Learn
Learn
Close

They Ask, You Answer

A revolutionary approach to inbound sales, content marketing, and today’s digital consumer.

Learn MoreLearn More

Free Courses in IMPACT+

Dozens of sales, marketing, and content courses inside IMPACT+. Start learning now.

See all coursesSee all courses
Events
Events
Close
IMPACT+ Membership
IMPACT+ Membership
Close
Coaching & Implementation Services
Coaching & Implementation Services
Close

Services Overview

See how you can dramatically increase your inbound leads and sales.

Services Overview

Digital Sales and Marketing Mastery

Fast track your team’s success with IMPACT's most popular service.

Digital Sales and Marketing Mastery

Web Design

Launch a beautiful website that consistently generates leads and revenue.

Web Design

Virtual Sales Training

Equip your sales team with comprehensive training designed to help them close more deals in today's virtual-first world.

Virtual Sales Training

HubSpot Training & Implementation

Train your company to take ownership of HubSpot and get the most out of your investment.

HubSpot Training & Implementation

Case Studies

See dozens of examples of companies succeeding with Digital Sales and Marketing Mastery and They Ask, You Answer.

Case Studies
Become a Coach
Become a Coach
Close
Is Optimizing for Yahoo! and Bing a Waste of Time? Blog Feature

February 3rd, 2015 min read

Optimzing_for_Yahoo_and_Bing"Google it."

This is a saying that we've grown used to using as a way to back up our claims (no matter how outlandish they may be.)

However, did you ever stop to think why people don't urge you to "Yahoo! it" or "Bing it"

Sure, it doesn't seem to have the same ring to it, but do they matter? Are people actually using them?

This past November, Firefox decided to cut ties with Google after ten years of partnership and take on Yahoo! as their primary search engine. Not to mention, Google's deal with Safari is up this year, and rumor has it Bing and Yahoo! want in. 

But what does this mean for marketers? Is optimizing for Google no longer enough?

Let's take a closer look.

This is how the top 3 search engines stack up:

Screen_Shot_2015-02-02_at_11.47.40_AM

(Source: eBiz MBA)

While it's obvious that Google holds a serious advantage over its two successors, Bing and Yahoo still handle a ton of searches. 

To put this in perspective, last year Google held 67.4% market share, while Bing had 19.3% and Yahoo! had 10%. (Source: Statistic Brain)

So while it's easy to assume that everyone is in fact, "Googling it", there is a significant amount of people leveraging alternative search engines to turn up results. 

Okay. So maybe they do matter. But how does optimizing for Bing or Yahoo! differ from optimizing for Google?

Optimizing for Bing and Yahoo:

While optimizing for Bing and Yahoo! does vary slightly from optimizing for Google, Yahoo! search is powered by Bing, meaning there's only one new set of rules to learn. 

Here are a few tips on how to get Bing on your side:

Quality content

Bing uses three pillars to determine the quality of a piece of content. These three pillars include:

Authority

"Can we trust this content?"

When determining the authority of a website, Bing looks to signals from social networks, cited sources, name recognition, and the author's identity. 

Utility

"Is the content useful and sufficiently detailed?"

Bing gives preferebce to pages with relevant supporting content such as images, graphs, and instructional videos. In addition, they prefer websites that provide uniqye content, as opposed to sites that syndicate existing resources and information.

Presentation

"Is the content well-presented and easy to find?"

To rank well in Bing, your website must be easy to read with an accessible design that makes content easy for visitors to find. 

Sites with layouts that serve content straight up, as opposed to sites that try to blur the lines between advertisements and content, will receibe higher rankings.

Flash

While Google is less receptive to websites with a lot of flash, Bing is willing to provide them with an opportunity to rank high (as long as they are optimized with the necessary on-page elements.)

To ensure that their bots can successfully crawl these types of pages, it's important that you:

1) Start with basic SEO

  • Descriptive <title> tag
  • Descriptive name='description' <meta> tag
  • Descriptive <h1> tags
  • Text-based navigation links
  • Descriptive alt text
  • Text in images, animations, and within script
  • Meaningful application name

2) Employ graceful degradation techniques

For more on this, check out this resource from Bing's webmasters.

