On Bing, as on Google, pages from top brand web sites seem to have an automatic advantage which means they rank in the top search results positions. And content quality, social media signals and backlinks are all associated with pages that rank higher in searches. While only about a quarter (24.7%) of web pages (URLs) that appear on the first page of Bing's search engine results are also included on the first page of Google.
Five other key findings from the study for rank higher are:
Five other key findings from the study for rank higher are:
- Top brands rank higher on Bing as well as Google: Brands seem to automatically rank higher in Bing searches in the same way as they were found to do on Google in Searchmetrics' previous study. However Google's algorithm seems to be a little more effective at identifying brands and separating them from non-brands.
- Backlink numbers are closely linked to higher rankings on Bing: In Bing search results (as with Google) the number of backlinks remains very closely connected to how the page ranks. And while both Bing and Google try to reward pages that have a profile of backlinks that looks natural, Bing seems less rigorous about this than Google.
- Social signals closely linked to higher rankings: Websites that rank in the top positions on Bing usually have a large number of social signals according to the study. In other words, well-ranked URLs have many shares, likes, comments, plus ones and tweets. Google+ plus ones (0.34) have the highest correlation, followed by Facebook Comments (0.32). Tweets have a correlation of 0.30.
- Quality content is important for search rankings: Search experts believe the quality of content on web pages is an important ranking factor because search engines are keen to raise the rankings of pages with good, useful information and Searchmetrics' analysis of Bing search results - and the previous study of Google - seems to support this to some extent.
- On page technical factors are a must have: The analysis revealed that certain on-page factors[2] tend to have a low correlation because they are present on nearly every page that appears in the top 30 search results on Bing and Google (resulting in a low Spearman correlation coefficient).
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