Bing beating Google on Search Success

PeterWallace

Quick, what is the first search engine that pops in your mind? Most people will choose Google. But a new study just came out from Experian Hitwise (www.hitwise.com) that Google accounted for 66.05 percent of all U.S. searches conducted in the four weeks ending July 30, 2011. The combined Bing-powered search comprised 28.02 percent of searches for the month, with Yahoo! Search and Bing receiving 15.04 percent and 12.98 percent, respectively. The remaining 73 search engines in the Hitwise Search Engine Analysis report accounted for 5.90 percent of U.S. searches.

As that may not seem like much news what the report keeps on going and looking at is how affective is the search you just did? The success rate for Bing searches in July was 81.36 percent (search.yahoo.com – Yahoo farmed out search to bing back in 2009) and 80.04 percent (www.bing.com) while google.com was 67.56. Hitwise defines success rate as the percentage of search queries that result in a visit to a website. This study also shows that both search engines can work on providing better accuracy in finding the information. The unsuccessful searches shows the need for the marketers to study the search engine results and target better information to make sure your target person is reached.

Search engine users could also probably help themselves a lot by formulating more precise queries. Experian’s numbers show that the plurality of searches, 25.32%, are made with just a single word, followed by two-word and three-word queries, with shares of 24.09% and 19.49%, respectively. When it comes time to do search engine marketing it is important to not only look at Google but spend some time and money on Bing-powered searches. Keywords purchased on Bing-powered sites have a better click-through rate than those purchased on Google.

Google is still the dominant search engine, but Bing is gaining ground. Many years ago I used to use many different engines to find what I was looking for using metasearch sites like www.dogpile.com but had switched over to google to get faster results. Maybe I need to start looking at www.bing.com . What do you use for searching?

http://www.hitwise.com/us/press-center/press-releases/experian-hitwise-reports-google-share-of-searche/

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