Search Engine Optimisation Web Log (BLOG)
Editor: Matt Paines

| This News Blog is dedicated to bringing news, information and innovations targeting the Search Engine Optimisation industry.

New experience for search engine users

In recent years search engines have failed to keep up with the growth in depth and complexity of the internet but a new service from Microsoft aims to bridge the gap.

Writing on a blog, Microsoft's Cedric Chambaz says that the company's new Bing search engine will provide internet users with a faster way to make more informed choices.

Bing was launched in the UK in June under Beta, a tag Microsoft promised to remove only once the user experience differed from the competition and it was able to outperform them in terms of UK relevancy.

According to Chambaz this target was reached on November 12 thanks to the company's London-based Search Technology Centre.

Working with local partners, a team of 60 engineers have been able to enrich search results with highly relevant information that could address consumer passion points.

For instance, thanks to a partnership with TopTable, searching Bing for a restaurant in Hammersmith will provide you with restaurant ratings and one-click booking option.

The search engine is also integrates with Twitter and football fans will benefit from a tie up with Sky Sports enabling them to check results and fixtures for their favourite teams.

The engineers also enriched the search engine index with UK URLs and taught the algorithm how to cope with information such as partial postcodes, local abbreviations and acronyms, common British misspelling and alterations, resulting in a better understanding of the semantic context of queries.

Meanwhile advertisers benefit from richer, better organised results helping consumers accomplish key tasks. Ultimately Bing helps consumers refine their intent and provides advertisers with a more engaged and qualified traffic.

As a result of this intensive work, Bing is now out of beta and already helping British users make more informed choices.

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