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Think Wider Than Google: Bing, Amazon, and Apple Matter Too

March 2019

When most people think of search engine optimization, they think of Google. There’s a self-evident reason for this link. While Google isn’t the only search engine out there, it is by far the most popular one. According to data from SparkToro and Jumpshot, Google core searches accounted for 69.03 percent of all Internet search activity as of September 2018. The second most significant piece of the pie belonged to Google Images, with 21.03 percent of all searches. Google Maps added another 0.80 percent. Put simply, optimizing your website and business listings so they show up on Google, Google Images, and Google Maps, are still the top priorities of SEO.

Related: Does Metadata Still Matter?

With that point made, though, there is still 9.14 percent of the United States search market to consider. Nine percent may look small on paper, but when you think that Google itself is processing billions of searches every single day, 9 percent ends up still being a sizable figure. If your business is only focusing on Google, in other words, you might be leaving potential customers, revenues, and opportunities on the table.

Looking Beyond Google
Obviously, based merely on the numbers, you should still be prioritizing Google in your SEO. However, you can’t go wrong by putting at least a little emphasis elsewhere. The question is, where should you place that emphasis?

Going back to the SparkToro and Jumpshot stats mentioned above, here are the other search engines or websites that can claim a piece of the United States search market pie:

YouTube: 2.90 percent
Yahoo: 1.57 percent
Bing: 1.48 percent
Amazon: 1.32 percent
Facebook: 1.05 percent
DuckDuckGo: 0.36 percent
Pinterest: 0.24 percent
Twitter: 0.22 percent

Making sure your business is easy to find on any of these platforms is a must. If you have video tutorials or other video content, they should be on YouTube, on a branded channel that correlates to your business. You should title these videos and write their descriptions with the same SEO concepts that you use every day.

Yahoo and Bing, meanwhile, are worth considering for paid advertising and researching for extra SEO mastery. Different search engines do rank identical searches in different ways, so understanding the algorithms and best practices at play with these two less popular search engines is a smart option.

Amazon search won’t apply to all businesses, but if you sell products through the Amazon marketplace, know that the site has its own full set of rules and practices that dictate rankings. This blog post gets into the nitty-gritty of how to rank in an Amazon search.

Finally, remember that this list of sites and search engines isn’t even the be all and end all of search technology in 2019. On the contrary, personal assistants and voice search—led by Apple’s Siri, the Google Home, and the Amazon Echo—are a disruptor that you need to keep an eye on going forward.

At Inherent, we can help you understand the differences between all these different sites, and work with your SEO team to help you achieve optimal rankings in each place. Our philosophy is that the more places customers can find you online, the better of you will be. Contact us today to get started.