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August 22nd, 2010 by Nick
A lot of words have already been written about Microsoft’s Bing. The team behind Bing apparently hope that it will eventually challenge Google for international supremacy in the battle of the search engines. Currently, Bing is languishing behind Yahoo!, but there are those who predict that Bing has the potential to become a much bigger player. In the SEO community it is imperative to keep a close watch on developments to avoid being taken by surprise by a shift in the search environment. Research and monitoring is a core component of effective search engine optimization.
At Searchengineoptimization.co.uk we keep our ears to the ground to discern what is likely to happen in the sphere of search. This permits us to devise and implement strategies which are tailored to the individual site and adjusted in line with the shifting imperatives of the external context.
Bing seems to be deficient when it tries to compete with Google for two main reasons. Firstly, Google provides swift, accurate and relevant responses to queries time after time. It is simply excellent at what it does. Secondly, Google’s enduring excellence and impressive public relations means that it commands an awful lot of loyalty around much of the globe. On these two criteria, Bing is second best by quite a long way. However, Bing is already significant enough for it to be considered in some SEO plans. Furthermore, Bing has certain features which mean that it may be able to make relative progress down the track.
One commentator identified certain features which Bing possesses that Google does not. While these ‘add-ons’ are no substitute for being an excellent search engine, they can be mentioned in publicity and they do form specific advantages for some users. For example, some users might be impressed by features like Bing Cash back. This is like a reward card system which gives benefits to those who make certain purchases after searching for products via Bing. Travel Insight is somewhat similar in that it is meant to highlight trends in the price of airline tickets and could potentially contribute slightly to the wealth of certain users. Bing is not just trying to make progress via the cash nexus because it is also trying to make moves via real time search with Twitter and by visual search. It is hard to discern what impact Bing’s diverse tactics will have. Perhaps its best prospects are related to deals in relation to mobile search.
As Bing is making such concerted efforts to make headway on a variety of fronts, predicting outcomes is especially problematic. It is impossible to know to what extent the advertising and other efforts will be sustained. Moreover, Google is not waiting idly by to be overtaken. Bing should really focus on being better at its core job as a search engine. Many users will not believe it is a “decision engine” if it does not provide search results to the standard which its larger rival does. Google has defeated many challengers, so Bing will have its work cut out.
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Bing requires massive overhaul to compete with Google. It is clear when running any critical search that the results returned by Bing are inferior to Google. The primary purpose of a search engine is to return the most relevant results and to quickly guide a person searching for information to the most useful information available. Unfortunately, Bing still has a long ways to go.