In 2023, having an online presence is critical to the success of your business. One of the most essential aspects of building a strong online presence is search engine optimisation (SEO). SEO helps to increase the visibility of your website on search engines and drives organic traffic to your website. However, with so many search engines competing for market share, how do you know which search engine to optimise for in order to get the best results?

Two of the most popular search engines that many seem to opt for are Bing and Google. Bing, owned by Microsoft, has seen tremendous growth in recent years, while Google continues to dominate the market with the majority of the search engine market share. To help you better understand which you should be opting for, we will explore the competition between Bing and Google and help you decide which search engine you should be optimising for.

Search Volume Across Both Bing & Google

Google has been the dominant search engine for over a decade and currently holds the majority of the search engine market share. Google processes over 8.5 billion searches per day, making it the most popular search engine in the world. As a business owner, it is crucial to optimise your website for Google since most of your potential customers will be using this search engine.

However, Bing is still a significant player in the search engine game, with over 2.81% of the market share. They also achieved another major milestone in Feb of 2023 with more than 1.1 billion visitors. While Bing’s market share is significantly less than Google’s, it is still a substantial number of potential customers that businesses can tap into by optimising their websites for Bing as well.

AI Implementation With Search Engines

Both Bing and Google have implemented artificial intelligence (AI) technology to provide advanced search results to users. AI technology enables search engines to understand search intent and provide more accurate results, improve user experience, and reduce spam and irrelevant content.

Google’s AI technology, known as RankBrain, has been in use since 2015. RankBrain is an algorithm that uses machine learning to understand user intent and provide more accurate search results. In contrast, Bing uses an AI technology called Deep Neural Networks (DNNs) to provide similar results. In addition to their machine learning algorithms, both search engines now possess an AI chatbot. Bing harnesses the power of ChatGPT 3.5 within its most recent Bing search engine and Google has now released Bard across the globe. Though both of these are still in their infancy in terms of what can be achieved at this stage, we are expecting to see the information within search queries become much more enriched.

Website Ranking

Google’s algorithms are continually changing, making it harder for businesses to rank their websites on the first page of search results. Algorithms on both platforms aim to provide searchers with high-quality, relevant content and penalise those who use shady SEO practices. As the leading SEO agency Essex has to offer, we are continually monitoring these algorithm changes to ensure we are getting the best results for clients. Whether this be leveraging AI tools to pick relevant topics for upcoming content or using Google measurement tools to ensure quick loading times, this can all heavily impact a website and its ability to rank!

Bing’s algorithms are also continually changing, but they are significantly less complex than Google’s algorithm. This makes it easier for businesses to rank their website higher in Bing’s search results. However, the trade-off is that Bing’s search volume is significantly lower than Google’s.

Although Google continues to dominate the search engine market, Bing’s growth and AI implementation make it a viable option for businesses looking to optimise their website for search. Ultimately, the decision of which search engine to optimise for will depend on your business’s goals and target audience.

If you are looking to reach a broader audience and generate maximum exposure, then optimising for Google should be your top priority. However, if your target audience primarily uses Bing, then optimising for that search engine could prove beneficial for your business.

Whichever search engine you choose, it is essential to work with an experienced SEO professional who can help improve your website’s search rankings. By understanding the algorithms and staying up-to-date with the latest trends and technologies, you can ensure that your website is optimised for maximum visibility and success. Get in touch with us today to get started!