In A study conducted by Web tracking company Experian Hitwise has revealed that Microsofts Bing is more effective than Google, when judged by the yardstick of Success rate. In search parlance, Success rate is defined as the click-through rate after a user conducts a search.
The report from Experian Hitwise says, Yahoo! Search and Bing achieved the highest success rates in July 2011. This means that for Yahoo! Search, more than 81.36 percent of searches executed resulted in a visit to a Website. Google achieved a success rate of 68 percent, an increase of 1 percent in July 2011. The share of unsuccessful searches highlights the opportunity for both the search engines and marketers to evaluate the search engine result pages to ensure that searchers are finding relevant information.
The researchers at Experian are of the opinion that the results show that there continues to be room for both Google and Microsoft to step up their games when it comes to search accuracy. The users of Search engines could also probably help themselves a lot by formulating more precise queries. Experian's numbers show that the plurality of searches, 25.32%, are made with just a single word, followed by two-word and three-word queries, with shares of 24.09% and 19.49%, respectively.
For Microsoft, the report comes as a good news, as the company could now concentrate on boosting its revenue from online services, as they show marketers that keywords purchased on Bing-powered sites have a better click-through rate than those purchased on Google. About 72 percent of Bing traffic comes from Internet Explorer users. Bing is the default search engine of IE, which is the default Internet browser of the Windows OS. In other words, Bings users might be those who have never bothered to change the default settings on their browser.
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