Why internal linking matters (more than ever) in 2022

If you’re new to the world of SEO (welcome), then you may have heard a thing or two about the importance of link building. While pushing for external sites to link to your site is crucial, internal linking has continued to grow in importance. Rather than prioritising internal linking, SEO agencies and brands too often focus on other tactics. In doing so, they fail to reap the rewards of internal link building, particularly in 2022.

 

Why are internal links so valuable? 

There are multiple technical benefits to internal link building, from ensuring all of your pages are crawled frequently by the Googlebot, to helping search engines discover your new content. Linking internally also helps to distribute PageRank, which is a benefit of linking that is far too often overlooked. 

As you might be aware, creating strong backlinks is crucial for directing PageRank on your site, but with internal links, you can control the target location of the link itself. As such, you can directly contribute that essential link equity from your pages that receive the most links to those that receive the fewest.

As most backlinks point to informational pages and not those that are transactional, internal linking helps you bridge the gap, thus boosting the authority of some of your transactional pages. 

 

How to implement internal links effectively: Six steps 

 

Step 1: Where relevant, link within the main content 

From a PageRank perspective, internal links within the primary content of the page have the most value. This is because Google’s behaviour is similar to that of users’ when they’re looking for content to prioritise. 

Users are more likely to be engaged with the main content of a page, meaning there’s more chance of them clicking on a link that is within the main content. We can deduce that Google is more likely to apply stronger weighting to links in the main content than those otherwise situated on a page.

 

Step 2: Add links to the site navigation 

Adding links within the header is also super helpful when it comes to passing on PageRank. While they might not be as impactful as passing contextual authority within the main content, the fact that they sit at the top of every page makes them valuable. As a result, Google is more likely to prioritise these links. 

There’s also value in adding links to the footer for similar reasons, although it’s not as prominent a position as links in the header. Still, incorporating links into the site navigation is an effective way to link internally and can help with the indexing of your site. 

 

Step 3: Utilise breadcrumbs 

One of the most underutilised forms of internal linking is the use of breadcrumbs. They’re really powerful for passing on PageRank and make it really easy for visitors to navigate your site. Usually, breadcrumbs sit at the top of every page and hold so much value when it comes to passing authority. 

Another thing to consider is that breadcrumbs also reflect the structure of your website. As such, your most important features that are high up on the site’s architecture will be internally linked via the breadcrumbs. 

 

Step 4: Link to your most valuable content 

Due to its commercial nature, it’s often difficult to attract links to the most valuable content on your site. So, to bridge this gap, it’s so important to link from sites with strong authority, as this drives traffic to the revenue pages on your site. 

You can use Ahrefs’ Site Explorer to find relevant, authoritative pages to link to by looking in the “Best by links” report. This allows you to bridge the authority gap and bring traffic to specific pages on your website. 

 

Step 5: Compose relevant anchor text 

The anchor text of a link is really important to get right, as Google reads the surrounding content of a link when deciding on authority. Your anchor text should be succinct, natural, keyword-rich, topically relevant, and descriptive. Avoid generic text like “click here” as it doesn’t provide a great deal of value to Google. 

Authoring rich anchor text for your internal links will help you pass on PageRank and ensures that your internal link building is effective. 

 

Step 6: Audit your internal links for errors 

Something to be mindful of is that internal links that have technical errors could lead to PageRank leakage. For instance, when you link to a URL that results in a 404 status, you are essentially wasting your link equity. 

Auditing your links is important for the overall health of your site and will ensure that you’re redirecting your visitors to relevant sections of your website. 

 

Takeaway 

Ready to kickstart your SEO strategy and improve your internal links, backlinks, and domain authority? Find out more about how Terrier can propel your brand to the top of Google’s search results today, and get in touch for more information.

When it comes to SEO, there’s no doubt that keeping an eye on your competitors is a no-brainer. As the old proverb goes, keep your friends close and your enemies closer. Before implementing an SEO strategy for your business, we always suggest having a deep dive into what, why and how your direct competitors are conducting their activity. In this article, we explain how to get started with SEO competitor analysis and help you understand why doing so is beneficial.

