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Bing equals ka-ching?

Posted by Michael Bloch in online world (Tuesday June 9, 2009 )

Microsoft’s new search engine, aka “decision engine” or “results engine” as they now like to call it, is turning out to be an interesting beast.

Launched at the beginning of this month, Bing is more like Google than I thought it would be given the pre-rollout fanfare – even the SERPs rankings are quite similar for quite a few terms I checked; unlike the MSN search of old; but I have to admit I haven’t gone near MSN search for quite a while.

I never thought I’d say this about a Microsoft search product, but it’s actually pretty good. The Googleness helps, but it also has quite a few features that are more suitably located on the interface, without it feeling crowded – and the engine is quite fast.

Something else I’ve noticed about traffic coming from Bing – while nowhere near the levels referred by Google; Bing referrals have been viewing more pages, staying longer and don’t bounce as much – all good signs for higher conversions from Bing visits.

Bing has certainly stirred up a bit of interest. Statcounter reported last week the new player overtook Yahoo! as the number two search engine in the United States and worldwide … for a day. It’s been a long while since that happened, even if it was for an incredibly short time.

Google killer? Probably not, but it’s nice to see Microsoft finally having a decent search application and it may even gain back a little bit of market share once word gets around. Their old engine was really a lost cause and while Google won’t have much to worry about from Bing, perhaps Yahoo might.


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