Bing vs. Google: Analyzing Each Search Engine

In a recent study conducted by the Pew Research Center, Bing was found to be less popular than Google. What’s behind this discrepancy? Let’s take a closer look at each of these search engines and how they are used in everyday life!

The “bing vs google 2022” is a question that has been asked many times. This article will analyze the search engines in detail and compare them to see which one is better.

SEOs and digital marketers have been making direct comparisons between Google and Bing for some years.

Apart from the major differences in functionality and search algorithms, we know that Bing focuses social and local search, while Google arguably has a more severe quality criterion for ranking material (EAT — expertise, authoritativeness, and trustworthiness).

We opted to approach our Bing vs. Google comparison from a more measurable, data-based standpoint in order to offer you some new — and perhaps more fascinating — findings. We utilized the Webinomy.Trends toolbox to do this.

Let’s take a closer look at what we found.

Market Explorer, a competitive intelligence tool, was the first.Trends tool we utilized to do our research. This tool offers a list of major market companies and their market share, as well as insights into market dynamics, audience characteristics, and significant industry trends, to give a thorough market overview. 

Tool Tip: The Market Explorer tool needs a minimum of three domains for competition analysis in order to deliver the best results. As a consequence, we’ve included Yahoo’s findings in our research, even though the focus of our analysis is on comparing Google and Bing. Furthermore, Market Explorer data is only available by nation, thus the information below is limited to the United States.

Google is without a doubt the most well-known and influential company in the search engine sector. The act of “Googling” something has become part of the cultural lexicon, and innumerable memes decrying Bing’s relevancy have circulated for more than a decade. In 2006, the Oxford English Dictionary included “Google” as a verb.

As a result, it’s an excellent place to start looking beyond these cultural aspects to see what the traffic statistics has to say. We may specifically compare their market share to get a sense of how large the perceived traffic gap is.

The Share of Visits report comes in handy in this situation since it shows how much traffic each domain receives as a proportion of total market traffic. We can observe that Google has a substantially bigger Share of Voice than Bing in the statistics below for July 2021 (US only) (87.94 percent vs. 1.96 percent ).

If we exclude Yahoo from the equation, we get a percentage closer to 98 percent, with Bing still hovering around the 2% level.

Bing-vs-Google-Analyzing-Each-Search-Engine1636647720_570_Bing-vs-Google-Analyzing-Each-Search-Engine

Given that nearly two-thirds of online encounters begin with a search engine, the Direct Traffic measure in these charts is also worth paying close attention to.

We can observe that Google received 11.1 billion direct visits throughout the month, whereas Bing received 219.5 million; this equates to a 98 percent share of direct traffic for Google and around 2% for Bing.

Over the last two years, this market traffic trend data has been quite stable, with Google’s domain trend typically reflecting the overall market trend. This demonstrates how powerful Google is in this market, as well as how dominating it is in compared to Bing.

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Increased Traffic

But it isn’t all doom and gloom for Bing. Bing’s US traffic volume climbed by roughly 30% year-over-year (YoY), while Google’s grew by approximately 12%, according to the Growth Quadrant report – a market research product that lets you visualize the competitive environment.

1636647724_344_Bing-vs-Google-Analyzing-Each-Search-Engine

Increased Traffic % reflects the pace at which researched competitors expand within the market. Traffic Volume represents the current audience size.

As a straight comparison, this isn’t really new data; Google is a well-established entity and, as a consequence, isn’t expected to see significant year-over-year increase. It does, however, indicate that Bing is fast gaining in popularity, which is important to take in mind when developing a content and/or digital marketing strategy.

This is particularly true if YouTube is one of your key marketing platforms, since Bing prioritizes Search for videos and integration far more than Google (even though Google owns YouTube). The Social Media Distribution widget, which shows the percentage of each domain’s social media emphasis, exemplifies this (and benchmarks them against the market average).

In July 2021, YouTube accounted for 22% of Bing’s social media concentration, which is about twice that of Google and the industry average.

1636647726_608_Bing-vs-Google-Analyzing-Each-Search-Engine

Demographics by Age

Another benchmarking report we looked at in our Google vs. Bing comparison was Market Explorer’s Audience report, especially the Age Demographic data.

