Bing’s New SERP: Reinvention of Social Search and Discovery
by Tarina Roberts ~ May 11th, 2012![]() |
The Sum of the Whole is Greater than its Parts
Microsoft has enhanced the results page on its Bing search engine to intertwine social and search listings in a way that brings to life how these two channels work together. It highlights the synergy that exists between social media and SEM. The goal, according to Microsoft, is to “take search from finding to doing,” and as their Corporate VP of Search Program Management Derrick Connell stated at the Bing Search Summit where the announcement was made, to “surface people, not web pages.” What we see, however, is a compelling advancement in the potential for social search and a subtle opportunity for advertisers to now exist in this network that didn’t before.
In the biggest overhaul of the SERP since the launch of the engine three years ago, Bing’s search results page is the first of its kind where it shows paid search, organic search and social activity simultaneously – yet separate. While this seems to be somewhat of an oxymoron, Bing’s delineation of content is a statement of what’s relevant, but at the same time, the “all inclusive” content presence speaks to what’s important, especially as it relates to the decision making process. When packaged together, Bing has the potential to deliver a stronger social search experience than elsewhere in the industry – including within Google.
Bing’s New SERP
The page is separated into three parts:
1. Core web results (What the web knows) – Left column, organic and paid results, well-organized for a better experience.
2. Snapshot (What Bing knows) – Center column, structured data, helpful information and services related to the search query like reviews, hotels, restaurants, etc. Includes content from Yelp, OpenTable and other Bing partnerships.
3. Social side bar (What your friends know) – Right column, social content shared by friends and experts that is related to the search query. Users can sync the sidebar with multiple social networks including Facebook, Twitter, Google+, Foursquare and more.
The new delivery appears to be an efficient way of serving blended results that are relevant to what is being searched. It also elevates the Microsoft and Facebook relationship, among others, putting visible effort toward delivering the influence of friends from a user’s social graph when searching. Bing users now have the opportunity to engage with a brand on several levels, creating the chance to satisfy the entire conversion process with one search query. There are three key benefits we’d expect to see going forward:
- An increase in conversion rate
- A decrease in the time it takes for a user to convert
- The opportunity for brands to shape a more integrated social and search strategy, and capture data to further understand its impact
How does Bing fare with Google?
Both engines present users with a variation of results that gel together holistically, yet are delivered in different ways. In comparison, some may see Google’s results as a more hodge-podge approach versus Bing’s structured approach. Part of Bing’s foundation is a scientific approach to deliver an experience that compliments psychological behaviors and tendencies in human nature, which could play strongly in their favor here. But what truly gives Bing an edge now in the social search war is that this puts them in a position to be an agent of change. Because of the impact this new delivery of results could have on how users interact with the results and the actions they choose, the sum of Bing’s results is greater than its three parts; thus increasing the value of existing in that space.
Could this be a game changer for Bing’s adCenter? If this new format positively impacts conversion rates and shortens the path to conversion, then increases in ad spend on Bing is likely. We should expect to see an evolution in brand opportunities and ad formats, similar to changes we’ve seen recently with Google’s social focus. At present, Microsoft hasn’t committed to what this means for the ad inventory on Bing, however as stated at the Bing Search Summit, new ad formats and models will be explored that factor in the features now present on the three-column SERP. Continued changes in this direction could reshape the entire search space by creating a new, competitive environment that we rarely see anymore, one that puts new pressure on Google.
With Bing, Microsoft has made a smart move by creating an environment where search results aren’t just bits and pieces of information to guide you down a path to action. Bing’s search results are now about engagement, discovery and decision making. They have taken their motto of being the “decision engine” to new heights and upped the ante on the value of ad dollars spent in their network. Bing’s new social search environment shows a level of innovation and competitive movement that the digital space needs, and hopefully is a sign of momentum for both publishers and brands.
Links to what’s being said in the press:
Mashable: Bing Reinvents Social Search and Discovery
Adweek: Microsoft Revamps Bing With Social Sidebar








