Google v Bing

On first viewing, Google’s home page differs greatly from Bing’s; Google still has its clean white background with logo and search box, obviously still influenced by Marissa Meyer (Laudon & Traver (2010)), whereas Bing’s home page is dominated by a high quality photographic image.  It is interesting to note however that Google have added the ability for the user to search specifically for images, videos, shopping, news and maps from the home page in direct comparison to Bing.

“Google seems to do things because Bing has done something,” Sullivan, D (2010) (via Miller & Vance (2010))

Sullivan’s opinion above is countered by Google saying that they have been developing such functionality for two years, in order to get it just right and, coincidentally, since before Bing was launched.  This, of course, may be true however Google’s activation date was after Bing’s, therefore, it appears to be a reaction to attempt to improve its site in comparison to Bing.

Search Engine % Market Share – StatOwl (2010)*

Search Engine Aug ’09 Sep ’09 Oct ’09 Nov ’09 Dec ’09 Jan ’10 Feb ’10 Mar ’10 Apr ’10 May ’10 Jun ’10 Jul ’10
Google 85.23 85.79 86.90 85.94 85.74 85.49 84.67 85.43 87.44 86.26 86.37 85.74
Yahoo 6.93 7.32 6.18 5.92 5.47 5.38 5.63 5.04 4.20 4.26 3.95 4.46
Bing 4.91 4.15 4.05 5.03 5.71 5.97 6.39 6.24 5.43 6.27 6.50 6.43
AOL 2.42 2.27 2.48 2.55 2.39 2.38 2.37 2.08 1.79 1.85 1.86 1.72
Ask 0.50 0.46 0.39 0.55 0.67 0.76 0.93 1.20 1.14 1.34 1.31 1.64
MSN 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.02 0.01 0.01

* It is interesting that comScore place Bing’s market share at 12.7% in the USA according to Miller and Vance (2010).

Google are the search engine market leader because their results are accurate and fast.  Laudon & Traver (2010) describe Google as having “superior software technology” and being “a hardware superpower”.  Therefore we have two search engines (if we assume that Yahoo will be driven by Bing) that account for 95% (see above) of the search engine market.  Each find very similar results however Bing has concentrated on niche strategies such as flight fare trackers via a Microsoft company acquisition, which are proving popular, and Google has taken a universal approach preferring to obtain search data directly from providers.  Having stated this however, Google are looking to buy a company that performs the same flight fare tracking abilities of Bing.

Overall it is still extremely difficult to forecast where we will be in ten years with Internet search engines.  Bing is certainly gaining ground on Google.  It will be interesting to see if Google’s exclusive licence on PageRank technology that expires in 2011 affects how other search engines can produce search results.  Personally Google keeps me tied in because of other tools in addition to being accurate and fast.  With iGoogle, I can access my GMail, Google Analytics, Webmaster Tools, AdSense and AdWords all on one page, something that Bing cannot yet attract me with; Hotmail and Yahoo’s content portal on Webmaster Tools.


Laudon & Traver (2010) E-Commerce: Business. Technology. Society. (6th Edition). Pearson Prentice Hall.

Miller, C & Vance, A (2010) The New York Times: Bing and Google in a Race for Features [Online]. Available at (Accessed 15 August 2010).

StatOwl (2010) Search Engines Market Share Trend / Usage Statistics [Online]. Available at|2009-05|2010-07 (Accessed 15 August 2010).

Sullivan, D (2010) The Search Engine Land: State Of Search: Google Will Stay Strong Despite Bing & Yahoo [Online]. Available at (Accessed 15 August 2010).