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By many accounts, Bing is really giving Google a run for its money. On November 6th of this year, the Guardian reported that Google’s search share in the UK dipped under 90% as Bing’s share continued to climb.  Meanwhile, just a couple of months earlier, Google saw it’s search engine market share stay flat at about 66%, while Bing continued to climb up to a share of nearly 16%.

Now, I’ve always been one to cheer for the underdog, mostly because I never like the see the formation of a monopoly, and I especially like to see the toppling of any sort of status quo. Competition is a very good thing. However, is this really about real competition? Does Bing really have what it takes to go head-to-head and win against Google?

In September, Saikat posted a story about the Bing It On challenge, where organizers claimed that independent market tests found people preferred Bing search results to Google’s results 2-to-1. Back in May, Chris did an image search comparison Bing Images vs Google Images - Which Has Better Results? Bing Images vs Google Images - Which Has Better Results? Bing’s image search once challenged Google, offering more features and a better design. With infinite scrolling and the ability to search for similar images, Bing was legitimately better than Google at image search just a... Read More  and actually found that Google’s results were better.

For many years, I was a loyal Yahoo search engine user. Long ago, at the urging of my colleagues at work, I tried the ultra-simple looking search engine known as Google, and I was an immediate fan of the search results. I never looked back. Since the arrival of Bing, I might have tested it out once or twice, but found nothing compelling enough to draw me away from Google.

But are these arguments fair? Do “blind search tests” really show people prefer Bing results? And, given my love of all things search engine related, am I simply avoiding Bing because so much of the Internet’s population is active on Google? Is that really fair?

Which Search is Better – Bing or Google?

So, I decided to put my love of all things “search” to good use, and do a formal, semi-scientific comparison between the two search engines. I say “semi” scientific, because ultimately in some way, the evaluation of search results is bound to have a subjective piece. People like search results for different reasons. So, what would be a fair evaluation of search results in order to accurately and fairly compare both textual and image results?


I went with an approach that covers some of the most popular topical “genres” online – basically a technical topic, a list-style topic, a historical topic, a how-to query, and a health question. For each query, the results are judged at four levels. Fully relevant gets 3 points, a near-hit gets 2 points, a misplaced listing gets 1 point, and a completely irrelevant listing gets 0 points. Again, some of the evaluation is of course a little subjective, but by defining “relevant” as the return of a web page that directly and immediately answers a question or describes a topic, I believe the scoring can be very fair and unbiased.

How The Evaluation Works

To show how this works, I will start with Google and do a search for the phrase “android games“. This should return a listing of Android games, or even better, a review of a variety of games for Android devices. All searches for this article were completed using an anonymous proxy so that the search engine didn’t know who I was or where I was located.

Let’s look at the Google results.

is bing better than google

As you can see, Google listed Androidshock, Androidgamesroom, Techradar and DigitalTrends as the top 5, most relevant sites in this category. For the purposes of this article, I ignored Google’s news listings, since those are not specifically related to the search algorithm.

bing better than google

While Androidshock and Androidgamesroom are basically two sites that serve as a directory of Android games – and both obviously highly relevant to the search term, the Techradar listing is actually more of a blog format review of a long list of Android games. I noticed that the phrase Android games returned about 6 times on this page – hinting that someone at Techradar carefully formatted the page for this term, and carefully made sure not to go overboard with the number of occurrences.

bing better than google

I found that, impressively, all of the top ten listings in Google were highly relevant, high-quality sites that immediately gave access to Android games that I could download, and reviews of those games to help me decide which game I wanted to play.

The Bing search results on this term were similarly relevant.

bing better than google

However, the ranking of sites was clearly different. Bing considers a site like Androgamez as the top, most relevant website for this phrase. I actually found that the site design is fairly unprofessional, with a quite spammy 19 instances of the phrase Android Games. I gave the listing a near-hit. However, Bing did hit the bulls-eye with listings like Google Play, Playandroid, GAmeloft and Androidshock – however Google’s number one choice was actually Bing’s 8th.

bing vs google challenge

This hints that Bing may not be up to the same level of algorithm intelligence when it comes to filtering out those websites that are black-hat SEO focused – utilizing keyword spamming techniques and other gimmicks that Google has successfully figured out how to outsmart at this point.  So, in this round after evaluating the top 10 listings, Google earned a score of 30 out of 30, while Bing earned 27 out of 30. Not bad for either search engine.

Evaluating Text Search

The rest of the search terms were “how do you format a hard drive” (technical), “how did shakespeare die” (historical), “how do I build a patio” (how-to), and “what causes a wart” (health).

