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Bing Brown Bag
 

Bing Brown Bag

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A rundown of Bing, it's new algorithm, and the dispersion of some myths that have been floating around.

A rundown of Bing, it's new algorithm, and the dispersion of some myths that have been floating around.

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    Bing Brown Bag Bing Brown Bag Presentation Transcript

    • Brown Bag
      or: How I learned to stopworrying and love the Bing
      Presented By:
      Kate van Ravenhorst
      Christie Wang
      Tony Emerson
      July 15, 2009
    • Agenda
      Background
              Launch
              Impact
              "Decision Engine" - new features
      Bing & SEO
              Bing’s algorithm
              Bing’sSERP
      Bing & PPC
      Future of Bing & Client Takeaways
    • Launch
      Evolution
              MSN Search- Fall of 1998
              Windows Live Search- March 2006
              Live- March 2007
              Bing- June 3, 2009
      Marketing
              $80M to $100M in ad dollars
              Online, TV, Print and Radio
              Doesn't mention Yahoo & Google by name
      Focuses on "search overload" and why to switch
    • Impact
      Bing gains in market share...
      Number of Search Queries: 25% average weekly growth rate (Hitwise)  
       
      Click Share: 5% increase since launch, mostly in Finance and Travel categories (Hitwise)
      Market Share:Bing’s gain is mainly from Yahoo and Ask.com, not Google (Compete)
    • Impact
      ...but sources disagree as to how much
       
      Previous
      Current
      Previous
      Current
      Previous
      Current
       
      Source
      Google
      Yahoo
      Bing
      Projection
      78.72%
      78.48%
      10.99%
      11.04%
      7.81%
      8.50%
      Bing will surpass Yahoo
      StatCounter/Fox News
      StatCounter/iTWire
      89.81%
      89.69%
      5.10%
      4.86%
      3.08%
      3.50%
      Google isn't worried
      Compete/TheWest.com
       
      74.00%
       
      16.00%
       
      6.50%
       
      HitWise/The Domain
      69%
      74%
      20%
      16%
      3.40%
      6.63%
      Microsoft/Yahoo deal
      Samplers, not switchers: Only 4 in 10 Bing users turned to the search engine more than 5 times in the last month
       
      Microsoft research: 55% of people use more than 1 engine per week, and 60% of people are open to making the switch to another engine.
       
      Verizon partnership: five-year deal with Verizon Wireless to support subscribers with the preloaded default search engine on mobile phones. 
    • "Decision Engine"
      More than just a pretty background
      Four main compartments at launch
              Shopping (launched with more Cashback offers)
              Local (aggregates reviews)
              Travel (very strong, but too much like Kayak?)
              Health (note very few paid ads for health-related searches)
       
      Redesigned SERP - New features
              Explore Pane
              Quick Tabs
              Search History
              WebGroups
              Document Preview
               
    • "Decision Engine"
      Related searches: more prominent
      TrackableWhen a user clicks on a “Related Search” in Bing after their initial search, a unique parameter is appended to the URL. This allows sites to track these visits.More usage
      Over 3% of referred users on Bing came from related searches, compared to less than 1% on Google (iCrossing).
    • "Decision Engine"
      Instant Answers: greatly expanded
      Area codes
      Conversions
      Dictionary
      Encyclopedia
      Finance
      Flight details
      Flight status
      Health
      Holidays
      Hotels
      Local listings
      Math
      Movies
      Music
      News
      Shopping
      Sports
      Track a package
      Weather
    • Bing & SEO
      How will the new algoaffect optimization?
      Probable Algorithm Differences
              Domain Age (SEOWizz.net)
              Importance of Body Copy (Bing for Webmasters whitepaper)
              Keywords in URLs (Them.pro)      
      Commonly Cited Algorithm Differences
              Outbound Links
              Title Tags        Linked Pages' Title Tags
    • Bing & SEO
      How will the new SERPdesign affect optimization?
      Document Preview
      Now it's SEO's job to ensure that Bing is properlydisplaying the right text in the preview.
      Webgroups
      Only five results for broad keywords.
       
      Quick Tabs & Related Searches
      SEO should take note of the Quick Tabs and relatedsearches that appear for clients' keywords.
      Best Match
      A secondary SEO goal could be tobecome a Bing Best match, likeCavendar’s.
    • Bing & PPC
      More discerning algorithm
      Users who are more likely to click see more ads, while users who are less likely to click see fewer ads.
              “Categorizing results according to best match and not popularity”
            “Advertisers most likely will not be able to verify that their own ads are showing on Bing, due to their usage patterns or history.”
      MSN suggests we ask them to do this for using their internal tools to “help you locate your ad and confirm it is appearing on Bing and showing to quality users.”
      If you can’t see your client’s ad, it does not mean your ad is not serving! BOO ☹
    • Bing & PPC
      Apogee's clients' performance
      Taking into consideration Bing’s more discerning algorithm…
      Impressions are down considerably
      CTR is up slightly
      CPC has remained steady or slightly lower
    • The Future of Bing
      No toolbar?
      Both Windows Live Toolbar and MSN Toolbarwill be powered by Bing and aim to offer users a convenient way to access Bing search results. With the launch of Bing, MSN Toolbar 4.0 will be released with inclusion of new Bing-related features such as Bing Cashback offer alerts.
       
      Changes to features and/or algorithm?
      MSN employees have hinted at big changes coming in the next few weeks, making mention both directly to Apogee PPC and on the Bing Community forums.
    • Takeaway
      Things to tell clients
      Too soon to tell muchAs of now, it’s more of an upgrade from MSN (not quite a revolution). Changes are likely to come soon and we’re watching closely.
      Google still dominates
      Has and will, for the foreseeable future, have the vast majority of market share.
      SEO best practices remain the same
      Services like Best Match, Instant Answers, and Quick Tabs gives sites a few more spaces to reach (not just Top 3).
      Mixed PPC resultsBecause ads won’t show until a user’s search pattern is established. From Apogee’s IP address, we hardly see any.
    • Next Apogee University
      August 19, 2009