As soon as you hear the word ‘search engine’, I would guess that Google immediately springs to mind. How often have you said ‘I’ll Google it’?
Have you ever said, ‘I’ll Yahoo it’?
However, it’d be a mistake to think that Google is the only search engine available to your customers when they’re researching solutions/products. We take a look at the others that may not have occurred to you, and how you can increase your visibility on these search engines to reach a wider audience.
If it hadn’t occurred to you before, YouTube is the world’s 2nd largest search engine with 1.5 billion monthly users. Not only dominated by cat videos, YouTube is an increasingly popular marketing channel for companies to connect with and attract customers.
When uploading your videos to YouTube, it can be challenging to stand out amongst so much content. Think carefully about your title, thumbnail, and description, as these are all important in attracting your customers’ attention. Also don’t forget to promote your video on your own website and through social media channels. You will have spent a considerable amount of time and budget on video production and expensive add-ons like FCPX effects, so don’t neglect to push it out on as many places as possible!
Bing is a search engine owned and operated by Microsoft, relaunched in 2009 to take on Google’s market share. Bing’s usage has increased by 5.2% over two years so is worthy of your attention and also has additional services including Bing Maps, Bing Travel, and Bing.
Similar to Google Adwords, Bing offers its own paid advertising platform with text ads available. Considering Google dominates the majority of paid search, competition for keywords is likely to be less – meaning it is a more budget-friendly option.
There are differences between how Google and Bing rank websites so it is worth doing some research into how you can optimise your website for Bing too; Bing is much more straightforward when it comes to search engine optimisation compared to Google. For example, Bing is more reliant on targeted and exact-match keywords whereas Google generally prioritises more comprehensive or related phrases. Bing also uses location tags to accurately place your business in local search result which Google doesn’t. They’re easy to add to your site’s code and won’t negatively affect your Google rankings.
Therefore, when optimising for Bing, it might be more advantageous to use exact match keywords in your headings and metadata. Yet, be sure to do this sparingly or your position in Google could be adversely affected.
Launched in 1995, Yahoo was one of the first search engines on the market. In 2009, Yahoo announced it would use Bing as its search engine and handle their advertisements. Therefore, by advertising and optimising for Bing, you should increase your visibility on Yahoo.
Consequently, the same rules when it comes to search engine optimisation apply here. It is also worth noting that Yahoo/Bing prioritises the age of a website when it comes to rankings.
Twitter, the quickfire social media network, also comes with a search function that should not be ignored or underestimated. With a growing number of monthly users tipping 336 million at the beginning of 2018 (Source:Statista) Twitter can be an outlet for latest company news, product launches, and showcasing your company culture.
By using relevant hashtags, you can increase the visibility of your company and extend the reach of your content. Whilst social shares don’t directly affect rankings, they can have a positive knock-on effect for search engine optimisation.
Tools like Hootsuite can help you schedule in tweets in advance so you have continuity in the frequency when you post.
By only focusing on Google as a search engine, you are missing out on a huge audience. It is definitely worth investing your marketing spend and time on the other search engines – putting your eggs in various baskets, so to speak.
Google frequently implements new algorithm changes which can have a detrimental effect on your rankings. Although a skilled agency can help you recover, exploring other search engines can help to spread the risk.