In the spirit of competition, Google has pretty much always said bring it on as competition almost always leads to improvements and innovation. There hasn’t been an innovative search engine developed since Google took their spot at the top of the heap, and while the task is daunting to take on the giant, it isn’t the company itself that is the issue, it’s their index of the web. As simple a problem as it may sound, creating an index of the internet is becoming an exponentially larger task every year, and as a result Google retains their spot as top dog.
Microsoft has similarly deep pockets with which to develop technology, whether it be in search, software, or what ever they may deem worthy at the moment. Disappointingly however, instead of sinking time and money into developing their own product, they spent who knows how much of both, on both their Scroogled campaign, Bing it on campaign, and their battle in the EU, trying to revive their antitrust reviews against Google. Their latest salvo in the fight, trying to convince those in power in the EU that positioning on the search results pages is directly relative to how much search traffic you get to your website. Anyone who works in any style of marketing company will tell you that if you occupy the choice spot, you’ll receive a better response, that’s a no brainer. But again, there was Microsoft time, and money spent to determine something that was already known by everyone who has ever done business. From Microsoft’s blog post:
Moving the best result down just two positions (from first to third) reduced traffic to that site by half.
The diversion effect becomes much more pronounced as a site is moved further down the page. A site that is moved from the first position to the tenth position typically will lose about 85 percent of its traffic.
A site that is moved from the second position to the ninth loses about 75 percent of its traffic.
Well no kidding.
Why they’re making such a big deal about search ranking is a tad confusing, because if you follow the language they use in their post, then Bing search does has exactly the same flaws as Google search, and their manipulated results. With those things being equal, shouldn’t the EU also look into potential anti-competitive practices against them as well? It didn’t go so well for them the last time that happened as I recall. There’s no arguing that Google has a leg up in the search world, they came onto the scene like gang busters with their algorithm and has had the largest web index on the globe, but instead of competing with them and developing their own product Microsoft has decided to go with another temper tantrum. Hopefully one of these days they’ll pull up their socks and improve their own products and stop kicking sand around the sand box.