Dan, our big boss and chief moaner, is currently polishing up on his SEO skills by attending a weekly course at the University of Salford. After his first seminar, he came into the studio to interrogate the Libero Net web scientists on the topic of differentiating between Bing and Google in order to optimise for a higher ranking.
After a much heated debate, we thought we would take this opportunity to discuss this matter a little further and offer some insight to how we address this when performing SEO for our clients businesses.
The average user will wonder on the differences between search engines Bing and Google, after all they are both set out to do the same thing right? Yes, they are both built on the same foundations however Google is ahead of the game and has been leading the search market for years.
Both Bing and Google provide quality results. Due to its high market share, it is understandable that Google has the most searches but Bing isn’t too far behind! Google algorithm currently takes into account keywords, quality of content and a clean, natural and appropriate link profile. Whereas Bing differs in its selection and social search is dominant. With Bing the attempt to banish link spam has not been quiet as successful and local results take over.
Google is the most popular search engine result and therefore it is crucial to abide by the best practices by ensuring a clean link profile (and other things) in an effort to highly rank. For smaller businesses, social media marketing is often most cost effective for increase brand awareness. With Bing integrating social media practices into its search results, those actively engaging on social platforms, it is pretty simple to allow the right results.
Bing has accomplished Facebook integration which is something which Google has yet to achieve. So if searching for a location, restaurant or hotel for example, Bing is the better search engine showing reviews from your Facebook friends. However if you are looking for something informative to a high standard or something serviceable no matter the location, Google is the latter.
The Libero Net Way
First things first, we would like to state that our approach to search engine optimisation is somewhat of a holistic approach, therefore the strategies we use differ depending on the clients business, industry and needs.
When a client asks us to drive more business and sales or more traffic to their website, we always like to begin by sitting down, cuppas at hand and then we start to brainstorm what can be done in terms of overall strategy.
As a general rule when optimising a website for ‘search’ irrespective of the search engine we would work on the same general basic principles. Firstly, on site. Secondly, off site.
- We correct any code or onsite issues, including semantic code and broken links for example.
- We then look at navigation, usability and overall user experience, e.g. how easy is it to navigate the website and for the user to reach desired goal.
- Then we look at site speed and server. They’re several elements that can slow a website down.
- From re-wording elements for key word emphasis and quality, to formatting text for a user-friendly approach and easy read, our final step is to look at improvements to current content on the website.
- We then begin an off site strategy with content generation, social media interaction and outreach.
Above is a basic guideline when the Libero Net web scientists set out to improve a clients rankings. Like I mentioned earlier, we have a holistic approach as we realise each client is unique. For example when we are improving the SEO for an e-commerce store we may look at other channels such as Amazon, eBay, Play.com and of course google shopping to improve sales rather than just improving search engine rankings.
What happens if Google wake up one morning and decide to change everything they’ve been doing? Will this have a disastrous impact on your business and possibly take you under?
Although Bing and Google are both built on the same foundations, with Google much ahead of the game, us web scientists do not like the idea of putting all our eggs into one basket, we like to improve SEO with all search engines in mind. The Libero Net way is to aim to improve rankings by balancing across various channels and media, making the business SEO more secure for future changes in the ever-changing digital world.