What's the Difference and

Why Does it Matter?

Hall Web Services

Who We AreHall Web Serviceswww.hallme.com

• 10+ Years in Business• Over 80 Search Marketing Clients• 98% of Customers "Very Satisfied"

Who We Are

Kasi EhlersOrganic Search Specialistkasi@hallme.com

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* Twitter with #SEOvision tag

What You'll Learn

•Some stats and demos of Google, Yahoo, and Bing

•The details of the Microsoft-Yahoo search deal

•The differences in Google and Bing's search technology, some things that make them unique, and SEO tips for each.

Search Engines: Quick OverviewI'm cute!

You type in a query

Search engine database

Software “spiders”

Secret Algorithm

Relevant pages based on algorithm

Let's Talk Stats...

Facts & Figures

•For the 4 weeks ending September 26, 2009 Google was used for 70.93% of the volume of searches, accounting for over 63% of all visits to search engines in the US*

•Studies have shown that those people who have been using the Internet longer use Google to search the web**

•58% of users have at least some college education***

•Google users also have higher household incomes – over half of Google users have a HHI of $60+***

Stats thanks to: *Hitwise **S.G. Cowen & Co. ***Quantcast

Facts & Figures

•For the 4 weeks ending September 26, 2009 Yahoo Search was used for 16.58% of the volume of searches, accounting for over 12.54% of all visits to search engines in the US*

•Yahoo users have shown to be more impulsive in terms of online buying decisions**

•46% of Yahoo searchers have no college education***

•20% of people who use Yahoo have a HHI of less than $30K***

Stats thanks to: *Hitwise **gotoast.com ***Quantcast

Facts & Figures

•For the 4 weeks ending September 26, 2009 Bing was used for 8.91% of the volume of searches, accounting for over 8.21% of all visits to search engines in the US*

•Bing's users click on more ads than Google's (relative to impressions)**

•25% of Bing searchers are over the age of 50.***

•44% of people who use Bing are not college-educated.***

Stats thanks to: *Hitwise **TechCrunch. ***Quantcast

Microsoft-Yahoo Search Deal

•Yahoo's own search technology will no longer be used- Yahoo search results will be powered by Bing (Yahoo portal will remain)*

•Paid search on Yahoo will use Microsoft's AdCenter platform

•Yahoo will maintain its own display advertising business and sales force and will focus on Yahoo's “user experience”

•Bing/Yahoo will be the #2 search engine with approximately 30% market share

*Yahoo will get a portion of the revenue generated by searches on its pages

So...

We're going to leave Yahoo out and just look at Google and Bing's search technologies

Search Technology

•Google's Googlebot is more effective at crawling the web than competing engines

•More sophisticated at filtering out web pages for targeted phrases related to search query

•Good at differentiating between real text patterns and spammy text

•Better than other search engines at determining the true intent of a query and trying to match that versus doing direct text matching.

Thanks to SEObook: http://www.seobook.com/relevancy

Since 1996

Search Technology

•Bing's MSNbot has gotten better over time at crawling but still not as good as Google at crawling deeply through large sites (such as eBay).

•Does try to process queries for meaning instead of direct text matching – not on par with Google yet.

•Since Microsoft started doing search later in the game, it has a harder time determining natural links from spammy/bought links.

•Microsoft purchased a tool for comparing airfares in 2008 to integrate into Bing as a tool to predict when a user should purchase airfare.

Thanks to SEObook: http://www.seobook.com/relevancy

Since 2005

What are some things that make Google and Bing

unique?

Photo courtesy of hongkiat.com

•Part of Google's overall algorithm but not the only thing that determines how a web page will rank for keywords.

•Uses the internet's link structure as an indication of a website's relevancy – it's a weighted measure of link popularity

•A link from page X to page Y is counted like a vote for page Y

•PageRank also analyzes Page X (casting the vote) - Votes made by competent websites weigh more heavily

•It's a way to produce even more reliable search results.

•In all search engines, having quality inbound links to your site is important!

I'm a patent!

Welcome to Bing, a “Decision Engine”

Fighting the war against “10 blue links”...

Explore pane

Pop up window with more text from page

Breaks down results by category

SEO Tips for

•Accurate and unique titles for each web page consisting of your keywords for that page.

•Use H1 as Google considers the text within this tag as important (only one H1 per page)

•Use unique description tags for each page that are 200 words or less.

•Write natural, “quality” content for your site.

•Engage in link building to have quality inbound links to your website with keyword anchor text.

SEO Tips for •Follow the same guidelines as Google (title tags, description tags, header tags, quality links, etc).

•Bing seems to put more weight on keyword-rich domains (i.e., maine-social-media-marketing.com).

•Websites that have been around longer seem to score some extra points.

•More favor has been shown upon pages with more than 300 words of text.

•Since Bing is about breaking things into easy categories, look at the categories that appear for your keywords and emphasize that (i.e., cell phone accessories).

SEO Tips for

Re-cap

Photo: http://www.flickr.com/photos/5-0_og/1304841776/

•Google still on top – used by more Internetsavvy and business to business searchers.

•Bing skews slightly older, more “shoppers”.

•Yahoo is getting out of the search game.

•Bing will be #2 in the search engine industry in early 2010.

•Google focuses on “most relevant results”,while Bing focuses on presentation of results.

•Follow Google's optimization guidelines buttake note of how you can rank in a Bing category.

This graphic again?

Learn More!

• Free Internet Strategy Consultation: http://www.hallme.com/free-internet-strategy-consultation.php

• Web Vision Blog - http://www.hallme.com/blog

• Webinars – http://www.hallme.com/webinars

• Follow Hall on Twitter - @Hall_Web

• Call us! 1-877-425-5932 (HALL-WEB)

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