Microsoft’s massive marketing engine has brought the realm of search into the public eye using the launch of Bing. Bing continues to be defined as not an internet search engine, but instead a “decision engine” – which is, competent at delivering intelligent results, instead of simply aggregated data. It’s MSN’s latest attempt to use on Google, and Bing is equipped with some pretty fierce weaponry for the job.
From the business standpoint, the arrival of engines like Bing and Google means a dramatic change in the level of information accessible to customers. Marketers and webmasters will need to adapt to users possessing a bigger group of options and greater usage of detailed information. A great example is Bing’s “Related Searches” options displayed on their results page – not just related searches, but subsets of similar information.
Case in point: your vintage car dealership may retain the number one position in the search engine results page for that term “1966 GTO.” In Google, this can be great! Related searches are listed towards the bottom of Google’s search engine results page, and anyone looking for anything getting through a ’66 GTO will likely click through to your site – due to the fact it’s within the first position.
But also in Bing, the related searches are listed directly alongside the outcome! Say someone is looking for a panel for their ’66 GTO, so that they head to Bing and kind in a more general search query, like “1966 GTO”. As soon as the search engine rankings page comes up, the user sees “1966 GTO areas of the body” displayed directly on the left of your website. Since that’s what they’re really looking for, they click, and boom – they’re off on another, more relevant search, plus your #1 position listing goes sadly unclicked. More than ever before before, it’s essential to anticipate (as specifically as you can) what folks are truly seeking, and optimize around that.
But for many folks, the important question remains the same: how could i rank highly in Bing google search results? Early analysis of Bing shows that when determining ranking, the engine is really much more newarrk than MSN’s previous incarnation, and perhaps even harsher than Google! A study from Marketing1on1 Newark indicates that Bing places lots of focus on domain age – that is, just how long your web site has been around.
Oddly enough, Bing generally seems to pay less focus to incoming links (other sites linking in your page). This is certainly unlike Google’s appreciation for any keyword-rich, widely distributed network of incoming links. This ranking technique, among other innovations, made Google in to the search juggernaut it is today – it’s quite interesting to view Bing having a different approach.