Before we dive in here, I want to mention that Bing and Yahoo! have an alliance, which means that search results will be the same in Yahoo and Bing. So if you rank well in Bing, you rank well in Yahoo.
This somewhat unknown fun fact perpetuates the idea that if you're ranking well in one (like Google), you must be doing well with the others, but that's really NOT the case. Many articles that you read on this topic will have a bias from one search engine over the other. However, I recommend that you optimize for both--otherwise you could potentially be missing out on some fabulous business opportunities.
Below, I'm going to go through the similarities and differences between each.
The Similarities between Bing/Yahoo & Google:
- Links. They're important to everyone, so its important to have quality and authoritative links that point back to your website.
- Local Search. If possible, I encourage you to include local, geo-locator keywords in your content. You'll have more success in local search on all engines.
- Paid Search. Granted, this is really only rented space and doesn't have any effect on your organic search rankings, but know this: they operate in similar fashions.
- Technical Requirements. Everybody want s a website that has a fast load speed. Other technical aspects that win favoritism: sitemaps, redirects (200 and 301s preferred), canonical tags and robots.txt indicators.
And that's where the similarities end.
The Differences between Bing/Yahoo and Google:
- Domain Authority
- Google: Age is not a factor, so much as the quality of backlinks to your website. They also favor .edu and .gov
- Bing/Yahoo: Age is an important factor in their ranking algorithm, and similarly show favoritism to .edu and .gov pages since they tend to have high quality content and links
- Matching Keywords
- Google: Their algorithm recognizes synonyms and context around a keyword--which allows a bit more freedom and creativity
- Bing/Yahoo: exact keywords are best
- Mobile Optimization
- Google: As I've discussed before, Google announced in April 2015 that mobile-friendly websites will rank higher than competitors with a site that isn't optimized for all screen-sizes. It was known as Mobilegeddon.
- Bing/Yahoo: while Bing has hinted at the inclusion of mobile techniques in the future it isn't explicitly included in their ranking factors.
All of this said, Google remains an every day activity for most internet users--it's a verb after all. While Bing and Yahoo! continue to battle and distinguish themselves from the market leader. According to Search Engine Journal, Google controls 67% of the search market, but Bing and Yahoo account for 29% of the U.S. search market.
However, from a marketing perspective, Bing, Yahoo! and Google all play an important role in SEO and it's important to optimize for all. Just because you are ranking well in one, doesn't mean you ranking well on the others.
Got a comment or additional thoughts to share about your experience with any of the "Big 3" search engines? Please leave a comment below! Also, please subscribe to our "Keep it Current" weekly rag to ensure that you get fresh content from us delivered directly to your inbox.