Which Search Engine Should Your Digital Marketing Target?


When delving into the world of digital marketing, you’re always learning something new. One often overlooked element of this vital process, is the specific targeting of a certain search engine.

Your preconceived notions of targeted digital marketing may omit these key features; why on earth would you want to utilise a certain search engine? Will this not restrict your online visibility? Would you achieve greater results from investing in software development, or focusing on a different aspect of digital marketing? Unfortunately, unlike the plethora of information surrounding SEO, search engine marketing, and the valued differences of each search engine are areas that are still experiencing development.

So which search engine should you target, and how should you go about targeting it? Well, this depends on the type and size of your business. If you’re an industry titan, or a very well-known firm, you’ll do just fine with standard SEO techniques and a focus on the big players, such as Bing, Yahoo and Google. Let’s briefly look at the specifics of each…

Undoubtedly, Google experiences the largest number of visitors of any search engine. The only reason to not specialise with the digital juggernauts would be if any criteria are better accommodated by other search engines, regardless of their inferior position to Google: Does a sizable percentage of your target audience utilise Bing or Yahoo? (These search engines have more female users, and more users who are middle-aged or older). Do similar, related products target other search engines? Can you utilise any external factors (such as peak trading periods) to enhance your search engine marketing efforts? If you answer positively to any of the above questions, then perhaps an alternate search engine may be the best option for your digital marketing campaign.

However, if you’re a newly-established firm, you might need to put in a bit more work to get the attention you deserve. Smaller sites can showcase somewhat unknown companies, but they also lack many of the benefits of their larger, more mainstream counterparts- Pay-per-click ads, SEO and other specifics of search engine marketing are far less important; presentation and the quality of your product are the paramount factors to focus on, not to say that you should ignore the other factors of SEM.

For example, if you’re an estate agent, you’ll need to establish yourself on sites such as Zoopla and Rightmove. Given that such search engines target industry specialists, rather than casual users, visitors will go that little bit further in order to find the right product. Regardless of how comprehensive or well-executed your digital marketing campaign is, a sub-standard product will hinder your progress massively. Hence, if you are a smaller business, put in the effort to affirm yourself on specialist sites recognised by your respective industry.

Conclusion: Target Google for a wide-ranging market. Specialise in other large search engines such Bing and Yahoo if you have an older, or prominently female audience. Take time to develop your presence on industry-specific search engines, especially if you’re a smaller firm. To help establish your online presence, and for help with Web Design within Solihull and Birmingham, head over to our wide range of site services for more products and helpful advice on optimising the digital elements of your business.

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