Many people have come to believe that the definition of search engine is ‘Google’, as it is globally the market leader when it comes to the search engine sector and therefore other search engines rarely enter consumers heads when searching for a product/service on the internet. Well, search engine is actually defined as ‘a program that identifies keywords typed into the search bar by a user and then gives users multiple results and pages in which the keywords appear’. This definition makes it clear that a majority of search engines work in a very similar way and therefore it would be foolish if they were not taken into consideration, no matter how small their market share.

Search engines are important for any kind of business, as the internet is the main way in which we now search for anything and I mean anything! This has led to many businesses increasing their budgets when it comes to digital marketing, especially SEO. This is because SEO has to be constantly monitored, updated and improved therefore there is no way a company can get away with not using it if they want to stay relevant and expand. Google is the main search engine that everyone is concerned about when it comes to SEO, with most companies and agencies focusing on the data that comes from Google – but why, when there is other search engines out there.

Google is the search engine global leader, dominating over two thirds of the sector so it is no surprise when companies want to solely focus on improving their ranking with Google. So, does that mean other search engines should be dismissed when it comes to creating and implementing a company’s SEO strategy?

According to various reports, no. It has recently been discovered that Bing (Microsoft’s search engine creation) has been slowly eating away at Google’s dominant position, with a market share of 33% in the US. The increase can undoubtedly be credited to Microsoft, who have invested a lot of time and money into new products and deals with their competitors which has undoubtedly increased their market share in the search engine sector.

Both Google and Microsoft have deals with their competitor Apple, with Google paying to be the dominant search engine on Safari whilst Microsoft pays to be the only search engine used for Apple’s Siri. Microsoft have a similar deal with Amazon, as Bing is used on their popular Amazon Echo (or popularly known as ‘Alexa’).

It even sounds like Bing’s SEO tool, SEO analyser is handy when it comes to checking the progress of your SEO strategy. The SEO analyser tool not only gives you a break down of your various data, much like Google analytics but it also gives you recommendations on how to improve your site to make your company rise through Bings SERPs.

So is it time to consider search engines like Bing in our SEO strategies? Well honestly in my opinion what harm can it do if you broaden your horizons further than Google. While Bing may have a smaller market share than Google, Bing users may be more likely to convert than Google users. The thing is, you don’t know so you shouldn’t put all your eggs in one basket (especially when it is highly likely that your competitors are).

Microsoft have been smart in their tactic and it seems to be paying off, but it will probably be a long time before they are in a position to go head to head with Google for the battle of the search engines.

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