
Is it worth optimising for search engines other than Google?
When it comes to website SEO, Google typically takes centre stage. With its dominant market share and constantly evolving algorithms, it’s natural to prioritise the search giant in your efforts. But have you considered the untapped potential of other search engines like Bing, Yahoo and Brave? Tailored search marketing for these platforms could complement your broader SEO strategy and unlock exciting new opportunities.
The dominance of Google
It’s no surprise that Google is the leader in the search engine market. With over 90% of global online searches conducted through Google, your business simply can’t ignore it. Staying visible on Google requires regular updates, like keeping up with Core Web Vitals and mobile-first indexing. These updates are critical for helping your business rank higher and reach customers at every stage of their journey.
Why other search engines matter
Google may dominate, but platforms like Bing and DuckDuckGo are steadily growing in influence, particularly among niche audiences. For instance, Bing powers Yahoo and serves millions of users daily, while DuckDuckGo has built a loyal following by prioritising user privacy.
By focusing exclusively on Google, you might be overlooking valuable traffic. Optimising for platforms like Bing, DuckDuckGo and Brave allows you to reach new audiences – users who might not rely on Google as their primary search tool.
The Google Antitrust case
In August 2024, a federal judge ruled that Google holds an illegal monopoly over the online search market, effectively blocking competitors from increasing their market share. Should Google be forced to share data about its algorithms or change its activities, competitors will have an opportunity to grow that they have previously been denied. As such, it’s worth following the case and factoring other search engines into your SEO efforts.
Tailoring your strategy
Broadening your SEO efforts doesn’t mean abandoning Google – it’s about adapting your approach for other platforms. For instance:
- Bing rewards quality backlinks and multimedia content, but unlike Google there are fewer algorithm changes that impact your SEO efforts. Its user base is a little older, making engaging, well-structured content particularly effective.
- DuckDuckGo and Brave value privacy. If your website avoids intrusive trackers and prioritises user-friendly, straightforward content, you’re likely to see improved rankings.
- Ecosia – a charitable and sustainably-focused search engine that donates a percentage of its profits to tree-planting projects.
Balancing your efforts
For the time being, your primary focus should still be on Google SEO, as it offers the greatest return on investment for most businesses. But allocating a portion of your efforts to other search engines can pay off, especially if your target audience includes older demographics, privacy-conscious users or those for whom sustainability is important.
For example, if your business operates in e-commerce, Bing’s integration with Microsoft tools offers unique advantages. Its audience often overlaps with professionals who use Microsoft Edge or Office products. Adapting your organic SEO strategy to these platforms may unlock new revenue streams.
The bigger picture
Optimising for multiple search engines isn’t just about rankings—it’s about creating a robust, adaptable strategy. Diversifying your approach not only broadens your reach but also protects your visibility from sudden changes in Google’s algorithms.
By working with professional Google SEO specialists such as the team at Digital Carrera, you can create a balanced strategy tailored to multiple platforms. Our experts provide insights, tools and techniques to help your website thrive in a competitive digital environment. Contact us today to learn how we can boost your online visibility.