According to Hitwise, 81% of the searches done on Bing and Yahoo resulted in an actual visit to a website. Google only showed a 65% rate. This suggests that either Bing/Yahoo is more relevant and providing the best results more often for the bulk of users, or that people search differently with Google. I’m assuming the latter.
I think most people who use Google expect to do a little digging. I think the results you’re given require you to refine your search, and as a Google user, you’re used to that. You’ve come to expect that.
Andy Beal at Marketing Pilgrim says, “Google offers more opportunities right upfront to refine the search by time, type of result, even result loca tions. Because of this, I’d bet many people take a second or third try at finding exactly what they want before they start clicking through.” That makes sense. I also think without the options, google users would be more apt to refining their search anyway.
I believe Google’s results are more detailed in nature and require your queries to be more specific as well. I feel like I get broader, safer results out of Bing. Thats what theyre going for per their marketing, but it feels a little “Fisher Price” to me. Not my style. Maybe Bing users are more casual.
Google and Bing have segregated the search audience. Like democrat and republican, NFL and MLB, or beer and wine, the two parties are different, and will continue to be shaped by the structure of the engine to some degree. It’s interesting, really, just how big a role search engines play, and what we can tell about people who use them. It’s not just an information retrieval system, but an extension of your brain. Much like a car.