While Google is the most used search engine among 18 to 34 year olds in the United States, Bing is favoured by older generations, including, shockingly, the early millennial (35-44) age.

1636647729_181_Bing-vs-Google-Analyzing-Each-Search-Engine

This might be important information if your target audience is between the ages of 35 and 65, particularly if your SEO efforts are now focused only on Google rankings.

These reports in the Market Explorer tool may be valuable for illustrating some of the most startling distinctions between Google and Bing, but let’s go a little further with the other tool in the suite. Traffic Analytics is part of the Trends suite.

Discover Your Traffic Statistics

using the Market Explorer

ADS illustration

Through the Lens of Traffic Analytics, Google vs. Bing

As the name implies, Traffic Analytics is used to get a better understanding of a website’s traffic and audience, as well as the paths those people travel. It’s especially valuable as a competitive analysis tool for numerous domains, however we’ll use it to emphasize the contrasts between Google and Bing for our purposes here.

Breakdown in Traffic

In July 2021, Google’s total worldwide traffic was 48.9 billion, according to the main Traffic Analytics dashboard report.

1636647734_265_Bing-vs-Google-Analyzing-Each-Search-Engine

It’s worth noting, though, that this statistic includes traffic from Google’s many subdomains, including Gmail, Google Analytics, and Google Docs. As a result, we concentrated only on the subdomain “google.com” for the purposes of analyzing Google as a search engine.

With this change, we now have a more realistic value of little over 42B. (see below).

1636647736_477_Bing-vs-Google-Analyzing-Each-Search-Engine

This sum was nearly 11.7 billion dollars in the United States, or around 28% of Google’s total worldwide monthly volume.

1636647739_655_Bing-vs-Google-Analyzing-Each-Search-Engine

We next looked at Bing’s worldwide traffic volume for July 2021, which was 893 million, using the identical techniques.

1636647741_681_Bing-vs-Google-Analyzing-Each-Search-Engine

The US had slightly over 609 million monthly visitors, accounting for a far greater share (68 percent) of total worldwide traffic than Google.

1636647743_13_Bing-vs-Google-Analyzing-Each-Search-Engine

This shows that US traffic accounts for a far larger proportion of Bing’s traffic than Google’s, however, as we’ll see in the following section, these regional tendencies may be rather fluid.

Geographical Dispersion

With these new data, we decided to dig further into the geographic regions where Google and Bing are the most popular. 

North America’s Importance

North America accounted about 30% of Google’s total combined monthly traffic (14.8 billion visits) in July 2021.

1636647746_719_Bing-vs-Google-Analyzing-Each-Search-Engine

Bing received 70% of its monthly traffic from North America, with 625 million visits. Nearly all of those visitors (609 million) originated from the United States, emphasizing the platform’s prominence as a traffic source.

1636647749_996_Bing-vs-Google-Analyzing-Each-Search-EngineSubcontinental spread of Bing traffic

Other Traffic Patterns by Location

Google’s traffic volume has increased in Southern and Eastern Asia during the past year, whereas it has declined somewhat in North America.

1636647751_195_Bing-vs-Google-Analyzing-Each-Search-EngineTrends in Google traffic by subcontinent over the last year

Meanwhile, Bing has witnessed minor gains in traffic in Western and Northern Europe over the last year, while losing traffic in South America.

1636647753_751_Bing-vs-Google-Analyzing-Each-Search-EngineTrends in Bing traffic by subcontinent over the last year

Even if these longer-term fluctuations are minor, it’s still important keeping a watch on Google and Bing traffic patterns in your geographical target market, particularly if your target audience is predominantly located in one place.

Traffic Patterns

While we’re on the topic of Traffic Patterns, one of the most interesting insights can be found by reviewing longer-term patterns. For example, within the last 12 months, Google’s mobile traffic has overtaken its desktop traffic in the US.

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When all geographic locations are taken into consideration, we detect a similar, but less dramatic, trend.

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It’s probable that this is due to a combination of the Google search bar (and Google tool suite) being installed by default on all Android mobile devices, as well as the overall surge in mobile device traffic in recent years.

However, desktop still accounts for the vast bulk of Bing’s traffic, both in the United States and globally.

