Why do different search engines offer different results?
If you run the exact same search on two different search engines, there’s a good chance you’ll get very different results. This can make things a bit tricky from a search engine optimization (SEO) perspective. Many people run SEO campaigns focused on Google, as it is the most widely used search engine in the United States. However, users have many other options – such as Bing – and other search engines are more popular globally. This means companies doing SEO for a global reach must consider a larger variety of search engines than those targeting primarily American audiences.
But why don’t search engines provide the same list of results? There are numerous factors to consider.
Different algorithms
The biggest difference is that each search engine has its own algorithm. These algorithms are constantly being tweaked and updated. Companies like Google claim they are focused on providing the most useful information to their users. They regularly make updates to bring more relevant content to people running searches – and to penalize sites using prohibited SEO tactics.
A different focus
Additionally, some search engines prioritize different types of content. Users could be searching for text, images, academic resources, videos and much more. These preferences gradually shift with user trends over time. For instance, video content has become far more common over the last decade than it was previously. As search engines adjust to these changes, the results will naturally evolve.
How specific is the query?
That said, there are certainly cases when search engines will give similar results, or at least where the top result is the same. It often depends on how specific the query is and what results users tend to click on most. A very specific search, like “Chicago Bears schedule,” may bring up the official schedule listed on the Bears’ website. However, a less specific search for “NFL scores” could provide results from the NFL website, team websites or third-party sites like ESPN. These may rank differently across different search engines, even if the top results are generally similar.
SEO considerations
If you are working on your SEO efforts, you need to consider all these factors and think about what your audience is searching for and how to get your content in front of them. At Content Customs, we have the expertise you need and can help you design an SEO campaign that gets results. Get in touch with us today to learn more about how we can help.