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Summary
Google has long been the de facto standard for web browsing. It has been so successful that we use it as a verb several times a day. At the same time, Microsoft has been cooking up something special in the background in the form of Bing. So, is it finally time to ditch Google for Bing, or does it still need more time in the oven?
Search Results Quality: Similar but Not the Same
There’s a lot of overlap between search results between Google and Bing. I get more or less similar results on both search engines, with one massive difference—Google consistently pushes Quora, Reddit, and other forum posts to the top of most search results. This is partially a self-fulfilling prophecy because adding"Reddit" at the end of a search queryhas become a prevalent habit among many of us.
Google has recognized that users love reading opinions and experiences, so forum posts are given preferential treatment on an increasing number of search queries. This isn’t the case with Bing. For example, I typed “why does my laptop have no sound” into both Google and Bing. Google showed me two articles and a few videos before reverting to the Microsoft Community forum and Quora. In contrast, Bing didn’t display a single forum post on the first page of search results.
This isn’t to say that forum posts are useless; quite the contrary. It’s simply a different approach compared to Bing’s preference for conventional articles. On the one hand, traditional articles are usually written by professional writers who have experience in the field, but on the other, forum posts can provide a diverse range of opinions and individual experiences that can provide plenty of insight.
It’s up to you to decide whether you prefer an assortment of articles on Bing or a mix of articles and forum posts on Google. Note that I’m purposefully omitting the “spam content” argument here because both forum posts and over-optimized articles can be filled with junk and still show at the top of the search results.
Ease of Use: Bing Is Too Complex
If you’ve ever used Bing, you must have noticed how “in your face” it is. Its layout is all over the place, and you don’t know where to look to find an answer. For instance, when you look up something on Google, it’ll show you a featured snippet from the top search result. This is a staple of Google, as it allows users to find the answer they were looking for in seconds. The search results are broken up with the “People also ask” section, which displays a few highly relevant questions, followed by other search results Google curates for your search query.
As you can see, Google’s search results are well-organized, minimalistic, and easy to follow. Perfect for a quick search to get a quick answer. Now, let’s look at Bing.
It follows a similar style, but it’s turned up to eleven. The featured snippet is an AI-generated summary of several articles that are credited and displayed underneath the summary, and the “People also ask” section has carousel-style tabs with the answer displayed upfront. The most confusing part is that there’s a near-identical section to the right, which could easily replace the “People also ask” section.
you may enable AI-generated featured snippets on Google as well to get results similar to those on Bing. It’s an experimental feature calledGoogle Search Generative Experience (SGE).
If we scroll further, we get to the “real” featured snippet and even more suggestions and videos on the right side. Some articles have “Explore Further” sections underneath them which feel redundant. Dear Bing, if I want to read a different article, I’ll just scroll a bit further.
Realistically speaking, how many articles would the average person read before they found a solution? According to Bing, the answer is about two dozen. My personal take is that Bing shows significantly more information than necessary. Even the simplest of queries get bloated with too much information because Bing leveragesCopilotwhenever possible. Bing spoils us with choice, but not in a productive way. Here’s another completely random example where I don’t even know where to start looking for an answer:
Local Search and Maps: Google Wins by a Long Shot
Google has significantly better location-based search results than Bing for a few reasons. Once again, it has a lot to do with the layout. For some reason, Bing shows the map in a tiny corner on a desktop PC, whereas Google gives you a bold map. Moreover, Bing must rely on third-party platforms for reviews—in this case, Tripadvisor—whereas Google is popular enough to have its own reviews. In fact, Google is by far themost popular place for online reviews, a massive advantage when deciding where to eat in Jersey City, NJ.
You can use the map straight from search on Google, whereas Bing forces you to open its “Maps” section. Additionally, Google provides more information about prices, closing times, and street addresses.
As for the maps themselves, the two search engines share a lot of similarities. Both understand search queries fairly well and can provide accurate directions. However, Bing once again shows an overwhelming amount of information on the screen, whereas Google keeps things in check. With this Eiffel Tower example, both Google and Bing show similar information, but Bing is more in-your-face and gives way too many recommendations for tours, nearby restaurants, and articles about the Tower.
Additionally, Google has an edge in understanding context. I typedcat toysinto both search engines and switched to “Maps.” Google understood the assignment and showed me a few local stores that carry cat toys and also showed a handy “Search This Area” button, whereas Bing didn’t understand why I was looking for a place called “cat toys.”
Aesthetics: Bing Loves Images
If there’s one thing that Bing does better than Google, it’s aesthetically pleasing visuals. I’m not talking about the images that show up at the top when you type something; both Google and Bing do an equally great job here. I’m talking about the additional photos and interface elements on the right that resemble an encyclopedia entry. Check out these breathtaking results that popped up when I searched for the term “serval” on Bing.
Search Options: Bing Replaces Books and Finance With Copilot, Real Estate, and Hotels
Lastly, I want to talk about the extra options that the two search engines integrate directly into their search engines. Both search engines allow you to browse through different online stores when shopping, search for images and videos based on keywords, find news related to your search query, and several other options like flights.
The key difference is that Google has built-in tools to look up books and accessGoogle Financedirectly through the search engine, whereas Bing gives you quick access to Copilot,Microsoft Bing Real Estate, andMicrosoft Bing Travel. Note that both companies still have equivalent tools; they’re just not pushed as hard. For instance, Google hasGoogle Real Estate, and Microsoft shows stock updates onMSN Money.
While Google is undoubtedly the better search engine, Bing is catching up fast, largely thanks to itsAI integrations. Bing has copied many of Google’s features and design cues and even built on top of them; the only flaw is that it doesn’t know when to stop with text and interface elements. At the same time, Google was forced to compete with Bing’s Copilot, leading to the release of the experimental Search Generative Experience feature. It’s great to see the king of search engines finally face competition.
