Bing & Yahoo Marketing: Essential Strategies for Alternative Search Engines
Firefox users in the US now have Yahoo as their default search engine, marking a significant shift in the search marketing landscape. From the marketing perspective, Yahoo scores big with this strategic move. Since 2004, Google paid £178m to Firefox for the privilege of being the default search engine. However, this new Bing & Yahoo marketing partnership changes the competitive dynamics entirely.
The Mozilla-Yahoo Partnership: A Game-Changer for Search Marketing
The marketing deal between Yahoo and Mozilla applies specifically to the US market. Moreover, it remains unclear whether Google will continue paying Mozilla to be the default browser in countries outside the US like the UK, Russia and China when the current deal ends in December. Mozilla isn't revealing their plans.
Notably, the last time the deal ran out in 2011, there was a brief partnership with Bing. However, this was quickly wrapped up when Google re-signed. Microsoft pushed up the bid price at the time, which Google then trumped. Nevertheless, Mozilla and Yahoo have now signed a five-year deal.
Key Features of the New Search Engine Partnership
As part of the deal, Yahoo will start honouring the Do Not Track feature when used by Firefox users. This limits Yahoo's ability to track user activity across the Web through advertisements. Additionally, Yahoo will roll out a new search interface for American Firefox users, starting in December.
This represents probably the most significant partnership for Yahoo in five years. However, the terms of the new search deal were not disclosed.
Should Your SEO Strategy Include Bing & Yahoo Marketing?
The big question here is: should your SEO Marketing strategy include Yahoo and Bing? The answer is absolutely yes!
Yahoo and Bing have an alliance, which gives you one less search engine to worry about. Why? Because search results will be the same in Yahoo and Bing through their browser partnerships.
Optimising for Alternative Search Engines
It is becoming increasingly important to optimise for Bing, Yahoo and Google. This is especially true because of the major changes being made with different browsers. Therefore, cover all of your bases to ensure your search engine optimisation strategies include optimising for all the top search engines.
Furthermore, good link building starts with mutual trust. You write content someone values, earning their respect. As a result, they will share your valuable content with others, strengthening your overall SEO strategy across all platforms.