In Part 2 we will explore another reason why you might want to include Bing and Yahoo in your marketing efforts. While Google’s worldwide market share is 62%, it is slipping in some countries, such as in the UK. Bing is on the upswing, increasing their market on a daily basis, especially with the advent of Windows 8, since Bing is the default search engine on this new platform. Ignoring Bing is not a sound growth strategy.
Bing and Yahoo are often more popular in foreign countries. If you have customers or potential customers in these countries, it is imperative that you include these two smaller search engines in your marketing strategy. For instance, in 2012 the leading search engine in Hong Kong was reported to be Yahoo! In China the leading search engine isn’t Google, Bing, or Yahoo—it’s Baidu Inc. It is extremely important to understand your target audience, and if part of that audience is in other countries, then don’t just assume Google is the top search engine for that country. Do your research to maximize your marketing efforts.
Some SEO principles are universal. So what works for one Search Engine Company will work with another. This includes:
• Fresh, quality content
• Keyword density (Google has some tougher restrictions)
• Well-written and targeted tags
• Top level domains
• Relevant and plentiful inbound and outbound links
However, you will find that there are some differences that can affect your campaigns. For instance:
Bing: Rankings at Bing are focused on link building, with less focus than Google on link prominence or link density. Both Google and Bing use title tags for assessing rankings, so use some thought and strategy in coming up with yours.
Yahoo: puts a higher value on domains that are registered for more than a year at a time. They also favour older, frequently updated sites.
For more information on increasing your ranking internationally and tips for international Search Engine Optimization, see the article SEO Without Borders: A Guide to International SEO.