Google, Bing search strategies diverge

2012-10-22 09:28
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Cape Town – Google and Bing seemed fully focused on adding as many social features to their search engines but it seems as if their strategies have changed.

Bing, in its early days started out as a 'do engine', as Microsoft liked to call it. Thanks to its acquisition of Powerset and in-house expertise, Microsoft had all the requisite knowledge to actually answer people's questions on Bing beyond just showing them the usual 10 blue links.

Google's focus these days, it seems, is squarely on its Knowledge Graph, a project that feels more like the realization of Bing's early promises than Google’s recent obsession with social search. The Knowledge Graph, which is featured prominently on Google's search results pages, is now taking precedence over social search, which has been slowly demoted over time.

Bing, on the other hand, uses this space to focus on social search and what your friends and other experts say about a given topic. When you search for a band or musician on Google, you'll get a biograpy, links to upcoming concerts and YouTube videos and other info in the sidebar. Bing often shows some of the same information, but it's randomly distributed in between the regular search results.

It definitely looks as if Bing is moving more toward social search and Google is more interested in semantic search, though both, of course, continue to offer a mix of both.

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