You may (or may not) have heard last week about Microsoft’s deal with Wolfram Alpha – which has been in talks for the last few months and now allows Bing’s search engine to integrate Wolfram Alpha’s database results (in the US only for now). It should be noted from the start, that Wolfram Alpha is not a search engine itself, but more an information database.
The results will generally be integrated for certain niches, such as health (like nutritional information) and statistics (population, GDP, history, etc), but with a very unbiased and real time approach (with results you can interact with). And perhaps this is not huge news to some people, but it sort of hit me as big news.
It’s better than news of other recent Bing developments, such as how natural results on Bing offer content snippets and related keywords along with dividing the results across the keyword you entered, videos, local listings and several variations – a souped up version of Google’s “universal” project, or even the fact that the first page of results now includes several keyword variables, that results in 20 natural listings on the first page (which is quite a bit longer, but still shorter than the results page of Naver in Korea), because face it, its not new. Same goes for the Bing “XRank” thing they implemented, where users find out how popular the name of someone they entered is. Nothing new there.
So why is this still good news for Bing in my opinion? Because its about time! It’s about time Bing (previously known as MSN, Live, etc) started looking towards a different direction for providing search results. It had been wasting way too much time and probably too much money trying to be like Google in recent years.
FINALLY, Bing may be thinking “long term”, with this acquisition. Maybe it will use this and its Facebook share to give more of a “person to person” feel in results (even the real time Twitter results could help, if they figure out a way to get past the “junk”). Combining Wolfram Alpha with Wikipedia results (which Bing US already integrates under its own site) might help too.
Maybe even add a bit of new colleague Yahoo and their Yahoo Answers offering? Suddenly, instead of a commerial search engine going against commercial search engine, we’ve got one that is taking potentially taking the more “person to person” and “research based Wiki” approach. The one that looked many steps behind for a while now, is starting to look more modern? Strange, but its starting to hint at that.
Many innovative search engines have come and gone over the years, but the main reason many of these failed were that they simply lacked the budget to get seen, let alone have competitive results. Microsoft’s Bing at least has the budget part checked off.
But how about this Bing, forget about profit for a while. Let Google concentrate more and more on its increasingly aggressive marketing model (by this I mean, behind the scenes and how AdWords teams are concentrating on generating client spend. Not conversions, not traffic. Spend.) Take some more time behind the scenes and develop a more “personal” based search offering. Do it right and become a research based medium – and traffic might come back over (more than the single digit percentage share you have right now).
Then, when you’ve established a new type of user experience, turn up the profitability a little – in order to cover increasing resource and overall company management. This sort of approach worked like a charm for someone else, um, what were they called? Oh well, I guess this isn’t 100% new either.
Anyway, here are some reference points (saved as screenshots for non US users).
1) Wikipedia Content being served under Bing.com URL
2) Screenshot of a long page in Bing’s results for “auto insurance” featuring several keyword variables
Do I think Bing’s improved in the past couple of months? Yeah, but I also think it’s got a long way to go. Still, it’s finally looking in a different direction though, and thats a start.
UPDATE: You can integrate WA results on Google too, but only if you install this Firefox plugin – https://addons.mozilla.org/en-US/firefox/addon/12006
Blog post by Niall Madden, SEO Director of Reform
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