Should You Optimize for Bing and Yahoo?
Published on September 28, 2012
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Your company obviously optimizes your Web pages for peak Google performance. But there's a catch: Not everyone searches on Google. And there's a complication: Bing and Yahoo use their own algorithm to rank pages in a user's SERP.
That means you face a decision: Should you bother optimizing for Bing and Yahoo?
In a guest post at MarketingProfs' Daily Fix, Amanda DiSilvestro says the answer is yes. Her rationale? It takes little effort, and it might yield profitable results
Bing-specific keyword research will take some time, she concedes, but its other differences from Google are minor:
- Domain age. "Bing puts more emphasis on domain age than Google," she notes. "If you have an older domain, you're already on your way! That was easy, right?"
- Titles. Bing also puts a greater emphasis on title tags; be sure your title includes your keyword.
- Flash. While Google is fairly hostile to Flash, Bing doesn't mind, and a Flash-heavy site should perform well.
Now we're getting to the really easy part. Once you've optimized for Bing, you've also optimized for Yahoo! "Yahoo results are powered by Bing," DiSilvestro explains. "In other words, if you're optimizing for Google first and Bing second, your third-search engine is pretty darn simple."
The Po!nt: Go for all three. Make Google your priority—but there's no harm tracking the results of Bing-Yahoo optimization for a few months as well.
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Steven M. Mandala
C.E.O.
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