Mobile

In November, Bing announced that they would be employing new mobile crawlers in an effort to help them uncover and understand different forms of mobile content. 

According to their blog, the following relevancy factors to be of importance when Bing crawls your site:

  • Identify and classify mobile and device-friendly web pages and websites
  • Analyze web documents from a mobile point-of-view by looking at:
    • Content compatibility
    • Content readability
    • Mobile functionality (to weed out “junk”, that is pages that are 404 on mobile or Flash only etc.)
  • Return more mobile-friendly URLs to the mobile SERP
  • Ranking the results pages based on all of the above

 

Want to learn more about digital sales and marketing?

Master digital sales and marketing when you join IMPACT+ for FREE. Gain instant access to exclusive courses and keynotes taught by Marcus Sheridan, Brian Halligan, Liz Moorehead, Ann Handley, David Cancel, Carina Duffy, Zach Basner, and more.

Sign up for free
Take a peek

Access hundreds of FREE courses and keynotes

Free Course
Digital Sales & Marketing Framework for Today’s Buyers
By: Marcus Sheridan
View Course Preview View Course Preview
Free Keynote
A New Way to Compete & Win
By: Brian Halligan
View Course Preview View Course Preview
Free Virtual Keynote
How To Genuinely Feel Confident, Be Likable, And Build Trust On Camera
By: Liz Moorehead
View Course Preview View Course Preview
Free Keynote
The Future of Marketing is Conversational​
By: David Cancel
View Course Preview View Course Preview
Free Deep Dive
HubSpot On a Budget: Getting Started with HubSpot Starter Hubs
By: Courtney Caldwell
View Course Preview View Course Preview
Free Course
Assignment Selling: Content is Your Greatest Sales Tool
By: Marcus Sheridan
View Course Preview View Course Preview
Free Keynote
The Big, Bold, Brave New World of Marketing​
By: Ann Handley
View Course Preview View Course Preview
Free Course
Investing in Incredible Digital Sales and Marketing Results
By: Chris Duprey
View Course Preview View Course Preview
Free Course
How To Show Your Content Makes Money With HubSpot Marketing and Sales Hubs
By: Liz Moorehead
View Course Preview View Course Preview
Free Virtual Keynote
The Visual Sale
By: Marcus Sheridan & Tyler Lessard
View Course Preview View Course Preview
Free Keynote
Marketing Tech: What’s Now, What’s Near and What’s Not Anytime Soon?​
By: Dharmesh Shah
View Course Preview View Course Preview
Free Course
Inbound Lead Generation & Conversion Optimization
By: Carina Duffy
View Course Preview View Course Preview
Free Virtual Keynote
Fundamentals of Videography: You Can Be a Great Videographer Too
By: Zach Basner
View Course Preview View Course Preview
Free Deep Dive
The Ultimate Customer Service Toolkit for Any Budget
By: Andriti Gulati
View Course Preview View Course Preview
Free Course
6 Topics Subject Matter Experts Need to Address
By: Kevin Phillips
View Course Preview View Course Preview
Free Keynote
Fanocracy: The Power of Making Business Personal​
By: David Meerman Scott
View Course Preview View Course Preview
Free Keynote
The Power of Pillar Content
By: Liz Moorehead
View Course Preview View Course Preview
Free Keynote
SEO for the Future
By: Franco Valentino
View Course Preview View Course Preview
Free Course
Fundamentals of Social Media Marketing
By: Stephanie Baiocchi
View Course Preview View Course Preview
Free Deep Dive
A Practical Guide To Video Graphics
By: Colton Trcic
View Course Preview View Course Preview
Free Session
How To Get Your Community To Know, Like, And Trust You With Video
By: Marki Lemons Rhyal
View Course Preview View Course Preview
Free Course
Video Sales and Marketing Strategy
By: Zach Basner
View Course Preview View Course Preview
Here Are Some Related Articles You May Find Interesting

Want to Contribute Content to impactplus.com? Click Here.

IMPACT+ Sign Up
A FREE online learning community with on-demand courses, hundreds of expert-led sessions, thousands of your peers ready to support you, and much more.
Check it out
Hundreds of courses and recorded keynotes, completely FREE
Check it out
Access hundreds of digital sales and marketing courses and recorded keynotes, completely FREE