Bing vs. Google: Which is Better?
Search Quality
Many users report that the quality of results they get with
search is as good or better with Bing.
The reason, some suspect, is that Google has refined its
algorithm to the point that is more cerebral than practical. The search giant
has become so focused on figuring out what users are really looking for that it
sometimes overlooks what they are actually asking for.
Bing often returns the results that users actually need for
basic information. It has also proven better at returning older results that
often get buried by those gaming the system in Google.
If you’re a marketer, that means that you likely have a
better chance of reaching your customers in Bing, where the search results will
often be better aligned with what the user needs.
Video Search
Bing has acquired a reputation for delivering better search
results for video.
Though Google has prioritized video in search, it still
filters the results heavily. In particular, it filters out anything that could
be seen as adult content, even if it’s not x-rated. Bing, on the other hand,
shows far more videos in its search results, helping you to find more of the
content you want.
The good news for marketers is that they can reach more
people with their videos on Bing. Creating more video and more variety in the
types of video can help you reach far more of your audience.
Autocomplete
When you start searching on Google, it will populate the bar
with some suggestions.
For example, if you type in “why do I,” you will get
suggestions like “why do I pee so much” and “why do I owe taxes.”
Google and Bing both provide these autocomplete suggestions.
However, Google only provides four suggestions, while Bing provides eight.
This is an important feature for marketers because it
potentially helps audiences find more of their content. For example, if the
user is searching for a product, the autocomplete can suggest more related
products, some of which you may sell.
Extra Features
Both Bing and Google offer a host of extra features to
enhance search or get more out of the engines, but Bing was surprisingly first
on some of these features.
For example, Bing introduced the infinite scroll for image
search results before Google did, allowing users to browse images more easily.
Bing also included filter options front and center, while Google made users
drill down to find these filters.
Bing also introduced a search rewards program before Google,
allowing users to get credits for their activity on the site.
The fact that Bing has introduced some features before
Google doesn’t necessarily make it better, but it certainly shows that it is a
serious competitor in the search field. As a marketer, you need to have a
strategy for both search engines if you want to reach the most customers.
Paid Search
Many first-time site owners and marketers find out right
away that Bing gives them better opportunities to advertise their site for less
money.
You can target the same keywords on Bing and Google and pay
less for those ads on Bing. You’ll also face less competition than you would on
Google. That means that yours ads will perform better, which will result in a
much higher ROI than you would get with Google.
If you are just starting out, Bing is the perfect option for
getting more exposure for your site. Even if you have been at it for awhile,
Bing is a great option for getting more exposure while also keeping your budget
low.
Even once you look at all the pros and cons of what each
search engine offers, there is really no “winner” between Bing and Google. Both
offer great advantages for your site. However, it is important that you
recognize that Google is not the only game in town and that Bing actually has a
lot to offer your site.
When you are putting together your marketing strategy, it is
important that you consider how to improve your SEO on Bing, as well. Mostly,
your strategy will be the same as it is with Google, but you will need to make
some tweaks to stand out on the site. You’ll also do well to start a PPC
campaign on Bing.
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