Bing Winning The Hearts Of SEOs To Change Market Share?

Jun 27, 2012 • 8:56 am | comments (62) by twitter Google+ | Filed Under Bing Search

Bing GoogleI've been wanting to write about this topic for a long time, but I have not seen a thread on this topic until this week (we have writing policies).

For the past couple of years, the WebmasterWorld forums have been huge supporters of Bing. For the most part, WebmasterWorld (as I see it) is anti-Google and very pro-Bing. It is just the tone of that forum and that forum is a very important forum. Almost all (not 100%) of the official Google reps have left and do not participate but we do have some limited Bing participation. And the tones of most of the threads are pro-Bing and anti-Google, especially from the owner and most of the leaders of the forum.

I always wondered, can SEOs, who are early adopters of search, make a difference in search market share in the long run. Was Google's success tied to SEOs noticing the power or was it the opposite, where market share dictated SEO involvement in Google?

A Cre8asite Forum thread asks the same question. Chuck Finley posted the thread asking, "Can Seo's Move Users From Google To Bing?" He added:

Bing is really reaching out to SEO's with their new tools and much dialogue about accepting the need for SEO and offering a very slick set of tools to help SEO's do it.

Just the opposite of Google and their endless talk about themselves and how their tools are directed at Webmasters being able to deliver to Google what Google wants, or else.

This is very savvy marketing. The timing is perfect -- reach out to SEO's right at the time that Google has chosen to declare war on SEO's and is attempting to start a civil war within the SEO Community. Their whole focus is on helping SEO's help their clients succeed.

What a breath of fresh air.

I wonder if there is a way that SEO's can help promote Bing's search engine and move users over there?

Honestly, Bing has been growing in marketshare but not at the expense of Google.

My gut tells me, no - SEOs can't make a large enough shift in mindshare to help Bing take away share from Google.

In fact, I think for the most part, SEOs are followers. They follow what search engines are sending them the most traffic and work on that. Bing is growing and is being more of a concern for many SEOs and webmasters but when Google sends you 70% of your traffic and sales, where will you spend your time searching and what will you spend your time talking and writing about?

Forum discussion at Cre8asite Forum.

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Gareth Owen

06/27/2012 01:11 pm

Get 4chan on it, start a '#usebing' campaign, tell Microsoft about it so they can include it in their TV ads. easy. :)

Prosperity Hut

06/27/2012 01:13 pm

I think a lot of SEOs are pro-Bing and would like to see them take more market share from Google, especially after the Panda and Penguin updates - even those that were not affected as ultimately more competition is better. Bing should provide some sort of widget for SEOs/Webmasters to place on their sites with the goal to funnel traffic / increase awareness of Bing while rewarding the SEO/Webmaster in some way.

Omri Shabat

06/27/2012 01:21 pm

99% of people in the world don't even know what SEO stands for. All they want is to type something and to get the best results as possible. Don't get me wrong, eventually that is what's important. The problem is that Google branded itself as a synonym to search over the years and people simply don't grant Bing a chance. If Bing wants to earn some significant market share, it had to offer some new amazing search capabilities to stand out (above Google).

Andrea Doimo

06/27/2012 01:26 pm

70% from Google? These are my stats for 2012: G:93.98% Y:3.10 B:1.26 Should I waste time with Bing?


06/27/2012 01:38 pm

Google needs some competition, but it's almost impossible because they are part of the cultural landscape. How many movies and TV shows use the phrases "Google It!" ? It's the only product in the world that can get drastically worst, but people need it more.

Iska Becker

06/27/2012 01:53 pm

A glimpse of a chance for Bing could be the integration of Qwikis in SERP. But not only for Wikipedia as before.. (German article with english references) But Bing should provide a lot of more improvements.


06/27/2012 01:56 pm

Bing and Yahoo! Search CAN be used to drive a page up Google's Rankings. I have seen that. It helps to have a google related link like BlogSpot, or Google + Local on the Page (if you MUST have a secret, there it is in front of you) and of course if you are relevant to the search term, which is a given.

