As we all wait and see what the Yahoo/Bing merger brings us, all SEO experts have analyzed, discussed, and argued. Will it kill Google’s market share? Will it be another said attempt on Microsoft’s part at getting into search? Did Yahoo win or lose again?
Bing has done a nice job at gaining some market share and buzz while offering some pretty cool new technology. I think in order for Bing to really become a search engine that SEOs care about (optimize for) it must become relevant. Relevant in its search results, its toolsets, and its value to the end user. Because with relevancy comes eyeballs and eyeballs comes market share. Here are a few things I think Bing can do to help become relevant:
Tighten the Algorithm
By far the biggest issue in my opinion (and any other SEO geek knows it too). Google has been at this game for years with tweaking their algorithm and Bing will really need to pay attention to making a concerted effort into this. Yahoo will help here some specially with their long standing experience in the search and with its vast knowledge of search partners they have used in the past. I like the fact Bing is defaulting to twenty results over the standard ten and using categories that users might be interested in. They have also used best matching results and visual search to help make up for the lack of relevancy. I think really keying on these types of options can give Bing a leg up as Google really has not needed to explore these options.
Become Social Media’s Community
The facts are social is here to stay and drives more searches than any search engine.Facebook has been using Bing’s search technology and paid advertising for the site. Bing needs to be on the cutting edge of social media partnerships to gain influence on a market that Google has not locked its hands around. It also give Bing a great way to go against Google without going head to head with them.
Build Around Mobile
Mobile is going to be the next showdown and Google has gotten a leg up on all. Relevant local search will be a must for all to be considered players in the search game and Google’s “Near Me Now” feature is the type of stuff Bing needs to really blow the socks off mobile users with. I think they have a good opportunity to expand their visual search as a format that can be a game changer.
Be Rocky
We all love the underdog and relate to them. We always want new and special things to come around and offer differences in our choices. Google’s reputation is not of individualism and Bing can jump through this hole Google has left wide open. Make it fun, a little weird, and engaging so you get a more personalized experience! Microsoft accepts this underdog role and his trying to play it as best as it can. Look for Google’s weak spots and point of vulnerabilities to offer better options. This in not something that can be done easily especially with Microsoft as they just don’t have this in their DNA.
Honestly, Bing will never beat Google in having the best search results but a day when Bing is the market share leader for a specific user can be a reality. Google has planted their flag on relevancy and how that drives their business model (not a bad strategy), but as the next generation users (my 8 & 7 year olds) become more interested in the whole experience than just the search results, Bing can succeed. It should be fun to see.
{ 2 comments… read them below or add one }
Competing Google is hard job. Bing and Yahoo have to double their work and brilliant to over the giant search engine
My main concern is what would we do with idiomatic expressions like “I’m Googling it!”… “Binging it” just doesn’t have a nice ring to it…