Search Engine Optimization Techniques for Malaysian University Websites: A Comparative Analysis on Google and Bing Search Engine

TLDR

Search Engine Optimization is crucial for professional websites, and while Google dominates search traffic, each engine—including Bing—employs distinct algorithms that evolve rapidly, influencing site rankings. The study investigates whether Malaysian university websites are adequately optimized for search engines other than Google, focusing on differences in ranking techniques. Researchers performed a comparative analysis of Bing and Google on selected Malaysian university sites, evaluating SEO parameters and the resulting ranking outcomes.

Abstract

<p class='IJASEITAbtract'>Search Engine Optimization (SEO) plays very vital role in the development of professional web sites. There are a number of search engines available on the internet such as Yahoo, Ask.com, AOL.com, Baidu, Bing, etc. Among which Google is the most widely used search engine. Each search engine uses different SEO technique and algorithm which not only forms the foundation of SEO, but affects the position of a website in organic search results as well. As Google modify its algorithm about 500 or more times per year, the web design and internet also evolves dynamically because of changes in SEO techniques and algorithms. However, how well Malaysian universities websites are optimized for other search engines is questionable particularly the key differences between search engine ranking techniques and algorithms. This research paper tends to answer these vital questions by proposing a comparative analysis of Bing and Google on some Malaysian universities website, analyzing their search engine optimization parameters and outcomes of using Microsoft Bing as compared to its primary competitor, Google.