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In a recent interview with digital marketing agency Impression, James Murray of Bing revealed insights into where Bing see the future of search marketing. This article will discuss each relevant interview and its key takeaways.
Murray discussed a variety of topics from voice search marketing to how links may be decreasing in importance in the future.
Murray discussed how “we’ve bent ourselves as users to conform to the way that search engines behave, resulting in a very robotic style of search”.
“We’re moving away from thinking about keywords and are thinking more about audiences.” Says Murray when discussing the future of paid search advertising. Some other key takeaways from this interview were:
While Google has opted for a separate mobile index, Bing is sticking to a device-agnostic approach - marking one of the biggest moves away from Google-alignment for the growing search engine.
In terms of Bing’s new shopping feed, Murray discussed how “there are a few things on the horizon for changes and tweaks and so one of the things we’re asking advertisers is to really give us as much information as they can in their feeds in order to allow us to offer new ways to use that information in the product.”
“What we might see is that links start to decrease in importance that they have in the general context of the various factors that we use to determine relevance.” Murray discussed that links may not be going away anytime soon, but the future holds a decline in relevance for links across search marketing.
The complete set of interviews can be found on Impression’s site in their bing interview collection.
For more Digital Marketing trends for 2018, Dr Dave Chaffey gives his expert opinion on his top 10 trends you need to act on in 2018.
By Carolanne Mangles
I am Smart Insights' Digital Marketing Executive and Blog Editor - I write on a range of topics - SEO, Analytics, Content Marketing and Digital Marketing Strategy and Planning - to bring you the best advice on all things new in Marketing. You'll also find me traveling and exploring new parts of the world when I'm not writing. Connect with me on LinkedIn or follow me on Twitter
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