 

What is competitive analysis for SEO? 

SEO competitor analysis is the process of analysing the links, keywords, content, and scope of your competitors in order to integrate their best practices into your SEO strategy. It enables you to look at what is working for other businesses in your industry and build upon this for your own success. 

Offline, you might employ competitor analysis to visit other stores or restaurants that you are in direct competition with. You would visit them to learn about their products and services and may decide to integrate them into your business offering. The same is true for SEO competitor analysis, and it’s an important strategy to use. 

 

Why is SEO competitor analysis important? 

Fundamentally, competitor analysis provides you with important information about other companies operating in the same industry or niche. You can then reflect on their SEO tactics and consider whether they will work for your business. You will also likely discover a range of SEO-related issues within your niche that you didn’t previously know about. 

What’s more, through effective competitor analysis, you can consider the links that your competitors use to improve their rankings, which is helpful when determining your own link-building strategy. It’s also a viable strategy for identifying relevant keywords in your niche, and you can then analyse the competitiveness of each keyword. Let’s take a closer look at some simple steps you can take to conduct effective SEO competitor research. 

 

How to conduct SEO competitor analysis: Five steps 

 

Step 1: Identify your competitors 

You’ve heard the saying, “keep your friends close, but your enemies closer” – this couldn’t be more prudent when it comes to SEO. You must know who your competitors are and what makes them tick. Begin by making a comprehensive list of the businesses in your industry or niche that you’re competing against.

You can also use Google to your advantage. The search engine has all the information you need to learn more about your competitors, so search Google for keywords, products, or services relative to your offer. This will give you a good idea of the companies that you’re up against. 

 

Step 2: Conduct competitor keyword analysis 

Competitive keyword research helps you understand the difficulty of competing against others when trying to rank for certain keywords or phrases. As part of this process, it’s helpful to try and identify keywords that you and your competitors might have overlooked. 

Make sure you identify the keywords that categorise your competitors and identify high-quality pages for these keywords. These are the pages that you should then focus on, looking at ways that you can potentially outrank the content provided by your competitors.

 

Step 3: Implement Page Analysis 

Your next job is to look at the top pages on the sites of your competitors. Read through the content carefully and consider how the keywords and phrases interact with one another. This is often known as Keyword Gap Analysis, and it gives you the opportunity to find keywords that your competitors don’t fully maximise. 

When you have a list of keywords that are relevant to your business, you’re able to create pages in order to categorise them. It also makes sense to track your backlinks from your competitors by performing a competitive backlink analysis. Understanding the sites that they link to and how they affect their site’s health, status, and authority will help you as you develop your own link strategy. 

 

Step 4: Assess their backlink profiles 

When ranking a website, Google continues to prioritise backlinks. As such, you need to create a strong backlinks profile, which you can achieve by analysing that of your competitors. 

You can assess the backlinks that your competitors currently have and decide whether they can add value to your site. You can then model your backlink strategy on that of competing businesses.

 

Step 5: Execute your content plan 

Once you have all the relevant information from your competitors, you can execute a content plan to improve your SEO. Begin by creating and maintaining a list of internal ideas and keywords, and implement a usage plan that links out to external sites. 

Naturally, you will need to produce excellent content to implement an effective SEO strategy. You should also continue generating detailed SEO competitor reports and continue with keyword research. 

 

Takeaway 

SEO competitor analysis is crucial; there’s no getting away from it. At Terrier, we can help you with competitor analysis and a whole spectrum of other SEO-related tasks. Contact us today to learn about how we can help your brand.

Let’s start with a basic idea:

Nofollow links tell search engines to ignore a link.

To put this more specifically: Follow links help your search engine rankings and nofollow links don’t. Nofollow links don’t pass on their value as links. Simple.

That’s why when it comes to link building, it’s largely a task of trying to build as many follow links as possible – in order to filter their value as links into your own site.

