Bing SEO for Accounting Firms: Why Now and How to Optimize
Why it's time to start paying attention to Bing SEO for Accounting Firms
For most accounting firms, Google dominates discussions about search engine optimization (SEO). But there’s another search engine that deserves attention—Microsoft’s Bing. While it may not have the same market share as Google, Bing is a significant player in search, particularly among corporate users and small business owners who rely on Microsoft products.
Firms that ignore Bing could be missing out on potential clients. With its unique search algorithm and growing user base, Bing presents a real opportunity for accounting firms to improve their online visibility and attract business clients looking for CPA services, tax advisory, bookkeeping, and assurance work.
Why Bing Matters for Accounting Firms
1. Bing’s Market Share and Reach
Microsoft Bing currently holds about 12.23% of the global desktop search market, and in North America, Bing accounts for over 6.6% of all search traffic. While Google remains dominant, Bing’s audience is not insignificant—especially for firms that target corporate clients.
Did you know? Bing also powers search for Amazon's Alexa, Yahoo, DuckDuckGo, and Microsoft Copilot, extending its influence beyond Bing.com.
When businesses optimize for Bing, they’re also improving visibility on these platforms.
2. Bing’s User Demographics
Bing’s users tend to be:
- Older and more affluent – Many Bing users are professionals or business owners with high purchasing power.
- Corporate decision-makers – Since Microsoft integrates Bing into Windows PCs, Edge, and Microsoft 365, many office users rely on it for searches.
- Less targeted by competitors – With most businesses focusing solely on Google, optimizing for Bing presents a less crowded SEO landscape.
Key Differences Between Bing and Google SEO
Understanding how Bing’s ranking algorithm differs from Google’s is key to optimizing effectively.
1. Bing Prioritizes Exact Match Keywords
Unlike Google, which emphasizes semantic search and intent-based results, Bing still rewards exact-match keywords. If someone searches for "business tax advisory firm in Toronto," Bing is more likely to prioritize pages with that exact phrase.
TIP: Use precise, keyword-rich headings, meta descriptions, and content to improve rankings on Bing.
2. Social Media Signals Matter
Unlike Google, Bing factors in social media engagement—likes, shares, and comments can boost rankings. Accounting firms with an active LinkedIn presence and strong social media engagement may see better results in Bing search.
TIP: Share your blog posts, client testimonials, and industry insights regularly on LinkedIn and Facebook.
3. Backlinks Still Carry Weight
Both Google and Bing value backlinks, but Bing is less strict on link authority and more focused on quantity. If an accounting firm builds backlinks through guest blogging and local partnerships, it may rank well on Bing faster than on Google.
TIP: Get listed on local directories, industry websites, and financial news platforms to build your backlink profile.
4. Bing Rewards Structured and Older Domains
Bing favors well-structured, easy-to-navigate websites and gives more weight to older, established domains. If your firm has a well-maintained website with clear navigation and a strong track record, you’ll have an advantage.
TIP: Organize your site content clearly with H1-H4 headings, bullet points, and internal links to improve readability.
How to Optimize Your Accounting Firm’s Website for Bing
1. Conduct Targeted Keyword Research
Since Bing favors exact-match keywords, it’s critical to research how potential clients search for services.
Action Steps:
- "Tax preparation services for small businesses in Chicago"
- "Bookkeeping for e-commerce stores in New York"
- "CPA firm for real estate professionals in Toronto"
2. Optimize Your Firm’s Bing Places Listing
Bing Places for Business is Bing’s version of Google Business Profile, and it plays a huge role in local search results.
Action Steps:
- Claim and verify your Bing Places listing.
- Ensure your firm’s Name, Address, and Phone (NAP) details are consistent across all platforms.
- Add high-quality images of your team and office.
- Collect and respond to client reviews, as Bing uses them as a ranking factor.
3. Improve Social Media Engagement
Since Bing factors in social signals, an active social media presence can directly improve rankings.
Action Steps:
- Focus on LinkedIn, Facebook, and Twitter/X, as they drive the most engagement for professional services.
- Post case studies, tax planning tips, and financial insights that encourage shares.
- Engage with industry influencers and partners to increase visibility.
4. Build High-Quality Backlinks
Bing rewards websites with a strong network of backlinks—especially from trusted industry sources.
Action Steps:
- Publish guest articles on industry sites like AccountingToday or CPA Canada.
- Partner with local chambers of commerce and business associations to earn backlinks.
- Get featured in news articles or podcasts related to financial planning and business advisory services.
5. Prioritize User Experience and Technical SEO
Bing rewards websites that load quickly and offer a seamless user experience.
Action Steps:
- Optimize images and use caching techniques to speed up your site.
- Make sure your website is mobile-friendly, as Bing ranks mobile-responsive sites higher.
- Use clear headings, bullet points, and easy-to-read content to keep visitors engaged.
Why Bing Should Be Part of Your Firm’s SEO Strategy
For accounting and consulting firms, SEO is about maximizing visibility across all platforms—not just Google. With Bing’s growing influence in corporate and business environments, firms that invest in Bing optimization can tap into an affluent, professional audience that competitors may be ignoring.
- Bing’s market share is growing, particularly among business users.
- Bing favors exact-match keywords, strong social signals, and high backlink volume.
- Bing Places for Business can significantly boost local search visibility.
By optimizing for Bing SEO, accounting firms can attract high-value business clients, strengthen their local search presence, and stand out in a competitive industry.
Next Steps
- Claim and optimize your Bing Places for Business listing.
- Review your website’s keyword strategy and adjust for Bing’s ranking factors.
- Build partnerships and backlinks with industry sites and business networks.
- Improve social media engagement—especially on LinkedIn.
If your accounting firm is serious about getting found by business owners and corporate clients, it’s time to take Bing SEO seriously. A well-optimized presence on Bing can be a differentiator in your marketing strategy, helping you attract and retain the right clients in the future.
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