While Bing may still be struggling to catch up with both Yahoo and Google in terms of search volume and market share, one thing it should probably brag about is the fact that in terms of search engine success rate, it has finally beaten the two.
Success search is defined by Hitwise as a search where a user leaves the search engine after performing a search. Assumedly to check on the search results given by the search engine.
So based on Hitwise’s August data on search market share in Canada, Bing enjoys a 78% success rate, followed by Yahoo’s Canadian search portal and its US search portal. Both Google’s main search portal and its Canadian search portal lags behind Bing and Yahoo.
While this might mean that Bing is providing more relevant SERPs we must also consider the fact the Canadian consumers may actually be using the Bing cashback program. Naturally once a user sees a relevant result it will immediately click on the link to check out the product.
For search engine marketers, this opens up an opportunity for them to consider offering geo-targeted search results to ensure that users are getting geo-specific links on their SERPs.