However, nofollow links still have some SEO value though – especially if those links come from trusted and related sources. Here’s why.

Every time you link to something, you become a backlink for that site. Follow or nofollow. A good way of understanding this is thinking of links as points. More points = more value. Follow links count as points, so they add to your site’s value. Nofollow links don’t have any points to them. They are not valueless, however.

Google recognises both types of links, observing how many a page has and where they are coming from. If Google notices a lot of sites linking to a particular page, it knows that it must be a good one. It then gives preference to that site over others so that it can deliver the best search results to its users.

The nofollow html tag was originally created by Google to fight spam. If ranked highly enough, spam sites had the ability to push genuine, quality sites out of the search results and inflate their own. Not exactly Google’s idea of winning.

While a link to your site may include a nofollow, it is highly likely that someone, somewhere will find it, realise it is useful and decide to link back to it from their own site. This then may become a follow link with SEO value. Google likes this. If they recognise that people find it valuable, they’ll pick it up, they’ll link to it and voila, there’s your follow link.

Ultimately, the goal for your brand is to have a healthy balance of follow and no follow links in order to create the perfect backlink profile. While follow links contribute the most to search engine optimisation, nofollow links reduce suspicion and support the flow of genuine traffic to your website. They exist to work for you, not against you. Our advice is to embrace the purpose of the nofollow link and use it to build your brand’s reputation and authority online. Prioritise achieving nofollow links from high-quality sites with a relevant audience and/or high volumes of genuine traffic.

Three billion.

Three billion YouTube searches a month.

We know what you’re thinking: That’s a lot of cat videos, right?

Cats aside, YouTube is the second most popular search engine (behind Google). Users are increasingly thinking video-first when it comes to everything – clothes, recipes, sports results, etc.

The rise of the vlogger should come as a surprise to no one. The heavyweights of Zoella and co. – along with the thousands of micro-influencers using the channel – stand testament to this. The benefits of having high-quality influencers talking about your brand are obvious – exposure, advocacy, more sales! – but we’re here to tell you that YouTube offers benefits for your link profile too!

Link building is a must for brands looking to last the fight in the competitive digital sphere. In simple terms, link building can be defined as the pursuit and creation of links on other sites linking back to your website. Good links though.

How do you define ‘good links’? Good question. The chief metric for this is widely known as flow, and this ‘flow’ comes in two forms: Trust and Citation.

Trust flow is basically the value of your site on account of the value of other sites that link to it (in other words, value). Citation flow is the value of your site on account of how many sites link to it (in other words, volume).

There are two types of links – follow and nofollow. Follow links basically pass on their weight as links to the sites they are linking to – specifically, they pass on what is dubbed ‘link juice’. Any way in which you can get these types of links to point back to your own website is a win. 

A nofollow link is just the opposite. It literally tells Google not to ‘follow’ that link. This can be defined more specifically as instructing Google that you wouldn’t like to pass on your link’s juice to the site you are linking to. This can be for a number of reasons. This is handy in situations where a page links to something that has spammy elements to it, for example.

Similar to word of mouth marketing, no follow links are still really important. Keeping a balance between both follow and no follow links to create a natural link profile in the eyes of Google – this is key (always assume Google is smarter than you give it credit). In addition, a nofollow link can lead as much valuable traffic to your site to a follow link – and in turn, valuable traffic can then lead to more follow links in the future. Are you following?

It’s at this juncture that YouTube steps into play. Every link from YouTube content is nofollow. No ifs, no buts.

Outreach is largely based around building authority. Gaining links (ideally follow links) from trusted influencers whose audience will find value in your brand and drive traffic to your site. Using YouTube outreach for exposure is clearly a great way to get eyes on your brand – almost five billion videos are watched on YouTube every single day.

Combine this with the fact that any links included within YouTube content/descriptions are nofollow (to reiterate for those at the back: very important) and it’s clear that making video a big part of your outreach strategy is a no-brainer!

So, make YouTube part of your outreach strategy and don’t shy away from putting it down as part of your link-building activity. 