Ian Turner

06/27/2012 02:22 pm

Given that Google is now a PPC dominated page with few natural listings above the fold for many searches - something that SEO's always abhorred with many of the other search engines and especially those secondary ISP search portals that were using results feeds from Inktomi, All the Web, Google etc, it is hardly surprising that the SEO community has begun to turn upon Google. The SEO's gave their support to Google because it was much less PPC dominated than many of its competitors and it clearly labelled its ads rather than trying to make them seem part of the main results - it has now reached a stage where it almost doesn't have any main results and Bing has the clearer cleaner SERPs. Half of the non-techies I see have already had their search bars hijacked by toolbars such as Bear Share, AVG, Yahoo and a whole host of others so I'd guess Google is losing marketshare in the non-techie arena faster than with the techies anyway.


06/27/2012 02:29 pm

I'm a webmasterworld user. I run around $70MM a year in pure-play e-commerce (100% internet business). I operate quality sites with substantial budgets in content development and online advertising. I can only speak for myself here. For the past year Google has made it extremely difficult. The regular patterns have gone away. Is this Google or the economy? To me, it look like Google. I'm deep into analytics and looking at patterns (proprietary stuff - not GA). They're bleeding us. This is why webmasters are outraged. Businesses need stability. For the first time since 1999 my businesses are starting to move into print, radio and TV to hedge against Google risk. I'd like Google to have ~30% market share and to do my part I'm using my power as a technology leader to encourage user (entire companies) to set their default search engine to something other than Google. I'm not alone. We, the user, have the power to change the search world! I've likely moved several hundred users. This is my way of settling the score. I will continue to push for more varied search engine use until Google levels out and brings about stability.


06/27/2012 02:44 pm

Uh, the last paragraph returned my respect to you )) I'm not sure about cre8asite, but on WW supporters of Bing are those, who can't compete after Panda. They just can't admit their own responsibility and need to blame somebody. They support Bing not because of the Bing quality, but against Google. Furthermore, it's a bit late to discuss this. The tone of discussions changes even on WW.


06/27/2012 02:48 pm

Two words Windows 8. I think Microsoft needs/will to brand Bing all over the place in windows 8 in order to promote. I think Bing will slowly rise in market share over the next 3 years because of Windows 8 and due to Googles current Serp direction.


06/27/2012 03:39 pm

the old web model will die in 5 years when mobile and tablets with integrated voice search vastly outweighs PC usage. Add the windows 8+ Bing integration on the PCs that do remain, the one step removed voice search, users won't know or care where they are searching anymore. They will think they search on / with Siri, or some other computer talking to them. They won't say "google it" they will say "ask Siri" {or insert your talking phone here). Unless google is smart enough to brand their voice search like siri (i..e, some talking entity called "Google" is literally talking to you like "Siri" does) then the google brand will stay strong in search but PC web search is dying model because the PC is a diminishing model.


06/27/2012 03:44 pm

My concern is the overwhelming share of the market by Google which has the power to destroy businesses who have minimal diversification recovery options. Confidence isn't a guarantee for continued success, rather real world reality. Anyone remember the top SE from a decade ago? Alta Vista. Crumbled. It was big in its day. Montgomery Wards - a huge business in its day. Crumbled. Very few businesses stand the test of time. Google is directly responsible for hurting a lot of good people; because it controls the bulk of search, it greatly controls the success or failure of a business. I believe the housekeeping efforts to sweep the web were penned with great intentions; but amid those good intentions, the baby got tossed out with the bathwater. At this point, we need someone like Apple to introduce an advertising program. People are ready for this. The opportunity is huge. While Google might control the search, it would be for the good health of the web for someone else to control the ad space.

The Secularity

06/27/2012 04:05 pm

The moment Bing offers an Adsense like product that pays out the same or better, especially in this current post-panda climate- it's game over for Google. Two years of eating Top-Ramen will do that to you.

