Microsoft's search engine Bing, and even Yahoo, are providing users with more accurate searches than their rival Google, according to a report out this week.
Bing and Yahoo, which is now using Microsoft's Bing search technology, had the highest search success rates last month, reported Experian Hitwise, an Internet monitoring firm. More than 81% of searches on their sites led users to visit a website.
However, Google, the dominant player in the search market, wasn't as successful with its January searches. According to Experian Hitwise, Google had a 65% success rate. Google did not respond to a request for a reaction to the study.
"In my business and personal searching, I feel like I'm seeing less on-point results and more garbage, even on pretty specific queries," said Dan Olds, an analyst with The Gabriel Consulting Group. "Search success is a big deal for both advertisers and users. This same study also pointed out a significant increase in multi-word, more complex searches. To me, this means that users are looking for more specific results."
Olds said the search engine that delivers the most accurate results will win over users in the long run. That's good news for Microsoft, which has been chasing Google from a long distance ever since Bing was released.
Even if Google's results haven't been as accurate, it's still the highly dominant search engine in the market.
Experian Hitwise also reported that Google accounted for 67.95% of all US searches in January. Bing-powered searches, which encompasses Bing and Yahoo, accounted for 27.44%. Yahoo alone came in at 14.62%, while Bing had 12.81%.
"If the inaccurate searches are a trend and not an isolated result, then this does point to the need for Google to improve on its search success," Olds said. "In the short term, it gives Microsoft a great angle they can use to tout Bing vs. Google to advertisers."