Looking for attorney marketing ideas? We’ve provided various SEO resources that provide free information.
Search Engine Land
Third Door Media owns a website called Marketing Land, which deals with a range of marketing issues, including digital outlets such as social media. However, the company hived off the specializations of search engine optimization and search engine marketing onto a stand-alone site, called Search Engine Land. This site can be found at http://searchengineland.com/.
The Search Engine Land website has a similar look and feel to that of its main rival, Search Engine Watch. However, there are important differences in the content of the two sites that mean you are likely to prefer one over the other. Technical staff in a large legal practice, or any managers tasked with a specialization in SEO are more likely to find the information available on Search Engine Watch more useful. Practice Managers, or independent lawyers who have to deal with Web marketing only as a small part of their daily tasks will be more drawn to Search Engine Land.
Search Engine Land has fewer daily news uploads than SEW. The focus of the news articles on Search Engine Land tends to be more corporate than technical. Stories on this site are more likely to cover litigation in which Google is involved rather than an analysis of how the search engine’s algorithm works. Lawyers interested in the corporate world would find the focus of this site more appealing as a general read. The site even has a special page for industry legal issues. This is accessible under the Search menu option by clicking on “Legal Issues” in the drop-down menu. You can also get directly to this feature by entering http://searchengineland.com/library/legal in your browser’s menu bar.
The site overwhelmingly reports the activities of Google, with very few news items on Bing or Yahoo and none on other search engines, like Ask. The Search menu includes a section on Google and another on Bing. There is a third entry on the Search menu offering a “catch all” page for other search engines, called “More Search Engines.” However, Google and Bing topics tend to crop up on this page as well.
If you have only a passing interest in SEO, or really don’t know anything about the subject, you would benefit from the pages accessible from the SEO menu that drops down from the menu bar of Search Engine Land’s site. A How To button, further along the menu bar, gives access to guides on SEO, which are better suited to those with an intermediate level of knowledge on the SEO topic.
Search Engine Land has a section of articles, which it terms “columns.” The SEO article base, accessed from the Columns option on the menu bar, is less topical than the News page without going too deeply into technical tasks of creating websites. This section is also suited to those with an intermediate knowledge of SEO.
Search Engine Journal
Search Engine Journal is produced on the WordPress platform, which makes its layout very similar to that of a blog. The site began in 2003 as a blog written by an SEO consultant, Loren Baker. SEJ has since acquired editorial staff and welcomes contributions from industry insiders.
As with most SEO news sites, the news stories on SEJ appear in reverse chronological order (latest first). The Home page contains all stories from all categories that the site covers. The left two thirds of the page is filled by the news stories and the right-hand final third of the screen contains feature boxes, advertisements and a search facility. Each story in the main page is formatted to show the department the story comes from, the article title, the date posted and the author. A thumbnail of the writer appears at the beginning of the news story. Only the first four or five lines of each item is shown on the main page. Clicking on the title takes you through to a page with the full story followed by a comments section.
The site has two navigation structures to limit the displayed articles by category. A menu bar appears alongside the site’s title and enables access to the categories “SEO,” “Local,” “Social,” “PPC,” “Content Marketing” and “Tools.” There is an alternative navigation structure at the bottom of the main panel of stories. The headings in these shortcuts are “News,” “SEO,” “Social Media,” “Link Building,” “Tools” and “PPC.” The PPC category relates to paid search rankings. “PPC” stands for “pay per click,” which is a standard paid search engine charging structure – the search engine is paid a small amount each time a visitor to the site clicks on the paying list entry’s link in the page.
The level of complexity of the news items on this site varies with the category chosen. An independent lawyer, running his own firm, or a practice manager with no specialist law firm marketing knowledge would not be confounded by the topics in the SEO section of the site. The Tools section requires a degree of technical knowledge to read and the PPC, Local and Social Media sections are more geared towards marketing experts.
Search Engine Journal contains a much stronger social media section than its rivals, Search Engine Watch and Search Engine Land. Those other sites may be justified in leaving the social media field alone because they are not strictly SEO topics. Search Engine Journal has a much stronger focus on events on the Twitter website than any of its websites. However, the grade of information in that section of the site would not enable you to enhance a Twitter presence by learning from examples of other successful implementers because it details Twitter related news stories, rather than giving advice on strategies for building a client base on Twitter.
Search Engine Journal is available at http://www.searchenginejournal.com/ and the SEO section of the site can be accessed directly at http://www.searchenginejournal.com/category/search-engine-optimization/.
Most SEO practitioners are familiar with the Moz brand. The company was called SEOMoz until May 2013 and you might still hear that name bandied about. The company formed in 2004 as an SEO consultancy. They developed their own analytical tools and made those available for free to the industry. These tools include Open Site Explorer, MozBar and the SERP Control Panel. While still focusing on its SEO services, the company attempts to create a community of SEO experts and enables interested parties to create an account on the company’s site, at http://moz.com/. Community members can post comments on Blog and Mozinar entries and also access a forum called “Ask the Community.” The site includes the Moz Blog, which contains news and tips for SEO success.
The Moz Blog entries are usually contributed by Moz staff members. However, the site also takes guest posts from members of the community. You can expect one new post per week day on this blog. The site is less driven by news events than by topics arising within the company. The blog entries are more tips than news, but they often relate to recent developments in the Google ranking algorithm. As such, the site will not be of much interest for those in executive positions within the law firm, Most blog entries explain design issues for websites that will help your firm’s pages rank higher in search engine results pages.
As the blog is hosted on the Moz website, it does not carry advertisements from other sites. The right-most third column of the Moz Blog main page contains features and a promo for the company’s Moz Analytics product, which is a bundle of tools available to subscribers. The remainder of the features column contains links to social media and widely read posts. There are also links to tip sheets and the free tools that Moz produces.
The first two thirds of the width of the Moz Blog page is taken up with the Blog postings. Each entry begins with a thumbnail of the author. The title of each piece is a link through to the full story and is followed by a line with the date of the post, the author’s name and the category the article belongs to. A brief description follows these two lines. You can read the full article either by clicking on the title or by clicking on the “Read Full Entry” link below the article’s description.
Most of the articles are very long. They are more tutorials than news stories and will include screen shots, how-tos and graphs. The owner of the site, Rand Fishkin writes shorter posts to the blog, but these usually include a video. Therefore, you cannot regard the posts in Moz Blog as “light reads.” They are not easy to skim over and generally require a concerted effort to follow. You should expect to devote an hour or two to fully benefit from each article and you may have to return several times to a guide that you intend to implement.
You can reach the Moz Blog by clicking on the Blogs entry in the navigation menu at the top of the Moz Home page. Alternatively, you can get directly to it by typing http://moz.com/blog in your browser’s address bar.
Search Engine Roundtable
Like many SEO news sites, Search Engine Roundtable began as a blog by a website designer. The site is owned by RustyBrick, Inc who also offer Web development services. Although the site contains links to RustyBrick’s services website, the connection between the two sites is not very noticeable and the company has managed to develop Search Engine Roundtable as a stand-alone entity. They don’t use the site to push their development services and they maintain editorial independence and resist the urge to interlace news items with RustyBrick promotions.
The format of the site is similar to Search Engine Watch and Search Engine Land in that the left-hand two thirds of the screen is occupied by the opening lines of news stories and the right-hand third is used for features and advertising. The top story of recent days is displayed stretched across the first two columns of the screen and may not be from the current date. Below that top story, the latest headlines are displayed in two columns. This section contains the five most recent stories posted on the site. Each has a title, the date and time it was posted and the author’s name followed by 4 or 5 lines of the story. Clicking on the title takes you to a separate page occupied by that story which is followed by a comments section.
Following on from the most recent news items, the next most recent news stories appear in a list as links. Each of these links shows the title followed by the date and time of posting. A link to “More Stories” brings in a longer list of news items, which enables you to cycle through the entire archive of the site in reverse chronological order (latest first).
Search Engine Roundtable focuses more on stories only related to search engines than its main rivals – who also bring in general lawyer marketing topics. This gives the site more room for news on the Bing and Yahoo search engines. A menu below the main banner of the site enables the reader to filter stories by search engine, the categories being “Google,” “Bing,” “Yahoo,” “SEO,” followed by “Other Search Topics” and “More,” which each have a large number of sub-menu options.
The tone of Search Engine Roundtable articles is much less technical that other SEO news sites. You will have no problem understanding these news items if you are a non-technical operator of a law firm website. The technical team of a large law firm might find the level of this site a little too light. There are no guides or detailed technical analysis on this site. Corporate lawyers may find the industry and corporate news items included on this site of interest. One of the sub-menu items under the “Other Search Topics” heading is “Legal Search Issues.” This section displays only the news items registered on the site that cover legal issues currently faced by search engines, such as nation legislation that impacts on the industry. However, you won’t find any specific advice for developing a website specifically for a law firm.
SEO specialists focus more on Google than any other search engine. SEO news sites overwhelmingly report more stories about developments at Google than they do at Bing, Yahoo, or any other search engine. This is partly because Google consistently provides more than half of all Web searches every month, but also because Google is the only search engine provider that actually gives advised and information about its algorithms. The company never publishes its ranking mechanism, but it provides a number of outlets where the SEO industry and the general public can learn Google’s opinion on why certain sites rank highly on their search engine results pages. Inside Search is one of the media Google uses to communicate with the Web-using world.
Google uses the blog format for Inside Search. The site does not carry advertising and is relatively uncluttered. There is no menu structure. However, the right-hand third of the screen is dedicated to a few tools to enable you to filter posts and jump back through the archive to previous months. This navigation column also has a very small list of keywords which will filter blog posts to specific subjects.
The main body of the screen – the left-hand two thirds – is taken up by a list of blog posts in reverse chronological order (latest first). Each post shows a title, which is a link through to the full article. This is followed by the date and time that the post was uploaded. Following these lines, there are a few paragraphs of the story.
Clicking on a title takes you to the full article. The name “Inside Search” gives a clue to the audience Google expects for this blog. You would need to have a certain level of interest in the internal logic of Google’s algorithm in order to find this site interesting. Lawyers looking for corporate information on Google need to look elsewhere. Strategists and designers of websites will find this site useful. It is interesting to note that Google does not append Comments sections to the end of its article, which indicates that this blog is used by the company more for announcements than for explanations. Google’s other two main information avenues – the Matt Cutts Blog and Google Webmaster Central – do allow comments on articles.
If you have as small law practice or if you are a practice manager, a skim through the titles in the blog will help you work out where the industry is headed. By this you will be better informed when deciding on where to invest your IT budget to best explore the marketing advantages of the Internet. For example, a look through the site at the end of 2013 and early 2014 shows a large number of articles talking about mobile technology and the employment of translation and multi-language voice searches. If your practice is in an ethnically diverse neighborhood, investment in multi-lingual capabilities may be a worthwhile possibility. Articles on the advancement of mobile technology might enable you to reorganize your site to be mobile-friendly, enable you to pick up emergency clients.
Search Engine Watch
Probably the most prolific SEO news site on the Web is Search Engine Watch. The site has up to seven news stories per day on is headline Home page and also has specialist pages that filter the article bank by category. These specialist pages, like the Home page carry articles ordered by date, with the newest stories first.
As the name of the site suggests, the main focus of Search Engine Watch is search engine optimization. However, other Web marketing topics make it into the site’s field of vision and you can filter out these other subjects by selecting the SEO link on the menu bar at the top of the Home screen. Alternatively, you can bypass the Home page and go directly to the SEO section by entering http://searchenginewatch.com/seo into your browser’s address bar.
The site began in 1996 as “A Webmaster’s Guide To Search Engines.” This was an online post of a study performed by a Web development company into how their clients could improve their rankings in search engines. This means the founders of SEW were engaged in SEO before the term was even coined. The site owners then added a newsletter for subscribers enabling them to keep abreast of any developments in search engine algorithms and detailing the rise of SEO tactics. The newsletter was launched as an online news service focusing on search engine optimization in 1997.
If you are an independent lawyer, or belong to a small legal practice, the chances are that you will have contracted out the creation and maintenance of your firm’s website. If you are a practice manager with a technical team at your disposal you may not be so involved in the technical aspects of your site. Under these scenarios you will probably find much of the Search Engine Watch site too technical for your requirements. However, if you are tasked with the effort of SEO for a larger practice you will find it worthwhile exploring all of the SEW site to pick out insider tips.
The layout of the site is very crowded and takes some time to adjust to. The publisher cross promotes services and events run by associated companies. However, it does not inject these promotions into its editorial content. The site’s news articles are compelling and unbiased and are not advertising copy.
The SEO page of the site has a three column format. The first two columns are occupied by the latest SEO news articles and the third column provides links to other categories of services. A “White Papers” section appears some way down the third column. This is a window for a sister site of SEW, called ClickZIntel. Those who want to go more in depth on the topic of SEO would benefit from browsing through the guides contained in this section. Clicking on the “White Papers” heading opens the ClickZIntel site in a new tab of your browser.
Although much of the site’s content can be very technical and is not specific to SEO for legal practices, any practice manager with a passing interest in improving his firm’s ranking would benefit from a browser through the headlines of the site every day. A sampling of the headlines gives an idea on what topics are trending in the industry at any moment. SEO specialists working for a law firm would probably need at least an hour each day to read through all the available information. The Search Engine Watch Home page is located at http://searchenginewatch.com/.
Search Newz has a much lower volume of news story posts that the other SEO news and blog sites. Whereas Search Engine Watch, Search Engine Land and Search Engine Roundtable post four or five stories per day, Search Newz posts only three or four articles per month. This in itself does not make the site irrelevant – Google’s three main blogs have an even lower frequency of posts.
The Search Newz site format focuses on one large central panel containing a list of news items. Whereas other SEO websites follow the item headline with the first paragraph of the report, items in the news list on this site have a link followed by a brief description of the article. The posting date of the item appears in square brackets before the description. The article description does not include any pictures, therefore, each item entry takes up little room.
This allows the site to list six month’s worth of stories on the Home page. An “Older Posts” button at the bottom of the list enables the visitor to cycle back through the archive of the site’s articles. As with all SEO news sites, the articles appear in reverse date order.
The site is owned by iEntry, Inc and the company spoils the presentation of the site by using it to push its Jayde Search Engine. This promotion does not manifest itself in the text of its new items. However, the site has four identical adverts for Jayde, which dominate the view. The site has a column of advertising on either site of the list of news stories and the banner of the site is dominated by an advertisement for Jayde, which dwarfs the site’s title. The right-hand advertising column includes a field to subscribe to the Search Newz newsletter. This option would be a good idea for people who might not remember to visit the site. Instead, any new article will be emailed to you. Make sure you enter you business email here, and not your personal address.
One feature that Search Newz offers is a directory. This is accessed through a panel in the right-hand column of the main screen. This categorises other websites into services like tools, pay-per-click and services and search engines. This feature would be useful if you are looking for SEO consultants to invite to pitch for your law firm’s custom, or if you are a technical manager and want to track down useful analytical tools to assess you firm’s performance on search engine rankings.
Apart from the directory, which could be useful to law firm employees at different levels of technical expertise, Search Newz is probably more suited to those who design or maintain websites for law firms. You won’t find much legal or corporate news on the site, so it won’t be of interest to those lawyers who are not directly involved in developing the firm’s website. Although there is nothing specific on the site about marketing your law firm on the Web, those partners that have made it their responsibility to keep abreast of SEO developments and push their firms’ strategies forward will find Search Newz useful.
The Matt Cutts Blog
If you are responsible for developing your law firm’s website you will soon become aware of the term “search engine optimization.” SEO means writing your firm’s website in such a way that search engines will notice it and place it high on the results page for searches. The most influential search engine in the world is Google and so following Google’s advice on what gets a page high on search engine results pages (SERPs) is central to the art of SEO.
Matt Cutts is the head of Google’s algorithm department and it is his decisions that produce the specific order of entries on Google’s SERPs. He is authorized by the company to give news, opinion and advice on his own blog. This blog is of central importance to anyone trying to improve their rankings on Google.
Periodically, Google updates its algorithm to filter out what the company (and thus, Matt Cutts) considers to be “Webspam.” SEO experts constantly try to gain an advantage in the rankings of their clients’ Web pages. A successful strategy usually gets propagated through to other clients, reported on and implemented by other experts. Thus, a sneaky trick that gets one site a clear advantage soon gets applied to everyone in the list and its effectiveness diminishes. Tricks and strategies that end up crowding out the most authoritative and relevant sites to a particular search term annoy Google and they change their algorithm to downgrade or filter out pages using a particular trick.
Once the dust settles on an algorithm update, SEO experts start again trying to find what works best under the new scenario. Anyone that can foretell what changes Google is going to make is ahead of the game. For this reason, the thoughts of Matt Cutts are followed closely. Even if you outsource your firm’s Web development and pay SEO advisors to keep the site ranking well, you would be well advised to check in on Mr Cutts’s blog from time to time to keep up with the current opinion of Google’s technicians.
The Matt Cutts website has a Home page and an About Me page, but the most important page is the Blog section of the site. You can access this either by going to the Home page of the site at http://www.mattcutts.com and click on the “Blog” button on the menu at the top of the page, or by going directly to the Blog page at the address http://www.mattcutts.com/blog.
The latest post by Matt always appears at the top of the page and so the most recent advice from the Google engineer is always the most prominent item on the blog. However, older post also contain important advice and you can search through the blog for a topic that interests you by using the Search field on the right hand side of the Blog page.
Some older posts on the site that are still useful to read include:
“Why did our PageRank go down?”
What to expect in SEO in the coming months
The decay and fall of guest blogging for SEO
Matt Cutts doesn’t post on his blog every day. This keeps the page a reliable source of highly relevant information for your law firm’s Web strategy.
Rand Fishkin foundered SEOMoz in 2004. The company changed its name to Moz in 2013 and Fishkin stepped down as CEO of the company in January 2014. Moz is an SEO consultancy that also produces its own tools. Some of those tools, like Open Site Explorer are free to download. Others are bundled together as Moz Analytics, for which the company charges a fee. Although he no longer runs the company, Rand is still part-owner and works on product development and promoter under the job title of “Wizard of Moz.”
Rand regularly contributes articles to the Moz Blog, which is the company’s main communication channel. He also produces a video series called “Whiteboard Friday.” Each Friday, he gives an explanation of a particular aspect of digital marketing and SEO. Vistors to the Moz Blog will see a “Rand’s Blog” button on the page’s menu bar. This accesses Rand Fishkin’s blog. You can access this page directly by typing http://moz.com/rand/ into your browser’s address bar.
Since stepping down as CEO, Rand seems to make more contributions to the Moz Blog than to his own Blog. In Moz Blog, Fishkin posts explanations and seminars of some current hot topic in the world of SEO. His own blog is reserved more for issues that arise in his own career. Therefore, you are more likely to read about the problems of bringing a product to market and the complexity of growing a start-up company into an established player. For this reason, Rand’s blog will be of more interest to corporate lawyers, practice managers and ambitious legal eagles who hope to become COOs and CEOs. Rand replaced himself as CEO with Sarah Bird. Before joining the company as COO in 2007, Bird was a lawyer in a general legal practice.
The Rand Fishkin Blog has the same layout as the Moz Blog, in that two thirds of the width of the page is taken up by the stream of posts. The remaining third has as photo and brief bio of Rand, a newsletter signup box and headlines and article categories.
Each article in the posting stream contains a title, which is preceded by a button with the date of posting in it. This is followed by the category of the article and then the first two of three paragraphs. To get to the full article, click either on the title or the “Continue reading” link at the bottom of the intro. Rand’s articles for his own blog tend to be shorter than his contributions to the Moz Blog, and are therefore easier for the non-technical reader to digest. Each article is followed by comments from members of the Moz community. If you are not a member of the community you can still post comments if you have a Discus ID.
Neil Patel runs his own SEO company, especially focusing on generating traffic. Neil is a well known SEO specialist and his reputation is evidenced by his frequent appearance on much respected SEO news sites, where he is often commissioned to write topical advice to the SEO community. He popped up on Search Engine Journal this week with the article How I Write 8 Blog Posts a Week While Running 2 Companies. As a lawyer running your own practice and trying your hand at SEO, you should find Neil’s experience, laid out in this article, illuminating.
Bruce Clay has been an SEO consultant since before anyone used the term “search engine optimization.” He writes a blog explaining trends he encounters in the daily operation of his business. Sometimes, these posting offer an insight into the difficulties of running a business, with which small law firms can empathize. However, other times he is able to highlight a development in search engine marketing that the mainstream SEO news sites miss. This week, the Bruce Clay Blog features an article on authorship, which explains the mystifying recent downgrading of author promotion at Google. Google Author Rank is Coming; ClearVoice is Ready brings very important advice for lawyers who want to gain clients and establish authority through writing advice on the Web.
Like Neil Patel, Glenn Gabe is an SEO guru with his own consultancy who is also often featured on SEO news sites like Search Engine Watch. Gabe is able to illuminate his SEO findings with the data to which he has access as an SEO advisor to many companies. If you have to run your own website for your law firm, you will find his advice illuminating. If you are the practice manager of a large law firm with the luxury of a Web marketing department, you might be better off passing Gabe’s blog address on to them. Gabe writes a blog called the Internet Marketing Driver. However, his style is very analysis intensive, so if you are not that into technical issues, you will find it a struggle to follow his explanations.
As a specialist publisher for the legal sector, Optimized Attorney sought out writers for the Optimized Attorney Blog with specific law-related Web experience. Lisa Wilson has a long history as a content manager for lawinfo.com, so law firms really need to pay attention to her advice when they are planning blogs, articles, white papers and videos to post on their sites. Lisa’s recent post, Legal Marketing Tip: 5 Important Blog Steps You Can’t Afford To Forget should help you strategize your law firm’s blog.
Must-Read Legal Marketing Blogs
Optimized Attorney is all about educating–lawyers, clients, and ourselves. To learn from the best and brightest minds in technology, social media, and marketing, I follow a LOT of blogs. No, seriously, my RSS feed might scare you. But because it’s Thursday 13–our first at Optimized Attorney–I’ve pared down that massive list to the 13 best resources for legal marketing.
Share your favorite resource with us in the comments!
For the DIY lawyer, or the attorney who wants to understand exactly what their marketing professional is doing, these thirteen blogs provide invaluable information. Check them out!
- Adrian Dayton: Marketing Strategy and the Law, Social Media Edition
- Amy Campbell’s Web Log: Thinking about new media, web marketing and law firm marketing
- Larry Bodine’s Law Marketing Blog: Helping law firms get new clients and earn more revenue
- Progressive Marketing: Ideas, activities, commentary and advice to move your business forward (Russel Lawson)
- Real Lawyers Have Blogs: On the topic of the law, firm marketing, blogs, web 2.0, and baseball (Kevin O’Keefe)
- Samantha Collier’s Social Media for Law Firms: What law firms need to know about social media
- The Great Jakes Blog: Web-centric marketing for law firms and professional services
- The Lawyerist: The lawyering survival guide
- The Matte Pad: Marketing know-how for the legal profession
- The PR Lawyer (Gina Furia Rubel)
- Zen and the Art of Legal Networking: Insights & commentary on relationship building within the international lawyers network (Lindsay Griffiths)
Do you have a fave marketing blog? Share with us!
Every year Google consistently provides between 67 and 68 per cent of all Web searches in the US and Bing provides between 18 and 19 per cent. Game over. This simple fact explains why the SEO industry focuses on the activities of Google almost to the exclusion of all other search engines. However, Twitter gets less than 10 per cent of the visitor numbers of either Facebook or YouTube and digital marketers don’t ignore Twitter. So, maybe it would be worth taking a look at what Bing is doing.
The SEO news sites were chock-a-block with Bing stories over the last week of August and you will be directed to some of these stories from Search Engine Watch,Search Engine Roundtable and Search Engine Land. A summary of the recent burst of activity at Bing could possibly be that they have decided to take on Google by replicating everything that rival does, but they don’t seem to be coming up with anything original.
Bing Maps Adds Streetside and 3D View for More Than 100 Cities
Google Maps are at the heart of Google’s Local search strategy and 2014 has seen the sudden synchronized rise of mobile and local search. Bing hasn’t announced improvements in its placement opportunities for business on its maps system, but you can bet this is in the pipeline. The company is clearly investing big bucks in its mapping division and an assault on Google’s dominance of mobile and local search is the only logical reason for such an investment. You should by now have your law practice located on Google Maps, maybe you should also look into getting a pin on the Bing version.
Bing Releases Image Search Widget
Many sites integrate YouTube videos through what is called a “widget.” Google is very proud of its image search capabilities. The Bing team have taken a bit of one and a bit of the other and blended them together. This is clever. They have produced the ability, by embedding a bit of code into your site, to pull in Bing image search results.
Although it is a good idea, right now, this writer can’t think of how this could be used to benefit legal websites (pictures of road accidents, fraudsters?). However, get your thinking caps on, because whoever can think of a way to make this a feature of a law site will be ahead of the pack and reap ranking rewards.
Bing, Following Google, Will Test Close Variants in Exact Match
The title of this piece bears out the assertion in the introduction of this roundup in that Bing is “following Google.” Reading between the lines in this article, you might notice something a bit cheeky going on. This is about Bing Ads (which is like Google Ads, only on Bing). Paid advertisers get their ads to appear on results pages for searches that match the keywords associated with their advertising accounts. Only now, they only have to nearly match for adverts to appear. Surely this is the exact opposite of the highly moral campaign these search engines wage to ensure the relevance of results. Maybe some lawyer should look into the commercial unfairness of these moves.
Bing Quietly Rolls Out App Linking, Connecting Search Results To App
There have been a number of news stories during 2014 that asserted that Google was unfairly leveraging its ownership of the Android mobile platform to capture search engine work. Now Microsoft seems to be tying together its tentacles of Bing and the Windows mobile platform to fight fire with fire — that’s a mixed metaphor; so, sue me.
BingBot As GoogleBot? Maybe, If It Crawls Google’s PageSpeed Tool
And finally … to illustrate the original point of this roundup that Bing is just copying everything Google does, here is a story about Bing’s WebBots. It seems that they piggyback on Google technology to crawl the Web. Oh, dear.
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