Apple Makes Bing The “Default Search Engine” For Siri

Bing iOSOne of the things that you might have missed if you weren’t paying really close attention to the live blogs of the Apple WWDC keynote is that when iOS 7 comes out Siri will be able to directly search Twitter, Wikipedia — and Bing. From a search perspective that’s potentially huge news.

I’m speculating that you’ll still be able to ask Siri to “search the web” and it will use whatever search engine you’ve chosen for Safari (still Google unless changed by the user). However Siri is now much more a legitimate “search engine” with Bing as the index.

Integration of web search more directly into Siri was a missing piece and the thing that made it weaker than what Google has recently put together with Google Now and “conversational search.”

In a way the new Siri-Bing relationship is very much like Yahoo-Bing. Yahoo is the UI on top of the Bing index. Now Siri is the UI for Bing results on the iPhone.

Of course Siri pulls “answers” and content from numerous other sources. How those other sources will interact with Bing results, if at all, remains to be seen. What happens if I ask for movies, sports scores, weather or restaurants? These are all categories where Bing has content but there are existing third party data providers for Siri.

I’m also making the assumption that in iOS 7 if users ask a question without literally saying “search the web” the resulting answer or information will be provided by Microsoft. One could thus argue that Bing now becomes the “default search engine” on the iPhone (more like the default “Siri engine”).

Saying “default search engine” isn’t entirely accurate however. That’s because most people don’t use Siri to search the internet today. Most people use Google either through the browser or the Google app. But as Siri’s capabilities and utility expand it may see increasing volumes of search queries. This partnership could be instrumental in that change.

Here’s how Microsoft describes how it will work:

Starting this fall with iOS 7, Bing will power Siri’s new integrated web search. When users ask Siri a question either the specific answer or web search links will now be delivered automatically so users can find information even faster. 

Bing was designed from the outset to be a great place for web search helping customers quickly find what they are looking for and get more out of search. We are thrilled that all the great results people have come to know and love on will now be available to Siri users on iPhone, iPad and iPod touch.  

We won’t know until we can get our hands on it what the Bing integration into Siri truly looks like. But it could be quite significant for both parties. If it’s a well-done integration it could also start driving lots of search volume for Bing. In order for that to happen, however, Apple and/or Microsoft will have to educate users about the capability.

We’ll wait and see what the actual user-experience is like (recall the promise vs. initial reality of Apple Maps) but this could be a very big deal for search on the iPhone.

Postscript: Danny speculates (perhaps correctly) that this deal may well be a prelude to replacing Google on Safari as the default search engine. However the consumer preference is still strongly for Google, which may prevent that from happening any time soon.

Related Topics: Apple | Apple: Siri | Channel: Mobile | Microsoft: Bing | Microsoft: Bing Voice Search | Microsoft: Mobile | Top News


About The Author: is a Contributing Editor at Search Engine Land. He writes a personal blog Screenwerk, about SoLoMo issues and connecting the dots between online and offline. He also posts at Internet2Go, which is focused on the mobile Internet. Follow him @gsterling.

Connect with the author via: Email | Twitter | Google+ | LinkedIn


Get all the top search stories emailed daily!  


Other ways to share:

Read before commenting! We welcome constructive comments and allow any that meet our common sense criteria. This means being respectful and polite to others. It means providing helpful information that contributes to a story or discussion. It means leaving links only that substantially add further to a discussion. Comments using foul language, being disrespectful to others or otherwise violating what we believe are common sense standards of discussion will be deleted. Comments may also be removed if they are posted from anonymous accounts. You can read more about our comments policy here.
  • Rosendo A. Cuyasen

    This is something new to us. The new Siri for IO7 has probably another issue for Apple. I believe that only few people would use this and ignore it in the future.

  • emarketing .

    Thanks for sharing this news with us! I would really like to see how people use this in future.

  • Ben Wright

    If Siri ever takes off this would be a huge win for Bing. Maybe in another 2-3 years, Apple will finally get Siri right and people will use Siri religiously (as much as they use Google). Bing is banking on that.

  • Ronnie’s Mustache

    I think people actually do use SIRI quite a bit. Perhaps, mostly for non-search functions.

    I’d actually think Google would be a better choice when searching for “answers.” But for “web searches,” it could be argued that Bing might be better.

    I guess we’ll see. In the meantime, Google might want to stop crapping on MSFT products.

  • nikobogio

    aagh bing lacks major technology… with google you just say “weather” and it simply understands WHERE you are – same for lots of other queries… try that with bing :)

    semantic web ftw? :)

  • Mikehenken
  • nikobogio

    agh not working for outside the US

  • Mikehenken

    Looks like we both are wrong.

Get Our News, Everywhere!

Daily Email:

Follow Search Engine Land on Twitter @sengineland Like Search Engine Land on Facebook Follow Search Engine Land on Google+ Get the Search Engine Land Feed Connect with Search Engine Land on LinkedIn Check out our Tumblr! See us on Pinterest


Click to watch SMX conference video

Join us at one of our SMX or MarTech events:

United States


Australia & China

Learn more about: SMX | MarTech

Free Daily Search News Recap!

SearchCap is a once-per-day newsletter update - sign up below and get the news delivered to you!



Search Engine Land Periodic Table of SEO Success Factors

Get Your Copy
Read The Full SEO Guide