Your Link Building Checklist for Bing and Google
Google is the number one search engine for users. But does this mean you should ignore optimizing for Bing? After all, it has over 800 million daily searches. That’s 7.65% of the search engine market compared to Google’s 78.78% share.
However, in business, you don’t want to leave any money on the table, especially when there are hundreds of millions of searches involved. The percentage of these folks looking for your product or service should be enough to get you on the Bing gravy train.
And one way to do so is to build up your backlink profile. Both Google and Bing rank websites favorably when they have quality links pointing back to their site.
But before you begin, check out this link building checklist to ensure you do things the right way.
Link Building Checklist
Is There Really A Difference Between The Two?
Besides the fact Google gets billions of searches daily, there’s really nothing to separate the two search engines. Bing places a high value on quality backlinks, just as Google does.
However, there is one key difference between the value Google and Bing place on links. For instance, one cares more about quantity and the other is more about quality.
As you’d imagine, Google is all about quality. So if you can build up your link profile with those pointing from high authority sites, then you’ re in good hands with Google.
This is great news for those with fewer, but higher quality links. There are sites with a small link profile, but still get ranked highly because of the PageRank of the sites linking to theirs.
On the other hand, Bing looks for quantity, but this doesn’t rule out quality. So if you want to improve your rank on Bing, then you need to continue growing your backlink profile monthly.
Now, you can kill two birds with one stone by following this link building checklist.
Get Your Number Of Links Right
The first question that likely comes to mind in all of this is how many links you actually need to impress Google and Bing.
But with the two major search engines valuing two separate things, this can be confusing. The key is to focus on building your link profile with quality links each month. This way, you can please Google on the quality side, and Bing on the quantity side.
Do note that Google and Bing hate reciprocal links, link schemes, and spammy paid links. Then to ensure you’re not going overboard, focus on getting no more than 20 backlinks monthly.
And to give your backlinks more juice, you should go after sites with .gov, .org and .edu domains. The age of the domain also matters to Bing more than it does Google. But it won’t hurt to go for older sites to appease both.
Now, let’s continue with the link building checklist.
Focus Less On Anchor Text Diversity
You’ve likely heard about the benefit of using keywords in your anchor text, especially when it comes to Bing. However, with the recent Penguin update, it seems Google doesn’t really like this practice.
In this update, having too many exact-match anchor text acts more of a liability than a benefit. In fact, you could even end up with a penalty from Google.
Bing, on the other hand, promotes the use of targeted keywords in links. This is why you’ll find more sites on the first page of Bing using this technique.
So the takeaway here is to sometimes use targeted keywords in your links. Having too many will hurt both your Google and Bing ranking. You can use a mix of various anchor text, such as exact-match, branded, partial match, naked link, generic and long tail, to name a few.
Keep an eye on your current margins with Google to ensure you don’t go overboard. Also, take a look at your competition on Google and Bing to see how their percentages are working for them. There are link analysis tools you can use.
Use Social Media To Drive Links
Alright, so we know the quality, authority, and age of a domain really matters to your link profile. So in this link building checklist, we have to include social media networks.
Not only do they match all of this criteria, but they play a specific role in your ranking on search engines. Google and Bing know if you have an influence on social media, then you’re sharing valuable content and information.
So having links coming in from social media sends positive signals to both search engines. It’s a win-win, since it helps build your brand awareness and improve your rank at the same time.
In order to get the best results, you want to focus on these three things:
- Placing links to your profiles on social media
- Sharing content on social media
- Running viral campaigns, such as contests
Another benefit of social media is the ability to search for influencers in your industry. Then you can focus on writing content that may appeal to them. Afterward, you can reach out to them to see if they’d like to share it with their audience.
And let’s not forget the value of video. However, you don’t want to rely solely on YouTube. Instead, you want your videos shared on Facebook, Twitter, and even blogs.
Reaching out to bloggers and influencers about sharing your video will definitely help.
Combining This Link Building Checklist With Expert Help
With this link building checklist in hand, you’re one step closer to improving your backlink profile. But if you’re not up to the task of creating content, reaching out to influencers and engaging on social media, then you need expert help.
At Squakia, we specialize in everything to do with brand building and search engine ranking. This includes local SEO, Google maps marketing campaigns, premium editorial links, fully-managed SEO services and keyword research & reporting.