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Search Marketing Update: Bing Deep Links, Siri Uses Bing, and Automatic Authorship


Our most recent post – SEO: Convergence is Needed More than Ever – on search marketing details many factors that make up modern SEO success. At the start of any SEO campaign, there’s technical, user-experience and website design optimization. But the reality is that SEO today involves a much more robust strategy that spans many disciplines of digital marketing.

What are these disciplines? Every day, the search engines are changing their algorithms to give users the most relevant, authoritative information quickly. Google, Bing and Yahoo are ranking websites based on things like content development, social media and public relations.

At Elasticity, our Triangulation-based approach takes all of these into account, getting your website more traffic, awareness and conversions. Our search-marketing experts not only dress up in Panda suits and eat stacks of bacon, but they are continually scouting the most pertinent search engine updates that affect SEO success.

Bing Adds Deep Links in Search

On September 20th, Bing introduced deep links in its Page Zero experience. This new search feature expands the search box to give users relevant information associated with their query. The Page Zero experience also gives users information in the search box itself, so users can use this “rich information” directly from the point of search.

To give you an idea of how this looks, I entered “St. Louis Blues” into the search box.

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According to Bing, Satori technology powers the Page Zero experience, delivering dynamic results in the search box in a matter of milliseconds. The ultimate goal is to give users a faster way to search, which is comparable to Google’s suggested searches. This is also the first time we’re seeing Bing use site links in the actual search box, instead of in the search results themselves.

The intuitiveness of Satori’s technology is pretty neat in that general searches like “Ronaldo” will display “rich information” with a couple of the most popular results.

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Google Adds Automatic Authorship 

We’ve talked a lot in the past about Google Authorship, essentially getting your picture in Google’s search results for the articles you write. Now, Google says that you can automatically get these pictures into search results by adding automatic author attribution through Google+ sign in.

Google may more easily show your Google+ profile image in rich snippet search results across multiple sign-ins on other sites. For example, if you sign in to your WordPress website or blog using Google, then the articles that you publish with that sign in will now be associated with your Google+ profile automatically.

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The search engine also said that they would test this with other programs including Typepad, About.com, WikiHow, and Examiner. We’ll keep an eye on whether Google will increase support on this in the future.

New iOS Siri Dumps Google for Bing

In case you haven’t updated your iPhone to the new iOS 7 mobile operating system, Bing is now the “default search engine” for Siri. It’s likely that Apple isn’t bragging about the search engine swap, given Google owns the majority of search share. If you visit the Siri page on the Apple website, you’ll notice that there’s no mention of the switch to Bing, while Yelp and WolframAlpha get some attention.

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With Siri now fully out of beta, Apple is avoiding web searches if it can help it. Siri can do a variety of searches or tasks without using Bing as its search engine. For example, you can FaceTime someone by saying “FaceTime Zach,” or check movie times by asking, “What movies are playing?”

A web search in iOS 7 will keep you within Siri’s interface, with no sign of Bing ads anywhere in the result.

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You can’t get Siri to change what default search engine it uses, but you can use Google on a case-by-case basis. Do this by saying “Google” followed by whatever you need to find. The same goes for Yahoo.

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