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Bing’s Future: Taking Over Google?

September 8, 2016 - Fifteen

Bing has broke records with a market share of 21% that’s rapidly gaining ground on Google.

It was once believed that Bing would never be a viable competitor of Google, but change is much expected in the SEO world, so it’s no surprise that the online search landscape is beginning to show signs of shifting.

Bing reports that it powers 18% of all searches, which is a significant turn around from when Bing was costing Microsoft $1bn per quarter.

So, how have Bing achieved this?

Much of Bing’s success has come about through deals with leading brands. Bing powers 1/3 of the world’s searches, even if it’s not immediately obvious. The Kindle Fire, Cortana and Apple iPhone are just two of the platforms that use Bing for searching.

AOL and Microsoft have just gone into a ten-year contract, which sees Bing as the default search engine for Bing, who had previously been using Google.

The launch of Windows 10 has also helped Bing increase its market share, as Windows 10 users make around 30% more Bing searches than in previous versions of Windows.

Bings plans for the future

As all digital marketers know, the value of SEO is to create the user experience as seamless as possible. So how is Bing planning to change the customer user journey?

Consumer’s expectation of how information and technology interacts with us will inevitably change search engine expectations. We want it to be more proactive,

Where previously consumers were satisfied with accessing information semantically, demand has changed to include sound and visualisation.

With Windows 10, Bing plans to provide information as soon as you begin typing in the keywords before hitting the enter key.

Integrating Bing across the Microsoft platform has offered exciting technological advancements that are helping to improve customer journey. Advancements include Skype Translate, allowing translation through video calling, whereabouts users can speak to a friend in French, but here English.

What does this mean for my SEO strategy?

Google still has a very comfortable grasp of market share, hanging on to a substantial 64%. But the speed at which Bing is gaining traction with such speed is enough to make them a little uneasy.

However, many SEO strategies can’t ignore the fact that not everyone uses the same search engine. Ignoring this could cost you potential customers. SEO implementation must include optimisation for Bing as well.


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