1636647761_765_Bing-vs-Google-Analyzing-Each-Search-EngineBing 1-year traffic trend by device (US)1636647763_785_Bing-vs-Google-Analyzing-Each-Search-EngineBing 1-year traffic trend by device (all regions)

This might be owing to Microsoft’s domination in the desktop OS market, with Bing preinstalled as the default search engine on all Windows-based desktop PCs.

In any case, it’s important to consider these distinctions and ensure that your website is properly optimized for both mobile and desktop.

Features of the Search

Given that both Google and Bing offer a variety of Features of the Search, it’s a good idea to compare some of these more closely, too.

Take a look at the following:

  • Look for words in the text
  • Image lookup
  • Search for videos
  • News
  • Maps
  • Shopping

We can separate each search engine’s traffic for July 2021 using the Top Pages report in Traffic Analytics to delve further into these properties.

1636647765_627_Bing-vs-Google-Analyzing-Each-Search-Engine

Something to note here is that, unlike Bing, Google’s text, image, and Search for videoses are categorized under one subfolder, so it’s not possible to accurately segment that traffic using an external tool. In fact, Google does not disclose this information publicly.

Even if we don’t have such information, the data we do have access to may nevertheless provide us with valuable insights regarding the characteristics of each search engine.

Note that the Top Pages report only includes statistics on desktop traffic.

In July 2021, there will be a record number of unique pageviews (From Traffic Analytics)

 

Google

Bing

 

Global

US Only

Global

US Only

Look for words in the text

(15B) (96.8 percent )

3.2 billion (94.4 percent )

433 megabytes (83.2 percent )

(301M) (83.4 percent )

Image lookup

50 ml (9.6 percent )

33 million (9.1 percent )

Search for videos

25 ml (4.8 percent )

18M (5%)

News

236 million (1.5 percent )

109 million (3.2 percent )

3.5 MB (0.7 percent )

2.7 million (0.7 percent )

Maps

244 millimeters (1.6 percent )

71M (2%)

5.3M (1%)

3.4M (1%)

Shopping

19.3 million (0.2 percent )

9M (0.4%)

3.6 million (0.7 percent )

2.8 million (0.8 percent )

Total

15.5B

3.4B

520M

361M

While it is difficult to draw any comparisons between the text, image, and Search for videos figures, it is interesting to see that Bing gets a larger percentage of its own traffic share for shopping than Google does, both in the US and globally. 

However, Google Maps and News get a bigger percentage of their own traffic, which is something to consider if, for example, newsjacking is a significant element in your content marketing plan.

Important Points to Remember

What can you do with these findings from our Bing vs. Google comparison now that you have them? 

First and foremost, based on the data, you should aim to rank your content for both search engines. While Google clearly leads in terms of traffic volume (both domestically and internationally), Bing is expanding at a fast rate and should not be overlooked.

Additionally, the evidence reveals that Bing:

  • Is popular among older Demographics by Age, including that sought-after early millennial (35-44) demographic
  • Is mostly focused on YouTube (which is good news if YouTube is an important marketing channel for you)
  • Is gaining traction in Europe (while Google is seeing traffic increases in Asia)
  • Has a larger share of Shopping traffic than Google (as a percentage of overall search traffic).

As a result, it’s a wise idea to make sure your content is constantly thoroughly optimized, not only for Google but also for Bing.

It’s usually a good idea to cover your bases, as Barnard, Jason says:

Bing and Google are fairly similar in terms of how they are arranged and how they work. Importantly, since both are developing algorithms with the same aim in mind — that is, to effectively route their users to the greatest answer to their issue — we can (and should) approach both with a single SEO strategy.

Barnard, Jason

Content Optimization

Optimizing your articles and blog posts to rank in two search engines, as everyone in the content field knows, is difficult enough.

On the plus side, having the correct set of tools at your disposal makes things a lot simpler. Returning to Market Explorer as an example, this tool can help you dive much further into what your rivals are doing and unearth important, actionable, and — as you’ve seen in this piece — frequently unexpected information.

Of course, competition research is only one of many phases in the content optimization process; ranking your content requires a lot more effort (don’t worry; we have lots of other tools to assist with that, too). 

However, if you create useful, distinctive, and reliable content and support your efforts with the right tools, you’ll ultimately be able to reach your target audience on any search engine.

The “difference between google, yahoo and bing search engines” is a question that has been asked for years. In this blog post, I will analyze each search engine in detail.

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