Is it worth optimising your website for Bing or Yahoo?

When Microsoft and Yahoo decided to pool their search resources in 2010 to fight back against Google’s dominance, it looked as though Big G might have some real competition on its hands with Bing. In fact, it seems that Google now handles even more search traffic now, rather than less.

According to research by Experian Hitwise, Google handled an astounding 92 per cent of all search engine traffic in the UK in July 2011. What was left over was hardly worth fighting for. Yahoo sites handled 3 per cent, while Microsoft has about the same. The remaining 2 per cent went to Ask sites and the other search engines.

On these figures, it’s pretty clear that spending any time optimising for Bing or anyone else is basically time wasted.

Hitwise’s James Murray says, ‘What’s interesting is that although Google is increasing its dominance within search, search engines overall are becoming less significant as a source of traffic for websites. Search has historically accounted for around 40 per cent of visits to all websites but the most recent figures for upstream visits to All Categories show that search accounts for 34.29 per cent of all traffic delivered to websites in June 2011.’

The change, says Murray, has come about because of the increasing significance of social networks as sources of traffic.

You only have to look at the ‘referring URL’ section of your website stats, though, to see that it’s Google all the way.

Richard Milton

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