What About the Other Search Engines?
Posted on January 6, 2017 by Mitchel Sinon
Google gets all the attention, but are the other search engines, like Bing or Yahoo, important to focus on as a marketing strategy?
Who Are the Other Search Engines?
Not knowing the competition to Google is understandable. Google owns a whopping 75% of the search engine market share. Obviously, Google is pretty great at their job. Here’s a list of some of their biggest competition:
- Bing (8% Market Share)
- Yahoo (7% Market Share)
- Baidu (8% Market Share)
You probably recognize Yahoo and Bing as contemporaries of Google, but you may not recognize Baidu. Baidu is the Chinese equivalent of Google. While that may seem of little importance to Westerners, digital marketing professional Chris Bell argues “as demographics shift immigrants will increasingly bring their searching habits with them.” So in the future, Baidu might become something to look out for. But for now, we’ll just focus on those located in the U.S.
Are They Important?
Is there a search engine outside of Google that’s actually important? Yes and no. It’s necessary to know about the competition because they have an impact on web traffic, but their impact (and consequently, their importance) is significantly smaller than that of Google’s.
When we analyze our clients’ sites, we always find traffic from Yahoo and Bing, so if you’re truly trying to optimize your site for SEO, focusing on all three search engines is smart. However, generally, if you optimize your site for Google by making it content-rich, keyword-heavy, and cleanly organized, you’ll be helping out with your Yahoo and Bing SEO as well.
Every search engine cares about getting quality content into the right hands, and Google does a great job at establishing their regulations thoroughly enough to where it will affect Bing and Yahoo as well. Basically, optimizing your site for Google will help out with Bing and Yahoo too.
What About Metasearch Engines?
A Metasearch engine (aka an aggregator) is a site that compiles lists of data from other sites and makes a specific listing. Examples include KAYAK.com or Skysearch.com, both specifically designated for travel plans. If you were, for instance, a hotel manager, it would be ideal to optimize your site for aggregators like these, because many people reserve their travel plans via convenient formats that compile many different sources and rank them by their price.
Should you use optimize for metasearch engines? Frankly, it depends on your industry. From industry to industry, the metasearch engine types will vary, but to ease your search, here’s a list of 24 popular Metasearch Engines.
Where Does that Leave Us?
The reason our team focuses almost exclusively on Google is because it’s more popular than any alternative. However, we don’t ignore the other search engines. Our SEO tracking systems follow incoming traffic from Bing and Yahoo, but we predominantly optimize sites according to Google’s qualifications. Like I said, optimizing one’s site according to Google’s algorithm generally applies well to Bing and Yahoo as well.
If you’re looking for general help concerning SEO and optimizing your site for search engines, send us an email! We look forward to hearing from you.