Bing: Get Ready for a Totally Different SEO

Monday, August 31st, 2009

Holy cow. Just when we started to get comfortable with search engine optimization (SEO), we’re going to have to reconsider everything. Ad Age’s Michael Learmonth reports about the major changes we’re in for, thanks to Bing, Microsoft’s search. Bing’s ranking formula for search results is significantly different from Google’s. And Bing is catching on. Microsoft is going to be busy in the upcoming months integrating Bing with Yahoo, and the result will be a search monster that will be an important part of how we get traffic.

Writes Learmonth:

… Bing is quite a bit different from Google and Yahoo, both in the way it ranks pages and the way it presents results on the page. And if search becomes more of a two-player market, it could mean a return to the late ’90s, when it was common for marketers to create separate pages optimized for Yahoo, Google, Lycos and AltaVista, and as they do now for the iPhone or other mobile devices.

Can you imagine? Two versions of each page — one for Google, one for Bing? Absurd, right? Think again. We’re going to have to stay on top of this one and see how our search results vary.

I, Computer

Wednesday, August 12th, 2009

I am more than my brain now. That is – my operating system requires more than my grey matter will provide. I need help. I need my operating system. I’ve occasionally come across this idea from various bloggers, most recently Sam Harrelson(via Steve Rubel). And I think it’s a great exercise to see just how much I’ve come to depend on computing.

I don’t think this is scary, mind you. Steve 2.0 can do a lot more than the previous iteration. The biggest upgrades are to my memory (now backed up in more than one place) and to my communications abilities. Still there are flaws in the system. This past week, we saw outages at Facebook and Twitter. Both of these are tied to my OS. The outages didn’t crash my system, but they sure slowed it down.

Here’s the exercise: imagine yourself as a computer. At the source is your brain – it’s the processor and (hopefully) the memory. Others do this as a “My OS” outline, but I think the computer analogy is more apt. Your brain has part of your OS. Leaving it out is like saying “my OS doesn’t need a kernel.”

Now, draw. Here is Steve 2.0:

At the center is my brain. It’s the processor and the traffic cop for the rest of the information. There was a time when the map would end there. (OK, maybe there would be a straight line to my TV.) Now, I’ve outsourced much of the brain’s responsibility.

I have my head in the clouds; MobileMe, Google, Facebook and Twitter are all part of “cloud computing.” (I argue that Facebook and Twitter are 1/2 cloud, hence the circle and cloud in the schematic.) They are my memory, my search and recall and my communications cores. They also have the nice benefit of backing up my grey matter memory. If I forget a phone number, MobileMe has it and feeds it to me. Mac Mail and GMail (A cloud) contribute to the communications schematic, but they are less important in this iteration than they were before.

Part of my visual memory, pictures, is also in the clouds as well as stored locally. For visual recall, iPhoto keeps track of the images – not just the pictures themselves, but also data about the pictures, including who is in them and where and when they were taken.

My eyes are critical to see the world and take in data. Online, browsers provide windows for the eyes. (Although not always – Tweetdeck, for example, is its own program and requires no browser.) As for presenting information to others, talking won’t always do. That’s why I have MS Office.

I’m pretty Open Source (MS Office aside). People can change me with their input and, hopefully, do so for the better. I can’t get a full rewrite (nor, sadly, upgrade the hardware) but I can learn better now.

I rely on lots of other programs, but none are at my core. Photoshop is great, but its primary task is to manipulate images. That’s a secondary function. I can run plenty of fun, secondary programs and routines; they’re just not mission-critical.

Try this out for yourself. No rules. I’m sure I’ve left out stuff you could argue should be there. Embrace your inner android.