Is Bing SEO Worth the Investment?

Bing SEO is worth considering, but the available material does not support a substantial investment by every website. A 2021 article points to lower competition, potential gains in organic traffic, and better visitor engagement on some websites. These are reasons to explore the opportunity, not guarantees of results. A more reasonable approach is to weigh potential traffic, visitor behavior, and additional optimization costs together, rather than simply asking whether Bing’s search market share is large enough.

A smaller search market share does not mean there is no value in investing

An article published on Neil Patel’s website in 2021 cited desktop search market shares of 6.79% for Bing and 86.64% for Google, and stated that Bing had grown by 41.03% compared with 2019. These were desktop search figures cited in the article at the time, not current market shares or figures covering all devices.

The article argues that because most marketers focus on attracting Google traffic, Bing faces less competition, and optimizing for it could bring in organic traffic. This provides a reason to explore another source of search traffic, but it does not establish that achieving results will be similarly easy for your industry, keywords, or website. Neither a smaller market nor lower competition alone tells you whether the investment is worthwhile.

Visitor engagement may be better, but one example does not establish a general pattern

The same article cites Matthew Woodward’s experience with his website: Bing visitors viewed more pages and clicked more affiliate links than Google visitors. The article also suggests that Bing traffic may have a lower bounce rate. These observations are useful reminders that an assessment should look beyond visitor numbers.

• More page views can indicate engagement, but do not necessarily mean more revenue.
• More affiliate link clicks are particularly worth tracking for websites that rely on those links, but the material provides no sales or profit results.
• One website’s experience does not establish that other websites will receive traffic of the same quality, nor that the search engine necessarily caused the differences.

Whether a larger investment is worthwhile also depends on the additional workload

The author of the 2021 article argues that Bing is more open than Google about its ranking factors, potentially making optimization less demanding. This is the author’s assessment of the effort required, not a current commitment from the platform. The material also provides no figures for working hours, budgets, or returns, so it cannot be used to calculate a definite return on investment.

The forum comments reflect more conservative priorities: one participant felt that only being indexed by Google mattered; another felt that Bing was not entirely irrelevant but spent little time paying attention to it. These are personal priorities, not universal rules.

Bing can therefore be viewed as a supplementary traffic source worth testing, but with no guaranteed return. Deciding how much to invest still requires comparing your own website’s traffic and engagement with the additional workload. The available material supports including Bing in your assessment, not simply shifting a substantial share of resources away from Google.