After MSN Search and Live Search, Bing (first known under the code name "Kumo") has been Microsoft's search solution since 2009. Bing is often referred to as the leading Google competitor and also supplies the Yahoo search. According to ComScore, Bing and Yahoo together had a market share of 32.6% of US Internet searches in the US behind Google (64.5% of US search market share) in 2015. Bing calls himself a "decision engine". Early on, Bing relied on some of today's common search functionalities, such as the display of search suggestions when entering a search term, a list of related searches or a listing of concrete search results directly on the results page.

In 2013, Bing introduced its Knowledge Repository, also known as Bing Satori, which first links the objects to information from the Britannica Online Encyclopedia. Currently (2016), Bing Satori obtains the facts from Wikipedia. Personal information is based on Wikipedia and LinkedIn.

Language Multilingual

Launched June 1, 2009
Closed No

Developer Microsoft

Country of Origin US America

2009 - [...] Microsoft

Topic Universal

Region No Limitation

Technical functionalities
Robot/Crawler based, algorithmic search
Search Portal

Used SeEn Bing

Robot: Bingbot (Source)

Robot: BingPreview (Source)

Robot: Bingbot (Source)

Older Version Internet Archive / WebCite

»Bing (known previously as Live Search, Windows Live Search, and MSN Search) is a web search engine (advertised as a "decision engine") from Microsoft.

Bing was unveiled by Microsoft CEO Steve Ballmer on May 28, 2009, at the All Things Digital conference in San Diego, California, for release on June 1, 2009. Notable changes include the listing of search suggestions while queries are entered and a list of related searches (called "Explore pane") based on semantic technology from Powerset, which Microsoft purchased in 2008.

On July 29, 2009, Microsoft and Yahoo! announced a deal in which Bing would power Yahoo! Search. All Yahoo! Search global customers and partners were expected to have made the transition by early 2012.

In October 2011, Microsoft stated that they were working on new back-end search infrastructure with the goal of delivering faster and slightly more relevant search results for users. Known as "Tiger", the new index-serving technology has been incorporated into Bing globally since August 2011. In May 2012, Microsoft announced another redesign of its search engine that includes "Sidebar", a social feature that searches users' social networks for information relevant to the search query. In September 2013, a new-look Bing was released to tie in with Microsoft's "Metro" design language.« Source

»On July 29, 2009, Microsoft and Yahoo! announced that they had made a ten-year deal in which the Yahoo! search engine would be replaced by Bing. Yahoo! will get to keep 88% of the revenue from all search ad sales on its site for the first five years of the deal, and have the right to sell advertising on some Microsoft sites. Yahoo! Search will still maintain its own user interface, but will eventually feature "Powered by Bing™" branding. All Yahoo! Search global customers and partners are expected to be transitioned by early 2012.« Source

Scott Moore (2013): »The success in personal computer industry has a lot to do with a company called Microsoft, which is founded by Bill Gates. After 30 years, Microsoft is on the top of computer world. Of Course, Microsoft created not only the operating system. Bing is also a part of it. Microsoft refers to Bing as a “decision engine.” With billions of websites on the Internet, you can imagine the power that Bing would possibly create. Bing’s focus is on four targets: Shopping, Travel, Local and Health. Its underlying goal is to simplify search. « Source

2009 - Codename: Kumo Source

Walcher, Stephan (21/05/2009): »Microsoft wird allem Anschein, Kumo, die neue Version von Microsoft Live Search bereits nächste Woche auf der All Things Digital präsentieren. Mit Hilfe von der vor kurzem aufgekauften Firma Powerset will Microsoft mit Kumo seine bisher wenig erfolgreiche Suche, Live Search zu neuen Erfolge bringen. Anders als Google soll Kumo nicht die Häufigkeit von Worten sondern den Sinn von Sätzen verstehen. Klingt ein wenig wie die vor kurzem zum öffentlich freigegeben Suche Wolfram.

Microsoft bezeichnet Kumo übrigens nicht als Googlekiller« Source


Critical points

CHRIS HOFFMAN (2018): »If you use Bing’s image search, you’re going to see the worst filth you can imagine. Bing suggests racist terms and shows horrifying images. Bing will even suggest you search for exploited children if you have SafeSearch disabled.

Update: Since publication, Microsoft has been working on cleaning up the offensive Bing suggestions that we mentioned. Based on our research, there are still many other offensive suggestions that have not yet been fixed, including a few that we’ve mentioned below. We are unsure if they are simply fixing the offensive items we pointed out, or if they are improving the algorithm. « Source

Features & Functionality

Scott Moore (2013): »Features Outline:
1. Autosuggest: it features the recommended words based on the previous letters you type. It will list automatically what’s the popular search input
2. Best Match: It is an algorithm created by Microsoft pushes the suggested search input for the user based on personal search history and interest.
3. Deep Links: Let user preview pages before they click.
4. Instant Answer: It would allow Bing quickly display the most relevant answer based on query. It means that if you ask some basic knowledge on Bing, it would display answers itself besides the search results.
5. Bing Travel: It automatically searches for low fare flight and hotels at the destination. Based on study, it returns more than 75 percent accuracy rate for searches and users saved on an average of $55 on each flight.« Source


Example results page for "sand": Source

References & further Publications

Wikipedia (EN):
Wikipedia (Others):

Other Sources

Microsoft Bing. Online available at SEO Logic. URL:
Scott Moore (2013): BING. In: TO GOOGLE OR NOT TO GOOGLE? URL:
Walcher, Stephan (21/05/2009): Kumo schon nächste Woche URL:
Gordon, Whitson (11/01/15): Search Engine Showdown: Google vs. Bing URL:
GoogleWatchBlog (2018): Bing Intelligent Search: Auch Microsofts Suchmaschine wandelt sich zur Antwortmaschine URL:
Qian, R. (2013). Understand Your World with Bing. URL: understand-your-world-with-bing
Weber, H. (2012). Bing Challenges Google’s Knowledge Graph URL:
BingBlog: To crawl or not to crawl, that is BingBot's question URL:
Matt Southern (2019): Bing’s Web Crawler Goes Evergreen, Improves JavaScript Crawling URL:
Barry Schwartz (2013): BingBot Crawl Activity Surging? URL:

Created: 2013-01-15