Bing vs Google – Who’s the Loser?

Ladies and gentlemen! People from all over the world, we present to you the bout of the decade, perhaps even the century – Bing vs Google!

In the left corner, we have the underdog, with the support of its old, experienced coach, Yahoo, formerly known as MSN and Windows Live Search:

Bing the “Underdog”.

In the right corner, we have the search engine giant, and the SERP champion for over two decades:

Google the “Almighty”.

Who will win this final showdown? Which is the best search engine? (We all know who wins. It’s Google. It’s always Google.)


Let the battle begin!

Who Are the Competitors?

  • Google the “Almighty”

    Also known as the “Silent Penguin”, the “Ruthless Panda”, or the “Deadly Humminbird”, Google is the champion in the search engine category. And has been on the top for almost two decades. Being champion for so long might make one malinger, but not Google. It has been on top of its game, delivering punch after punch, update after update, dead SEO after dead SEO. The champion defeated the keyword stuffers and the backlink farmers. Killed them dead. Chuck Norris roundhouse kick style. Also, it vanquished every other possible black hat contender that had its try in the SERP ring. Currently, the “Almighty” holds almost 90% of the search engine market.

  • Bing the “Underdog”

    The runner-up for the title, poor Bing has always been behind Google’s feet. Like miles behind. It never managed to get even close to the giant. While Google ran, Bing slithered like a slug on a dry day. A child of Microsoft’s MSN and Windows Live Search, you’d expect it to live to become great. Oh well, not all of Bill Gates’ projects are a success. Together with its buddy Yahoo, Bing holds almost 7% of the SERP market.

Anyway, let’s try to be as unbiased as we could be.


Hold on to your seats, the bell for round one is just about to ring!

Round One: The User Interface

The two contenders are very similar (except for the logo and the nice background in Bing). But, that’s where all similarities end. In truth, they’re much different. Yes, we can hear the crowd cheering “Google, Google” in unison, but don’t write the underdog off yet.

Bing has a lot of tricks up its sleeves.

Did you know that Bing has better video search than Google?

You heard that right. Don’t trust us? Compare them! Go on both search engines’ video search and type anything.

Google displays 9 video results each under the previous. And, clicking any of it leads you to the site the video is located.

Bing shows its video results similarly to Google’s image search. The videos are 5 in a row and the columns load more video related to the search when in a loop, with no pagination. And, the best part is that you can play a video without leaving Bing at all!

Video search isn’t the only place where Bing excels!

  • Bing also tends to show more autocomplete suggestions than Google.
  • Bing is better at displaying social media results. This is because it integrates shares from friends and followers in the SERP results.

But, Google is better in other fields!

Google offers better image searches. Reverse image search is one of the most impressive search types you can do on the internet. Also, it offers better shopping suggestions and better online prices.

Besides Bing’s efforts to give what Google’s already giving, it still doesn’t contain a lot of features Google has implemented over the years. Health information and movie/video game release dates are a few of those that come to mind.

Not a Factor, But Still a Difference!

Bing puts the “related searches” to the right of the search results (kind of like the old Google Search Ads). Google puts them at the bottom of the page.

After many punches thrown about, Round 1 ends in a draw!

Round 2: Under the Hood

  • Google the “Almighty”

    Google gets its power by RankBrain, which enables the giant to continuously learn. This AI algorithm delivered the final blow to black hat SEO, despite the futile attempts of SEO sinners to go under the radar. Best part is that it’s constantly evolving and adapting, because, well, AI. Compare this with the manual upgrades Google officials had to roll out incrementally before it, and you get the point.

    RankBrain is all about that great user experience. You write content for the user and sprinkle it with keywords and semantically related searches. If you can’t do it better than your competition, you will fail. And, if you try to play the system, the “Almighty” will punish you with its fists of fury.

  • Bing the “Underdog”

    Under the hood, Bing is much like Google was back before the machine learning RankBrain. Still, Microsoft doesn’t disclose much info about algorithm updates. So, we have to work with what data we have. Although the “Underdog” values exact match keywords, it also values Natural Language Processing (NLP).

    NLP is an AI that tries to understand the language patterns of humans. And, it uses this understanding to thematically link keywords. Also, Bing values forum up-votes (looking at you Reddit) and user behavior. Such examples are clicks and their connection with the search itself.

Similarities of the Ranking Factors

Both Google and Bing do love a user-friendly site. But, besides this, there are many other factors that contribute to the organic ranking in each engine respectively.

Both search engines love backlinks. But, they love them quite differently.

Google loves high authority backlinks, even if they are few.

Bing loves to have lots of them.

Before you start thinking about doing something bad, let us warn you: Bing valuing backlinks in bulk doesn’t mean you should go and buy them from Fiverr. At the end of the day, both engines have a low tolerance for spammy backlinks. And you will lose.

