How are you approaching your SEO efforts? When it comes to running an e-commerce site, many operators tend to focus their SEO efforts on Google, the most popular search engine.
In fact, there’s an SEO strategy that’s starting to gain attention right now: SEO for the Bing search engine. In this article, we’ll introduce three key points about Bing SEO, including how to utilize UGC tools.
1. What Is SEO?
SEO stands for “Search Engine Optimization.” It refers to the strategies implemented to ensure that a company’s website appears near 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 each of these areas.
—Content Optimization
Create content that meets user needs. Since the content created here can be utilized not only on your 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 needs to be continuously updated. Even if it ranks highly initially, if the content no longer meets user needs, it may drop in the rankings.
—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 properly. Various measures are taken, such as reviewing duplicate content, implementing HTML tags, and optimizing URLs.
—External Optimization
These are strategies aimed at acquiring backlinks (*1) from external sites to improve your own site’s ranking. Since the quality of backlinks is also evaluated, it’s important to note that simply increasing the number of links isn’t 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 ongoing advertising expenses, they are not necessarily efficient from a long-term perspective.
On the other hand, while SEO strategies often take time to yield results, once your site is recognized as a high-quality resource from the user’s perspective, it will attract many visitors without the need for advertising expenses. The benefits are significant, so it is certainly worth implementing these strategies.
*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, since February 2023, has implemented a ChatGPT-based chat feature called Bing AI. This is attracting increasing 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 integration of these features means we can no longer afford to overlook SEO strategies for Bing.
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 means that, given the trend where mobile users are beginning to outnumber desktop users, Google now prioritizes the user experience on mobile devices. In other words, it now evaluates mobile sites first. Consequently, many companies have likely shifted their focus toward optimizing their mobile sites over their desktop sites.
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 for 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 achieve top rankings.
4. Key SEO Strategy for Bing #2: Creating High-Quality Content
Since Bing tends to place a high priority on the quality of each page’s content, it is important 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 factors are also key considerations for search users when browsing websites. Therefore, incorporating them into your 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 considered primary information.
Among primary information, by utilizing UGC tools to collect reviews and display them on e-commerce sites, it is possible to implement 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, as a result, improves the site’s overall ranking.
Furthermore, UGC tools do more than simply publish customer feedback. Depending on how you utilize them, you can implement various strategies to capture consumers’ interest. For example, by replying to customer feedback within the reviews themselves, you can display the entire exchange as Q&A content.Furthermore, since you can publish customer surveys collected alongside reviews, you’ll be able to share comprehensive, firsthand 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—it seems that not many companies have yet begun implementing SEO strategies for it. Just as with Google, SEO strategies can be refined based on various criteria, but using a UGC tool makes it possible 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 attractively on your e-commerce site and improve your conversion rate (CVR) by leveraging Instagram content, but also utilize reviews—a valuable, dynamic information asset—in real time through built-in features.
Furthermore, U-KOMI features an AI function 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 for 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—including for your SEO efforts?
See examples of UGC usage here: https://u-komi.com/jirei/jirei18
Download the materials here: https://u-komi.com/
Contact U-KOMI here: https://u-komi.com/contact/
