There’s a lot of noise being made lately from the Bing side of the web about how Google isn’t playing by the good old search rules and they’ve coined their term ‘Scrooogled’. I find the term a bit of comedy, as Scroogle used to be an anonymous way to search via Google by blocking cookies and not using log files, but instead of focusing on a service that no longer exists I had a read of Bings press release on the matter.
The title: “Don’t get Scroogled: Bing Launches Campaign for Honest Search..” I shortened it a bit as it’s rather long, but it sounds like they want to help search engine users find relevant results. It didn’t take long for Bing to get into the numbers of things, a projected $96 billion in online shopping this year, but perhaps a little generous when saying half of that comes from search engines. That number is likely lower than that, but, let’s disregard that for the moment – most online shoppers use a site like Amazon to find their deals online. It didn’t take very long for Bing to start comparing apples to oranges though, because very quickly in their blog posting they talk about how the Google Shopping results are based partially on paid inclusion – much like you would do with running an profitable Adwords campaign. For those who have never seen the admin side of the Adwords platform, once you’ve set your bid and ad, Google gives you a projection of where they think you’ll place within the results. They’re by no means set in stone and change day to day based on bid, competition on your terms, and so on.
Why I use the apples to oranges comparison however is because Bing is comparing search results, to shopping results, and saying that Bing is playing by the “old search rules” where Google Shopping is not. you can’t really compare Bing web search to Google Shopping search, as it would be like comparing Google web search to Amazon shopping search, they serve different functions and as a result, function completely different. In May of this year Google Commerce published a blog describing how the change to the shopping side of their product was going to begin to use a paid metric to help build on the relevance of the results, because a retailer wouldn’t pay for an ad to list a fake product. It is like advertising using billboards or radio ads to try and reach more consumers, it’s just another marketing medium to get your product out there. So to skip ahead just a little, Bing is comparing their organic web search, to Google’s Shopping search results – an apples to oranges comparison.
In the interest of fairness, I decided to have a look at the Bing shopping results, versus the Google shopping results. Being that we’re now comparing apples to apples, if there is a disparity it shouldn’t be too difficult to spot. I searched for the likeliest top sellers for the holiday shopping season, and was surprised at every turn. Not by the results that Google served me, but by the lack of results Bing returned. Each results page was sorted by relevance, and I’ll just let the screenshots speak for themselves.