SEO: What to expect in the next few months from Google?

In this video Matt Cutts from Google outlines what’s in store in terms of Panda and Penguin updates over the next few months.

Using Bing To Support Your Google PPC Search Marketing

For most people, whether they are website owners or consumers, search begins and ends with Google. As users we Google products, services, people and all manner of topics every single day, while website owners are focussed on using SEO and paid search to maximise the visibiity of their sites in Google’s search results.

In natural search many agencies and freelance SEO professionals will focus their efforts exclusively on Google, particularly when budgets are limited. And more often than not it’s a similar approach when it comes to paid search. However if you’re not using Bing as part of your paid search marketing then it’s probably time to think again.

In the world of PPC it was often argued that the same amount of time should be required to manage similar sized campaigns on different search engines. Therefore managing campaigns on Google would see a much better return on the time invested, given Google’s approximate 90% market share. Whilst it was generally accepted that Bing and Yahoo represented viable opportunities to drive cost effective traffic and sales, the time investment required has often been a barrier to running sucessful campaigns on these platforms.

Recently Google has seen its share of the UK search market fall to its lowest level in five years as competition from rivals, notably Bing, continue to erode its lead. According to figures from Experian, in December 2012 Google held 88.35 percent of the UK search market, down from 91.15 percent in December 2011. In contrast, Bing saw its year-on-year UK share improve by 1.15 percent from 3.84 to 4.99 percent of the market. Yahoo also improved, up to 3.58 percent, a rise of 0.86 percent over twelve months.

Microsoft have made a number of positive steps, with Bing becoming the default search engine on sites such as Facebook, and their team has also been working hard to make it easier for AdWords advertisers to port their campaigns over to Bing Ads.

My advice to clients is to always consider rolling out successful Google campaigns onto Bing, and where necessary invest in the additional costs of managing multiple campaigns across both platforms. The search volumes on Google will enable you to test and optimise your PPC campaigns and potentially transfer a ready optimised campaign, which needs less management time, onto Bing.

Whilst Bing will generate significantly lower traffic levels, it’s not unusual to see strong conversion rates. And whilst sales revenues from Bing may not have a huge impact on your overall business, Bing can contribute significantly to your overall online marketing efforts. One client campaign I work on saw almost £2,000 of sales revenues from Bing last month – from a spend of less than £100. Meanwhile the Google campaign spent around £2,000 to generate sales approaching £10,000. Arguably the small spend on Bing partially subsidises the Google campaign – or could potentially subsidise additional SEO activity. Either way I’d argue that it’s £90+ that’s very well spent.