15 Dec Roughly 117 Million Searches are made for ‘Google’ in Bing
Even though Google controls 65% of the search market, there are still an alarming number of users who use Bing on a daily basis to get to Google.
Every month, roughly 117 million searched are made for ‘Google’ in Bing. It’s modestly ironic to think of one searching for a search engine while using a search engine, but we must first acknowledge that the demographic of users for each search engine is very different. Also its users are aware that Bing and Google provide very different results. To put this number in perspective, consider the fact that, on average by month, only 55 million searches are made for ‘google’ in Google and 4 million searches are made for ‘bing’ in Google.
The IE Interface
Bing being the default search engine on Internet Explorer is still the world’s most popular web browser, mainly because it comes standard on all Windows operating systems. This could explain why so many users search ‘google’ in Bing to get to Google’s homepage. They simply choose to stay with Internet Explorer instead of using an alternative web browser, like Firefox or Chrome. Also, changing the default search engine on Internet Explorer from Bing to Google is no easy task. The fact that Bing is the default search engine for over 38% of all users significantly affects user behaviour.
How do the CTR curves for Google and Bing compare with each Other
A major SEO firm conducted a study on user behaviour to help define the impact of Page 1 search engine rankings. The study was over the course of six months and examined 324 total (stable) keywords in both the search engines.
As we know —
EXACT CTR = (# of visits) / (# of searches)
The Observed CTR curve for organic U.S. results for positions #1-10 in Google SERPs and Bing SERPS were as follows –
For Google – It was observed an 18.20% average CTR for a No. 1 rank and 10.05% for Position 2. Average CTR for each position below the fold was observed to be below 4%.
If so few users are clicking on Bing organic results after a search, where are they going? Possibilities include ‘related searches’ on the sidebar, re-queries, Page 2, one of the tabs at the top, a paid result, or the images, videos, news, shopping, local listings results within the SERP. The lower click-through rates could be attributed to Bing users abandoning their results and heading to Google. Perhaps users are trying their searches and then re-querying in Google.
Henceforth — Specifically optimizing for Bing is still important, especially since the demographic of users is different. Hit-wise the study showed that 58% of Bing users are female, whereas only 45% of Google users are female. It also found that most Bing users are age of 35 or older. This is incredibly valuable information for marketers because it affects the target audience. If you have a product geared towards females or an older group, Bing may be more valuable to you.
[i] Source: A study from Slingshot SEO that examined the CTR for positions 1 through 10 on Google.