SERPs Comparison: A Case Study

SERPs Comparison

GOOGLE VS BING & YAHOORanking differences have triggered both curiosity and bewilderment among the webmasters who cannot directly comprehend the reasons behind the inconsistent results or evaluation provided by the search engines. When you enter a keyword “SEO specialist” in Google Search, for instance, you can see your site hanging on the top results, but when you use the same keyword in Yahoo or Bing, you’re not even counted in the entry of top 100 sites. Isn’t that quizzical? You might just ask “why” and “how” without even deriving at a definite answer or conclusion to clarify such puzzling issue. And this is the rationale why I decided to have this brief case study made simpler for better understanding.

So what’s the background? Let’s take into account the current search engine statistics released by the comScore in September this year:

search market share 09-2012

Source: Comscore
If you wish to compare it with the previous Ranking in August, just click here. As you can clearly see in the above-given data, the Google still dominates the ranking and is followed by the two allied powers of Bing and Yahoo with a total of 28.1% . That figure means a lot insofar as SEO is concerned, right? Because, ultimately, optimization does not just lie on the potent influence of Google.

Before coming up with this research, I was actually wondering why my keywords are nowhere to be found in Bing and Yahoo when, in fact, my ranking performance in Google is great as any webmaster would consider as it really is. And considering the fact that I was also publishing relevant and valuable posts, I likewise got more confused as to what really are the factors that are making such notable difference to exist, and make my ranking, and I believe those who are experiencing the same, inconsistent among the various search engines. This matter is quite serious that no webmaster would dare not to resolve without knowing the cause.

Here are the Details of What I have Discovered:

When I used my top keyword in Google which is the “SEO Specialist”, the three search engines (Google, Ask, and AOL) provided me with the results below:

Ranking in Google:

You can also check it here.

ranking in Google

Ask search result:

ask search result

AOL search result

Aol search results

However, it seems so ironic that when I searched the same keyword on Bing and Yahoo, it was not in NOT IN TOP 100. What’s the matter? I was completely bewildered. You can verify it on these links:Bing and Yahoo search results.

What’s My Analysis About those Sites with Good Ranks on Yahoo?

A study by SEOMOZ posted last June 2010 is a very helpful aid in understanding this issue. You can read it here: Google Vs Bing Correlation of Ranking Elements.

But as to my own personal observation and analysis, there are two (2) Major Differences that affect how the search engines evaluate the rank of different sites:

• See the Domain – one great factor on Yahoo and Bing is the EMD, while on Google, it focuses on the value of branding, and it does not favor EMD as stated in its last update on September 28, 2012.

• Type of Website Ranking – Most of the sites in Yahoo/Bing top results have static content on their homepage, while on Google it’s more of dynamic contents which can generate good ranking, and it likewise prefers to have fresh and updated contents.

Since as we all know there is an alliance between Bing and Yahoo, therefore they are producing the same results. So, what are the ranking elements that we need to consider?

Here are the Ranking Factors on Bing that cause Differences with that of Google Results:

1. Bing, as compared to Google, is more susceptible to spam because its algorithm is not as complex as that of the latter.

2. It has short time reading Flash contents, thus, those with such have higher probability of getting good ranks. While in the case of Google, it’s totally different since it does not prefer and is against Flash-based websites.

3. Prefers quantity over quality of links. It accepts those backlinks from blog comments or forums, but Google is quite strict in maintaining quality in its operation.

Check this out, I have done a short analysis to prove this one compared a site ranking Bing & Yahoo but not in Google.

Site Ranking on Bing

Ranking on Bing


Site not Ranking on Bing & Yahoo

Not Ranking on Bing & Yahoo

4. Requires keyword density from one to two percent in each content, while Google does not consider such, but instead, it uses Latex Semantic indexing (LSI) to avoid keyword stuffing.

But you know what’s the most important thing I have discovered in this study?

It can be summed up by this word: “BALANCE”. You have to maintain the balance of your site among the search engines with various and opposing rules by being neutral every time you do the safe and efficient SEO…

Al Gomez

SEO Consultant, Online Marketer & Blogger, Web Developer & DLINKERS Founder.

“Chose a job you love, and you will never have to work a day in your life.”