By Brian Offenberger, Founder & President, Right On – No Bull Marketing

One of the more popular questions I am asked is why search rankings differ so dramatically between Google and Bing. Small business owners want to know why they can be on page one of Google yet not be anywhere in the top 50 results on Bing.

So why the big variance in search rank position between Google and Bing?

The simple answer is that each search engine uses different formulas (called algorithms) to determine rankings.  Each search engine gives a different weighted value to various signals. It’s because of the differences in these algorithms that you see differences in search rankings between Google and Bing.

In order to avoid “false manipulation” of search results, search engines are vague about the ranking signal indicators they use, and the weighted value attached to each. However, some trends have emerged and noted by search engine marketing specialists.

Google focuses its rankings attention around keywords, quality content, current content and clean, natural and appropriate link profiles (inbound links from other websites to yours, links that are relevant and developed in “natural” ways).

Bing places much more emphasis than Google does on social interactions. Through their alliance with Facebook, and their other initiatives, the amount of social connections and interactions relating to a search query impacts search results rankings.

So what can you do to help properly position yourself for high placement on both search engines? Here are my tips:

• Develop a high amount of engaged followers on social media sites that are relevant to your business. These sites include followers on Facebook, LinkedIn, Pinterest and YouTube subscribers for most companies.

• Develop, publish and promote high quality content relevant to your target audience. This content should attract customers and inbound links from other sites to yours.

• Use keyword based anchor text that relates to HTML page titles.

• Publish and promote high value content regularly.

Brian Offenberger is a top rated keynote speaker, marketing and sales strategist and the CEO of Right On – No Bull Marketing, a digital marketing agency helping companies with online, social and mobile marketing. Contact Brian when you need a marketing keynote speaker or help with marketing at www.RightOn-NoBull.com.