It’s Not Just About Google–Exploring How Other Search Engines Work and What’s Important To Them

Just because you know a thing or two about Google doesn’t necessarily mean you have figured out Yahoo and Bing – Google’s two main competitors. While all search engines function in the same way (they all have a crawler and indexer program, which feed on new content) there are some significant differences in the algorithms of each search site.

Yahoo Search actually underwent a number of changes since the year 2000. The company bought several other search providers (including Overture, AlltheWeb and AltaVista search), even while it was using Google’s technology. However, by 2003 Yahoo Search invented its own unique algorithm and crawler application (“Slurp”) which then exploited the technologies of all the companies Yahoo took over. In recent years, Yahoo has focused on changing the game, namely by implementing Facebook and Twitter into their web features, and by allowing viewers to customize a search service to their own liking (BOSS). The latest development is that Yahoo is now powered by Bing. (Source: Wikipedia)

Yahoo searches are often times different than Google’s, in that they reward connected websites, as in companies that are listed in their business directory, or that take part in social media like Yahoo Answers, and the like. In addition, the Yahoo algorithm also values keywords in the title and click popularity.

Microsoft calls Bing a “decision engine”, which it later clarifies, means that it is a search designed to minimize junk search results, and simplify your task. Its simplistic nature is advantageous in many ways, as are its auto suggestions (which make recommended keywords for you).

An interesting article on Bing vs. Google by Gordon Choi explained that many believe Bing actually copied Google’s search technology, which explains why their search results are often very similar. However, Bing claims that while Google’s technology is similar to their own, they also pay attention to click stream data, friendly loading times, and consistency in ranking signals (including URL structures, sitemaps, and robots.txt, among other technicalities).

Don’t be surprised if Google, Bing and Yahoo often do reveal similar search results. So while it’s always safe to plan a campaign based on quality content, effective use of keywords internally, externally and in content, it may also be shrewd to create separate plans of action for Bing and Google, not to mention the many other search engines out there that customize their searches according to altered or completely different algorithms. The search engine market is a complex one and it’s worth exploring!