Roger Dooley

06/27/2012 04:13 pm

Kind of funny, WebmasterWorld has been accused of being pro-Google, too. While as far as I know WMW stays entirely neutral on any search engine preference (virtually all content is member-created), I do think there is sentiment in the broader webmaster and SEO community that a viable competitor to Google would be good for the industry and reduce business risk. At the same time, most folks who have made money in the web biz have been helped by Google (through organic SEO, Adwords, Adsense, etc.), so I think there's plenty of positive sentiment in that direction, too. (Disclaimer: I'm a long-time member & admin at Webmasterworld, though all opinions are my own.)


06/27/2012 04:26 pm

Used to hate Bing, but there is no doubt that for a lot of terms you get better/less spammy results from Bing now.

Ben Guest

06/27/2012 05:53 pm

You just go where your leads, prospects, customers, potential partners, etc. are. The shift we are seeing is all these devices changing their defaults. Apple is next by getting rid of Google Maps, and will probably take Google out as the default to Safari's search. You better get proactive instead of reactive. You have been warned... ;-)

Takeshi Young

06/27/2012 06:06 pm

Bing search is still not as good as Google, but their latest update to Bing Webmaster Tools kicks Google's ass a hundred times over. Finally, a search engine that actually cares about the needs of internet marketers! I don't know that having better WMT will help their marketshare, but Bing is definitely starting to win over SEOs.


06/27/2012 06:21 pm

If supporting SEOs won't move share, why would Bing be investing in it? The gross number of searches may still be growing, but even if Bing got all of that (Bing won't), it wouldn't add up to much. The mistake Bing is making is not using sites like SE Roundtable and Search Engine Land to syndicate their content and expose more SEOs to it.

Scott McKirahan

06/27/2012 06:36 pm

Are you kidding me? Google's search results are horrible now. Bing gives much better targeted results for companies that specialize in any given niche - at least for people who are looking to buy things.

Scott McKirahan

06/27/2012 06:48 pm

If one is to believe the number of twitter followers most of the people in this industry have, ranting about how terrible Google search results are, how now so many of them are paid for and showing an example per day of a bad Google result versus a good Bing result, would go along way to moving the search crowd toward Bing. Although I realize that many of the followers on Twitter are duplicates of other people in the SEO industry, between the ones that aren't, the facebook accounts of all of the SEO's and the followers of the followers of the followers, I think the SEO community could make a major impact on Google's share. I know I have been showing people the bad Google results for weeks and I am now having other "regular" people chiming in with their own examples of horrible Google search results. Oh, it can be done! All it takes is a few prominent people to start the movement. Of course, I have no idea why Bing isn't blanketing the airways with a "their search results - our search results" campaign at this very moment.

Thomas M. Schmitz

06/27/2012 07:11 pm

The thing that catapulted Google to success was it's sparse interface and the fact that it worked better than the other search engines. That made it popular with geeks and system admins. They made Google their start page. When system admins serviced workstations in offices they "shared" their coolness by switching users browser start pages to Google. This got the snowball started and rolling. Office workers took Google home, emailed Google to their friends and family...until the whole world was Google-ing. That was a one-time good deal. Bing cannot replicate that, but I think they are trying to do similar things on a smaller scale, including their Webmaster Tools redesign. Of course, after the beating they took two years ago when they launched the Silverlight version, they owed us this.


06/27/2012 08:13 pm

But is this because Bing works better or because nobody is cracking it algo (compared to Google) ? I suppose Bing would be total mess, if SEOs would pay closer attention to it.


06/27/2012 08:22 pm

Obviously people disagree with you, according to the all market share charts since Panda.

Ben Cook

06/27/2012 09:46 pm

Bing's algo can actually be "cracked" more easily but it also seems to "correct" itself much more quickly. I don't think the approach to optimizing for Bing is all that different from Google, the results just aren't as powerful or as long lasting.

Sean Mitchell

06/27/2012 11:03 pm

Clearly not yet...but if you have influence over a list, visitors, can surely start espousing how awesome The Bing is :) Lord knows we could use some evening of the field.


