Bing Copies Google’s Look: A Clever Strategy To Trick People?
If you click to purchase a product or service based on our independent recommendations and impartial reviews, we may receive a commission. Learn more
Comments: 
Google dominates the search industry – evidenced by the recent monopoly ruling from the Department of Justice. So, how can other search engines possibly compete? With cheeky tactics, it seems.
Bing, the search engine created by Microsoft, has taken the competition to new levels by mimicking Google’s homepage design to trick searchers. But, what does Bing hope to achieve with the strategy?
Bing’s New Look
If you’re a logged-out user and search for the term “Google” in Bing, you’ll be presented with a unique interface. The search result displays a search bar and doodle that looks like a typical Google homepage, even going so far as to nudge the user down the page slightly to hide the standard Bing search bar above.
What Does Bing Hope To Achieve?
In 2021, Google made a public announcement to share that “Google” was the most popular search term on Bing, which must’ve been quite a blow to Microsoft. And now, Microsoft isn’t being subtle in its efforts to keep people on its search engine instead of Google.
The deceptive new look could retain some users, particularly those less tech-savvy or setting up a new Windows device, where Bing is the default search engine.
And, perhaps, Bing is trying to capitalize on the potential selling of Chrome – a proposal from the DoJ following the monopoly ruling.
However, this isn’t the first time Bing has gone head-to-head with Google by deceiving its users into thinking they’re using Google. In 2011, Google pointed the finger at Microsoft, accusing the company of copying Google search results. So, there’s a long history of cheeky tactics between the two search engines.
Confusion for Users
Unfortunately, the mimicked Google design on Bing might confuse some users.
Parisa Tabriz, VP of Google Chrome, expressed her thoughts on the move by Microsoft on X:
“Imitation is the sincerest form of flattery, but Microsoft spoofing the Google homepage is another tactic in its long history of tricks to confuse users & limit choice. New year; new low Microsoft.”
Top Tip 💡
While looking at a competitor’s site for inspiration is a common practice, I wouldn’t recommend replicating their design or content entirely. Using this Bing vs Google example, your imitation could cause confusion and reflect badly on your brand’s reputation. It’s better to build a unique-looking website that stands out and is memorable in the minds of your customers or visitors.Bing has yet to comment on the style change, but many in the SEO community aren’t impressed by the petty move.
That said, the question should be asked: do people prefer using Google over alternative search engines or is Google the easiest search engine to access by default? Do they really care if they’re being tricked by Bing into thinking they’re using Google? Or, do they simply want to search, no matter the platform?
Written by:
Found this article helpful?
Share this article or comment below!
Leave a comment