Google maintains the lion share of the online search market: 65% versus Bing’s 14%. Thus far, Google’s strength has been its algorithm: providing consumers with the most accurate search results consumers can find on the web. Then the competition started to realize that consumers wanted even more relevant results. Microsoft’s Bing attempted to do that at launch, but hasn’t really been successful.
Microsoft built an intelligent enough algorithm to compete with Google, but it lacked the loyalty and the power of the network. It just didn’t give users enough reason to make the switch to Bing. Then came Social Search.
Bing made a big splash last week when it launched its new “social search” capability. Google has failed in the social media environment thus far. Bing on the other hand, decided that it would leverage the social layer, rather than compete with it. Now, when you search for something, you’re social graph is incorporated into the search results. It allows users to search for things they’re interested in and then use the recommendations offered by friends.
Below is a one of their new spots: