Understanding the Differences in Organic Ranking Strategies Between Google and Bing for Local Service Businesses
For local service providers, visibility on search engines can make or break business growth. Many entrepreneurs have observed significant shifts in their search rankings following algorithm updates, raising questions about how rankings on different platforms like Google and Bing compare, especially for local keywords.
A Personal Experience with Fluctuating Rankings Post-Algorithm Update
Consider the case of a local service business owner who maintained consistent first-page rankings on Google for over seven years. However, after the June core update around July 8th, rankings declined site-wide, pushing the business to the second or third page. Interestingly, during this period, the business was experiencing a surge in online bookings and was fully booked—showing that ranking position isn’t always directly correlated with customer conversion.
On the other hand, this same business now ranks first on Bing for the same local keywords—a notable development, especially since Bing’s presence in local searches isn’t as prominent historically. The owner had only recently linked their Google Search Console (GSC) to Bing and submitted a sitemap, with no prior dedicated efforts on Bing’s platform. Remarkably, despite Google’s diminished ranking, Bing now displays the business at the top of search results.
The Impact of Website Optimization and Recent Updates
Over the past month, efforts to revamp the website included removing duplicate pages for different towns, fixing 404 errors, and enhancing site structure. The website’s technical health has greatly improved—core vital metrics are solid, schema markup has been optimized, and content is more relevant and user-friendly.
These enhancements are likely contributing to better search visibility on Bing. However, there’s a lag before Google recognizes these improvements, which could be addressed in upcoming core updates or through further optimization.
Should Businesses Focus More on Bing?
Given the current landscape, some business owners might consider directing more effort toward Bing, even if they are already ranking well. While Google remains the dominant search engine domestically and globally, Bing’s algorithm operates differently—factors such as schema markup, Bing Places optimization, and site health can influence rankings more significantly on Bing than on Google.
Since the business already ranks at the top on Bing, optimizing for Bing’s platform and understanding its ranking signals could be an advantageous strategy, especially for local SEO.
Key Differences in Ranking Algorithms: Google vs. Bing
While both Google and Bing aim to deliver relevant local results, their algorithms emphasize different ranking factors:
- Google: