Beyond Google: Optimizing for Other Search Engines
Even though Google dominates the search engine world, users are also turning to other platforms to find what they want. If you’d like access to that highly-curated web traffic, then optimization is the key.
When it comes to SEO, we tend to think of Google as the holy grail of search engines. In all fairness, it is by far the largest one in the game, boasting over 3 billion searches per day, and has about 75 percent of the overall market share.
If you consistently check your analytics reports and happily bask in the high traffic contribution from Google, then it may be hard to broach the topic of diversifying your SEO efforts. But, what happens if Google implements an unforeseen update to their algorithm and suddenly your website has been penalized? Well, if you haven’t established other traffic channels, your business could suffer irreparable damage while you’re out to lunch.
Let’s be clear, this is not a knock on Google. As a matter of fact, you need to rank on Google if you want access to the bulk of the Internet’s organic search traffic, but you also need to understand how other search engines work and how to rank well on them. Not only will this provide a crash pad if Google decides to put you in detention, but it will also help you grow highly curated traffic by appearing on search engines that support your business’s niche.
Optimizing for other search engines
If your business relies on e-commerce, then you need to focus on ranking on Amazon. According to a 2018 survey, almost half of US internet users go to Amazon to generate their product searches, and only 34 percent use Google.
This is how to optimize your product pages if you want your products to rank well on Amazon.
Optimize your product titles. Think of your product titles as an opportunity to tell buyers what your product is all about. This doesn’t mean stuff them with keywords (remember, optimize for people first), but instead include things like your brand, a quick product description, materials or key ingredients, quantity, size, and color.
Optimize your search terms. Products on Amazon are found if they contain all of the search terms a user enters in a search query. Again, do not keyword stuff here. Instead, focus on not repeating any words, even those found in other areas of the listing, and avoid punctuation as this will only be ignored.
Include only the best photos. Photos are not a ranking factor, but if you want to increase your conversions and reduce your bounces, then high-quality photos are a must.
Facebook is best for local businesses because a large portion of all Facebook searches is focused on finding reviews, hours of operation, and current promotions. The competition is stiff with over 1 billion Facebook searchers per day, but there are solid ways to optimize your page to help you rank higher. Here are a few suggestions.
Choose a specific name for your business. Don’t use names that are too generic. If you have a city-based company, for example, put the name of your city in your Facebook page name.
Pick a profile pic that best represents your business. Make sure it’s identifiable, relevant, and fits into your profile pic size. A logo is usually your best bet.
Customize your URL. If you don’t want your URL to be a bunch of random numbers, then make sure to go to your Facebook Username to change your URL. It should look like: facebook.com/username.
YouTube is the second largest search engine and best for digital marketing and businesses that provide video tutorials. There are two categories in YouTube’s ranking factors that need to be optimized for SEO.
Video content. To optimize your content, you need to be strategic when filling out your title, description, tags, transcription, channel authority, and content delivery.
User engagement. This includes your shares, inbound links, social shares, embeds, comments, and responses.
Instagram is a highly influential visual platform and a great marketing tool for local businesses such as restaurants and boutiques. Here are a few ways to optimize your Instagram account for search engines.
Company profile. Make sure your brand name, company photo and description, website link, and phone number are complete and up-to-date.
Compelling images and proper captions and hashtags. Only upload your best photos. Period. Don’t be afraid to tastefully use Instagram’s filters and editing tools either. Your photos should always be accompanied by a thoughtful caption and relevant, keyword-infused hashtags.
If you’re a freelancer or operating in the B2B space, it’s in your best interest to have an optimized presence on LinkedIn. Keywords are a very big deal here because the platform actually bolds all of the keywords used in search queries in the results pages, as well as on company profile pages.
Here are a few things to keep in mind while optimizing your LinkedIn page.
Optimize your profile. Make sure to be descriptive, engaging, and use carefully chosen words. Use bullet points or lists to make it more inviting to read. Include keywords, especially in your summary section, but do not overdo them. You’ll also want to give considerable thought to user intent.
Customize your URL. Include your full name and keep it professional and concise.
Choose the best profile pic. Again, your logo is usually the best bet for a company page.
Use a video. LinkedIn allows you to use a video in your description, so use it as an opportunity to further explain your business or maybe introduce your team.
If you want to lead the right audience to your website and increase your conversions, then diversifying your SEO efforts is definitely worth exploring. Spend some time familiarizing yourself with what’s out there, choose the ones that are most closely aligned with your business, and remember to stay active and consistent.