How are you approaching SEO? When it comes to running e-commerce sites, many operators tend to focus their SEO efforts on Google, the most popular search engine.
Actually, there’s an SEO strategy that’s starting to gain attention right now. It’s SEO for the search engine Bing. In this article, we’ll introduce three key points regarding Bing SEO, including how to utilize UGC tools.
1. What is SEO?
SEO stands for “Search Engine Optimization.” It refers to the measures taken to ensure that your website appears at the top of search results when users perform a search using a search engine.
Specifically, this includes content optimization, on-page optimization, and off-page optimization. Here, we’ll briefly introduce the details of each.
—Content Optimization
Create content that aligns with user needs. Since the content created here can be utilized not only on the website but also in sales and other areas, enriching your site with high-quality content is key to achieving top search rankings. It is important to make your site easy for users to understand and to capture their interest and attention.
Furthermore, once content is created, it should not be left untouched; it must be regularly updated. Even if your site ranks highly initially, if the content no longer meets user needs, it may lose its top ranking.
- On-Page Optimization
These are strategies aimed at search engines. We implement measures to make it easier for search engine robots (crawlers) to find, evaluate, and index pages. It is crucial to structure the site appropriately. Various methods are employed, such as reviewing duplicate content, setting up HTML tags, and optimizing URLs.
- External Optimization
These are strategies aimed at acquiring backlinks (*1) from external sites to improve the evaluation of your own site. Since the quality of backlinks is also evaluated, it is important to note that simply increasing the number of links is not necessarily the best approach.
When aiming for top search rankings, strategies such as banner ads and paid search ads can yield immediate results (*2). However, since these require continuous advertising spending, they are not necessarily efficient in the long term.
On the other hand, while SEO measures often take time to show results, if your site is recognized as a high-quality resource from the user’s perspective, it will attract many visitors without incurring advertising costs. The benefits gained are significant, making these measures well worth the effort.
*1 Having external sites include a link to your company’s website.
*2 Provided that a cost-effectiveness forecast is established and appropriate measures are implemented.
2. Why Bing?
Microsoft has invested in OpenAI and, starting in February 2023, has implemented a ChatGPT-based chat feature called Bing AI. This is gaining attention because it is said to incorporate both GPT-4 from ChatGPT Search and Bing’s proprietary features.
ChatGPT has now become an indispensable tool across various fields. Since it is a tool of exceptional value in marketing as well, the implementation of these features means that SEO strategies for Bing can no longer be overlooked.
Therefore, we will explain these strategies, focusing on three key points.
3. Bing SEO Strategy Point 1: Optimization for Both Mobile and Desktop
One key difference from Google lies in how optimization is approached across devices. Google has shifted to a policy known as MFI (Mobile-First Indexing). This shift reflects the fact that mobile users are outnumbering desktop users, meaning Google now prioritizes the search experience on mobile devices. In other words, mobile sites are now evaluated first. Consequently, many companies have likely shifted their SEO strategies to prioritize mobile sites over desktop ones.
On the other hand, since Bing evaluates both mobile and desktop sites, it does not follow the MFI concept, and it is necessary to optimize both. It is important to implement SEO strategies without neglecting the optimization of desktop pages. Since competition for SEO on Bing is generally lower than on Google, it tends to be easier to aim for top rankings.
4. Bing SEO Strategy Point 2: Creating High-Quality Content
Since Bing tends to place a strong emphasis on the quality of each page’s content, it is crucial to create and provide high-quality, up-to-date content. You need to extract information from the user’s perspective and create unique, brand-specific content.
To create high-quality content, it is helpful to refer to E-E-A-T (*1), a concept often mentioned in Google SEO strategies. E-E-A-T stands for Experience, Expertise, Authoritativeness, and Trustworthiness.
To explain E-E-A-T step by step, the evaluation criteria include whether the content is based on real-world experience (Experience), created from a specialized perspective (Expertise), backed by objective third-party evaluations or social recognition (Authoritativeness), and whether the site is safe and trustworthy (Trustworthiness).
While E-E-A-T is a Google standard, these are also factors that search users consider when searching for websites. Therefore, incorporating them into content creation for Bing can help improve your site’s ranking.
5. Bing SEO Strategy Point 3: Publishing Primary Information
As part of content SEO, publishing primary information is highly effective. Primary information refers to experiences directly encountered by the information provider themselves, or information obtained through surveys, interviews, and other research methods. User-generated content (UGC), such as reviews—which are crucial for marketing—is also included in primary information.
Among primary information, utilizing UGC tools to collect reviews and display them on e-commerce sites enables content marketing that aligns with SEO evaluation criteria. Reviews are based on customers’ actual experiences using products or services; publishing them enhances the site’s credibility and, consequently, improves its search engine ranking.
Furthermore, UGC tools do more than simply publish customer feedback. Depending on how you utilize the tool, you can implement various strategies to capture consumers’ interest. For example, by replying to customer feedback within the reviews, you can display the exchange as Q&A content. Additionally, since you can publish customer surveys collected alongside reviews, you can share comprehensive primary information.
Summary
In this article, we’ve introduced SEO strategies for the Bing search engine, including how to utilize UGC tools. While Bing is gradually gaining attention—partly due to the influence of ChatGPT Search—few companies have likely begun implementing SEO strategies for it yet. Just like with Google, SEO strategies can be optimized based on various criteria, but using UGC tools enables you to implement efficient and effective measures.
U-KOMI is a UGC (User-Generated Content) tool designed to collect and utilize customer feedback. By using this tool, you can not only display reviews beautifully on e-commerce sites and improve conversion rates (CVR) by leveraging Instagram content, but also implement a system that allows you to utilize reviews—a valuable information asset—in real time.
Furthermore, U-KOMI incorporates an AI feature called U-KOMI AI. U-KOMI AI is a suite of smart AI functions that performs sentiment analysis, keyword extraction, AI score calculation, and automated replies on reviews. From customer
support to service and product improvements, it takes your marketing to the next level.
Click here for more details on U-KOMI AI
Even if you’ve never used a UGC tool before, it’s easy to implement and set up, so why not take this opportunity to consider using it for your SEO efforts?
UGC Use Cases: https://u-komi.com/jirei/jirei18
Download materials here: https://u-komi.com/
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