces. This not only positions you as an authority but also aligns your content with the kind of search queries Bing users often make. Incorporate your target keywords naturally, ensuring they fit seamlessly within the content.
Consistency is key. Regularly publishing fresh content can keep your store relevant in Bing's eyes. Consider creating a content calendar to plan and schedule your posts, ensuring a steady stream of new material for your audience and search engines alike.
Final Thoughts
Optimizing your Shopify store for Bing doesn't have to be a complex puzzle. By focusing on Bing's unique ranking factors, conducting thorough keyword research, and ensuring your site is user-friendly and mobile-optimized, you're well on your way to capturing a valuable audience segment. With a bit of effort and strategic planning, Bing SEO can become an integral part of your overall strategy.
At Pattern, we understand that SEO is more than just rankings; it's about driving real results. We specialize in helping ecommerce brands like yours grow by attracting more traffic from search engines like Bing. Our approach is all about crafting targeted landing pages and content that not only draws visitors but turns them into loyal customers. We've been in your shoes, managing growth from the ground up, and we know how to make SEO a powerful, cost-effective growth channel. If you're ready to see what Pattern can do for your Shopify store, let's chat!