Bing appears to be the rising star of the search engine world, despite the fact Google remains the most dominant. By the end of 2011, Search Engine Land estimated Google was the primary search engine, having been chosen by about 65 percent of users, while Bing accounted for roughly 15 percent. Despite being used by fewer people, there are some interesting developments in the search industry. For example, the close relationship between Facebook and Microsoft’s search platform may herald further growth for Bing and provides some interesting options for marketers.
One hallmark of this collaboration is in the appearance of Facebook likes and the impact they have on search results. For instance, Bing searches conducted while a user is logged into Facebook will give results that include notifications that friends liked particular pages on the social media site. This adds credibility to certain pages and can help immensely with lead generation.
Another part of the relationship is the effect Facebook likes have on Bing searches. Google certainly weighs social sharing quite heavily when it comes to producing query results, but Search Engine Land notes Bing puts a great deal more emphasis on the act. In addition to the impact Twitter has on Bing results, this indicates how crucial social network sites are to a content marketing strategy using Microsoft’s search engine.