Think about this scenario for a minute: currently, zillions of users are online  surfing the web, many of which are on  Google and  Bing. Undoubtedly, Google has been ruling the internet world for decades over Bing, though, Microsoft’s Bing has a pretty good share in the UK market.

Let’s differentiate the two, looking at the pros and cons of each. Although Google is generally the “go to”, Bing shouldn’t be overlooked.

According to  Statista, among the list of various search engines, Google encompassed more than 83% share of the market whereas Microsoft’s (Bing & Yahoo) covered approximately 14% for the year 2017. Globally, 8 out of 10  SEO experts prefer Google for advertisement due to its maximum marketing sharing, algorithms, and smart user-friendly interface. Do you have a preference?


Market Share

Google has dominated market share of the search landscape online, this was largely solidified when the  Oxford Dictionary officially confirmed the word “google” as a verb.

Layouts Compared

There aren’t huge differences when visually reviewing the two sites, however, those savvy searchers can pick the nuisances.


Video Listings:

Bing’s video search was always far superior to Google’s as it would list in the search results large videos (not just thumbnails), however, Google has caught up to this trends and now lists a number of videos in the search results.



Both platforms now have very similar shopping features, however, Google is leading the way with some features including international market availability and you can also import Google campaigns from Google Shopping into Bing which is a plus from Bing. Bing also lacks the level of share of voice reporting that Google allows.

It is also quite evident that Google shopping is more visually appealing and convenient by the location the shopping ads are displayed and the ease of use.



Let’s look at how these multi-giants differ as it relates to advertising.

  • Google’s mega search engine network encompasses almost every search field required for any user all over the world.  Google MapsGoogle’s e-commerce network, and any common search on search bar fall under Google’s search network.
  • Google’s display network provides ample space on  YouTubeGmail  and  Google partner’s sites for advertisements of their content visually.
  • Microsoft’s Bing also owns  Yahoo  and  AOL, and it’s working is quite different than Google’s.
  • Whatever advertisement you place on Bing will automatically be displayed on Yahoo and AOL simultaneously. That’s a huge plus.

Bing Facts

Officially Bing came around in 2009, and surprisingly, Bing is growing day by day; recent studies show that in the US more than  30% of the market share is occupied by Bing users. And, it also holds a pretty good grip around the world. Here are some additional advantages and disadvantages.

  • More than 5.5 billion searches are happening on Bing’s network daily.
  • With its 145 million active users  across the world, there is a great scope of promotion in the targeted area.
  • It has less competition in comparison to Google, therefore, easier for SEO experts to achieve results in less time.
  • Even the average cost per click is cheaper than Google, which provides dynamic results for your investments.
  • If your vision is to expand your business worldwide, Bing is not desirable, as it has a lesser market share in comparison to Google.
  • Bing overall has fewer search volumes in comparison to Google.
  • Some find Bing complex for new users, as it’s is not as smart as Google.


Google Facts

No one can ignore the market share occupied by Google  due to its simple interface, user-friendly results and popularity from the last several decades. Have you ever heard “Just Bing it”? No, but everyone is aware of this tagline: “Just Google it”. Google is a worldwide phenomenon.

  • Its market share is extremely bigger than any other search engine internationally.
  • Studies show that searches happening over Google’s search network cross “Trillion” marks every year.
  • It provides great ROI, almost double your investment due to its gigantic hold over the market.
  • User-friendly search engine understands the intent of searches and provides the almost exact result to its user.
  • Google’s huge market hold is its strength as well as a weakness, providing tough competition to generate traffic for your site.
  • Google’s ever-changing  algorithms, though for the betterment of users, generate complexities for SEO experts.


Ranking Factor

Google’s ever-changing  algorithms and consistent updates make  it more challenging for SEO professionals. Your business ranking requires proper strategy and consistent follow up. Ignorance of a week can create a dramatic change in ranking due to its large market strength, whereas on Bing, once you have placed SEO strategy in apple pie order, your job is done. Although Bing’s potential users are less than Google’s, you don’t have to wait for results; ranking improves itself with little effort.



Google loves backlinks, yes, the more your site has backlinks, the more it will stand out in SERP’s. Google tends to focus on high-quality links for better ranking. If I give some light on “Anchor Text” Google slaps penalty if you repeat anchor text every time according to the 2012 Penguin update.

Google and Bing both require links for better SEO results but techniques are bit different. Where Google likes quality links, Bing prefers quantity of links for better ranking results. But it doesn’t mean that you should create heaps of links inorganically, Bing hates spammy paid links.

The Winner

Now that we’ve looked at the pros and cons of Bing and Google, I think it’s justifiable to consider both search engines to ensure your site ranks well. We can probably assume you already have Google on your radar but taking a look at Bing may be beneficial with its cheaper costs and a growing user base. Cutting Bing out of the market share could leave money on the table. As  SEO Specialists, we know the landscape changes frequently. Being alert and being one step ahead is critical. Review your PPC budget to see if it may be worth a shot to try both but don’t spread yourself too thin. We can help evaluate which search engine will be best for you.  Contact us today.

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