How Bing Is Set To Tackle Google
We all know that Google is the biggest search engine in the world, but Bing’s latest innovations are helping to edge this search engine underdog further into the limelight. In July, Microsoft announced excellent financial results, with its cloud services beginning to dominate the market in a new way.
Year on year, Bing has grown by 17% and with more and more people using the search engine, it’s becoming apparent that Bing could develop into a strong contender. While Bing may be significantly smaller than Google, it is becoming a very viable platform for businesses to use and therefore grow their business. Here, we’re taking a closer look at Bing’s latest innovations, and how this is helping to improve search and compete with the search engine giant that is Google.
Visually Appealing Search Aesthetic
It is well-known that Bing is the most visually appealing of the two search engines, having embraced an aesthetically-pleasing home page and layout from day one. In order to further improve on this, Bing is showcasing that it is able to understand how humans interact with images and videos, and just how often these are uploaded to the internet on a global scale. With video results available to see in thumbnail panels which are much more aesthetic than the standard small video image and text are shown by Google, this is far more appealing for all users. Further to this, Bing announced AI-powered intelligent search features, helping to improve object recognition and make any image ‘shoppable’, to help find related products sourced from just a picture.
Bing’s Marketing Benefits
Bing offers the complete package when it comes to finding accurate and insightful analysis relating to your website, which is one of the big selling points of the user-friendly dashboard in place that helps you manage multiple sites with ease. There you will be able to access detailed reports that indicate how your site is performing from an SEO perspective. Much like Google Analytics, there are diagnostic tools available to provide key information about search terms being used to find your site and the phrases that need to be embellished within your written content. Notifications will keep you constantly up to date to ensure any changes within the Internet sphere can be dealt with promptly.
Another reason people are starting to side with Bing compared to Google is the use of their Ads program. You will experience a much cheaper cost per click rate for even the most expensive of key terms. The numbers don’t lie, as the average cost per click rate on Bing is 33.5% cheaper than Google, thus making it more appealing for businesses looking to invest in paid search.
You will also be able to take a far more granular approach with any campaigns since they can be assigned to different time zones to ensure you have maximum impact when you are attempting to advertise on an international scale. This can be monitored for an entire ad group, rather than having to create subgroups to take into account time differences.
There is also an increase in the number of characters you can use for your title. This enables you to contain all the necessary key terms and phrases needed to utilise any campaigns to their maximum.
Anyone operating with a small scale marketing budget will also find that support is far more accessible when using Bing. There is a substantial difference in the price needed to be spent with Bing compared to Google in order to have a dedicated account representative for your campaign.
This has provided a more competitive playing field when it comes to marketing websites since established businesses aren’t able to consume internet traffic simply by utilising their powerful media budget. First-time setups have a far greater chance of maximising exposure and getting strong traction from the start.
New Players Enter the Game
Recently, DuckDuckGo saw an incredible 50% increase in their Internet traffic as they looked to extract the established flow at Google. They are now receiving around 30 million daily direct searches on their site. At the forefront of their success is being advocates for transparent searches that can be publicly accessed at any time.
Privacy issues have been a big concern for Google, which means people are likely to look for more secure alternatives as they are browsing the internet. This has worked massively in favour of DuckDuckGo, who have recently received $10 million in funding to help expand their impact within the search engine circle.
Although these figures are still on another stratosphere to the daily 3 billion searches conducted in Google, the yearly growth currently being experienced at DuckDuckGo serves as prime evidence that the established order should keep one eye over their shoulder in the coming years.
Bing’s Extension Of Search
With voice search becoming an important technology across the world, particularly in America, Bing is adapting its fundamental search to encompass the more complex searches that we do via voice. For example, if you search for ‘movies’ on Bing, you are able to not only view the times of the movies which are playing in your location in the cinema, but you are also able to see the latest releases which can be found on Netflix and Amazon, showing that the search engine understands user intent much more effectively than ever before.
Its search entity API is also a significant improvement to the search engine, which allows more contextual information to be viewed on the search engine in order to better engage the user and improve their overall search experience. This not only helps to improve the most relevant entity results, but it also helps to support multiple international markets and provide more data than ever before – while also being displayed in relevant apps from the Bing Knowledge Graph.
The visual element of Bing is just one reason why brands will need to integrate this search engine into their strategy. As more users are beginning to make the switch, having a presence on both Google and Bing is important. To find out more about Bing search marketing, get in touch with a member of our expert team, today.