When you think about search engine optimization (SEO), it's easy to revere Google as the single most important entity to impress. The company continues to dominate the online search sphere, and its regular algorithm updates keep online marketing professionals on their feet.
However, over the past twelve months Google has lost some of its grip on the market. In May 2012, Google accounted for 65 percent of all U.S. searches, which is down from 68 percent from a year ago. It's counterpart – Bing – has concurrently increased its search strength from 26.8 percent in May 2011 to 28.1 percent in May 2012, Experian Hitwise reports. All in all, the five point swing has positioned Bing in favorable territory.
The slight gains could be the result of several changes Bing has made to its services over the past 12 months. The company has revamped its site design, integrated better social media capabilities and increased its focus on improving search results for end users.
Recently, Bing announced a new feature that allows webmasters to "disavow" links that lead to their web pages. This is extremely important for SEO, as website owners can discredit unfavorable or poor links from affecting their page's rankings online. While it was previously unknown if Bing put an emphasis on eliminating improper SEO tactics, this small upgrade certainly indicates the company would prefer users to abstain from black hat practices at all costs.