Search Engine Optimization
Marketing has always been centered on reaching the customer with a message, an idea, a product, anything of value. In today’s world, it has become imperative that businesses take advantage of the internet considering the billions of potential consumers who use the it everyday. Because of the overload of information found on the internet, digital marketers place emphasis on search engine optimization (SEO). Search engine optimization refers to the visibility of a website in unpaid search results from search engines such as Yahoo!, Google, Bing, etc. SEO is focused on increasing the PageRank of a given website. The article written by Aleh Barysevich discusses the differences in the PageRank algorithm used by Google and Bing and how it affects digital marketing efforts.
The article discusses 5 common factors (keywords, meta keywords, backlinks, social importance, and multimedia content) in determining a link’s PageRank and how they differ in importance to Bing’s and Google’s respective algorithms. Google places an importance on keywords, which means that they designed their search engine to understand what the user is looking for based on context clues meanwhile Bing places an importance on multimedia content and meta keywords. Bing is able to “crawl” and understand video, audio, and visuals on a website and factor that into PageRank. Additionally, Bing uses meta keywords and Google does not place any significant influence on it. If companies don’t use meta keywords, their Google PageRank may not be affected, but it could severely impact their rank on engines like Yahoo! or Bing.
Understanding how PageRank algorithms work is critical for effective marketing initiative. But not only is it important to focus on PageRank, it is important to understand the demographic of each search engine and how each search engine operates.
ttps://www.searchenginejournal.com/seo-bing-vs-google/223363/