Why Bing and Yahoo are just as important as Google in your SEO campaigns?
When it comes to digital marketing and search engine optimisation, the internet is littered with a host of blogs citing what must be done to stand out from the crowd and stand out on Google. There can be no doubt that Google is a major player in online development for businesses, however, when it comes to your digital marketing, and in particular your SEO platform, it is important to plan for more than just being found on Google.
There are a number of reasons to ensure you can also be found on Bing and Yahoo. While such sites may not gain the same popular mentions in marketing blogs and in the media, both search engines still dominate a significant part of the market and can lead to enhanced business opportunities and leads.
We take a look at some of the key points to plan for both Google and Bing when carrying out an SEO campaign.
1. Bing and Yahoo still have a significant share of the market
While Google is the main player in search engines, with 64% of the market, it is not the only player. Bing and Yahoo still have a very respectable 30% share between them in terms of search volume. Therefore, almost one-third of all traffic coming to your site could be from Bing or Yahoo. Monitor where your traffic is coming from: if you are performing exceptionally well on Bing and Yahoo, then this could be further exploited to improve your overall online presence and brand awareness.
2. Both Bing and Yahoo are growing
Not only do both search engines have a significant volume of traffic, but both are continuing to grow. There are a number reasons for this, such as Microsoft’s continued investment in Bing and the growing popularity of Mozilla. With both platforms investing significantly and closing the gap on Google, your business cannot afford to dismiss them when carrying out an SEO campaign.
3. Bing has a higher conversion rate
While Google is more popular, Bing continues to have a higher conversion rate than Google. While it has been suggested that this may be down to the fact that users on Bing tend to be older and therefore have more disposable income, part of the conversion rate could also be down to the algorithm used by Bing. Regardless of your business and your overall online performance, you cannot afford to miss potential business leads.
4. Bing offers unique tools
While many people are familiar with Google Search Console, Bing has a number of features that could be beneficial when carrying out market research and SEO. Unlike Google’s Keyword Planner, which gives insight into queries from paid search, Bing operates its Keyword Research Tool using organic search terms.
No matter the success of your business on one or all search engines, when carrying out an SEO campaign it is vital to improve your online performance on as many platforms as possible to increase your online performance and improve your market share.