Interestingly, both search engines struggled with the technical question. You would thing something as simple as “how do you format a hard drive” would turn up a multitude of high-quality websites with informational step-by-step procedures on how to do just that, with screenshots galore. Well…not quite.

While Google’s number one slot was taken by the PC Support channel of – actually a very well written and accurate guide to format a drive – surprisingly, slot two was taken by a Webopedia article. This article is nothing more than an ultra-wordy, content-mill style article useful for nothing more than to gather up as many search engine visitors as possible, whether or not the article is actually helpful.

bing vs google challenge

Seriously, does it take an entire paragraph to define the word “format” in the intro? Do you really have to describe the difference between format and reformat? If someone wants to know how to format a hard drive, they are looking for the sort of guide you can scan down with a 1, 2, 3 procedure – not a dissertation. So, in this case Google failed with listings like, and a Lifehacker page that didn’t even mention anything about formatting a hard drive at all.

bing vs google challenge

In fact, both search engines listed the erroneous Lifehacker page. However, both search engines did equally bad as well. Google scored a 22 out of 30, while Bing scored an 18 out of 30.

On the remaining terms, the scores lined up as follows:

  • “How did Shakespeare die” – Google (25/30), Bing (22/30)
  • “How do I build a patio” – Google (28/30), Bing (25/30)
  • “What causes a wart” – Google (30/30), Bing (30/30)

Comparing Image Search Results

Image search results are actually a lot easier to grade than text results. Using very specific terms, I just looked through the top 20 images returned to see if the image showed me exactly what I was asking for. For image search testing, I chose specific categories as well – a location, a biological term, a unique technical device, a scientific diagram, and a difficult-to-find health image.

The location term was “top of mount washington new hampshire“.

Any of the top 20 images that literally showed me a photo of the top of Mount Washington scored that search engine a point.

Is Bing Better Than Google Search? We Find Out searchcompare8

On that search term, Google only got a 9 out of 20.  Bing didn’t do any better.

Is Bing Better Than Google Search? We Find Out searchcompare9

Bing only scored a 4 out of 20. However it did actually seem to do a little better with returning nearly-related images. That is, not pictures from the top of the moutnain itself, but long distance pictures showing the entire mountain.

On the remaining terms, the scores lined up as follows:

  • “carpobrotus edulis” – Google (20/20), Bing (20/20)
  • “allen bradley plc” – Google (19/20), Bing (17/20)
  • “diagram of relativity” – Google (19/20), Bing (10/20)
  • “human heart being operated on” – Google (5/20), Bing (0/20)

Time Sensitive Searches

The final test of a search engine is how well it returns timely data from the Internet. Obviously, if you search for something like the population of China, you want to know the accurate population numbers from the most recent census. For time sensitive searches, I used the terms: “the population of china”, “how much does gas cost”, and “us election”.

In timely results, Google clearly shines by often display realtime graphs or charts at the top of the search listings.

is bing better than google

However, just taking the quality of search results into account – both relevance and whether the data on the returned pages was the most recent available data on the topic, Google scored a 6 out of 10 for this term. Bing tied with Google with a 6 out of 10 as well.

On the remaining terms, the scores lined up as follows:

  • “how much does gas cost” – Google (4/10), Bing (0/10)
  • “us election” – Google (17/20), Bing (20/20)
  • “diagram of relativity” – Google (19/20), Bing (10/20)


The final tally of scores boils down to the following totals:

General Search:
Google: 135/150, Bing: 122/150

Image Search:
Google: 72/100, Bing: 51/100

Timely searches:
Google: 27/40, Bing: 26/40

I think that it’s relatively safe to say that while I understand people are excited about there being a strong alternative contender in the search engine marketplace, it is way too premature to start claiming that Bing search results hold a candle to what Google is able to accomplish right now.

Setting aside complaints from webmasters that have had their sites beat down by Google’s constant algorithm tweaks to remove spammy sites and content mills, the truth is that Google results really are getting better and more relevant all the time. As the analysis above shows, in most cases Google returns better and more accurate results.

It should be said though, that in more and more cases, Bing may actually return better results. That can be seen throughout the testing above. If Bing can manage to fine-tine its own results in a way that improves upon what Google has already accomplished – it could very well catch up to and surpass the largest search engine on the planet. That may not happen within the next year or two, but it is certainly a possibility within the next 5 to 7 years.

Which search engine do you prefer – Google or Bing? What’s your own analysis of the quality of search results? Share your feedback and opinion in the comments section below.

Image Credit: Target and Dart Symbol via Shutterstock

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