Yahoo-Microsoft Transition: Impact on SEO and PPC

It looks as though the Yahoo-Microsoft transition is starting to become reality. The companies announced last week that Microsoft’s Bing was powering Yahoo’s organic search results in the U.S. and Canada.

Earlier this week, the companies also gave advertisers the go ahead to start transitioning from Yahoo search ads to Microsoft Bing search ads. As this transition begins to unfold, we can start to see what some of the changes will be and how they might impact the future of search.

From a visual perspective, Yahoo Search still looks the same but has a small “Powered by Bing” at the bottom of the results page. Another aspect worth noting is that the two companies combined own approximately 28 percent of the search market, according to comScore’s July search report.

Long time search marketing expert Bruce Clay has also noticed some interesting findings regarding SEO and the new Yahoo search. He tells WebProNews that, based upon information from Yahoo’s API team, the company intends to use Bing’s index but apply a slightly different algorithm to it. In other words, the search engines will still produce different search results. From this information, Clay believes that users will still see value in Yahoo search.

The paid search transition, on the other hand, could have a more dramatic impact. Bing has been very effective in pay per click, and as a result, Clays says it offers a high click through rate.

“I would have a tendency to think that Bing advertising will see many, many more people using it,” he points out.

Although the companies would like to have the paid search transition completed by October, they have said it could be delayed if they see a potential interference with this year’s holiday season.

Regardless of what other changes will come as this transition is fully rolled out, there is no doubt that it will be marked as a turning point in the search and advertising industry. Interestingly, Clay calls these latest developments a “resurrection” of the second and third search engines. Do you agree?

Google SEO vs. Bing SEO

Have you found your SEO efforts for Google and Bing to be similar or different?  According to Janet Driscoll Miller of Search Mojo, there are both similarities and differences when doing SEO for Google and Bing. She adds that Bing has many opportunities over Google but that it also has its share of challenges.

On the similarity side, one example is that the same sitemap can work in both Google and Bing. One example of a difference between the two is that with Google Shopping, it’s a free download; Bing Shopping on the other hand, is paid only.

In regards to on-page factors, Rand Fishkin of SEOmoz did an extensive study and found that, ironically, the on-page changes users make really do not boost positions in either Google or Bing. Instead, both engines place more weight on exact match domains and the variety of domains that users have inbound links from.

For Bing specifically, Driscoll Miller says a good rule of thumb is to have many inbound links coming from a variety of domains, as opposed to having lots of links coming from a single domain. Bing’s Webmaster Tools, which we are told will be getting a revamp soon, have a tool that places value on inbound links. This helps SEOs understand what type of links Bing values the most.

Although some people still only concentrate on Google, Driscoll Miller advises people to begin thinking about Bing.

“I think a lot of people have been somewhat ignoring Bing and probably shouldn’t, because it really does have some value, “ she says.

What are your SEO challenges for Google and Bing?

Coming Soon: New Bing Webmaster Tools

At SMX Advanced, Bing revealed a preview of its new Webmaster Tools. WebProNews caught up with Eric Gilmore, a Group Product Manager with Bing, who says the new tools were built completely from scratch.

According to Gilmore, the tools are all about design and scale. With the new modern architecture of the tools, Bing wants to give users more data, more relevant information, analytics, and more. Gilmore says the three main areas Bing focused on was crawl, index, and traffic.

In addition, Bing is ensuring a simplified user experience and rich visualizations. Interestingly enough, Gilmore indicates that the feedback from users was very instrumental in the development of the tools. He went on to say that Bing wants to create an “open dialogue” relationship with its users.

“We have a whole bunch of things we want to do, so this is just the beginning,” says Gilmore.

Bing is currently fine-tuning the tools before they are released in the coming weeks. For the latest updates, check out the Webmaster Center blog.

Bing’s Approach to Local Search

Since people are embracing local more and more, the search engines are also increasing their efforts to make the experience relevant and useful. But according to Mikko Ollila of Bing Local, local search is difficult and challenging.

As he tells WebProNews, one challenge is the fact that there are multiple ways for users to determine what businesses are available. To make matters worse, many times those ways conflict with each other. To help overcome this challenge, Ollila advises businesses to take ownership of their local business listing in Bing Local. By doing this, businesses can make sure all their information is correct.

In addition, Bing is trying to create a “natural” local experience that builds upon what other local search engines have already done. Ollila says that Bing wants to help users make fast decisions.

The search engines also face the challenge of finding the right balance. If the engines allow local search to be open, there are some businesses that could do a lot of harm to their rivals.

As Ollila points out, Bing is aware of all these challenges and is doing everything it can to make its local search as relevant as possible.

Bing Explains Search and Mobile Updates

It is no secret that Microsoft is definitely serious about its role in search. Bing is continually launching new products and features and WebProNews recently caught up with the engine’s Stefan Weitz to find out about the new developments.

Weitz, first of all, points out that the new features are simply an “evolution of our strategy.” Bing’s strategy is about connecting users with knowledge based on their intent. The engine is really trying to break down the queries just as humans do.

One of the ways Bing is trying to do this is with the left hand column on the search results page, which provides numerous categories related to the query. The engine has begun to refine the query across the top as well by including a number of tasks. For example, if the query is “Ford Focus,” the tasks might be Specs, Safety, Reliability, and Reviews.

On the mobile front, Weitz discusses the Windows Phone 7 Series and how the searcher’s intent is easier to determine on mobile devices. He also talks about the newly announced Foursquare application that really showcases the power of Bing’s Maps platform. The app essentially allows users to check-in with physical locations, zoom into the area and see specific tips that friends have left, and also see who else has checked-in and where.

Weitz advises marketers to take these new developments and understand that there are many more opportunities in search today that go beyond being the #1 algorithm link in search results. He said Bing is providing many ways that help users think beyond the current model and said it will continue to do so.

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