Customised landing pages are nothing new to the world of PPC ads. Clicking on the sponsored search result would take the person to the landing page from which they might go onto the rest of the site. However, building strong landing pages for category pages on e-commerce sites is becoming a priority in itself – with or without PPC activity. It was thought that the best way of doing things was to structure the site so that people could reach the content that they wanted in as few click as possible. That’s all good and well for customers with a specific product in mind. But what about everyone else? Users aren’t always sure of the specific products or services they’re after, maybe they’re looking to ‘browse’ or compare different styles, trends and sub-ranges. A page of products simply doesn’t tick that box.

A category landing page needs to almost be a homepage within itself. Say you ran an online fashion retailer. An example of a category landing could be one for dresses. It would act as a ‘homepage’ for the dress section of your business. You could use it to highlight seasonal trends or to showcase a lookbook of dresses in a certain colour – autumnal aubergine, let’s say. The page could differ from purely static content and include a widget that dynamically pulls in your blog content relating to dresses. You could equally well have category landing pages for jackets, trousers and accessories.

The most important thing a category landing page can do is to inform people of the products or services that a business can offer. There needs to be plenty of good text that informs your audience and prospective customers about your products. This has two benefits. Firstly, it will push you up the search engine rankings. The average page at the top of Google’s search results contains 1,890 words. The more text that is on your page, the more likely it is to show up at the top of results. Secondly, it offers the visitor to the site lots of information that they will find relevant to what they are looking for. Having a lot of text alone will not make it a successful category landing page; it needs to be good content in order to fulfil this two-fold function

Having text on a page is all well and good but, if it is organised into one huge block, very few people are going to take the time to read it. The text needs to be sectioned out across the page. ‘Read more’ buttons can be used to hide some of the text if necessary, allowing the user to only really see information that is relevant to what they want to find out (in short: information they can be bothered to read).

The best landing pages have more than just well-organised text. They have a mix of content forms. Good, varied content also gives you the opportunity to organise your page in a way that works aesthetically. Images and video content are important as they enable the viewer to quickly scroll through your landing page to the place where they want to end up. Including videos and images on your landing page will increase your Google ranking. Pages with images outperform content without any images.

Category pages need to offer your users a broad range of propositions. You need to give them the content that they want to read as well as pointing them to information that will inform them further. These pages need to be guides to your business and product rather than pages that are constantly pushing the user to convert. This may seem slightly counterintuitive but, by not constantly trying to get visitors to your site to convert and by educating them instead, you will create informed users. Getting people to engage with your brand in this way will lead to a longer-term, more valuable increase in sales and consumer loyalty. Users who feel like they have been educated by your site are far more likely to be loyal to your brand and to potentially become its long-term advocates.

Users who reach your site for something very specific – a floral print knotted dress, let’s say – don’t want educating, they’re well informed, they’ve finished browsing and know what they want. In these instances, give them what they want and give it to them quickly. Show them the product and how they can convert.

There are multiple benefits to category landing pages. They encouraging greater brand loyalty, push you up Google’s search rankings and educate people about your products. This will all serve to increase the traffic to your site and improve the brand loyalty of your customers.

Put simply, the inverted pyramid is a way of structuring written, digital content that you produce. It allows you to prioritise content so that, as a whole, the piece reads well and is coherent. It is a structure that has been borrowed from journalism and adapted slightly so that it is more applicable to digital content creation.

The standard approach to this sees the writer start with the most interesting or stand-out feature of the event they are writing about. This is called the ‘lead’. You need to explain what the happened as well as giving information that will compel a reader to continue with your piece. The next section should be the ‘details.’ Use this section to expand on the ‘lead,’ moving from a general overview to a more specific recitation of event. The final part of the pyramid is the ‘context’ section. This could cover anything from the history of what you are writing about to the more general circumstances in which the main event arose.

