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VIDEO: Keeping Abreast of Changes to Search Engine Algorithms

 

Google and Bing often make changes to their search engine algorithms which can affect the way a company's website turns up in search results. How does someone keep up with these changes that have the potential to negatively impact your SEO? From Entrepreneur.com, here's a video with Search Engine Land editor Danny Sullivan in which he recommends some useful resources.



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INFOGRAPHIC: Search Engine Comparison

 
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From Search Engine Journal, here's an infographic that compares the three biggest players in the search engine market, Google, Yahoo and Bing.



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INFOGRAPHIC: The Search Engine Market

 
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From MarketingZeus.com, here's an infographic that shows several market-share measures of the search engine market, as of the beginning of 2011.



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Is Bing Currently the Best Deal in Paid Search?

 
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Bing's share of the search market has grown from 9% in April 2010 to 30% one year later.



From ymarketing LLC, here are some reasons why marketers should funnel as much of their pay-per-click budget toward Bing.

Bing Cost Per Click Cost Less
The same keywords cost far less on Bing than they do on Google. So while fewer may see a Bing ad than a Google ad, you have a much better chance of getting lower costs per lead or conversion from Bing. Example:



Bing-Google Ad Platform Similarities
Keywords that work best on Google have similar results on Bing. Take advantage of Google's volume and better monitoring of click fraud to test, then import your Google campaign directly into Bing for lower ROI.

Recent Bing Platform Improvements
Bing recently made some changes to its daily budget options so now you only need specify how much you want to spend each day.

Greater Ad Flexibility on Bing
Bing and Yahoo! have a 40-character limit on pay-per-click ads, compared to Google's 25-character limit.

Sales and Conversion Rates
Retail companies tend to see better conversion rates with Bing, according to ymarketing LLC. They also found that while conversion rates for B2B are the same for Google and Bing, the cost-per-clicks on Bing are 50-70% lower.

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INFOGRAPHIC: Improving SEO with Social Media Links

 
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Both Google and Bing take social media signals into account when ranking pages and content. From Designbysoap.co.uk, here's an infographic about how to improve SEO with social media .



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INFOGRAPHIC: The History of Search

 
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From SEO.com, here's an infographic detailing the history and market share of the major players in the search industry.



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Yahoo and Bing to Allow Trademark Keywords

 

On March 3, Bing and Yahoo will allow the use of trademarked names as keywords in search ads. This is a change in policy, bringing them in line with Google, which has allowed trademark names for search ads since 2004. Google has won several legal battles over this practice, thus clearing the way for other search engines to engage in the practice.

From Microsoft Advertising:
“As of March 3rd, Microsoft will cease editorial investigations into complaints about trademarks used as keywords to trigger ads on Bing & Yahoo! Search in the United States and Canada. If there is concern that an advertiser may be using a trademark keyword inappropriately, the trademark owner should contact the advertiser directly.”

The concern of trademark holder is that a competitor will use trademarked terms to promote their own products. However, this quite sensibly allows retailers of multiple brands to use trademarked terms as keywords. Allowing advertisers to bid on trademarked keywords isn’t only profitable; it’s pro-consumer, since it allows searchers to immediately see deals from competing companies.

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