Since the launch of Microsoft’s new search engine Bing, we are frequently asked if this new entry will affect current injury law SEO programs. As has been demonstrated in many other categories, the ability to change a brand preference is no simple task, and Google has a very entrenched brand. Aside from the fact that Google currently enjoys a 65% market share, according to ComScore, its searchers are generally satisfied with their results. Yahoo the number two player currently only has a 20% share.
Bing’s goal is to provide more than just a list of search results, and take the next step by providing relevant options that link to other sites and feature more information about the pages returned in the search with just a movement of your mouse over the page. It also enables users to make purchases and book travel with just a few clicks. Bing is being billed as a “decision engine” rather than just a search engine.
Aside from differences in the aesthetics of the page and where certain items appear; Google has related searches at the bottom of the page, Bing on the left where they are a bit more visible, similar searches yielded similar results. Bing’s launch has been supported by a marketing blitz that exceeds most major national product launches and has started strongly as a result. In early June, the site attracted more than 16% of all search engine users, which was an increase over its launch week of 13.7%. Of course it is only natural for a Microsoft product with as much marketing support as Bing to be able to develop some trial. The question is will searchers forsake their primary search engine and continue to use Bing exclusively, use it in conjunction with Google or will the curiosity just dry up?
In any case, it will be a very long time before any search engine, including one by Microsoft, can overtake a brand as strong as Google. Google has become part of the lexicon, and it just doesn’t seem possible that if we need to find something out that we will Bing it.
Ultimately, when SEO is done correctly and the site architecture and content are of high quality, law firm sites that have achieved high ranking in Google will benefit from those efforts and should achieve similar results with Bing. Professional SEO for law firms is still SEO. Bing may have different algorithms than Google, but best practices and solid principles still apply. Reacting to changes in the SEO environment will never be as productive as ongoing efforts to improve performance through link building and on-page optimization strategies.
For more information on Cepaclaw.com law firm web design, SEO for law firms or Smart News Technology, contact Kevin Quinlan Phone: 561.346.2556