Many search engine optimisation strategies are focusing so heavily on Google they are neglecting the opportunities Bing can offer, according to one expert.

Writing for Search Engine Watch, Adam Audette stated companies could increase their incremental traffic and revenues by between five and ten per cent by developing an effective strategy to exploit the website.

He noted that Bing was likely to grow as it is heavily investing in search and has an innovative, long-term plan to increase its market share over the next few years.

This, coupled with the increasing commercialisation of Google, may see more internet users turning to Microsoft's domain as a search option, he suggested.

Mr Audette advised marketers new to the platform to create consistent, efficient campaigns that were tailored to the specific requirements of the engine with an emphasis on high-quality content and link building.

His opinion agrees with that of Search Engine Land's Siddharth Shah, who recently stated Bing should be accounting for around 20-25 per cent of marketing budgets in 2011.

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