Ranking on the Search Engines
When an SEO marketing strategist or an advertising team is building a campaign to build strong ratings on search engines, the first thing they think of is strategies for ranking on Google. While it is fair to say this is the dominant search engine with over 60% of the market share, Yahoo and Bing (now under the same leadership) account for almost 30%. A significant number of people are led to products, services, and organizations by those engines. Do they operate in the same way as Google? Take a closer look at their similarities and differences.
All three search engines list websites according to rankings. Whichever page makes it to the number-one spot got there for various reasons as established by complex software and algorithms built into these sites to protect consumers, weed out spam, and allow legitimate businesses a chance to come out on top.
They look for appropriate keywords. The date of a listing is important to ratings. Final letters (.com, .org, .net, .edu) matter as well. Quality is one thing; popularity is also important. Backlinks and their relevance to a particular business are counted when search engines establish the first-page of “hits.”
While all of these things matter in a search, Google and Yahoo/Bing rate the importance of each factor differently. For instance, Google can handle similar words in their search while Bing specifically looks for content containing exactly what a consumer typed into the browser. Either one could be good or bad: literal searches limit results, but wider-reaching results can lead to an overwhelming number of irrelevant responses.
At Google, site age is less important than site quality. Bing considers age important. If a page is out of date, it will be penalized and lose ground against newer listings. That is why writers will often renew content for a site every few months, even if nothing about a catalogue or a business has changed in that time.
You may have seen an image on the bottom of websites which says that a site is now “mobile-friendly.” Viewers using a smart phone of some kind will be able to download and interact with a page or its mobile equivalent without losing content. They can even shop using these phones as though they were working on a PC or laptop. Google looks for these websites and gives them higher standing. Bing and Yahoo are catching up.
It is still true that Google is at the head of software innovation and currently at the forefront when it comes to detecting illegitimate posts. They lead the way in penalizing and down-grading websites which are meant to con consumers and to create for themselves a false image of reliability and reputation.
Yahoo/Bing could be about to catch up; nothing stays the same for long where the internet is concerned. It’s always a good idea to cater to all three search engines as this promotes awareness of how your website is performing. Keep things simple, let backlinks develop naturally, and engage in strong SEO writing to achieve big things over the web.