06/27/2012 11:28 pm

"For the past year Google has made it extremely difficult." - this is the main reason of the Google haters. I checked your website, services you're offering and can't see, why should you be on the top. What are you offering, that others don't ? Probably you're doing your job as best as possible, but this is not enough nowadays. There are thousands more doing perfect job. Did you create something really innovative ? Do you own a know-how ? All I can see is a beautiful office, a bunch of employees and a list of tasks most students can do. I suppose it's the same with your e-commerce. I'm a regular online buyer. I'm buying online almost everything from clothes till gadgets. And I'm absolutely satisfied with Amazon, eBay and a couple of others. I can't imagine why would I buy from the unknown internet business. Means I absolutely don't need your e-commerce in my SERP. (Yes, often I'm going to Amazon from SERP). I doubt you can make an offer I can't refuse. You can't beat Amazon in delivery. You can't beat eBay in prices. So why, why your e-comm business deserve to be on the SERP top ? I can't understand.


06/28/2012 12:42 am

This is not the point. The point is - at moment SEOs and other spammers are not affecting Bing as much, as they affect Google.


06/28/2012 04:23 am

I would gladly donate ad space on my Email Newsletters or my website to promote Bing if it helps bring misery to Google. I just need a persuasive creative targeted at typical non-tech Internet users who don't know what a Bing is. Anybody want to create one?


06/28/2012 05:50 am

Why are you so negative? What are you standing up for? Someone has obviously bust your bubble. Yes, I also have a method that beats any Panda, Penguin update. You want it? It's like having a Walmart on every corner and having no other place to buy things at? Do you buy everything from Walmart? I suggest you start.


06/28/2012 07:51 am

I dont care about any market share statistics. I care about what ends up end of the month in my pocket. I run ads on google and on bing. I dont know about other industries, but for my business (financial services) I get 10 times more conversions on google adwords than on bing (regular search ads, no display etc). Obviously I wish I could get more out of bing, but search traffic is just too weak and I don't see it shifting anytime soon.


06/28/2012 10:06 am

I think there will be 2 parties one will be with google and others will be with bing. War of search engines includes SEO community. A major shift can happen if all SEO's support or promote bing search for users. Coz facebook, twitter and Bing are all competitors for Google. How about apple coming up with a new search engine in future to target mobile sector world ?

Ian Turner

06/28/2012 11:15 am

So you want to live in a corporate dominated world kowtowing to your corporate lord and master all the time. A world in which small family businesses are driven out of the marketplace because they can't afford to compete with corporate megaliths who can run PPC campaigns at a loss for years to drive out the competiton. A world in which we see a rise in the anti-globalisation movement driven by a rise in an underclass created because they don't fit into the corporate cloning lifestyle. An anti-globalisation movement that will spawn its own terrorist groups (e.g The Animal Liberation Front) who will be targetting particular corporates and their employees. I can see many social reasons not to buy from major corporations such as Amazon and eBay and the like - I for one would much prefer to buy from a small company where I know I will be treated well rather than one which is aiming for world domination in a particular field. We are ending up with monopolies that are too big and too powerful for any single government to legislate against. Google in search, eBay in online auctions, Amazon in eCommerce, Facebook in social networking. The world needs global markets, but for capitalism to work and be efficient those markets have to be competitive and opportunity for startups and small businesses has to exist or you create a new kind of corporate serfdom.


06/28/2012 11:18 am

Answer probably somewhere between the two, though I suspect Bing is affected by traditional SEO (links are links, onsite SEO is onsite SEO) just as much as Google - it is just that haven't gone all anti-SEO and banned the most popular / highest quality sites.


06/28/2012 11:26 am

I disagree with those people, its boring and un-productive seeing Wikipedia in every single search on 1st position while at the same time is almost a sin having adds on top of search listings manipulating user will and clicks.


06/28/2012 12:25 pm

completely agree.


06/28/2012 12:31 pm

the problem with SEOs is like with any other geeks - they look at it from their perspective. When Panda hit last year, 99.99% of users (not webmasters) didn't see any change in search quality. They just type a word and pick something out of offered results. The fact that a site that was no.1 in SERPs a day ago is now on 101st page, they couldn't care less. As a user, I don't see any (positive) significant difference in search results on Bing compared to Google and there is no reason for me to move. I think that 90% of Bing search comes from Facebook and MSN. I have yet to find a person that has Bing as default search engine.


