More Than 10 Is The New 10 Blue Links For Bing

Bing has been experimenting with showing more than ten search results on a page, while Google is showing seven search results on a page in some cases. Now, Bing has decided to stick with the experiment in the June update.

There have been some observant searchers who picked up on the change over at WebmasterWorld, where Bing would show a random number of search results, where it almost seemed like a bug. A Microsoft spokesperson said this is no bug, it is an experiment they are sticking with as part of the June update. Here is the statement:

We’re continually testing and experimenting on Bing in an effort to improve the user experience. We experimented with the number of answers for several months last year, and shipped the new format in June. In cases where there are answers (like a photo or video or news answer, we may provide a few more links to ensure there is right number of algo in addition to the answer blocks.

I’ve tried several examples and there seems to be no logic behind when Bing will show ten links on a page, or 12 or 18. Some may see page two of the results showing 15 results, some may see 11 and so on. For example, the WebmasterWorld searcher said he saw page 2 shows results 11-20 and then page 3 show 23-32 and page 4 show 35-44.

So while Google has ten and maybe seven results on a page. Bing decides to go with more results on a single page.

I should note, as of this morning, I am no longer able to see more than ten blue links on a page for many of the queries I’ve tried. I am not sure why Bing would change it back after giving us that statement or if something else is going on. But in some cases, Bing will show more than ten results and in others it may only show ten.

Here is a screen shot with an example of more than ten links on a page:

Related Topics: Channel: Other | Microsoft: Bing | Top News


About The Author: is Search Engine Land's News Editor and owns RustyBrick, a NY based web consulting firm. He also runs Search Engine Roundtable, a popular search blog on very advanced SEM topics. Barry's personal blog is named Cartoon Barry and he can be followed on Twitter here. For more background information on Barry, see his full bio over here.

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  • Ian Smith

    At last, Bing is attempting to differentiate itself in a +ve way from Google.
    lets see more innovative thinking please. We need more reasons to ‘switch to Bing’.

  • Arsie

    I definitely agree with you Ian.

  • Chris Tamayo

    I just started using Bing Rewards and got noticed I had a bunch of points stacked. Got three gift cards from amazon for $5. That’s a good incentive for me, I’ve set my default search to Bing. So far I’ve gotten most of the things I want from it, only a few times have I gone to Google when Bing didn’t deliver.

  • daveintheuk

    A brilliant, positive move from Bing. Really pleased to see a search engine trying to help users find more content across the internet, rather than funnel them to their own sites.

  • Crocuss

    I think bing is the good option of google. In few days bing will give good competition to google. Nice post.

  • Alan

    Good to see a search engine that seems to care about user experience and not just cash!

  • Phaerisee

    Some of the things that Mitt Romney believes worry me:

  • MediaCo (UK)

    I think that the way forward rather that trying to copy – differentiate. I think that is the only way for Bing to gain any more market share.

  • MediaCo (UK)

    They are all about cash at the end of the day!

  • Alan

    Yes they are but some A LOT more so than others!

  • Karl Young

    It is a great step forward for Bing, it will increase competition and traffic for those ones lucky enough to get bumped up to page one. Bing should/need to keep trying to
    differentiate themselves from Google, maybe focusing more on the user experience will further set them apart from Google as a ‘quality’ alternative.

  • John McDonald

    Yeah, but when a company forgets that cash comes from a positive user/customer experience, the money will dry up faster than they can ask what happened.

  • Kristina

    Currently I can see not 15-18 or even 10 results on the first page in Bing, there are 8 results (has it decided to play in Google’s game?). The second page gives 12 results.

  • Jeff Downer Indianapolis IN

    Another aggressive move by Bing. Actions like this and the link disavow tool indicate to me Bing is not content playing follow the leader.

  • Justin Snyder

    Everyone agrees that we need reasons to switch and with the nosedive Google is experiencing, that won’t take very much. But I’m struggling to see how this is “brilliant” and “great” and worthy of all the other praise in the comments below.

  • Mahendra Varma

    All the Best to Bing, may this experiment will boost Bing

  • Cody Sharp

    Bing can do something Google’s search engine can’t afford to do – lose money. Microsoft did it for years with the XBOX before it became a very profitable division for them. Doing this type of thing more often is going to be better for both growing their user base and long term, their bottom line.

  • Clayburn Griffin

    Google has it right. Nobody ever clicks past the 5th result. Don’t bother with more results. Make good results. If the 8th result is what I’m looking for, then your search engine is broken.

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