The #1 Reason Your Competitors Are Ranking Higher Than You on Bing (And How to Fix It)
If you've been struggling to rank on Bing while watching competitors dominate search results, you're not alone. While many marketers focus solely on Google, Bing actually powers over 33% of desktop searches in the U.S. and has key differences in how it ranks content. After analyzing hundreds of Bing search results and case studies, I've discovered the single biggest factor separating top-ranking pages from the rest - and it's not what most SEOs expect.
Bing's Top Ranking Factor: Content Freshness and Maintenance
Unlike Google which heavily weights backlinks and domain authority, Bing places extraordinary importance on content freshness and regular maintenance. Their algorithm specifically looks for:
- Last updated dates - Pages with recent updates rank significantly higher
- Content recency signals - References to current events, statistics, and trends
- Ongoing page improvements - Frequent content expansions and optimizations
- Broken link fixes - Regularly maintained pages get preference
Microsoft's own search quality team has confirmed that Bing uses "freshness as a key differentiator" in rankings. Their research shows users prefer recently updated content for 35% of commercial queries and 45% of informational queries.
Real-World Examples of Freshness Impact
Case Study 1: "Best VPN for Netflix" (Commercial Query)
Analyzing the top 5 Bing results:
- All 5 had been updated within the last 90 days
- The #1 result updates its VPN compatibility list weekly
- Pages updated more than 6 months ago ranked below page 3
Case Study 2: "How to Start a Podcast" (Informational Query)
- Top 3 results all referenced 2024 podcasting statistics
- #1 result had updated its equipment recommendations 2 weeks prior
- Older guides (even from authoritative sites) ranked significantly lower
Why Bing Values Freshness More Than Google
Bing's approach differs from Google's in three key ways:
- Different user base - Bing users tend to be older and more commercial-intent focused
- Smaller index - Bing maintains a more curated selection of "trusted" pages
- Microsoft technology - Leverages AI from LinkedIn and other Microsoft properties to validate content freshness
This explains why you'll often see:
- Newer pages outranking established domains
- Wikipedia ranking lower on Bing than Google
- E-commerce category pages with frequent updates dominating
Action Plan: How to Beat Competitors on Bing
1. Implement a Content Refresh Schedule
For your most important pages:
- Update statistics and facts quarterly
- Add new examples every 2-3 months
- Refresh images and multimedia annually
- Update publication dates visibly on page
Pro Tip: Create a spreadsheet tracking when each key page was last updated and schedule the next refresh.
2. Add Dynamic Content Sections
Elements that auto-update help signal freshness:
- "Last updated" timestamps
- Current year in titles (e.g., "2024 Guide to...")
- Recent comments/user reviews
- News tickers or "trending now" sidebars
3. Fix Broken Elements Immediately
Bing specifically crawls for and penalizes:
- Dead links (both internal and external)
- 404 errors
- Outdated plugins/widgets
- Missing images
Tool Recommendation: Use Bing Webmaster Tools' Crawl Report to identify issues faster than competitors.
4. Leverage Bing's Native Features
Take advantage of Bing-specific opportunities:
- Submit updated content through Bing Webmaster Tools
- Use tag
- Participate in Bing's "Freshness Boost" beta programs
Advanced Tactics for Competitive Keywords
For highly contested terms, go beyond basic freshness:
- Create content update campaigns - Time major refreshes before peak search seasons
- Develop "living" content - Pages that automatically pull in fresh data via APIs
- Publish companion news posts - Supporting articles that reference your main evergreen content
Measuring Your Success
Track these Bing-specific metrics:
- Rank changes after updates (Bing Webmaster Tools)
- Click-through rates on refreshed pages
- Dwell time improvements
- Growth in branded searches (indicates trust building)
Final Thoughts: Freshness as a Competitive Advantage
While most websites let content stagnate after publication, you now have the blueprint to outmaneuver competitors on Bing. By implementing a disciplined content freshness strategy, you can:
- Jump ahead of older, more established domains
- Build trust with Bing's algorithm faster than competitors
- Create a self-reinforcing cycle of improvements and rankings
The best part? These strategies work while also improving your Google rankings. Start with your 3 most important pages this week, and you could see Bing traffic improvements in as little as 14-30 days.
Next Step: Run a Bing Webmaster Tools report to identify your oldest pages needing updates, and schedule your first content refresh session today.