How BING Can Impact Your Business’ Online Marketing Strategy
Posted by Merrin Muxlow on June 22, 2009 in Internet Marketing, Marketing, SEO [ 9 Comments ]
The numbers are in- both Statcounter and ComScore show Microsoft’s Bing search engine, launched two weeks ago, chipping away at the solid hold Google has long maintained on search engine traffic. Within a week after it launched, Bing had jumped Yahoo! for the #2 spot, and caused Google’s market share to drop 6 points. Granted, the drop was from 78% to 71.99%, but if early data is any indication, Bing could be poised to make even bigger gains as more users become familiar with its features.
So what does this all mean for the average business? If you’re spending money on online marketing services, such as SEO (search engine optimization) services or PPC (pay-per-click) campaigns, the fact that there’s a new search engine on the block is big news- and can mean some big changes in your online marketing strategy:
Time to make adjustments? Not so fast…
If your web traffic has gone a little haywire in the past few weeks, you’re not alone. But don’t make any quick decisions to change your site or find a new online marketing service just yet. As users switch to Bing-which uses different algorithmic variables to return results based on certain keywords and business segments- you may have seen a huge spike, or a huge dip, in web traffic. Google also made adjustments to a few processes during the past few weeks.
Think about content.
Rumor has it that Bing rewards content-rich pages more heavily than other search engines. As Bing becomes more popular, it may be a good idea to focus on finding more quality content for your site. Most online marketing services can help you with this- if they don’t provide copywriting services, they might be able to recommend a source that does.
Think about links.
Microsoft search engines typically give more weight to internal (inbound) links, as opposed to Google, which purportedly values external links more. If you have the ability to edit site content yourself, make sure all internal links are working correctly. You can also enlist web designers or search engine optimization services to create internal links that make your site more navigable, increasing your search engine ranking in the process.
Bing removes duplicate results from search engine pages- one of the initial complaints about the service is that some search results return a “low ranked” page- for example, rather than displaying your site’s homepage, a product page would be displayed. Don’t make the mistake of thinking that customers will see your homepage first, be blown away, and keep browsing. They might just land on one of those other pages- you know, the ones you haven’t updated in a while. Be thorough when you update information on your site.
As Bing becomes more popular, spending more on pay per click services might be good idea. Microsoft typically produces a high return on investment for pay per click efforts. Coupled with the highly qualified traffic Bing is predicted to generate, a PPC campaign might be looking like a better investment. A skilled online marketing professional will be able to help you create the best PPC campaign for your goals.
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