Using Bing Effectively for Ecommerce

by Alex Peerenboom on June 12, 2009

Recently, Microsoft unveiled their new search engine –  Actually, they prefer to call Bing a “decision engine.”  It’s designed to help visitors weed through all the search overload that other engines give you, and help you make real decisions about what your searching for.  They have designed Bing with three goals in mind, to “deliver great results; deliver a more organized experience; and simplify tasks and provide insight, leading to faster, more confident decisions.”

Early indications show that most people are having positive experiences with Bing, and Microsoft is using an almost $100 million advertising campaign to promote it’s rebranded search engine as well.  So how can you, as an ecommerce professional, take advantage of this new source of visitors and potential sales?

First, test out Bing for yourself.  And don’t just do a one-time search for some random item like shoes or your name.  Instead, make it your default search engine for a while.  Get accustomed to some of the useful features like refined categories and related topics on the left-hand navigation plain.  Bing also does a great job with integrating shopping results and local retailers in your area.  The idea is to get used to how people will use it and hopefully find your website.

Next, make sure your website is listed using their Webmaster Central tools.  If you have a physical location for your business, get your information listed on their Local Listing Center.  And if you want even more exposure, directly upload your products for free with Product Upload.  Microsoft also has a pay-per-click program called adCenter, which they have also made improvements to.

Bing’s initial rise to #2 was probably from the hype and introduction, so only time will tell if they can sustain any growth.  They may not take down the all-powerful Google, but they could certainly lower it’s market share.  With a good redesign and early positive experiences, it looks like Microsoft has finally found a worthy competitor.

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