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What 5 Recent Search Marketing Changes Mean For B2B Marketers

Lane Ellis
Lane Ellis on Aug 4th, 2021
B2B Marketing, Google, Microsoft Bing, Search Marketing

Black woman marketer deep in thought image.

How can B2B marketers adapt to the latest changes in search engine marketing?

Google, Bing, and other search engines have continued to refine their services, bringing changes that B2B marketers need to be aware of.

Holding the dual roles of the world’s most popular search engine and its biggest search advertising provider, Google and its parent company Alphabet saw an especially strong 70 percent increase in advertising revenue during the second quarter of 2021, the firms recently disclosed. That equates to some $560 million is advertising revenue per day during the quarter, and a year-over-year increase of 62 percent, rebounding from the firm’s only revenue decline a year ago due to the global health crisis.


What 5 Recent Search Marketing Changes Mean For B2B Marketers

Is Bing A Thing? The Answer: It Depends

is-bing-a-thing

It’s no surprise that Google is the most popular search engine in the world. In fact, according to NetMarketShare, it owns over 75% of the desktop search engine market share and over 94% of mobile/tablet search engine market share.

Desktop Search Engine Market Share - October 2016

Desktop Search Engine Market Share – October 2016

 

Mobile/Tablet Search Engine Market Share - October 2016

Mobile/Tablet Search Engine Market Share – October 2016

And it’s stats like these that have SEO and digital marketing professionals everywhere focusing solely on Google, when looking to improve organic search visibility. Why focus on optimizing for Bing, or Yahoo, or AOL, when they take up such a small piece of our search pie?

So when we’re asked the question, “Is Bing a Thing?” we’re quick to dismiss the need for optimization focused on Bing’s ranking algorithm; but the truth is, the answer should be “It depends.”


Is Bing A Thing? The Answer: It Depends

Interview: Mel Carson of Microsoft Advertising on Social Media


Spotlight on Search Interview: Mel Carson of Microsoft Advertising on How Microsoft Does Social Media and the Yahoo Bing Search Alliance

mel carson microsoft advertisingIf you attend Search Marketing industry conferences, you’ve no doubt run into the ever optimistic and charming Mel Carson from Microsoft.  When I was last in London, Mel connected me with an excellent Fish n Chips that the pubs around Trafalgar Square couldn’t get close to.  Mel is active as an advocate of Microsoft Advertising , especially via social media channels and at conferences to the Webmaster and search marketing community. His work is global and very interesting. With the Bing and Yahoo convergence, I thought it was time we did an interview – and he agreed.


Interview: Mel Carson of Microsoft Advertising on Social Media

10 Easy Local SEO & Online Marketing Tips

Google Places Pin There are currently 29.6 million small businesses in the U.S. (SCORE). 63% of consumers and small business owners use the Internet to find information about local companies and 82% use search engines (Webvisible & Nielsen).  That means there’s a lot of opportunity for local SEO.

Recently I attended GetListed.org’s Local University in Minneapolis which focused on how to optimize web sites for local search.  Out of all the good information that came out of the event, here are 10 easy things you can do today to optimize sites and content to attract local customers.

1. Claim your profile.
It’s as simple as logging into Google Places, Bing Local and Yahoo Local and walking through the verification steps which include a phone call or post card to verify your address.


10 Easy Local SEO & Online Marketing Tips

Google is Skynet. Search Suggest Opinions

To know what the world is searching for must be amazing. Search engines like Google, Yahoo and Bing are in that position but they’re not exactly sharing those insights. Well, except if you do a little guess work and leverage their keyword research or keyword suggest tools. For example, the suggest-as-you-type features that all the major search engines now offer can provide some interesting insight “on the fly” into what people are searching for.

For quick keyword research, Aaron Wall has a Google Suggest tool for keyword suggestions that adds more options and insight.

There’s some entertainment value to this as well. Start typing in “my girlfriend” or “my boyfriend” and you’ll see what I mean. Along those lines, let’s see some examples for each major search engine using the syntax, “Google is “:


Google is Skynet. Search Suggest Opinions

Search Engines Bringing Back Variables In URLs – At Your Expense

Duplicate ContentDid you realize that search engines have gone full circle on URLs in variables? It used to be considered something to avoid, now search engines are saying variables in URLs are good, as long as you use the canonical meta tag. Google is pushing them with FeedBurner and if webmasters aren’t careful, they could fall victim to a new onslaught of duplicate content issues.

One of the biggest issues with SEO is duplicate content. If search engines can’t tell which version of a document is the original or canonical version, then there can be consequences involving less than ideal search visibility. For example, the following URLs might all point to the same web page, creating the illusion that they are copies of the same thing. But in reality, it’s just one web page.


Search Engines Bringing Back Variables In URLs – At Your Expense

It’s a Deal: Q&A from Microsoft Yahoo! Call

microsoft yahoo

Amid all the speculation this week, it’s official that Microsoft and Yahoo! have made a deal:  “Microsoft will now power Yahoo! search while Yahoo! will become the exclusive worldwide relationship sales force for both companies’ premium search advertisers.”

Microsoft-Yahoo Deal History on Dipity.

The Search Marketing Industry news sites have covered this completely and a joint web site has been setup my Microsoft Yahoo. I also took a little time to listen in on the investor relations conference call with Steve Ballmer of Microsoft and Carol Bartz of Yahoo! and live tweeted some of the Q and A:

MSFT YAHOO conf call Q: Why no display ad component to the deal? Bartz: To keep the deal straightforward as possible


It’s a Deal: Q&A from Microsoft Yahoo! Call

SIS Session: Microsoft New Keyword Services Platform

Microsoft adCenter

The sponsored lunch today at Search Insider Summit comes from Microsoft adCenter which included a demo of their new Keyword Services Platform and add-in to Excel 2007.

Stacy Harris from Microsoft adCenter

Stacy Harris:
Feedback from marketers is that traffic is good, but they want more of it. Marketers also want AdCenter to be easier to use.

Natala Menezes Microsoft adCenter

Natala Menezes is up next and promptly announces Stacy was engaged last night!

Key points for current and future development of adCenter: Quality, Transparency and Simplicity.

What does this mean to keyword research, optimization and analysis? Access to real data, not just graphs including demographic and geographic information. It also means easy to use tools including keyword libraries and an adCenter add-in for Excel 2007 which focuses Keyword research, forecasting and monetization data.


SIS Session: Microsoft New Keyword Services Platform

Working at Microsoft – An adCenter Story from Europe

Editor’s note: On occasion we reach out to people in the search marketing industry we’ve come to know and respect with a request to contribute. Today’s contribution comes from Microsoft’s adCenter Community Manager – Europe, Mel Carson. Mel’s job is to support, educate & evangelize through the adCenter Blog, industry forums, and to speak about adCenter at conferences such as SMX, SES, Pubcon and others. Mel writes his own blog at DigiTales & Other Stories.

mel-carson.jpg

This post tells a personal tale of getting involved with Microsoft at the beginning of adCenter’s deployment to the paid search marketing world along with some good examples of unique adCenter features and why Mel thinks it’s great working for Microsoft.


Working at Microsoft – An adCenter Story from Europe

Windows Live Webmaster Portal Beta

windowslive-webmaster-portal.gif

Earlier this year I participated in an online focus group where questions were asked about various webmaster and SEO tools. The session was run by a third party and I was able to get them to admit it was for Microsoft. Tonight, like many others that showed interest, I received an invite to register from Nathan Buggia, Sr. Product Manager of the Live Search Webmaster Tools Team.

Similar to Google’s Webmaster Tools (Vanessa Fox interview here) and Yahoo’s Site Explorer tools (Tim Mayer interview here), the services included in this Beta of Microsoft’s Windows Live Webmaster Portal appear to be split up into three categories:

Troubleshooting

  • Site crawling
  • Site Indexing
  • Robots.txt
  • Sitemaps

Sitemaps

  • Creation
  • Submission (upload, autodiscovery)
  • Ping

Windows Live Webmaster Portal Beta

Microsoft Webmaster Tools

Last week I agreed with Barry’s speculation in the comments at Search Engine Land that Microsoft is developing their own set of webmaster tools. After a conversation today, I have an even stronger reason to believe this is so. I cannot disclose the source, but it is credible.

While there are an array of AdCenter tools, Microsoft is also working on additional software to be of assistance to webmasters for use with natural search results ala Google Webmaster Central and/or Yahoo Site Explorer. Unfortunately I do not have a time frame or a specific description of what the tools will be, but I do know Microsoft is putting quite a bit of effort into their development.


Microsoft Webmaster Tools