06/28/2012 12:32 pm

Do I need to remind you, that : eBay was started as a small family business ... Google was started as a student project in garage ... Facebook was started in campus as a local project ... etc etc etc ..... All of them made a big way from small companies to major corporations, creating something brand new, never existed. Something, that changed the world. They deserved to be on top. What did all of these Google haters create to be on top ? They are listed in Google. That's enough. Do you want to be on top ? Please create something unique, others can't offer. It's so obvious )


06/28/2012 01:00 pm

and one more thing ... dirigodev will be out of business soon, means other startups will get their chance. Isn't this an example of competitive market you're talking about ? )


06/28/2012 01:18 pm

Good for you )

Ron K

06/28/2012 01:19 pm

In case you peeps haven't noticed the shift to providing a much improved and a more relevant result in SERPS to a very large(and growing)local geo based audience. With the integration of Sagat to Google + Local and Google Plus there is absolutely no doubt that as time passes more and more ranking weight with Google searches will be on the social aspects and reputation of local businesses by providing what people want; opinions and suggestions they can trust to help them spend their money and leisure time wisely! Google has absolutely ZERO competition when it comes to providing this valuable, integrated platform to consumers and businesses alike. And, if you are paying attention to Google's ongoing onslaught of acquisitions and mergers it is very clear they are well positioned with the rapid conversion to a portable web environment. I am neither pro or anti-Google. I could care less about who provides what. Google is very entrenched and very well positioned for the future so get over it and deal with the reality of the situation. Learn to dance!


06/28/2012 01:47 pm

This was addressed to aoe2912. Disqus is slow as usual.

Ian Turner

06/28/2012 02:04 pm

Okay let's examine them eBay - was the first of its kind and got ahead of the competition, yes it deserves to be at the top, but its now near monopoly poistion means that other online auction houses are unable to get traction which allows eBay to raise its commissions almost willy-nilly. Google - started as a project to create something new and it did search better than everything else that was there and got to the top, it is now doing the same things that the competitors that were there when it started up were doing and thus is getting the criticism that they were getting at the time. Facebook - don't know enough to really criticise it, never been interested enough to actually create an account. What we are seeing is people who did create something unique at the time - an ecommerce site selling in a particular field when everyone else was selling through bricks and mortar stores, being squeezed out by big brand bricks and mortar stores because they have more money. I know that Google did address the problems of a lot of small local businesses with Google Local, which really helped many in service industries. However it left a lot of those trying to create something in eCommerce stuck in limbo with its bricks and mortar competitors able to list all their branches across the country and getting the benefit of Google local compared with the one central office for the pure eCommerce sellers.


06/28/2012 02:36 pm

You replied yourself already : " ... people who did create something unique at the time ... " But "the time" changed, it moved forward. Did they move as well ? No, they didn't. The whole model of their businesses is outdated. Google's Panda brought more competition into business. More signals are involved. I only can repeat : dirigodev will be out of business soon, means other startups will get their chance. Isn't this an example of competitive market you're talking about ? )

Ian Turner

06/28/2012 03:04 pm

I agree to a certain extent - that the business model of a purely eCommerce business is now outdated - but that is purely as a result of Google's algrotihm changes. The problem being that there is no viable alternative to Google at the moment - Google owns 80% plus of the playing field and creates the rules there - so even if the business model is viable if it doesn't fit with what is good for Google profits the business model will become outdated. Panda is irrelevant and on its own would just have been one of those things that changes in the Google algorithm - combining Panda with more PPC result loaded SERPs on direct product sales keywords effectively killed the pure eCommerce sites that don't have the money to compete at PPC at a loss against bricks and mortar outlets that can prop up their PPC from the bricks and mortar stores for long periods of time. Now if Google was not the monopoly it is and there were different search engines with different algorithmic models many more business models could be viable.


06/28/2012 03:15 pm

Anti-SEO: You sound you like you work for Google and your nickname is just a cover seem pretty defensive about Googles criticism and you are very quick to answer people's comments. Wonder why you kissing up to them so much ?


