“SEO” stands for search engine optimisation, which is “a structured approach used to increase the position of a company or its products in search engine natural or organic results listings for selected keywords or phrases” (Chaffey et al, 2012).
Google, Yahoo and Bing are the three most competitive search engines in the world, constantly competing for more users in the search market. Carrying out 1.2 trillion searches per year.
So, what’s their successful SEO marketing strategy?
- Google is recognised for its regular updates, innovative search algorithms.
- Google considered click-through rate (CTR) and external links as major factors.
- Google admires user experience above all other factors, thus if your page is user-friendly it will do well in Google search results. For example, Google launched the mobile-friendly label on mobile search engines results. Underneath the link is a grey label that tells the user whether the website is going to work correctly on their mobile device or not.
- Google favours websites that have videos, images and other content which is more engaging.
- Google’s crawlers index frequently-updated sites more often, this involves adding updated web pages into Google search.
Bing
- Bing uses targeted keywords as a ranking parameter.
- Bing is more likely to index and show your content in search engines if the content is clear, deep and easy to find on your website.
- Bing rewards sites that have grown organically, that is, that have been added overtime by content creators on other trusted, relevant websites made to drive real users from their site to your site.
- The more influential you are on social media, the more reward you will receive from Bing.
- According to searchmetrics, “on average, 52-53 per cent of backlinks of websites ranked among the top 30 results on Bing contain keywords in the anchor text (which is about 10% more than Google”. E.g. an image.
Yahoo!
- Yahoo does not rank websites based on age, it prefers a website with a sizeable domain age because they associate it with authenticity.
- Yahoo rewards websites with targeted keywords.
- In order to have a better ranking, Yahoo place great importance on metadata and meta keywords.
- Readable URLs which represent the content pages, as opposed to numeric or cryptic URLs.
- Meaningful cross-links between your links, other related websites and providers of relevant content add value for visitors and can boost your ranking.
In your opinion what search engines are eye-catching and have you noticed anything specific the brand has done to achieve such success?
Digital Growth Unleashed 3.0 
Hey Kiki, I really enjoyed your blog. You almost forget that there any other search engines apart from google. I liked the way you laid everything out and described each search engine. I really like how google is innovative and leads the way for search engines. I think that google really try to optimize all SEM and display very clear and well laid out relevent ads. This is obviously to do with their highly advanced algorithms. I really like googles feature of making the search engine more interactive by adding a new picture to the search engine and a link attached providing more information. It’s just one example of their innovation. Please feel free to read my blog where I discuss SEM trends.
https://mytakeondigitalmarketing.wordpress.com/2019/05/12/sem-trends/
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Hi Erin, Yes I definitely agree with you in relation to Google. Google is definitely the leading search engine!
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Very interesting blog Kiki! Personally, Google is my preferred search engine option and it always has been. I find because it has always worked for me, why change it! I think the reason I always use Google is because it’s so easy to use regardless of what device you are using and I find that it always helps me find whatever I am looking for!
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Hi Jess, I totally agree! Google is definitely the leading search engine because its simple, innovative and up to date.
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Hi Kiki, I didn’t realise that Bing and Yahoo had such a large % of the market for search engines. Do you think this is because they are used as the default for most other browsers and people don’t usually take the time to change it?
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Hi Joel, I agree with you because I noticed a lot of browsers such as Firefox and Safari have Yahoo as the default search engine, in my case when I first got a Mac I had to make Google my default search engine because Yahoo was.
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Great explanation of different search engines and its key features. I have tried many of the search engines (Bing, Yahoo and Google) and I found that google algorithm is the most innovative in providing me with the quality search information. One of the most important thing is the relevant information that SEO provided which I dont have to keep scrolling to the next page to find the information that I’m looking for.
I have wrote a blog about GoogleAds, maybe you can check it out too! https://thedigitalspace.home.blog/2019/05/12/google-adwords-should-we-be-bidding/
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Hi Pim, Yes as I mentioned in my blog, Google is definitely the most innovative search engine which I think is one of the reasons it’s the most popular!
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Hi Kiki, your blog is very interesting. In my opinion, I think Google is my preferred search engine option because it’s easy and convenient when using and working for me. Moreover, Google is a vital tool when I want to find whatever I am looking for.
I have wrote a blog about the ways improve ranking on Google through SEO, maybe you can check it out too!
https://digitalclient.travel.blog/2019/05/12/5-ways-improve-ranking-on-google-through-seo/.
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Hi Trang, I agree with you in regards to Google. It definitely has everything we are searching for and it’s very efficient. I will check at your blog!
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