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BizReport : Search Marketing : January 17, 2011

Report: Bing bumps up in December

The December numbers are in and it appears that Microsoft's Bing search engine was once again a hit with consumers. While Google remains firmly atop the search engine heap, for the second month, Experian Hitwise is reporting an increase in searches for the Bing engine. Hitwise is also reporting that Bing and Yahoo searches are the most successful for consumers.

by Kristina Knight

In a month when more consumers than normal turn online to find product information, compare prices or find gifts online, most still turned to Google. But both Yahoo and Bing search engines saw nice increases in use, and perhaps more important than an influx of users, the results from Bing and Yahoo seem to have been more relevant to the consumers than searches queried through Google's engine.

Hitwise researchers found that for the Bing and Yahoo engines, more than 80% of queries resulted in a website visit. Google's success rate was 65%, a 1% increase since November. Where are consumers clicking? After queries, most click through to (12%). Target (5%), Sears (3.48%) and JCPenney (3.23%) were also in the top five.

comScore's findings are similar to those from Hitwise. comScore places Google along the search heap with a 66% share of explicit search queries. Yahoo (16%) and Microsoft's Bing (12%) rounded out the top three.

Researchers say more than 18 billion core searches were queried in December, 11 billion from Google, 3.4 billion from Yahoo and 2.1 billion from Bing. Nearly 70% Google's returns included organic search results; from Bing 24% of results were organically powered.

Tags: Bing, comScore, Experian Hitwise, Google, organic search, paid search, search engines, search marketing, Yahoo

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