For many people, ‘Search Engine’ and ‘Google’ are the same word. In English we’ve even turned it into a verb to describe searching for something online: “Why don’t you just Google it?”
Other search engines do exist, however. And in some places and for some market segments, alternative search engines are more important than Google. So what does this mean for your SEO strategy? And do you need a separate SEO strategy for each individual search engine? Let’s dive in.
When it comes to SEO, Google often takes center stage. It's the most widely used search engine globally, and many SEO strategies are designed with Google's algorithms in mind. However, focusing solely on Google can be a narrow approach that overlooks the potential of other search engines.
Here are three reasons why we should consider
To understand where your customers are coming from, you can use tools like Google Analytics or similar web analytics services. These tools provide insights into your website traffic, including the geographical location of your visitors and the search engines they used to find your site.
Google's search engine algorithm is sophisticated and ever-evolving. It uses over 200 factors to rank websites, including the relevance of content, the number of inbound links, and the mobile-friendliness of websites. Google's algorithm also uses artificial intelligence to understand the context and intent behind search queries, providing more accurate and relevant search results.
Bing, owned by Microsoft, is the second most popular search engine after Google. While Bing's algorithm shares similarities with Google's, such as the importance of relevant content and inbound links, there are also key differences. For example, Bing places more emphasis on social media integration and tends to favour websites that are older and have official domain names (.gov, .edu, etc.).
DuckDuckGo is a privacy-focused search engine that doesn't track user behavior. Its algorithm primarily relies on around 400 sources, including Bing, Yahoo, and its own web crawler, to generate search results. DuckDuckGo also emphasizes high-quality content and user-friendly website design.
Baidu is the dominant search engine in China, making it a crucial platform for businesses targeting the Chinese market. Baidu's algorithm values fresh and unique content, and it also considers user behavior metrics like click-through rates and time spent on a page. However, Baidu places a strong emphasis on website verification, requiring businesses to obtain a special permit to be indexed.
Yandex is the most popular search engine in Russia. Its algorithm, known as Korolyov, uses machine learning to understand the intent behind search queries and deliver relevant results. Like Google, Yandex considers factors like content relevance and inbound links, but it also takes into account user behavior metrics and the location of businesses.
While search engines weigh criteria differently, the similarities are greater than the differences. In many cases, optimising for one will inevitably optimise you for the others.
Still, there are some steps you can take to make sure your SEO strategy is hitting the mark on the engine most relevant to you.
While Google remains a significant player in the SEO world, other search engines offer valuable opportunities to reach different audiences and markets. By understanding the unique algorithms and features of these search engines
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