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It has taken a while, but Yahoo will finally complete the switchover to Bing-powered search results in the UK and the rest of Europe tomorrow. So if you’ve been monitoring your site’s performance across the three main search engines, you can now safely reduce your analysis by a third.
Whilst it may have taken a year for us to finally catch up with the US, it does finally appear that we can now wave goodbye to the Yahoo algorithm for good. However, the big issue for UK search engine users (where it currently has a 2.52% market share) comes in the form of Bing itself. Because, whilst notable updates have been made since the bad old days, we still don’t have the same algorithm or features as American searchers enjoy.
This news probably won’t have massive repercussions for businesses or the search market in general. Taking into account the combined share of Yahoo and Bing, the two currently only make up 5.55% of the overall market. This is some way behind the imperious Google, who continue to dominate with a 91.52% share. So despite the slight change in results, there won’t be any form of massive shift.
As mentioned previously, for this partnership to blossom on these shores, it is vital that British users get the highest quality results from Microsoft – including full functionality. Yahoo of course will be offering less than ever before now; becoming solely reliant on those who search out of instinct, rather than personal choice. In essence it is Bing 2.0, just with a slightly different design and layout as well as an insanely populated landing page.
So for die-hard Yahoo purists, today marks the closing of a major chapter in the company’s history. No longer can you enjoy their algorithm and the results it delivers. It will also force more people into a straight choice between Microsoft and Google, diminishing competitiveness within the industry; particularly with other established search engines, like Ask Jeeves, also abandoning their own algorithm.
With YaBing now going toe to toe with Google and no distractions or unnecessary competition within the partnership, it will be interesting to see how they develop in Europe. It has been surprisingly successful in the US, with a 30% share of the market already cornered, but they will need to replicate this overseas if they are going to compete with Google effectively.
For a long time, Bing, the UK’s second-largest search engine, has been underappreciated and, in some instances, even ignored. Often regarded as the inferior search engine to market leader Google, Bing has historically struggled to appeal to many in the digital world. Most PPC analysts would give justified reasons for neglecting Bing for so long; these include the volume of traffic and the user experience just not matching up to Google. However, the validity of these assessments is now diminishing. Bing has grown and improved rapidly in the last couple of years; if you are not integrating it into your comprehensive digital marketing plan, you run the risk of missing out on a large portion of your chosen market and significant revenue.
When it comes to building a content marketing campaign, it can be difficult to know where to start. You may have an initial idea but bringing it to life and getting your message seen are always harder than initially thought.