The world of search continues to evolve and its importance in business-to-business is undeniable, as its the second most used computer operation only after email. But as Google’s dominance in search continues, Microsoft tries again to take some search market share away with their latest search tool: Bing.

As I spend a few days using Bing, I find myself pondering the question of what is Bing the answer to? Are the millions of users who have become so comfortable with Google, instantly going to jump ship simply because Bing offers some gingerbread on top of search results? Microsoft even chose a very similar navigation and ad placement strategy.

Here’s the difference. If you were to do a search for the term “business marketing” (bing results here, google results here) you would get almost identical search results. Now, lets do a search for “lcd tv” (bing results here, google results here) okay now we are seeing the difference. While Google gives us some “news results” for lcd tv’s, Bing gives us results to technology comparisons, buying guides, tv repair companies(who repairs tv’s these days!?!?!), and even Bing Cashback program. As a consumer, this could be a valuable search tool.

Search results for “lcd tv” in Bing:

It seems Microsoft realizes that the B2B user isn’t likely to leave Google anytime soon, and has instead concentrated on the improving search for the consumer market. Building search momentum through the consumer channel is an interesting move, and will be fun to watch how Google responds…if at all. As you can by the Alexa traffic chart below, Bing isn’t quite there.

So, should you allocate your search engine optimization dollars to Bing? No, not now at least. Google is still the king of search –  particularity when it comes to business-to-business, and looks to remain that way for some time to come.

Related posts:

1. Google on the ropes? I don’t think so…
2. Microsoft buys aQuantive
3. Web sites and other back yard projects…
4. Search Engine Optimization Programs. Why No B2B Web site should be without one. Part I
5. Search marketing up 31% in 2007

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About the author:

Christopher Raymond is the Director of Interactive at Schubert. He oversees design, programming, technical management and strategy for Schubert Interactive clients. When not knee deep in code, Chris can be found cannon balling himself down a rocky trail on his mountain bike, or on the highway at full throttle in his Mustang Cobra.

Follow Christopher on Twitter: @Chris_Raymond