This works well for journalism and can be easily adapted to be equally, if not more, effective for digital content writing. The best way to deploy this in the digital world is to structure your copy around a question and answer format. Say you wanted to write about how to run a marketing campaign on LinkedIn. You could simply entitle your article ‘Marketing on LinkedIn.’ Alternatively, you could pose the question ‘How can I maximise the efficiency of a LinkedIn marketing campaign?’ Both could be written with exactly the same content – what would distinguish them is the structure. While the inverted pyramid method of content creation lends itself more easily to question responses, it can be used in an explanatory context too. Correctly structuring an article is just as key as the content and the inverted pyramid method allows you to do this with ease.

The first this to do in responding to a question is to actually answer it. This is the equivalent of the ‘lead’ section of the pyramid. Let people know how to market in the most effective way possible on LinkedIn. This should be broad picture stuff – give your reader the general gist of how to organise a successful campaign.

Following this should be a section on the details that support your answer. For example, if you assert the LinkedIn is the best platform for B2B marketing, this needs to be backed up with figures detailing how many businesses are on LinkedIn or another related fact that distinguishes it as the best platform for B2B. Backing up your answer with fact is the best way to lend credibility and authority to your answer. If you have done your own research and can contribute some original figures to the piece, put them in. It will make your writing stand out as more authoritative because you are not relying on external sources for your information.

Finally, in your ‘context’ section you should bring up sub-questions and other questions that may have been raised by the original question or your answer so far. This is your chance to further explore the topic in question and address other avenues of thought. Do not, however, just nebulously pose questions. Any sub-question that you bring up, you should respond to in some way whether this is by directly responding to it or suggesting how it might be addressed.

The inverted pyramid lends a structure to your written content but can also give a structure to the page on which it is located. By having the title, lead, details and context, your page is lent a natural structure that will allow for it to be favourably indexed by Google over a page that simply provides an answer and goes to no effort to explain it further. You could include a ‘learn more’ link at the bottom of the article that takes people to your related product or service pages to provide a natural call to action. Quality internal linking: tick.

In short: journalism’s inverted pyramid technique is useful for the digital sphere too. By having a clear structure to your writing, you don’t ramble as each section has a specific aim and goal, keeping your writing tight and structured. It benefits the reader as it leaves them with a clear picture of what you want to communicate, complete with the necessary details and background information.

Many people look to optimise their Google search ranking by increasing the number of external links that go to their domain; however, what is often overlooked is the internal link structure of a domain and the effect this can have on SEO. Here are some simple tips to optimise your internal link structure:

The first thing that cannot be ignored in all of this is that you should optimise your link structure so that your site is easy to navigate for the user.

Your website is made for people to visit and this should not be sacrificed at the expense of a high Google rank. It is better that only a few people see your site and use it than it is to have many people see it but not use it. Simply reorganising your links in this way will show Google that your site is structured well, pushing you up the search rankings.

Adding internal links improves the authority of your site. Google writes, “The number of internal links pointing to a page is a signal to search engines about the relative importance of that page.” A high number of internal links shows Google that you have lots of important content that is all relevant to your site as you cross-reference yourself.

If you have a blog, for example, and discuss other topics you have previously written about, linking to them will show Google that you have some authority on the matter and do not need to rely on external evidence and it is already contained on your domain, making it a more relevant result on a search than a page that has an external link.

When you perform a Google search, you are not searching the internet. What you are actually searching is Google’s index of the internet and the search engine wants to give you the most relevant pages. Google’s indexing looks not only at the number of internal links but also the variety of internal links. To optimise this, include many different anchor phrases that link to other pages on your domain. If the same anchor phrase is linking to the same page from multiple places on your domain, you will not feature as highly as you would were you to have different anchor words. Including this variety can improve your ranking in Google’s index.

When looking to improving your internal link structure, you need to ensure that there are no broken links on your site. Broken links give poor user experience and impact SEO. Sites constantly evolve as new content is added and removed. When you remove a page, you will need to make sure that any links going to the old page are either redirected or removed. To save you trawling manually through your site, there are some tools that identify broken links for you such as Google Search Console and the Check My Links Chrome extension. Using tools such as these will allow you to streamline your internal link structure.

