There seems to be a new search engine of some type starting up every day. Add to this the continual changes and tweaks that Google, Yahoo! and Bing introduce on a regular basis and you would think that search engine optimisation was an impossible task.
It can be a trap to look at these changes and updates purely from a webmaster’s or SEO point of view. In reality, search engines couldn’t care less about SEO and and their thoughts on webmasters are probably not that far behind. Search engines have only one interest and that is the searcher and their aim is to provide the most relevant search results possible. New features are designed to improve on that.
When new features are introduced, it is often more helpful to view things from a user’s perspective first. Once you have a clear idea about what the search engines are trying to deliver to the user,you can use whatever means to try and ensure your sites satisfy that criteria.
Bing 2.0 is apparently on the horizon and is reported to have some great advancements. What will it mean for webmasters? In the short term, very little. Another feature that is being hailed is Bing’s Visual Search. It sounds good. A user can enter a search term and they will get a list of search results along with pictures, descriptions and any other useful information. Can we make use of it? Should we try?
You have a website that is there for a purpose. By chasing the various search engine changes, the risk is that your site moves away from its purpose. Sure, you will rank well in certain areas, but will you rank well in the right areas? Does your site really need to appear in any Visual Search results? Will it increase sales or conversions?
Rather than asking how you can get your site to rank well in any search engine feature, ask if appearing will help your business. After all, that is why you have a web site.