Search Engine Marketing and Optimization has Changed
Now, that Google has changed its ranking algorithm, and Yahoo and Bing have combined resources, we are entering a new age of search engine marketing and search engine optimization. You are probably wondering, "What does that mean?" or "How will this affect my ranking on search engines?". I will discuss the changes Google has made and what the pooling of resources of Yahoo and Bing in hopes of giving you a better understanding and answering your questions. If you do not understand SEM and SEO, that is OK. Hopefully this article will help improve your understanding.
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Google Changes its Ranking Algorithm
It used to be that Google mainly used links to determine your rankings. Then they added content to the mix. These still play a major role in factoring where your website will show on Google's search engine. One change is that now you cant just make random links to your website and then Google will rank you higher. You must create quality and relevant links, otherwise Google may consider them as spam and actually decrease your rankings. Find directories and blogs that are relevant to your industry. i.e. if you are a bankruptcy attorney, search sites that will list attorneys or bankruptcy attorneys in your area, with the ability to place links to your website. Its all about relevancy.
The major change, which took place in June, is that Google has added Activity to the equation. Before I explain, let me first say that out of the 3 areas of optimization: Links, Content, and Activity, no one part is more important than the other, so you must do all 3. Activity means if you have a blog, on WordPress, preferably, get people to subscribe. If you have a contact form on your website, get people to fill it out. If you have Facebook, Twitter, or other social media connected to your website, get them to like, post, etc. RSS feeds? again, get them to subscribe. Basically, you need to combine the traffic that is coming to your site with the activity that happens when they enter your site.
Yahoo and Bing Combine Resources
The obvious answer as to why Yahoo and Bing have combined their resources is so they can gain a larger share of the market that Google currently dominates. If you use Microsoft Adcenter (Bing), your ads will now show on Yahoo Search is just one example of the collaboration. You may have noticed a ton of commercials for Bing and Yahoo lately. Again, obvious answer. Research indicates that this combination will increase their market share by 30%.
Does this mean you should shift your focus from Google to Yahoo and Bing? No. What this means is that now you really need to split your advertising budget to include a larger portion for Yahoo and Bing.
The Search Engine Optimization for Yahoo and Bing a little different than Google, but not by much. Combining resources means that if you get ranked high on Yahoo, you will rank higher on Bing, and vice versa. With this projected increased market share, it is important that if you really want to maximize your exposure on the internet, that you effectively use all tools at your disposal. I know that most of you business owners might be reading this and think, "I don't quite understand all this", and that is OK. All you need to know is that this collaboration will have a positive effect on your traffic if you are marketing on either Yahoo or Bing.
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