Doing these very simple things can improve the search engine ranking of your entire site and, as it is often neglected, it may just be a factor that can give you the edge over your closest competitor in terms of your online presence.

Keyword mapping is one of the most fundamental technique people will use for SEO. The theory is that by often-searched terms in webpages titles and meta-descriptions, you will appear in more search results and, as a result of this, have more traffic to your site. In order to make this process as efficient as possible, here are five key things to help your keyword mapping.

When you are keyword mapping, you have to be flexible to what people call your product or service. Say you run a company that sells lava lamps but you call them liquid motion lamps on your site. If your site is built to attract people who search for liquid motion lamps, you will miss out on a majority of people who will search for ‘lava lamp.’ Keyword map so that you prioritise what people search for rather than what you would prefer to call things.

Don’t be afraid to use very specific search terms, often referred to as long-tail keywords. These will be searched for less often but are also easier to rank for on Google results.

Imagine if a tyre company had a very specific niche in the market where it made grippy tyres for off-road amateur motorsport on snow and ice. If they target ‘tyres’ as a keyword, they will face a lot of competition and their site will not be of interest to everyone who is looking for tyres. If, on the other hand, they targeted the long-tail keyword ‘amateur winter racing tyre’, they would appear in fewer search results, but could almost guarantee that people searching for this would be interested in their product.

In these instances, it is often more fruitful to gain a larger share of a smaller market than to try to compete with the keyword ‘tyre.’

One common mistake is that people use the same keywords all across their site, making in the webpage compete against itself. To avoid pushing yourself down, vary the keywords that you use across your site. Google will tell if you have two pages ranking for the same keywords and push down the one it thinks has less authority.

One way around this is to target your pages so that they are more specific to their content. Have a homepage that explores what you are/do and then have pages detailing the specificities of this, each of which targeting a different keyword. If you have many pages with roughly the same content, streamline the content into a single page.

As well as making your webpages specific to their content, use this opportunity to group the keywords that you are targeting. For example, one of your pages may be on the type of studs used in the winter racing tyre. For this do not limit yourself to one keyword. You could target ‘studded tyre’, ‘winter tyre studs’ and even ‘winter tyres’ as long as these are not competing against other areas of your site. Do not limit yourself to targeting a single keyword.

Keyword mapping is not a once-and-for-all process. What people search for is constantly changing. Every so often, go back through the keywords you are targeting and change them to reflect what people are searching at that time. Doing this will also give you an opportunity to check the other areas of your keyword strategy, like those explored here, to ensure that it is still pushing you up the rankings as much as possible.

Whatever sector you work in, you will want your website and brand to attract potential customers and clients away from your competitors and towards your own business. Looking at their web presence is a great way to ensure that they are not leaving you behind and can help you identify areas where you are doing well, and where you’re possibly behind.

Here are five great tools for spying on your competition:

Google Keyword Planner

Google Keyword Planner is one of the most widely used tools in a marketer’s arsenal and one whose functionality in monitoring competition means it cannot be left form this list.

Google Keyword Planner will allow you to check how many people are searching for various terms related to your business. Think: A fruit snack brand looking into how many people are searching for ‘Healthy snacks UK’.

This will give you valuable insight into popular searched terms that your competition is not using which you could use. It will also allow you to identify the key words which you are willing to compete with your rival businesses for.

Majestic

Majestic is a powerful tool for monitoring the number of backlinks which lead to a website. In general, the more backlinks you have leading to your page, the higher you will appear on search engine results (but, as always, there are other factors at play!)

Majestic offers a free search, but a paid subscription is available if you want to examine more data. The free option gives you a very good overview though. Simply copy your competitor’s website’s URL into the search bar, and you will be given the number of backlinks currently leading to their site.

Having an idea of your competitor’s link profile will allow you to identify whether you need to work on link building to attract more traffic to your page. It also gives you a list of links you should try and copy, does it get any easier?

