Microsoft's Bing search engine launched on the 1st June. This post summarises my recommendations on the features for marketers to consider.
We have to start with popularity - how many will use the new search engine. Microsoft has been somewhat successful in retaining market share in the US primarily through it's cashback affiliate scheme and the launch is likely to increase this. It has an 8% share of searches. In the UK Live Search had a lower share of around 1% according to Hitwise
| comScore Core Search Report* April 2009 vs. March 2009 Total U.S. "€“ Home/Work/University Locations Source: comScore qSearch |
|||
| Core Search Entity | Share of Searches (%) | ||
| Mar-09 | Apr-09 | Point Change Apr-09 vs. Mar-09 | |
| Total Core Search | 100.0 | 100.0 | N/A |
| Google Sites | 63.7 | 64.2 | 0.5 |
| Yahoo! Sites | 20.5 | 20.4 | -0.1 |
| Microsoft Sites | 8.3 | 8.2 | -0.1 |
| Ask Network | 3.8 | 3.8 | 0.0 |
| AOL LLC | 3.7 | 3.4 | -0.3 |
Source: Comscore
1. Start out by checking out your brand searches: See Amazon example.
There is potential for more brand leakage through Related Searches which show competitors. For the searcher is the main difference from Google at the search results page level.
2. How is your brand described?
The snippets are from meta descriptions, but watch for the Expanded snippets on the Right when you rollover your mouse to the right of the SERPs listing - do those describe your brand accurately?
Sitelink listings under the site are harder to come by
3. For retailers, Shopping is more closely integrated through a Google "Universal Search" type approach as the example above show. In the UK, shopping gives a link to www.ciao.co.uk so we can expect this will increase in popularity.
4. Image and video search is more tightly integrated.
Bing launched without Help to learn about new features (still used old Live Search Help #Fail).
To find out more you can use the preview site: http://www.discoverbing.com/
By Dave Chaffey
Digital strategist Dr Dave Chaffey is co-founder and Content Director of online marketing training platform and publisher Smart Insights. 'Dr Dave' is known for his strategic, but practical, data-driven advice. He has trained and consulted with many business of all sizes in most sectors. These include large international B2B and B2C brands including 3M, BP, Barclaycard, Dell, Confused.com, HSBC, Mercedes-Benz, Microsoft, M&G Investment, Rentokil Initial, O2, Royal Canin (Mars Group) plus many smaller businesses. Dave is editor of the templates, guides and courses in our digital marketing resource library used by our Business members to plan, manage and optimize their marketing. Free members can access our free sample templates here. Dave is also keynote speaker, trainer and consultant who is author of 5 bestselling books on digital marketing including Digital Marketing Excellence and Digital Marketing: Strategy, Implementation and Practice. In 2004 he was recognised by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who have helped shape the future of marketing. My personal site, DaveChaffey.com, lists my latest Digital marketing and E-commerce books and support materials including a digital marketing glossary. Please connect on LinkedIn to receive updates or ask me a question.
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