Google Wins in Bing it On

Bing It On Fail

Microsoft’s Web search, Bing, is promoting itself as a competitor to Google with a Bing it On marketing campaign.  It runs a query within frames, placing results from Google and Bing side by side.  You choose your preferred results and, after 5 searches, it tells you which search engine you prefer.

They probably should be focusing on their recent social upgrades.  It looks like that may be cutting into their current search market share and fixing that is probably a more realistic goal.  Trying to peel off Google users to become Bing users is going to take a lot more than side-by-side comparisons and social add-ons.  In fact, the latter is probably a bad idea generally.  Google’s users don’t like social in their results pages either.  Anyway, back to the comparison.

Web Research

I ran five searches on Bing it On and Google won.  I wasn’t that surprised.  I use Bing perhaps once  every two or three months.  It is never top of mind.  And when I use it, I rarely find a results set that makes me confident it is better than what I would have gotten on Google.  I am comfortable enough with Google’s nuances – like turning off personalized search – that I don’t see the point of using Bing.

Google Wins in Bing it On
My five searches in the Bing It On comparison led me to … Google!

Web Search Referrals

The flip side of Web search is the number of visitors who are referred to your site by a search engine.  If Bing was really competitive, I would expect to have searches referred to my site in comparable numbers as those referred by Google.  It’s clearly not the case.  My personal Google Analytics results are obviously not dispositive, but I have visitors from all over the world.  Less than 1% of my search referrals in the past 4 years have come from Bing.

Google Referrals to Web Site
The reason Bing is meaningless is that it refers so little traffic to my Web site.

Bing doesn’t have any place in my online search universe, either as someone looking for information or someone encouraging people to find information I share.  There are obviously thousands, perhaps millions, of people who use Bing.  It certainly has a pretty home page.  But they need to develop something more compelling than their current product to really compete with Google.

David Whelan

I improve information access and lead information teams. My books on finding information and managing it and practicing law using cloud computing reflect my interest in information management, technology, law practice, and legal research. I've been a library director in Canada and the US, as well as directing the American Bar Association's Legal Technology Resource Center. I speak and write frequently on information, technology, law library, and law practice issues.

1 Comment

  1. I tried bingiton, and could not get past the first challenge. Seems Bing hates Macs. I can’t stand Google, and don’t trust them, but MS is not doing anything better. Sucks.

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