Microsoft and Its Me-Too Interface for Bing Search

January 22, 2025

Bing will never be Google, but Microsoft wants its search engine to dominate queries. Microsoft Bing has a small percentage of Internet searches and in a bid to gain more traction it has copied Google’s user interface (UI). Windows Latest spills the tea over the UI copying: “Microsoft Bing Is Trying To Spoof Google UI When People Search Google.com.”

Google’s UI is very distinctive with its minimalist approach. The only item on the Google UI is the query box and menus along the top and bottom of the page. Microsoft Edge is Google’s Web browser and it is programed to use Bing. In a sneaky (and genius) move, when Edge users type Google into the bing search box they are taken to UI that is strangely Google-esque. Microsoft is trying this new UI to lower the Bing bounce rate, users who leave.

Is it an effective tactic?

“But you might wonder how effective this idea would be. Well, if you’re a tech-savvy person, you’ll probably realize what’s going on, then scroll and open Google from the link. However, this move could keep people on Bing if they just want to use a search engine.Google is the number one search engine, and there’s a large number of users who are just looking for a search engine, but they think the search engine is Google. In their mind, the two are the same. That’s because Google has become a synonym for search engines, just like Chrome is for browsers.A lot of users don’t really care what search engine they’re using, so Microsoft’s new practice, which might appear stupid to some of you, is likely very effective.”

For unobservant users and/or those who don’t care, it will work. Microsoft is also tugging on heartstrings with another tactic:

“On top of it, there’s also an interesting message underneath the Google-like search box that says “every search brings you closer to a free donation. Choose from over 2 million nonprofits.” This might also convince some people to keep using Bing.”

What a generous and genius tactic interface innovation. We’re not sure this is the interface everyone sees, but we love the me too approach from user-centric big tech outfits.

Whitney Grace, January 22, 2025

Written by Stephen E. Arnold · Filed Under Business strategy, Marketing, Microsoft, News

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Stephen E. Arnold monitors search, content processing, text mining and related topics from his high-tech nerve center in rural Kentucky. He tries to winnow the goose feathers from the giblets. He works with colleagues worldwide to make this Web log useful to those who want to go "beyond search". Contact him at sa [at] arnoldit.com. His Web site with additional information about search is arnoldit.com.