A study we recently did at Conductor found that search engines still have work to do when it comes to integrating social search results in the SERPs: 62% of respondents reported they do not want or gain benefit from social results mixed in with search results.

In the same survey, we asked the 150 respondents about their social network login behavior when using a search engine.  Specifically, we wanted to know the frequency users are logged-in to the search engine’s featured social network (Google and Google+; Bing and Facebook) when searching on the engine.

bing-google logins

 

The data showed that 61% of Google searchers are logged into a Google service when using the search engine, compared to 22% of Bing users.

logins to bing and google

 

Here, Google is showing their clear advantage in owning a unified user login across all their products and services; a user that is logged-in to any of their services is also logged-in on their search engine and social network.

In looking at this further, we were reminded of a research study we did earlier this year on [Not Provided], where we asked respondents to indicate their primary email program.

Interestingly, the results seem to support the Google unified login impacting the percentage of users logged-in while searching:  almost the same percentage of respondents who reported being logged in while searching (61%) reported using Gmail as their primary e-mail on the Web (57%).

gmail logins

It’s About More Than Users Being Logged-In When Searching

So what does this all mean?  The major search engines have been continuously working towards formulating a cohesive response to searcher queries that extends beyond the web index and to do this, they need to take into account semantic social network content and behaviors and alternative data sources.

Creepiness factor aside, this means that Google has a substantial advantage over Bing in collecting user information like social data and behaviors due to the greater rate at which searchers are logged-in to Google’s services vs. connecting Facebook and Bing.

It’s not yet clear the extent to which searchers actually want social data integrated into search results or how good of a job the engines have done in integrating the two thus far.  But the extent to which users are logged-in when searching on Google vs. Bing suggests that if social and search continue to merge together, Google will be at a significant advantage.

Opinions expressed in the article are those of the guest author and not necessarily Search Engine Land.

Related Topics: All Things SEO Column | Channel: SEO

Sponsored


About The Author: is Director of Research at Conductor, Inc, an SEO technology company in New York, authoring insightful research on trends in the natural search industry.

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



SearchCap:

Get all the top search stories emailed daily!  

Share

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.
  • http://www.albinomedia.co.uk/ JJ

    Very interesting but it doesn’t appear that I’m able to login to Facebook on Bing in the UK.

  • http://twitter.com/SEOChampion Las Vegas Marketing

    Great Post and very informative, we share similar topics, so we wanted to comment here and thank you. As we added your article our blog. Thank You, Michael

  • Kelly Duffort

    How people feel about social search (as it evolves) – cool and helpful vs. just plain creepy – will play an interesting role in how they react to both Google and Bing’s approaches. Those who find it cool and helpful will probably love Google’s approach of serving up the socially infused results along with the organic results. Those who find it creepy might opt for Bing’s answer of serving organic results in one area and social search results (with separate login) in another. It’s an interesting evolution to watch.

 

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

Europe

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