Should You Target Bing and Yahoo for SEO?

LinkedIn
Facebook
Twitter
Email

Google is a must for SEO (search engine optimization), that’s a given. But there is a legitimate question about whether or not you should target Bing and Yahoo.

In short, no.

I’m not saying nobody uses Yahoo or Bing. In fact, it shocks me how many people actually do use them. As of February 2016, Google owned 64% of the US search market, with Microsoft a distant second at 21% and Yahoo third at 12%. This represents a slight drop in Google’s share from a year earlier.

The most likely reason for the small drop in Google’s market dominance in search is, believe it or not, Chrome. Chrome’s meteoric rise to the top of the web browser market (depending on which statistics you believe) had a few side effects. Namely, it worried (see “pissed off”) the two other major players in the browser market, Microsoft and Mozilla (Firefox).

From Microsoft, the most recent reaction was to force their new browser, Edge, down the throats of Windows 10 users as much as they possibly could. With Edge comes another heavy-handed “suggestion” of Bing for search. There’s also the built in search bar in Windows that will perform a Bing search. Mozilla’s reaction came last year in the form of dropping Google as the default search engine for the browser in favor of Yahoo, the only major search player without it’s own web browser.

So why am I advocating you neglect 33% of the search population?

Simple. I’m not.

First, it’s important to understand how the search engines differ. Google continues to get better at natural language processing; meaning they’re constantly improving on ways to match context rather than keywords. In fact, most of Google’s research and efforts in improving their algorithm these days is going into this area.

Bing and Yahoo are still heavily reliant on keywords, too many of which will actually now penalize your site in Google. This means if you go too far focusing on Bing and Yahoo, you can actually hurt your Google ranking, and nobody wants that.

Focusing on Google doesn’t mean your actions don’t affect your rankings on Bing and Yahoo. Google is the king of search for a reason; they serve the most relevant results to users.

In contrast, Bing and Yahoo are constantly striving to serve the same quality results Google is known for and always seem to be just a little behind Google in doing so. This means as long as you focus your efforts on where Google is now, the changes you’re making will ultimately have a positive affect on your Bing and Yahoo rankings, if only just a little further down the line.

The other issue for most SMBs is a lack of time and resources to be able to optimize for that many search engines. If you’re not at the top in Google, your time is better spent getting on the first page in Google than it is worrying about Bing and Yahoo.

One last (but incredibly important) note. Even with the changes noted above that Mozilla and Microsoft have made on their desktop platforms, the desktop is no longer the primary means of accessing information through search. In May of last year, Google confirmed that mobile now accounts for more searches than the desktop.

Seeing that Google’s own Android is the most popular mobile operating system both in the US and on the planet, Google is bound to dominate that market in the foreseeable future; especially since it also remains the default search provider for the iPhone.

Share This Article:

LinkedIn
Facebook
Twitter
Email

We may earn a commission if you click one of the links on this site and make a purchase.

You may also like

Portfolio

Monti’s Barbershop

For Monti’s Barbershop in Moriches, Long Island, NY, we worked with the client to design a clean, simple, single-page website that was cost-effective but showcased the quality and care the owner put into his space and his work. This design was a cost-effective option for a new small business that

Read More »
Portfolio

Empirical Creative

Empirical Creative came to us with an existing website and web design that they liked, however it was built with a third-party, drag-and-drop website building tool and they had reached the limits of the functionality of that solution and was no longer a viable option for a growing organization. Our

Read More »
Marketing

What is the cost of a website?

Let me start by saying this is a loaded question. The real answer is that your website can cost as much or as little as you want or need it to. I’ve built websites for around $1,500 and I’ve built websites that have cost upwards of $250,000. So what is the difference

Read More »
Online marketing solutions in city skyline over people using digital technology
Digital Marketing

Using Online Marketing Solutions to Grow Your Business

Online marketing solutions refer to all marketing efforts that occur on the internet, also known as digital marketing. With the increasing number of people who go online multiple times per day, businesses need to meet their audiences where they are already spending time: on the internet. Digital marketing is essential

Read More »
Fictional small business local coffee shop with customers on devices
Digital Marketing

Do I Need a Website for My Business?

In the interconnected world of the 21st century, a web presence is as essential for a business as its physical storefront. Many small business owners might wonder if investing time and resources into building a website is worth it. Here’s the reality: in today’s market, a robust online presence isn’t

Read More »
Illustration of an offset printing press
Print Marketing

The Complete Guide to Printing Methods

Printing has long been the backbone of communication, even more so in the business world where it forms the bridge between ideas and tangible reality. More and more studies are showing how important it is to go beyond the screen to connect with your customers. At Searles Graphics, we’re passionate

Read More »