Review of Microsoft Bing

Microsoft’s success for so long has been to provide usable tools that are standardized across many computers. They’re not the best tools, they’re not the cheapest, they’re not the most expensive, but they’re ubiquitous and workable. That recipe has worked for Microsoft for a long time; desktops were Microsoft’s domain. But now, plenty of their business is being eroded by web-based services and the unwieldy giant needs to enter the new marketplace.

One of their solutions is, a search engine. I visited it and checked it out. Disclaimer: I’m coming at this as a business user and not as any kind of technical expert, search guru, or anything like that.

The initial interface is clean and simple, clearly rivaling Google. The picture is nice and without words shows their “see-it-all-from-here” claim. Just above the search bar are the familiar search options: Web | Images | Videos | News | Maps | More.


So I started my search for the word Money. I find this is a good word to test searches for because lots of people write about it — at all levers of users (commercial, consumer, government, etc.) and there’s always going to be advertising about it. So the result is below:


Search result layout is familiar in its listyness. Advertising placement is classic and familiar. Related searches on the left seem helpful, although I see those in Google, too.  Search history on the left looks like it might come in hand for someone like me who uses the web all day long to do research… but no major surprises. Hovering over the right-side of the search…


… produces a pop-up with more content from that result as well as other linking options within that page.  This looks like it could be a useful tool. In Google I have to click to the site itself to see the full thing but I get a bit of a preview here and can quickly see if the linking options are relevant to me.

I searched “Economy” to see what comes up. Voila.

aaronhoos_businesswriter_reviewofbing4Nothing crazy there. Comparing the search results to Google, 4 of Bing’s 10 first page links show up on Google’s first page:, Wikipedia, Forbes, and CNN Money. The others appearing on Bing’s results actually seem somewhat strangely placed: There are two dictionaries, a link to Providence Journal, and a link to BoingBoing… hardly go-to sites for me when I’m searching.

Then I searched for “Aaron Hoos”:


This was a weird grouping of results. My site’s on top (that’s a good thing) but then there are a bunch of press releases and content that are several years old. Not the oldest stuff I’ve produced and not the most popular. Very little about me (i.e., from LinkedIn, Twitter, ZoomInfo, Squidoo, etc.). And, when I hovered over my site, the content that came up was from weeks ago. Now, I guess this is the last time they crawled the site but it seems far less relevant in a search that wants to be relevant.


No test would be complete without searching for “Business”. After all, that’s how I spend my day. The results are okay — all the big ones (,, Wikipedia) are reflected in both Google and Bing.

Bottom line:

I like Microsoft as a company. I’m fine with their products and their size. I liked the Bill Gates/Jerry Seinfeld commercials. But Bing isn’t going to make me switch from Google.

It’s just not different enough. Now, maybe this is an early stage version and maybe there are magical features that I missed in my quick review. But my initial test won’t be that different from everyone else’s and it wasn’t enough to make me want to change. Instead, I saw a lot of the same-old-thing and the content didn’t feel relevant since I knew that some of it was old.

If Microsoft wants to win search marketshare away from Google they need to be radically different, just as Google was when they first came on their scene. Here are a few suggestions for Microsoft:

Better interface: It’s understandable that Microsoft wants to use a familiar format (the list format) for search results because users will feel comfortable with it. If that’s the case then they need to provide information and a search algorithm that is WAY more insightful and up-to-date than Google. Microsoft may want to consider a different format. and are both good examples of new ways to approach search results. (No idea if they stack up in terms of quality but a potential partnership might be a good way to go). (Note: is no longer online).

Leverage your good points: That pop-up is about the only vaguely groundbreaking thing about Bing but it provides outdated info. How about: a picture of the website, links out, most reputable links in, and access to other sources about the same topic and/or keywords. For example, instead of displaying Wikipedia and dictionaries in the search results, display Wikipedia and dictionary results for that specific site in the pop-up.

Be different! Google made a splash because it redefined search. We were no longer forced to search directories by alphabetical or topical order and the search results had a reason for their order. If Microsoft wants to own search (or at least more search) it needs to redefine it again. How about this: Instead of giving me options to search Web | Images | Videos | News, etc., how about giving me options to search by some other parameter and leave those “channel” type searches to Google. How about creating parameters like “business”, “education”, “shopping”, “health”, and “leisure” or something like that. If someone wants to buy something, they go to shopping and search. If someone wants to work on their business, they go to “business” and search. You can still display advertising in each place for people to sell, but it just presents information differently. Ironically, Microsoft is part way there with but then becomes more like Google to try and win traffic. How, how about search by what you want to do. i.e, have people finish the sentence: “I want to _______”. They fill in their search request with the rest of the sentence.

Something different Or, how about changing the interface. Instead of a website, give users a little search engine that sits in their browser. (No, not like ANOTHER toolbar that compresses the viewing portion of the browser but just a small hovering dot that is always there in the corner). Click it to expand a small search bar and enter what you want to do. Get “transparent” results in a small web riight over-top of the page the users are on.

If any search engine is going to win new converts, it will be Their whole premise of asking a question makes searching a different and more natural experience (and, you don’t just type in keywords, you type in the whole question, and questions are recommended as you type). Oh, and their NASCAR ads are hilarious.

Bing doesn’t raise eyebrows or drop jaws. It looks like Microsoft is trying to wear the trendy clothes that the cooler kids are wearing in the hopes that they will be considered cool, too. Unfortunately, what is really needed is an entirely new definition of search.

Published by Aaron Hoos

Aaron Hoos is a writer, strategist, and investor who builds and optimizes profitable sales funnels. He is the author of The Sales Funnel Bible and other books.

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