Oftentimes, marketers focus heavily on Google when vying for traffic.
Here, we’re going to explore the top six search engines worldwide, so you can discuss some other potential traffic sources in your next SEO meeting.
Also keep in mind Google’s algorithm, like featured snippets, aims to fulfill users’ needs directly on Google, so they don’t need to click any links. These features , and Google’s popularity, might make it hard for you to capture the website traffic you want.
Like Google, Yandex also takes into consideration whether or not a user’s query has local intent and will display regional dependent results. To account for this, you’ll need to go into Yandex’s webmaster tools and set a site region.
If you’re uneasy about targeted ads or don’t want your search data stored, you might want to try DuckDuckGo, which touts itself as “The search engine that doesn’t track you”. It doesn’t track, collect, or store any information, so you’re safe to search for shoes without feeling bombarded by subsequent Macy’s Shoes ads. It’s worth noting there are still ads on DuckDuckGo — just not personalized ones.
If you have an interest in appealing to the Asian market, Baidu is a good option to consider. However, the search engine censors certain images and blocks pro-democracy websites, so if you’re comparing search results, you’ll find a more comprehensive results list on Google.
Google is also working to prioritize good content with their 2022 Helpful Content Update. HubSpot’s Head of SEO Content Aja Frost says the update has huge implications for the industry.
“First, Google is sending a strong signal that content written by humans is preferable to content by computers. (Ironic, given virtually all of the SERPs are algorithmized.)”
Frost also points out that this update should encourage SEOs to take a more comprehensive approach to site performance.
“This update is also reinforcing the idea that your domain is one entity, and content on one part of your website will impact the performance of another part of your website,” Frost explains. “With this in mind, SEOs should be looking at their site as a whole—not isolated sets of pages.”
Ultimately, it’s essential to consider alternative traffic opportunities besides Google when creating an SEO strategy. By diversifying your sources, you’re more likely to capture the first page on SERPs, and you’re in a better position to find a truly ideal target audience.
This article was originally published in September 2018 and has been updated for comprehensiveness.