So you start with some content, add a dash of keywords and images (with proper code of course). A few linked pages, some good meta data and top it off with a title and voila! SEO recipe is complete, or is it? Is it really so simple as it seems? Not really, no, and even Microsoft has admitted as much.
Google, Bing, and Yahoo all have the same fundamental goal; deliver the most relevant results to a query for a user. Google however, has that extra ingredient, that spice in the cake which you just can’t put your finger on, which threw it into top spot and has allowed it to become fully entrenched in the position. Bing and Yahoo, while not inherently inferior in their core purpose, just are in the end missing that secret ingredient.
To paraphrase Steve Ballmer :
“..there are certainly some things. I would love it if advertisers would share with us their experience on Google, and we could, if that was allowed to be shared in the right way, with the right algorithmic support, there are certainly things that we could do to help those advertisers on Bing, and we’d be happy to do, and probably offer the advertiser a better value. But there are some things that Google still holds as its proprietary data that makes that tough..”
In the same intervew, Ballmer also admitted that yes, they do want to be number one in search, because you never begin something with the idea to be number two. But that they’re focusing on their long term goals in that aspect with Yahoo.
With no plans to attempt to acquire Twitter or Facebook, Ballmer also said that Bing is happy in it’s long term partnerships with the social media giants. Going so far as to say :
“.. great partnership, a company that is doing, I think, a very nice job, very much wants to be an independent company, so we continue to work the partnership with them (Facebook), and we’re pleased to have extended our search relationship with them a number of years into the future.”
Not happy on being number 2, can’t change it because of that secret ingredient, and unable/unwilling to make the leap via acquisition. Bing is a fine search engine, colorful, interactive and such, but it’s still (admittedly) behind it’s quicker, more efficient leader; Google.
Fun tip: In reading online, I’ve noticed every now and then that an “SEO Expert” will optimize your site for “whichever search engine you wish to be visible on” Be number one and all that jazz. It doesn’t work that way, Google, Bing, and Yahoo are similar enough to a degree, that properly optimizing, will get you listed on all of the SERPs. The only way to be found on a single search engine, is via AdWords and such. Beware advertising resellers in the guise of true SEO’s.