Microsoft Bing to Google: Our Search Is Better Than Your Search

With Microsoft's new "Bing It On" challenge, the company is going after Google head-on in the online search wars.

Microsoft is asking millions of Web searchers to break their longtime Google search habits and give the software giant's Bing search engine a new try in a catchy "Bing It On Challenge" that is aimed at growing Bing's market share in the search wars.

The "Bing It On" campaign was born out of a recent search study commissioned by Microsoft that looked at user opinions on the search engines they were using and the accuracy of the results they were getting, according to a post by Mike Nichols, chief marketing officer for Bing, on the Bing Search Blog.

"A while ago, we began to notice an interesting trend in our internal testing-for the first time our testing showed that Bing's Web search results were better than Google's," wrote Nichols. "We continued testing our results in several different ways as part of our regular work to improve our quality, and along the way an interesting pattern emerged-Bing was regularly beating Google in Web search results quality."

Those early findings inspired Microsoft to dive deeper to find out what it meant.

"So, we asked an independent research company to do a statistically significant similar challenge test and our findings were confirmed-people preferred Bing Web search results nearly 2:1 over Google in blind comparison tests," wrote Nichols. "Since relevancy of search results is the No. 1 driver of search engine preference, the time is right for a wake-up call for searchers-better Web search results are available at"

With that, Microsoft is unveiling the "Bing It On Challenge," a Web page where users are being encouraged to see for themselves how their Web searches are being conducted side-by-side by Bing and Google. The key is that both visible searches are not identified with their Bing or Google logos. Once at the Website, users enter a search term and are asked to judge which of the two search screens gives them the best search results. After five "rounds" of side-by-side, nonscientific, blind search comparisons, the site tells you which search engine you found most useful-Bing or Google.

So what's the point of this blind "taste test?"

"Our mission is to show people it's time to break the 'Google habit' and that Bing has reached a quality level that will make it easy to switch," wrote Nichols.