For most, searching for something online is pretty much synonymous with Googling. Nevertheless, there are two other search engine sites worthy of considerable attention as well: Bing and Yahoo. If you’re trying to get your business website more visits, you’ll want to take all of them into account regarding rankings. Seeking some advice? With Get Going Media, you’ll be guided in effectively applying SEO to help your site rank better on all three. Feel free to contact us for a free consultation.
A report published in March by Statista.com shows that in the UK alone, Google remains the dominant head of search engine sites with a market share of nearly 87 percent. However, that’s not to say Bing and Yahoo have zero influence. Together, the two make up over 12 percent of the market, and roughly three-quarters of that comes from Bing. Let’s not forget that two have joined forces since their respective companies signed a deal in 2009, in which Microsoft’s Bing would take charge of powering Yahoo’s search engine. So nowadays, whatever results you find in a Bing search will be strikingly similar to what you’ll get on Yahoo. These days, your site’s rankings are at the mercy of Google’s algorithm or Bing’s. Since you can never tell who’s using which, you’ll want your website to perform well across all search engines.
Now when it comes to SEO techniques, most cases will have a domain that’s favoured in Google also ranking high on Bing-slash-Yahoo. There are exceptions, nevertheless, and if you don’t want your site deprived of any non-Google exposure whatsoever, you’ll need to know the factors concerning the algorithm behind Bing (as it drives both of the two). Bear in mind, though, that some ways can improve your site’s standings on Bing/Yahoo while possibly hurting its Google rankings. Ultimately, prioritising the two over Google is likely to be a mistake.
Here are some tactics you can apply to get your site higher up in Bing/Yahoo rankings:
- Use of meta keywords and descriptions
Maybe it has something to do with Google Search’s constant reinvention, but Bing and Yahoo appear to still factor in these elements while Google claimed a while back that it would start disregarding them.
- Domains that exactly match search words
Between Bing and Google, Bing has a distinctly higher ratio of exact-match domains in its search engine results pages. The reason behind this is how Bing’s algorithm tends to take words in the most literal sense, whereas Google has gone way past that by implementing semantic search (which came with its Hummingbird update). Bing (and Yahoo, consequently) isn’t designed to understand synonyms, relationships between keywords, possible contexts or natural language patterns.
- Guidelines on backlinks
There’s no doubt that Google favours authority when it comes to sites linking to yours, and the same can be said for Bing. However, Bing also considers whether an inbound anchor text partially or exactly matches your keywords in order to count the backlink. Again, Google has moved on from that with its Penguin update, combatting instances of over-optimised anchor text, keywords or spammy backlinks.
- Multimedia ‘friendliness’
Bing is made to crawl Flash websites and recognise Flash files, videos and images. Unlike the algorithm used for Google’s text-driven platform, Bing’s algorithm employs ‘entity understanding’ to understand what’s being depicted by an image in the context of the performed search. Hence, images appearing on Bing/Yahoo results are more relevant and unique (meaningless duplicates). Bing also sources pictures from social media sites, more so than Google.
- Age of the web domain
Bing takes a site’s age more into account when assigning a rank, and with Google, the focus is more on backlink quality.
In the end, it’s by adhering to the following SEO ‘good habits’ that your site can climb to the top of results pages for all three. These are the prime factors relating to both Bing’s and Google’s respective algorithms.
- High-quality backlink profiles
- Keywords pertaining to geographic locations in both on-page and off-page optimisation (to achieve better local results)
- Paid search (all platforms incorporate this in the same way)
- Absence and avoidance of the following: duplicate content, spammy text, overused keywords and shady tactics in backlinks or social media platforms