Following Google’s announcement, Bing announced a couple of new crawler variants with Bingbot Mobile User Agents which affects how sites are crawled, selected, indexed and ranked.
Lee Xiong from the Bing Crawl team said that Google implements a static approach, which means, it only considers iPhone-served content to check the mobile compatibility of a site. Bing, on the other hand, wants to understand how a site delivers content on other popular devices too. This will include Windows Phones, iPhones and Android devices, although Bing has not mentioned Android crawler in its announcement. The new bots are listed as follows:
Mozilla/5.0 + (Mobile Device) + Mobile Engine + Mobile Browser + bingbot/BingPreview/[version]
Mozilla/5.0 (iPhone; CPU iPhone OS 7_0 like Mac OS X) AppleWebKit/537.51.1 (KHTML, like Gecko) Version/7.0 Mobile/11A465 Safari/9537.53 BingPreview/1.0b
Mozilla/5.0 (Windows Phone 8.1; ARM; Trident/7.0; Touch; rv:11.0; IEMobile/11.0; NOKIA; Lumia 530) like Gecko BingPreview/1.0b
Mozilla/5.0 (iPhone; CPU iPhone OS 7_0 like Mac OS X) AppleWebKit/537.51.1 (KHTML, like Gecko) Version/7.0 Mobile/11A465 Safari/9537.53 (compatible; bingbot/2.0; +http://www.bing.com/bingbot.htm)
Mozilla/5.0 (Windows Phone 8.1; ARM; Trident/7.0; Touch; rv:11.0; IEMobile/11.0; NOKIA; Lumia 530) like Gecko (compatible; bingbot/2.0; +http://www.bing.com/bingbot.htm)
According to mobile SEO research on the IR500, 60% of retail brands, use m-URLs to reach their mobile audiences. These include popular retailers like Target and Staples that are not detecting and directing iPhones to mobile-friendly pages. This results in bifurcation of their ranking power. Hence these sites need to avoid using different URLs for mobile. Bing mentions that the best method for marketers to rank well in Bing mobile results is to make sure mobile site redirects iPhone users and crawlers to optimized mobile content.