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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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  • 1. Brown Bag
    or: How I learned to stopworrying and love the Bing
    Presented By:
    Kate van Ravenhorst
    Christie Wang
    Tony Emerson
    July 15, 2009
  • 2. Agenda
    Background
            Launch
            Impact
            "Decision Engine" - new features
    Bing & SEO
            Bing’s algorithm
            Bing’sSERP
    Bing & PPC
    Future of Bing & Client Takeaways
  • 3. 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
  • 4. 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)
  • 5. 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. 
  • 6. "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
             
  • 7. "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).
  • 8. "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
  • 9. 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
  • 10. 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.
  • 11. 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 ☹
  • 12. 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
  • 13. 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.
  • 14. 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.
  • 15. Next Apogee University
    August 19, 2009

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