06/28/2012 03:19 pm

@da83ddbe81e37e166b4c71448c4de4ab:disqus you have 13 replies in this post all defending Google. Do you work for Google ? and its funny because my previous comment was deleted. Wonder if Barry is behind @da83ddbe81e37e166b4c71448c4de4ab:disqus nickname kissing up to Google.


06/28/2012 03:42 pm

I absolutely agree, that more SEs would be good for the industry. I just can't follow your logic how Google is responsible for that. What do you expect from it ? Should it start brand new search engine or what ?

Thomas Kane

06/28/2012 04:19 pm

Not forgetting to mention that IE just had an update which actually made their browser bearable. So Microsoft seems to be finally getting their **** together with their results and online products.

Ian Turner

06/28/2012 05:59 pm

I'm not saying Google is responsible for the situation, it is more that governments are responsible for allowing Google to achieve the monopolistic position that it is currently in. However any opportunity to support other search engines should be taken by the SEO and techie community whenever Google fails to deliver high quality search results and a level playing field for businesses of all types.


06/28/2012 09:03 pm

We can urge others to stop using G, I do all the time. Ya it might not be that effective but it slowly gets the word out. I just let them know how much information google is trying to get from them and how the search results went to crap and that seems to help. We could also make videos, webpages and groups that are anti-google and that will help a lot. So ya I think there are things webmasters and SEOers can do.

Ash Nallawalla

06/28/2012 10:37 pm

Google has over 95% of the search traffic in Australia, while the main users of Bing are people who have a Windows machine and don't know they can change browsers. How can SEOs of all people help to shift usage by the general public?


06/29/2012 02:15 am

Sorry Barry. but if you think WMW forums have a pro-Bing anti-Google tone then you are obviously tone deaf. Ever hear of something called "Cause and Effect"? What you hear are the escalation of complainers complaining after losing the bulk of their Google traffic after many webmasters were dinged by Panda and Penguin updates. If Bing were capable of delivering actual measurable amounts of useful traffic and then did a similar update the Bing complaints would also escalate and WMW would then appear anti-Bing. Very nice link bait - I bit - enjoy.

Keri Morgret

06/29/2012 02:43 am

And this afternoon Bing announces the Disavow Links feature in their Webmaster Center.

Ash Nallawalla

06/29/2012 02:44 am

Same experience advertising in AdCenter. They'll offer a decent credit to resume advertising, but I too found poor conversions in my niche.


06/29/2012 02:44 pm

There was Standard Oil, then came BP. There was General Motors, then came Toyota. There was IBM, then came Microsoft. There was Microsoft, then came Apple. There was AltaVista, then came Google. This too will pass.


07/03/2012 03:15 pm

Just because Google has a better market share doesn't mean that people disagree with me. Ignorance does not mean disagreement. Perhaps if the masses actually did a side by side comparison the market share numbers would move. Unfortunately, the moronic masses have a tough enough time just navigating the web and don't even know the difference between a search bar and an address bar. Expecting them to try a different search engine would be asking far more than most of them can even comprehend.


07/17/2012 11:45 pm

Would you give 94% of your business to one client? No, that would be insane. So why would you rely on one source for that much traffic? You're playing with fire.


07/17/2012 11:47 pm

I also like asserting opinions as facts.

Matt Sharper

07/19/2012 11:32 pm

And I'm absolutely satisfied with Amazon, eBay and a couple of others. I can't imagine why would I buy from the unknown internet business. Means I absolutely don't need your e-commerce in my SERP. (Yes, often I'm going to Amazon from SERP). I doubt you can make an offer I can't refuse. You can't beat Amazon in delivery. You can't beat eBay in prices. So why, why your e-comm business deserve to be on the SERP top ? I can't understand. dumb logic

Matt Sharper

07/19/2012 11:35 pm

will probably take Google out as the default to Safari's search and put what in place? they won't

Andrea Doimo

11/08/2012 01:26 pm

You are perfectly right, but I've never targeted a specific search engine, just some "common sense" SEO, and only Google gets it.

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