Honorable mention

Unlike Google, which is a text-based search engine, Bing can read videos and Flash.

Flash! Wait, isn’t Flash dead? Who uses it anyways? To be honest, we might have some doubts about Google and it’s ranking factors *cough* backlinks over optimized content *cough*, but flash isn’t one of them. It’s slow, old, and it needs to die. Please let it die. Props to Google for heavily penalizing sites that use it.

Differences in Ranking Factors

Google prefers mobile searches. In fact, it prioritizes mobile friendliness when indexing pages above desktop pages, and it uses mobile crawlers to index websites.

Bing also takes mobile optimizations as a ranking factor. But, it doesn’t put as much weight on mobile friendliness as Google does.

Google is one of the supporters of the Accelerated Mobile Pages (AMP) initiative, and it counts Progressive Web App readiness as a ranking factor too.

Another huge difference is how the search engine optimization (SEO) works on each engine.

Google requires constant optimizations, as the algorithm changes daily.

With Bing, you can just follow the best practices and call it a day. With minimal tweaks, you’ll keep your ranks.

Round two winner: Google the “Almighty”!

Although Bing did put up a fight with the NLP artificial intelligence, it can’t compete with Google’s RankBrain. Being on the top of the search engine chain has enabled Google to heavily invest into new technologies. Although Bill Gates is no lightweight when it comes to money either, Microsoft still isn’t even near what RankBrain and what it can do.

The “Almighty” is the winner of round two!

Round 3: Functionality

When it comes to functionality, the two search engines are not as different as you might think. Both do their job quite effectively. You search for something, and both do their best to show you what is most relevant to that particular query.

And that would’ve been that, if it wasn’t for one little detail - paid marketing.

At the End of the Day, There’s a Reason why Google Is the Champion

So far, Bing the “Underdog” might’ve been giving the champ a run for his money. But, paid marketing is where the champion will never be beaten. Facebook is the closest anyone got to Google in PPC market share, and it still is only at half of what Google has.

You see, Google’s network is HUGE. And, it includes YouTube, the second largest search engine in the world (or so we’re told). *Cough* Google’s Image Search (a separate search engine) has around 4x more searches than YouTube *Cough*.

But, we digress.

Google and YouTube alone aren’t what makes the difference. The difference lies in AdSense. AdSense enables content creators to serve Google Ads on their websites. And, this network is HUGE. When compared, Bing’s Partners Network is just a drop in an endless sea.

The fact that Bing paid marketing has higher CTR and conversion rates doesn't matter. The sheer amount of users Google has means bigger reach by default. Yes, this means bigger spend too, but at least you’ll have where to spend that budget.

Winner of round three, and still the Champion: Google the “Almighty”

A boxing match after the finish, two fighters and a jugde, with the winner having the arms up in the air in a victory pose.

For What It’s Worth, Bing Is Still Quite Awesome!

Google remains the undisputed champion of the search engine championship. But, Bing did give a hell of a fight.

In a perfect world, Bing would’ve held 50% of the search engine market and Google would’ve had a decent competitor. Don’t judge us, we have the right to dream. Sadly, this won’t happen (at least not soon).

Still, this doesn’t mean you should ignore Bing. The underdog has lots of hidden values that you can use.

Bing Gives You Free Stuff For.. Well... Using Bing

Did you know that you can get free stuff by only using Bing to search?

Yeap. Not a joke, nor a hidden camera.

Microsoft Rewards is this fun little thing that gives you points every time you use Bing for searching. Then, you can redeem these at places like Amazon and Starbucks. Or, you can try your luck and do some gambling hoping to win an Xbox (Just give us the Xbox already, stupid, stupid roulette.)

Where were we… Yeah, reward points. Well, they aren’t that much per search, but still, they accumulate since you’re doing what you’ll be doing anyways - search for cat memes. So yeah, Xbox gamble, hosted by Bing - It’s a thing.

Let Google and Bing Worry About Shares, We’re In it For the Clicks

Don’t look at Google and Bing as only the one or the other. Let Google and Bing think about that. They are competitors, and you and we have a ticket for the front row.

What you should instead do is optimize for both and use both for paid marketing! Bing is a gold mine. 7% of the global search engine market is actually a huge amount. Top that with the reports that say over 30% of the people in USA use Bing instead of Google. And, because there are fewer users on Bing, this means less competition.

Bing Still Uses the Meta Keywords Tag

The meta keywor… Wait, Bing uses this?

Are they really still using the meta keywords tag? What the heck?!?! Who uses that?!??! It died ages ago!

Okay, we give up. Google is better. That’s it, end of story. You can close the blog now. Nothing more to see here.

We’re done.