Nowadays, when we talk about search engine optimization (SEO)—strategies to increase a site’s visibility in unpaid search engine results—most of us tend to think about Google first. After all, it’s the predominantly used search engine in the U.S., holding over 65% of the marketshare in a 2009 study. And while it’s smart to focus the majority of your SEO-designated time and resources on optimizing your site for Google, you shouldn’t neglect other search engines, especially not the ones that hold significant, albeit smaller, portions of the marketshare. We’re referring primarily to Microsoft’s Bing, as well as Yahoo Search, which is powered by Bing.
These search engines may not enjoy the same level of popularity as Google, but they’re still extremely relevant, and you’ll want to make sure the users who prefer them for search purposes can easily find your company’s page. We’re here with some great tips on how to increase and maintain your visibility on these alternate search engines.
Top Bing Ranking Factors: Social Signals
Searchmetrics published the results of a study on Bing ranking factors and rank correlation that sheds some light on how it differs from Google in determining page visibility. Note the graph of ranking factors—it illustrates that a strong “social signal” is a priority for Bing (and, logically, Yahoo Search as well.) Facebook comments, for example, are the #2 most important factor, and Facebook shares are #3. If you haven’t already done so, you’ll want to leverage your company’s Facebook page for better SEO by getting into the habit of posting regular updates. What’s especially interesting is the positioning of Google+ on this graph. And remember, Yahoo pulls search data from Bing, so you’re winning on two fronts.
Content Ideas For Sharing
What should you be sharing with viewers? The sky’s the limit, but you can start with photos of your newest and/or best-selling products, interesting blog posts you’ve written or enjoyed, pictures and quotes about your merchandise from highly satisfied customers, and compelling infographics. Remember, if you don’t have original content on a given day, it’s just fine to link to someone else’s blog or share content from another Facebook page that you find interesting or useful—your connections will appreciate the valuable information being shared and are likely to continue being engaged in the content you post.
Searchmetrics’ study also emphasizes the importance of a great Twitter page, with tweets ranking #5 on the list of important facts for Bing SEO. You’ll want a great profile that communicates your brand, both via the text on the page and the visuals you use. After that, it’s (again) really up to you—you can tweet news from your industry, updates about your hottest items, links to your blog … and don’t forget that retweeting others’ content counts, too. Bonus points if your followers retweet what you post.
What else can help you bolster your presence on Bing and Yahoo? Think great, original content, quality backlinks, and a beautifully designed, well-functioning web site. The good news is that if you have a strong handle on SEO for Google, you’ve probably been doing all of these things already. It’s just important to keep in mind that other search engines help people to find your page, too. And while we’re on the subject: as we look toward a new year, it’s almost time for more Google algorithm updates. More good news: if you’ve stayed on track with white-hat tactics like awesome content, a strong social signal (including your Google+ page), and excellent web and mobile design, you’re in good shape. If you need some help getting to where you need to be, now’s the perfect time to get going.