Globally, Google is the most widely used search engine. It has also become somewhat of an everyday vocabulary word, now officially listed as a verb In The Oxford English Dictionary. Landing in second place as the highest performing search engine, however, is Microsoft’s Bing. According to Amazon-owned analytics site Alexa ratings, Bing is one of the 50 most visited sites on the internet. As Google’s biggest rival, how exactly do the two most popular search engines compare?

Let’s take a look at some of the similarities and differences between Google and Bing.


In comparison, Bing users tend to attract an older population with higher household incomes, limited to mostly the United States. Bing produces 6 million unique monthly searches and offers a cheaper cost-per-click than Google Ads. In the cons column, Bing has a lower search volume than Google and it’s harder to reach international audiences using the search engine.

In Canada, Google accounts for 80% of conducted searches and holds the largest market share in almost all countries across the world. Generally speaking, Google has a younger, tech-savvy demographic that is more likely to be using multiple social and search channels. The cons of using Google, especially with respect to reaching your audience, is it’s competitiveness. More advertisers choose Google and it is also more expensive than Bing.

Layout Features

Perhaps the biggest difference between Bing and Google is that Bing has a better video and image search. Google puts related searches and image searches near the bottom while Bing puts them to the right of your search results. Instead of giving you a vertical list of videos with small thumbnails, Bing gives you a grid of large thumbnails that you can click on to play without leaving the page.

SERP and SEO Differences

Both engines are obviously very competent with basic searches, but Google has the advantage when it comes to finding additional content besides web pages, as well as answering questions directly. Both search engines can limit results to pages that have been published recently, and have a “custom date” search option (for example 1990-1995). Both allow you to search by region, as well.

A Bing search favors older, reputable pages while Google tends to generate/favor popular, fresh content. When it comes to page ranking, Google ranks internal pages like blogs and services whereas Bing provides ranking to the home page. Bing and Google both automatically rank big brands higher across search engines and highly value backlinks. That means, the credibility of your site will be higher if other websites are linking to yours. Google also has some extra features built-into its search algorithm, like reverse image search, instant search, and voice search.

Social Media

Social signals play a large role in today’s effort to rank well in search results. Bing is very aware of the importance of social media and therefore, social signals are a key ranking factor. Search results on Bing will show you your Facebook friends’ and Twitter followers’ ratings of different businesses. Google, on the other hand, treats Facebook and Twitter pages like any other indexed pages.

Though a matter of preference, you can optimize your website or content to perform well on search engines if you have a better understanding of Bing vs. Google. While Bing remains a distant second to Google in terms of market share and volume of searches, it also gives businesses an alternative and viable platform to grow their visibility.

Matt Earle

Founder & President

Matt Earle, Founder of Reputation.ca, is a leading Canadian expert on online reputation management with over 15 years of hands on experience working in the space. Mr. Earle’s educational background includes an H.BSc from the University of Toronto and certification as a Google Professional. His expertise has been acknowledged through national television appearances on CBC, PBS and CTV, being a guest host on CBC radio, and numerous quotes in print and online media.