When we talk about search, we are usually talking about Google. All the think pieces, tutorials, and strategies revolve around keeping up with the constant algorithm changes that the search giant inflicts on its unsuspecting followers.

Yet many of us seem to forget that there are multiple other search engines in the game, including one that is a major competitor: Bing.

In the battle of Bing vs. Google: Which is better? Here are a few pros and cons to help you consider whether to add Bing to your search strategy:

Search Quality

Many users report that the quality of results they get with search is as good or better with Bing.

The reason, some suspect, is that Google has refined its algorithm to the point that is more cerebral than practical. The search giant has become so focused on figuring out what users are really looking for that it sometimes overlooks what they are actually asking for.

Bing often returns the results that users actually need for basic information. It has also proven better at returning older results that often get buried by those gaming the system in Google.

If you’re a marketer, that means that you likely have a better chance of reaching your customers in Bing, where the search results will often be better aligned with what the user needs.

Bing has acquired a reputation for delivering better search results for video.

Though Google has prioritized video in search, it still filters the results heavily. In particular, it filters out anything that could be seen as adult content, even if it’s not x-rated. Bing, on the other hand, shows far more videos in its search results, helping you to find more of the content you want.

The good news for marketers is that they can reach more people with their videos on Bing. Creating more video and more variety in the types of video can help you reach far more of your audience.


When you start searching on Google, it will populate the bar with some suggestions.

For example, if you type in “why do I,” you will get suggestions like “why do I pee so much” and “why do I owe taxes.”

Google and Bing both provide these autocomplete suggestions. However, Google only provides four suggestions, while Bing provides eight.

This is an important feature for marketers because it potentially helps audiences find more of their content. For example, if the user is searching for a product, the autocomplete can suggest more related products, some of which you may sell.

Extra Features

Both Bing and Google offer a host of extra features to enhance search or get more out of the engines, but Bing was surprisingly first on some of these features.

For example, Bing introduced the infinite scroll for image search results before Google did, allowing users to browse images more easily. Bing also included filter options front and center, while Google made users drill down to find these filters.

Bing also introduced a search rewards program before Google, allowing users to get credits for their activity on the site.

The fact that Bing has introduced some features before Google doesn’t necessarily make it better, but it certainly shows that it is a serious competitor in the search field. As a marketer, you need to have a strategy for both search engines if you want to reach the most customers.

Many first-time site owners and marketers find out right away that Bing gives them better opportunities to advertise their site for less money.

You can target the same keywords on Bing and Google and pay less for those ads on Bing. You’ll also face less competition than you would on Google. That means that yours ads will perform better, which will result in a much higher ROI than you would get with Google.

If you are just starting out, Bing is the perfect option for getting more exposure for your site. Even if you have been at it for awhile, Bing is a great option for getting more exposure while also keeping your budget low.

Even once you look at all the pros and cons of what each search engine offers, there is really no “winner” between Bing and Google. Both offer great advantages for your site. However, it is important that you recognize that Google is not the only game in town and that Bing actually has a lot to offer your site.

When you are putting together your marketing strategy, it is important that you consider how to improve your SEO on Bing, as well. Mostly, your strategy will be the same as it is with Google, but you will need to make some tweaks to stand out on the site. You’ll also do well to start a PPC campaign on Bing.