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Updates we’ve spotted on Bing this week

May 27, 2020 / Reading Time: 3 minutes /
Alex Wright
Performance Marketing Director

With so much attention on Google, Bing is often the forgotten search engine!

How many people use Bing?

73% of users choosing Google as their primary search engine. It is understandable to forget that around 12% of users are using Bing as their search engine. However, it appears that Bing has been busy recently, we take a look at just some of their recent updates that we’ve spotted this week.

Q&A integration with business listings

On Google My Business listings, users have the option to ask questions about a business, which can then be answered by either the business owner or another Google user. It appears that Bing is taking a slightly different approach. Questions and answers are being extracted from the website themselves, either from a dedicated FAQ page or from other question and answer based content on the website. 

If we take a look at the example below, questions and answers have been extracted from their FAQ page. Only a few months ago Google launched FAQ schema to bring this type of information onto their search engine results pages. This further highlights the benefits of having a question and answer type page on a website. 

Providing yes/no answers

Similarly to Google, Bing hasn’t been a stranger to the use of featured snippets over the past couple of years. However, it appears that Bing has taken this a step further with the use of Yes/No answers on their search engine results page. This gives the user the exact answer they are looking for, without needing to read through a featured snippet or enter a website. 

This feature appears to be in the trial phase, as answers in this format appear to come and go. But this emphasises the importance of ensuring any question on your website has a direct answer underneath so that this information can be extracted by search engines easily. 

Medical factsheets

When typing in medical questions into a search engine, often it can be assumed that the user is concerned, worried, and possibly in a stressful situation. Bing appears to respond to this by creating a knowledge graph on the right hand side of the search engine results page with a detailed factsheet of symptoms, treatments and causes. There is also an option to edit this information if you know something that needs to be changed or added to. The images below are for the keyword search “can a bee sting”. Bing results are on the left and Google’s results page on the right. It appears that in this instance, Bing are providing a lot more information to the user in an easier to digest format.

Providing content sections on results pages

For a number of different searches, we are discovering results such as the one below, where Bing has managed to extract all the different sections of a content page and place it onto the search results page. The user in this instance is able to read through a lot of information without needing to enter the website itself. This is great for the user, but may lead to a reduction of recorded traffic on the website and a lower chance of the user being led to reaching a conversion point, whether this is to buy a product or register interest. Nevertheless, this is an exciting advancement to see from Bing, and as of yet, we have not spotted results such as this on Google. 

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