Google vs. Bing: Choosing the Right Platform for Your Business

The Importance of Being Findable Everywhere People Search

As a small or medium-sized business owner, you’ve probably wondered how to make your business stand out online. Whether you’re just starting with digital marketing or trying to improve your online visibility, understanding where and how people search for your services is crucial. It’s not just about being on Google—a lot of people also use Bing.

So, is your business findable where the majority of potential customers are looking? Let’s break down why being visible on Google is essential for your business, with a nod to what Bing can still offer.

Mastering Google’s tools can significantly boost your visibility and customer base. We’ll show you how you can leverage this platform.

Why Bing is Worth Your Attention

Don’t underestimate Bing’s valuable users—especially in markets where you can stand out. We’ll explore how to ensure you’re capturing all possible leads.

The Case for a Multi-Search Engine Strategy

Diversifying your search engine presence ensures you reach more customers. Ready to maximize your visibility? We’ll discuss the benefits of being everywhere people search.

Understanding Google’s Search Dominance

Google’s Market Share: The Numbers Don’t Lie

When it comes to search engines, Google is the undisputed leader. For small and medium-sized business owners, this isn’t just a fact—it’s a reality that should shape how you approach online marketing. If you want to be found, you need to be where most people are searching, and that’s Google. But why is Google so dominant, and what does that mean for your business?

Let’s break down what makes Google the giant it is and why it’s crucial to your online visibility:

• Market Share: Google holds more than 90% of the global search engine market share—a staggering figure given the billions of searches happening every day.
• Customer Reach: The majority of potential customers are using Google to find products and services. If you’re not there, you’re missing out on significant business opportunities.
• Visibility: Ignoring Google is like setting up a shop on a deserted street, in the middle of nowhere—you won’t get the foot traffic you want, never mind the traffic you need. 

Google isn’t just a search engine; it’s a suite of tools that can help your business get noticed. These tools aren’t just nice to have—they’re essential for creating a robust online presence. Using them effectively can mean the difference between being seen and being overlooked.

• Google My Business: Manage your online presence across Google, including Search and Maps.
• Google Ads: Target specific audiences to drive more and better quality traffic to your site.
• Google Analytics: Gain insights into how people interact with your site, helping you refine your marketing strategy.

Google’s Algorithm: What You Need to Know

Google’s algorithm is always evolving, but at its core, it’s all about delivering the best possible results to users. What Google defines as the “best possible results” is based on hundreds of ever-changing criteria. 

Our advice for businesses that don’t have time to keep up with these constant changes? Focus on quality content, user experience, and mobile-friendliness, and you will give yourself a chance to rank well in the SERP. But it’s not just about ticking boxes; it’s about understanding what Google values and aligning your website with those priorities.

Think of Google’s algorithm as a guide—it’s there to help you get your content in front of the right people, but only if you play by its rules. Mastering these rules can put your business on the path to success.

Why Bing is Worth Some Attention

Bing’s Audience: A Niche Market

When it comes to search engines, Google is the top choice for most businesses. But it’s worth mentioning that Bing has a small yet unique audience. While Bing doesn’t have Google’s massive market share, it has a dedicated group of users—mainly older, higher-income individuals. For businesses targeting this demographic, Bing could provide some value, but it shouldn’t be your primary focus.

Moreover, Bing is often the default search engine on Windows devices, giving it a presence on desktop computers. However, this presence is niche, and for most businesses, Google remains the platform where the majority of customers search and engage.

Lower Competition, But More Limited Opportunities

One notable aspect of Bing is that it’s less competitive than Google. Fewer businesses are vying for the same keywords, which can lead to lower costs per click and more favourable ad placements. For some businesses, particularly those with limited budgets, Bing can offer a higher return on investment (ROI) due to reduced competition.

That said, the traffic potential on Bing is significantly smaller, meaning that while you may save on advertising costs, you’re also reaching a much smaller audience. For most businesses, this benefit doesn’t outweigh the overwhelming reach and impact of Google.

Bing’s Broader Network: A Secondary Benefit

Optimizing for Bing can have some advantages, as it powers other search engines like Yahoo and DuckDuckGo, potentially expanding your reach. However, these platforms collectively hold only a fraction of the market share compared to Google. While diversifying your search engine presence can be helpful, the majority of your focus should remain on Google to capture the largest portion of search traffic.

David versus Goliath

While Bing may seem like an underdog, it shouldn’t be dismissed entirely if your business caters to a specific demographic. In most cases, though, Google should be the priority.

Why limit your success to just one platform? By focusing on Google and keeping a light presence on Bing, you can maximize your reach and still tap into Bing’s smaller, niche market without diverting too much effort.

The Case for a Multi-Search Engine Strategy

Why Google Deserves the Bulk of Your Attention

Relying solely on Google might seem straightforward, but it’s the most efficient way to maximize your online visibility. With its advanced tools, algorithms, and massive user base, Google offers the most opportunities for businesses to be found by potential customers. By focusing your efforts here, you ensure your business reaches the largest possible audience.

However, for those businesses that want to diversify slightly without spreading resources too thin, maintaining a presence on Bing can provide a secondary layer of exposure. That said, your main focus should remain on Google to ensure the highest return on your digital marketing efforts.

If you want to cover both platforms but prioritize Google, here’s how you can do it effectively:

• Optimize Primarily for Google: Focus your SEO strategy on Google’s ranking criteria, such as quality content, mobile-friendliness, and user experience.
• Leverage Google-Specific Tools: Use Google My Business, Google Ads, and Google Analytics to enhance your visibility and track your performance effectively.
• Include Bing, But Keep It Secondary: While your main efforts should be on Google, you can use Bing Places for Business and Microsoft Advertising to reach additional users. However, remember to allocate most of your time and budget toward Google.

Maximize Your Visibility by Focusing on What Matters Most

A multi-platform strategy can broaden your online presence, but the key is knowing where to focus your efforts. For most businesses, Google is the primary platform that will deliver the best results. By expanding your reach on Google and maintaining a smaller presence on Bing, you ensure that your business is visible to the largest and most relevant audience.

Don’t Go In Alone: Let Us Guide Your Digital Journey

The digital landscape is vast, and being findable on Google is more important than ever. By focusing on Google, the leading search engine, you can maximize your reach and ensure your business is visible where the majority of potential customers are searching. While there may be value in considering other platforms like Bing, Google is the key to driving the bulk of your online success.

But let’s face it—digital marketing can be complex, and navigating through it alone can feel overwhelming. That’s where we come in.

At Ubiweb, we simplify the process for you, leveraging our expertise in Google’s tools and strategies to help your business thrive. With our Buzz tool, you can have everything you need in one place. Whether you’re new to digital marketing or looking to refine your strategy, we’re here to guide you every step of the way, ensuring your business is visible where it matters most.

Let’s work together to make your business findable—get in touch now!