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How are your SEO’s ranking?

Having the top spot in rankings, Google is still king and top-of-mind with marketers when it comes to search engine optimization (SEO). It seems as though we’ve all taken on the mindset that if you’re ranking well in Google you must be doing well in Bing and other search engines too. But this isn’t the case.

Since Bing’s launch in 2009, the newcomer search engine has had a steady growth in North America. Up to now it hasn’t been much of a threat to Google but it’s important to note the fact that Bing is now one of the fastest growing search engines. In 2014, it now ranks at 18.6% of market shares and with the introduction of Apple’s new OS search feature launching in the fall, Bing will likely be getting a bigger piece of that pie.

When it comes to differences between Google and Bing SEO’s, it’s best to evaluate these based on the following categories:

1. Keyword Matching

Google’s algorithm does well at recognizing synonyms and the context surrounding a keyword, which allows for a little more freedom and creativity with your website content and optimization. It would be best to use exact keyword phrases when optimizing for Bing.

2. Search Inquiry

When someone searches for a keyword phrase (ex: industrial bearing), Google tends to rank the most popular website associated with that phrase first… So mostly manufactures of this product. The same search using Bing will typically provide local results first and searches in which the words will appear in the same order.

3. Age & Domain

Domain age isn’t as much of a factor with Google but the quality of links pointing to a domain or website is. Also Google does not show favoritism to .edu or .gov sites. These sites just typically are content packed with a healthy collection of links from other sites linking them to that content. Bing does put importance on domain age and rank and also favors .edu and .gov sites

Knowing the dominance Google has in the search world, your SEO strategy and maintenance should be focused on Google first. Start there and when you see you’re beginning to climb the search ladder, check to see how your rank in Bing compares. You might be surprised to see the changes in ranking or complete absence.

When it comes to keyword selection and utilization in your site’s meta data and ongoing content creation efforts, focus on some favorable existing keywords on pages and links. And to satisfy Bing, use longer more specific keywords that can do wonders for you in Google as well. And always remember that mobile platforms do not perform favorably when Flash is involved, so try to avoid it and please use HTML5.

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Start doing it right

While most companies are familiar with content marketing strategies and use them as best they can, the problem is that if not done correctly, they won’t yield the expected results and therefore end up creating more work then first anticipated. It can easily become overwhelming, time-consuming, and therefore ignored, thus risking your company looking dated.

Your Content marketing plans need to be structured and planned according to your customers viewing habits. You first need to familiarize yourself with your analytics and find trends in your website views. Which articles get the most attention, and at what time of day is this happening. You also need to know where the traffic is coming from. Did you send out a newsletter, tweet, LinkedIn message or an email. Don’t waste your time posting and creating Facebook updates if none of your customers get their information there. Spend more quality time on outlets that you know are working for you.

Another great tool for making yourself more successful is to practice time management with your posts by linking them together. For example, when sending out LinkedIn updates, check the box that will create an automatic tweet and send it on your behalf. This will end up reaching more people and give your messages a better chance of reaching your customers by being retweeted and shared more often.

And, of course, when all else fails and time is a luxury you just can’t afford, you can always contact mediabar, with media outlet connections and tracking software already in place to set up a plan and put it into action without any headaches.

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A quicky for content marketing

Content marketing is a story-based written approach that will make your audience more knowledgeable about your products and services, leaving them ultimately wanting more.

The LCBO has been doing this for years with their “Food & Drink” magazine. This publication is a concoction (no pun intended) of great recipes, wines, spirits and beer knowledge that entices its audience with a need for entertainment.

Another great example is “The Furrow” produced by John Deere. The included content is engaging and informative for its readers and relates them back to their own lives and operations. It’s no wonder why it’s been in production for 118 years. With an audience of over 500,000 in North America, John Deere continues to create edifying content that is never about their products but the stories behind them.

This form of marketing is a representation of your company and products communicated in a unique and informative message that will be engaging and presented on a regular basis. This will in turn draw customers to your website and eventually make your site a trusted source for solving problems and helping your customers answer their questions.

  
 

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