Every year Google consistently provides between 67 and 68 per cent of all Web searches in the US and Bing provides between 18 and 19 per cent. Game over. This simple fact explains why the SEO industry focuses on the activities of Google almost to the exclusion of all other search engines. However, Twitter gets less than 10 per cent of the visitor numbers of either Facebook or YouTube and digital marketers don’t ignore Twitter. So, maybe it would be worth taking a look at what Bing is doing.
The SEO news sites were chock-a-block with Bing stories over the last week of August and you will be directed to some of these stories from Search Engine Watch,Search Engine Roundtable and Search Engine Land. A summary of the recent burst of activity at Bing could possibly be that they have decided to take on Google by replicating everything that rival does, but they don’t seem to be coming up with anything original.
Google Maps are at the heart of Google’s Local search strategy and 2014 has seen the sudden synchronized rise of mobile and local search. Bing hasn’t announced improvements in its placement opportunities for business on its maps system, but you can bet this is in the pipeline. The company is clearly investing big bucks in its mapping division and an assault on Google’s dominance of mobile and local search is the only logical reason for such an investment. You should by now have your law practice located on Google Maps, maybe you should also look into getting a pin on the Bing version.
Many sites integrate YouTube videos through what is called a “widget.” Google is very proud of its image search capabilities. The Bing team have taken a bit of one and a bit of the other and blended them together. This is clever. They have produced the ability, by embedding a bit of code into your site, to pull in Bing image search results. Although it is a good idea, right now, this writer can’t think of how this could be used to benefit legal websites (pictures of road accidents, fraudsters?). However, get your thinking caps on, because whoever can think of a way to make this a feature of a law site will be ahead of the pack and reap ranking rewards.
The title of this piece bears out the assertion in the introduction of this roundup in that Bing is “following Google.” Reading between the lines in this article, you might notice something a bit cheeky going on. This is about Bing Ads (which is like Google Ads, only on Bing). Paid advertisers get their ads to appear on results pages for searches that match the keywords associated with their advertising accounts. Only now, they only have to nearly match for adverts to appear. Surely this is the exact opposite of the highly moral campaign these search engines wage to ensure the relevance of results. Maybe some lawyer should look into the commercial unfairness of these moves.
There have been a number of news stories during 2014 that asserted that Google was unfairly leveraging its ownership of the Android mobile platform to capture search engine work. Now Microsoft seems to be tying together its tentacles of Bing and the Windows mobile platform to fight fire with fire — that’s a mixed metaphor; so, sue me.
And finally … to illustrate the original point of this roundup that Bing is just copying everything Google does, here is a story about Bing’s WebBots. It seems that they piggyback on Google technology to crawl the Web. Oh, dear.