Ignoring Bing and Yahoo Costing Publishers Big Bucks
For years, the mantra of SEO has been “Google, Google Google,” with little to no mind paid to the other search engines.
Now, with Microsoft’s Bing controlling approximately one-quarter of the search market, that’s no longer the case – and publishers who ignore Bing are missing out on huge traffic and revenue opportunities.
Publishers who ignore Bing are missing out on huge traffic and revenue opportunities.
Among the stable of publishers who run Chitika, a staggering 47% are receiving less traffic from Bing and Yahoo than they should be. With a network-wide average of 23.58% of all search traffic coming from a Bing-powered search engine, that’s a lot of missed opportunity, opportunity now coming from a single source. On average, publishers who don’t optimize for Bing are missing out on a 9.4% bump in traffic.
“By combining forces, Bing and Yahoo have made it not only possible, but necessary to optimize for a powerful number 2 search engine,” says Chitika CTO Alden DoRosario. “Our publishers are very smart, but so many of them need to put some hard work into making sure Bing loves them as much as Google does.”
For example, one publisher who specializes in local content gets only 1.8% of their traffic from Bing and Yahoo combined. Simply by opening up their site to allow non-Google search engines to index all pages should result in an almost immediate 21% bump in traffic, with an even higher bump in revenues.
As observed in an earlier study, both Yahoo and Bing tend to drive traffic that is significantly more likely to click on ads.
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About Chitika Insights
Chitika Insights was the research arm of online advertising network Chitika. Insights used Chitika's unique data to monitor and report on Internet trends - search engines, clickthrough rates, the mobile war, and more.
Additionally, the Chitika Insights team monitored the day's tech news closely, and provided an in-depth, data-driven commentary on the latest breaking news. Our studies and data have been featured prominently in major publications, such as The New York Times, Forbes, Barrons and about 3000+ respected publications.
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