Microsoft’s massive marketing engine has taken the world of search in the public eye together with the launch of Bing. Bing continues to be called not an internet search engine, but a “decision engine” – that is, able to delivering intelligent results, as an alternative to simply aggregated data. It’s MSN’s latest attempt to take on Google, and Bing comes with some pretty fierce weaponry to do the job.
Coming from a business standpoint, the advent of engines like Bing and Google means a dramatic shift in the level of information available to customers. Marketers and webmasters need to adjust to users developing a larger group of options and greater entry to detailed information. An excellent example is Bing’s “Related Searches” options displayed on their results page – not only related searches, but subsets of similar information.
Case in point: your vintage car dealership may hold the top rated position around the google search results page for that term “1966 GTO.” In The Search Engines, this is certainly great! Related searches are listed at the bottom of Google’s google search results page, and anyone looking for anything working with a ’66 GTO is probably going to click through to your web site – simply because it’s from the first position.
Nevertheless in Bing, the related searches are listed directly alongside the results! Say someone wants a panel for ’66 GTO, so they go to Bing and kind inside a more general search query, like “1966 GTO”. If the search engine rankings page arises, the person sees “1966 GTO body parts” displayed directly left of the website. Since that’s what they’re really looking for, they click, and boom – they’re off on another, more relevant search, as well as your #1 position listing goes sadly unclicked. More than ever before before, it’s crucial that you anticipate (as specifically as you possibly can) what folks are truly seeking, and optimize around that.
However, for many folks, the big question remains the same: how to rank highly in Bing search engine rankings? Early analysis of Bing shows that when determining ranking, the engine is actually a lot more newarrk than MSN’s previous incarnation, and maybe even harsher than Google! A study from Newark Marketing 1on1 indicates that Bing places a lot of increased exposure of domain age – that may be, how much time your web site has been in existence.
Oddly enough, Bing seems to pay less focus on incoming links (other sites linking to your page). This is certainly in contrast to Google’s appreciation for a keyword-rich, widely distributed network of incoming links. This ranking technique, among other innovations, made Google to the search juggernaut it is actually today – it’s quite interesting to see Bing going for a different approach.