SEO for Microsoft Live Search (MSN) - Evolving Search Results
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Since Live search is the youngest of all search engines, Microsoft constantly tests and develops new algorithms. This means that top rankings can be easily lost with new updates or search technology that the Live team unveils. As you gain positions, don’t be surprised to lose them at once with an update.
Bargain Pay Per Click Bids
Live search users are, for the most part, non-savvy with computers, will use any search box, and see no difference between the address field and the search field. They are less aware of ads, making top PPC terms a cheap traffic strategy.
Holding around eight percent of the search pay-per-click market, Microsoft has less bidders in all industries, meaning their bids are considerably lower than on Yahoo and Google. Although their tiny market share will not bring you nearly as much traffic as Google will, Live search can drive quality referrals at cheap prices. You can take advantage of this bargain.
Universal Search
Just as Google and Yahoo, Microsoft has Universal Search. Searches for celebrities give pictures, along with news results. I’ve never seen videos in search results, but that may be because I don’t use Live enough.
Sitelinks
For results deemed very relevant, Microsoft provides sitelinks, similar to Google.
Local
Microsoft is behind when it comes to local search. Although they have an excellent map product (Live maps), they do not feature map results for local queries like “boston insurance broker” or “new York taxi” in the manner that Google does.
This is another mistake by Microsoft. Search is quickly taking market share from yellow pages, making the local sector an opportunity for search engines to command more markets. As in any sector, if you fail to establish yourself at the earliest opportunity before powerful companies grab ground, and enter the market later, you’ll have much more trouble gaining mind share.
Microsoft is lagging big time, letting Google consolidate in the local arena. If someone doesn’t get a clue fast at Microsoft headquarters, they will have to play another catch-up game in local, with Google enjoying even more market dominance.
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