If you’ve been keeping your eyes on the search engine headlines lately you may have noticed the clever, “Bing it on” slogan that Bing is using. If you haven’t noticed it it’s basically like the classic Pepsi Challenge of the 1980’s. If you’re not old enough to remember the Pepsi Challenge campaign you can watch this tasty vintage clip below that will make you wonder where fashion has gone wrong over the last 30 years.[youtube]http://www.youtube.com/watch?v=eiO_JES4yBY[/youtube]
Bing It On Challenge
Bing is essentially copying the Pepsi Challenge with a blind search results test against the search gorilla Google. When you go to the Bing It On Challenge you will be asked to enter a search. Then you will be shown two results side by side without the Search engine branding on the page. You are then asked to pick which one you prefer. After 5 searches you will be told if you picked Bing or Google more. I’ll be honest and say that the results shocked me. I preferred Bing over Google with a 3 out of 5 searches. So aside from making fun of a Pepsi ad from the 80’s featuring the guy from Taxi and learning about my experience with Bing it On, why is this important to marketers?
Why Bing it On Matters
We all know that Google has become a way of life. Google is a has become a noun and a verb and I will admit that I love my Android phone and enjoy Google products. However as a marketer I have been keeping a close eye on Bing, and if you haven’t been watching them now is the time to start. In my opinion there are 3 big reasons you should have your eye on Bing.
- Bing plays well with others-
- It has been announced that Bing is the new default search engine for Siri.
- You may notice that when you search on Facebook the results are powered by Bing.
- Bing and Yahoo! have completed an algorithmic conversion, this means that when you search Yahoo! you are getting Bing results. On top of this they have joined to create the Yahoo! |BIng Network
- Bing has partnered with Klout (a social influence site) and Quora (a social question and answer forum) to fuel more quality results.
- Bing has partnered with Yelp in what seems to be a joint effort to challenge Google (this may be a good time to review our local search mystery meat post).
- Increased Market Share-
- According to comScore in the month of June 2013 there were 19.2 billion desktop searches. 66.7% of those searches were on Google sites. 17.9% were made on Microsoft Sites (Bing) and 11.4% were made on Yahoo! sites (remember, that’s powered by Bing).
- Awesome new tools-
- Bing has improved their Webmaster Tools platform. It looks great and on top of that it has some great built in tools. You can find easy access to (currently in Beta) Keyword Research tool, a Markup Validator (which helps you identify structured data. Search engines love structured data, make sure you have it on your site). The most awesome feature is the SEO Analyzer (also in Beta). With this tool you simply copy and paste a URL and Bing will tell you exactly what you need to do to optimize the page!
Get Ready for Bing
As you can see Bing has really stepped up their game. If I can give you three pieces of advice to prepare for the growth of Bing it would be this.
- Set up Bing Webmaster Tools.
- Monitor Bing Webmaster Tools (and Google Webmaster Tools) at least monthly.
- Monitor your non-paid search traffic in Google Analytics and watch for Bing to climb the chart.
If you need help doing any of these feel free to contact one of us at Vivid Image and we would love to help.