SEMrush

If you want to dive deeper down the rabbit hole, SEMrush may be for you. As well as supplying backlink data, SEMrush will give you an insight into the traffic going to your competitors site and the organic keywords which lead visitors there.

All you will need to do is paste their URL into the search bar and SEMrush will return the results. It will allow you ten free searches before requiring you to pay so, if you are not interested in using it long-term, use your free searches wisely!

SEMrush is an immensely powerful tool. By identifying the keywords that produce traffic on your competitor’s site, you can optimise your site to appear on searches of these keywords to try and steal their traffic. Alternatively, you can decide to stay clear of keywords/traffic sources you’re happy to concede. Up to you!

BuzzSumo

Instead of searching for individual URLs, BuzzSumo allows you to enter the domain of your competitor. It lists the top posts on that site and will show their engagement.

There is a free option but the information it will give you is limited. You can sign up for a free trial which will give you access to additional data such as social media users who have shared your competitor’s content.

The real value of BuzzSumo is that, if you create valuable content, it allows you to identify people to reach out to who may share that content with their followers. If they have a history of sharing similar pieces from your competitor, it is likely that they will have no problem in sharing yours too, increasing the number of people your content reaches. Win.

Hootsuite

BuzzSumo allows you to trace some social media interaction with your competitor’s site but not to the same extent as Hootsuite which is able to track over 35 social networks.

Simply identify your competitor and bring up their social media streams on the Hootsuite dashboard and it will collect the data for you. Although it’s not free to use, there is a 30-day free trial available. No rest for the wicked in the world of squashing competitors.

The true power of this is that it prevents you having to monitor the individual social media streams of your competitors by uniting them into one dashboard, saving you time and allowing you to easily follow their activity. You can even track keywords and hashtags to keep an eye on all their social media engagement.

We’ll stop there, you’ve got some snooping to do. Good luck!

When was the last time you searched for something on Bing? Yes, it’s been a while for us too (never).

Well, Bing remains the default search engine on all newer Windows OS computers, tablets and devices and, as such, is used by millions daily. Brands and local businesses would be foolish to miss out on these potential clients/customers. However small…

Bing’s Places for Business feature – largely analogous to Google’s My Business – is not be smirked at. Signing up is as easy as 1-2-3:

  1. More often than not, Bing will already have some details for your business. All you need to do is fill out your phone number or business name and location. If they’ve got you in the system, you’ll be asked to moderate the information. If not, just manually add your business via ‘Add New Business’.
  2. Once you’ve claimed your business, you’ll be presented with a range of drop-down menus. Bing advises being as ‘complete’ as possible when it comes to info, so fill out as much as possible: details, contact info, photos, services offered, etc.
  3. Verifying your business is super simple. Bing will send out a personalised PIN via post, phone or email. Of course, it’s far quicker to use the phone or email verification, the postal option however only takes 3-5 days – not too bad.

Boom! You’re on Bing Places! Still wondering why on Earth you should be bothering with Bing? Here’s a few factors to consider:

Cost

More than anything, your business is showcased to online customers at no cost. All it requires is your time to set it up.

Reach

As alluded to above, Bing is still the first port of call for certain internet users. Although market share figures do fluctuate depending on where you’re looking, Statista places Bing’s share at 12.1% in July 2018.

SEO

We’ll be honest, this one’s a deal breaker. Listing your business on Bing Places will help your Google ranking. Google, in all its omniscient majesty, looks far beyond its own borders when ranking sites. Although Bing may provide little to no traffic to your site, getting listed on Bing Places will boost your local search performance on Google – and that’s key.

Analytics

If you’re already sold on setting up your Bing Places listing and forgetting about it instantly, that’s cool with us. Dare you dig a little deeper, Bing offers some robust analytical functionality. For example: Bing provides you with useful snapshots of your local search performance in comparison to your competitors.

Bing’s Places for Business hardly reinvents the wheel of local search, but it’s worth ticking off as part of your SEO activity. Check it out.


Related posts

B2B,Interactive,Social

Dialogue: The important of conversation for brands on social media

B2B

Five Tricks to Crack PPC