Google Vs. Bing Search Engines. Semalt Knows Who Will Win! 

Google and Microsoft Bing are the two most significant search engines currently meeting the needs of internet users. Both of these search engines are competing for new and better ways to improve their user intent understanding and overall quality service. 

When optimizing a website for search engines, it is pretty common to see SEO experts focus on Google. While this may seem one-sided, optimizing for Google means optimizing for every major search engine. After all, Google is the most popular search engine, so it practically dictates the SEO rules. 

It is, however, vital that you consider Bing in your optimization efforts. While Google rakes in the most traffic, Microsoft Bing also attracts a good number of visitors, which is vital if you plan on dominating the internet. Optimizing for Google and Bing is one of the very few occasions where serving one master helps you serve the other master. Optimizing for Google means you're optimizing for Bing, and when you optimize for Bing, you've improved how optimized your site is for Google. 

Google Vs. Bing's Market Share

One of the most obvious distinctions between Google and Microsoft Bing is their market share. According to a survey carried out by Statista in February 2021, Google accounted for 86.6% of the global search market while Bing took 6.7%. That is quite a considerable difference. 

While this statistic is tempting enough to make any webmaster focus solely on Google and forget Bing, we would like to remind you that Microsoft Bing has a user base that shouldn't be ignored alongside its good conversion rates. 

The 6.7% may look small, but it accounts for millions of individuals who use Bing daily. If your sole audience is American-based, optimizing for Bing is critical. That's because one-third of all online inquiries done on US soil is powered by Microsoft Properties. By factoring in Yahoo and voice search, you realize that Bing isn't so little. 

There has been speculation on the meaning of the word BING. Many find it exciting and wonder what it means. Some have come up with an explanation that Bing is an acronym for "Because It's Not Google", which was gotten from a campaign in the 1990s for Live search. They were the predecessors of Bing. 

Another fun tidbit will be that Ahrefs recently did a study to figure out the top #100 searches on Bing and discovered that the #1 search query was Google. 

Google Vs. Bing: Functionality

How efficient are these search engines, and which one does a better job at pleasing its users? If you're thinking Google, then you're right. From a search functionality perspective, both of these search engines are quite similar. However, Google offers its users more core features. 

Google Vs. Bing In The Size Of Index And Crawling

Google claims that its Search index contains hundreds of billions of webpage of over 100,000,000 gigabytes in size. But even with such impressive numbers, Google hasn't and cannot crawl the entire web. This is why using structured data is a priority for every website. Structured data provides a data feed about your content to Google so that its bots can understand the purpose of your content better. This will improve your chances of qualifying for rich results, and you get more impressions and clicks. 

Microsoft Bing, on the other hand, hasn't been so open about the number or size of pages it has crawled. However, we estimate that Microsoft Bing has been able to index between 8-14 billion web pages. 

To maintain the integrity of their services, both search engines share very little about their approaches to web indexing. Microsoft Bing explains how Bingbot uses an algorithm to determine which website to crawl, how often, and how many pages to index from each website crawl. Bing aims at minimizing the bot crawl footprint on websites, ensuring that the freshest content is available. 

John Muller for Google also explains that Google doesn't crawl URLs with a consistent frequency. So while some URLs are crawled daily, other URLs may be crawled one in a month or even once in six months. So Google tries to find the right balance of the number of times it needs to crawl your site so that your server doesn't get overloaded.

While Google has mobile-first indexing, Microsoft Bing takes a different stance and doesn't follow Google down that path. Instead, Bing maintains a single index that has been optimized for both desktop and mobile devices. This makes it vital that you ensure that your site experience has been optimized, pages load quickly, and users get what they need. 

Google Vs. Bing Services

 Google has evolved to function as more than just a search engine. With products like Maps, Gmail, Chrome OS, YouTube, Android OS, and more, Google caters to users' needs that extend beyond search. 

Microsoft Bing has also evolved in its unique way. Bing now offers email services via Outlook as well as Office tools in Office Online or OneDrive. Unlike Google, however, Microsoft has no operating system of its own. Instead, it uses Windows Phone 8 or iOS on Apple devices. 

Are Bing And Google On Par, Or Which Search Engine Is Superior?

Google's sole focus is convenience for users, so it's no surprise that it has a clean and simple user interface that is easy to get the hang of. Microsoft Bing also clean and easy to use, but it is a little more visual than Google, which many will find appealing. 

Both search engines display helpful information about related searches, companies, related images, and news. These features do a great job of informing their users of everything they need to know about a given topic. 

Thankfully, both search engines can handle users' search queries, and they both have great keyword research tools that offer useful insights to a website. 

You may not expect to hear this, but Google does fall behind Bing in some areas. One of these is the data Google Search Console provides. Another cool feature Bing has, is its ability to import data from Google Search Console. Finally, Microsoft Bing provides SEO reports which are both beneficial and impressive. 

According to Bing, its SEO reports contain page-level recommendations generated by comparing SEO best practices against what is seen on your webpage to come up with suggestions on how you can improve your site. These reports are automatically generated biweekly, and it provides suggestions on what SEO experts need to work on or look into to improve a web page. 

Image Search

When it comes to image search, the evidence suggests that Microsoft Bing does perform better than Google by providing higher-quality images. The filtering feature in Bings search is impressive and gives users many options. We find particularly fascinating the ability to turn titles off and search using just the image size, type, or color. 

A simple test did prove that Bing allows users to do more with images. While Google has more images for viewing, Bing provides more detailed information about the images users search for.

Video Search

Microsoft Bing does provide more visual video search results than Google. Its grid view of large thumbnails also makes it easier to find the correct result. Google's video results are, however, more standard and feature a vertical list of small thumbnails giving you more options to choose from. 

Microsoft Bing provides previews for certain videos, and clicking them doesn't take you away from Bing. Unlike Google, where clicking a video automatically redirects you to YouTube. When we searched for a movie, Bing's video search result displayed ratings, reviews, casts, and where you can watch a movie. Such cool features weren't seen on Google Video Search. 

When it comes to video searching, Google is clearly outperformed by Bing. 

Map Listing On Both Search Engines

The map listing and local listing on SERP of both engines are pretty similar. When optimizing for any search engine, we ensure that we claim all our clients are listings on both search engines and optimize their profiles with Photos, Business information, proper categories, and relevant links. 

Publishing accurate names, addresses, and contact information is also crucial. 


Optimizing for Google and Microsoft Bing isn't very different. While Google focuses on E-A-T, Microsoft Bing focuses on on-page optimization (speculatory). Google search results are powered by machine-based algorithms that consider a user's previous search history and location when sorting out the most relevant results for a new search query. This makes it easier for Google search engine users to find a specific item or information on Google. Thanks to its machine learning algorithm, Google has a complete picture of who a user is and their preferences before they search anything. 

Microsoft Bing states that it incorporates social signals into its algorithm. So while optimizing for Bing, you will be improving your presence on social media platforms like Twitter and Facebook. Bing also requires its websites to have good quality content on their web pages which is a universal SEO rule. 

Interested in SEO? Check out our other articles on the Semalt blog.

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