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Brian Pasch

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Do You Have a Bing SEO Strategy?

Bing Traffic Optimization

Jared Hamilton sent out a Tweet today about the recent report from Compete that Bing powered search is now 29% of the search market share so I thought it was time to share a few insights into Automotive SEO with Bing and Yahoo. Car dealers need to have a digital marketing strategy for Bing and Yahoo that is independent of what they are doing in Google. Do you have a Bing and Yahoo strategy?

In general, Automotive SEO "basics" apply to Google, Yahoo, and Bing which includes strong page titles, URL names, and relevant content. However there are some big differences. Yahoo and Bing favor sub-domains that are keyword targeted more than Google.

Having hundreds of SEO tests running a year, I'll share with you a two examples that demonstrate this sub-domain preference.

Toyota Sale

When you search Google for the phrase "Toyota Sale" you will see among the Page One results "www.toyotaforsale.org" which confirms what I have witnessed thousands of times; Google favors exact match domains or near match domains.

Yahoo and Bing on the other-hand will often favor sub-domains more than exact matches when they are properly optimized. A search in Yahoo and Bing show similar results and shows the site http://toyota.cardealersale.com on Page One. The Home Page title on this site is "Toyota Sale | Toyota For Sale". This sub-domain is NOT on Google Page One.

Toyota Sale

What this means is that you can get on Bing and Yahoo page one for important keywords using a sub-domain microsite strategy.

Jacksonville Hyundai

When exact match domains are not available you can see that sub-domains can also play a major role in achieving visibility for short search phrases. The sub-domain http://jacksonville-hyundai.fl.cardealersale.com is showing on Bing Page One.

You will also see in the example below that Bing shows a domain with TWO dashes in the name "www.jacksonville-hyundai-fl.com" which you will normal NOT see appear on Google Page One. Bing and Yahoo like these dashed domains!

Jacksonville hyundai

OEM Compliance Issues Lessened With Sub-Domains

Most dealers also should know that OEM are more tolerant with sub-domain microsites that stand-alone microsites on a new domain.

For example, http://service.irvinebmw.com is a service microsite but it is associated with the primary dealer domain and thus complies with BMW microsite regulations.

For Toyota warranty information, Acton Toyota created http://warranty.actontoyota.com which indexes nationally on Page One for a search on Toyota Warranty.

Toyota Warranty

In summary, there are more ways to gain Page One exposure on Yahoo and Bing than in Google and this means that the early bird will get the worm.

Automotive SEO Education

Digital Marketing Strategies If you would like to keep up with the latest Automotive SEO Strategies, you can join a free community dedicated to Automotive SEO at http://automotive-seo.ning.com (which ranks #3 in the USA on Bing and Yahoo for the term Automotive SEO).

You can also get the latest SEO strategies live by attending the 2011 Digital Marketing Strategies Conference February 1-3, 2011 which is right before the NADA Convention in San Francisco.

Register online at: http://www.digitalmarketingstrategies.org.

The conference has attracted some of the top speakers and educators in the automotive industry and if you are looking to lock in a successful digital marketing attack in your PMA in 2011, you need to be in attendance.

Stacy Mueller
Very informative post, Brian. Great information that can be implemented in future campaigns.

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