Bing Vs Google The Search Engine Debate
"Who's playing against OSU this week?"
"I don't know. I'll Google it."
Although Google is the only search engine to pop up as a part of speech
in Webster's, the search engine giant has been feeling the heat from
competitor, Bing. Our first whiffs of Bing came from word association TV
spots that made us laugh but got us thinking: what IS this thing?
So we Googled it. And what we found was a slick screen and a search bar,
leaving us with a new question: how is this any different from Google?
What's the difference?
To start off, Bing's homepage differs from Google by keeping it
interesting with its ever changing photo. However, Google's plain screen
has its advantages. The all-white look is sleeker, making it seem less
cluttered. Users feel like they're starting with a clean slate.
Once a search is conducted, Google brings up a litany of results ranked
from most to least relevant. It's new Google Instant feature attempts to
give users that extra push towards more specific searches to make the
more relevant searcher even MORE relevant. Bing takes a slightly
different approach by categorizing answers into instant answers, deep
links, multimedia and other relevant categories. This targets user
results and makes them easier to shift through. Google does provide
results filter options on its SERP, but the user must filter the results
When it comes to Google vs. Bing, it's hard to say which is "better". In
the end it depends on what you're looking for in terms of search.
More than results
If you want to go beyond getting good results, Google has the upper hand
on the extra "stuff". Things like Gmail, Google Docs, Google Talk and
Google Reader make it easier for Google to keep users coming back. If
you're chatting with a friend on GChat and need to look up some info
before sharing a presentation from your Google Docs, no doubt Google will
be on the brain.
Staying on the SERP
Many users find the ability to stay with their SERP important. Bing wins
out with these users as it provides ways to preview results without
leaving the SERP. There is even an option to share the previewed result
via Facebook, Twitter or over e-mail. Bing's video search plays videos
when the cursor crosses over them, allowing users to see what they video
is about without having to open a larger video or leave the SERP.
Similarly, its image results bring up a results bar on the left side of
the screen after a result is chosen. Although Google is comparative in
filtering both videos and images, Bing keeps users on the SERP, making
Quantity of results
Google still outranks Bing in the overall quantity of results pulled.
However, this does not mean each result is as relevant as the results
Bing's travel search options trump Google in a big way. Bing has a
separate SERP for travel searching that provides all the info you need to
book your flight or hotel. Google trails by only sending the user to a
new travel site like Expedia or Travelocity.
Google stays on top when it comes to mobile searching. With mobile search
becoming the dominant way of searching, Google wins here. Being the
default search engine in the newest smartphones has its benefits.
In terms of location searching, Google and Bing are in a deadlock.
Although Google was first to come out with its maps and Street View, Bing
came back with comparable maps and the Bird's Eye View. When it comes
down to it, location searching depends on brand loyalty.
So, which is better?
Bing and Google have their wins and losses, but which is better? Again,
it does depend on what you want. If you prefer more time on your SERP and
targeted results, Bing is your go-to. However, if you'd like to chat,
share docs, e-mail and get more results, Google's got what you need.
Essentially, Bing may do search better but Google does it more.
Bill Balderaz is the president and founder of Webbed Marketing, an
Internet marketing firm with more than 40 clients, including several
Fortune 500 companies. Bill lectures widely on social media, viral
marketing and other industry topics, and was a featured presenter at the
Word of Mouth Marketing Association (WOMMA) annual summit.