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It was in July, as Bing users found what they wanted more often.
Bing-powered searches had the highest success rate—defined as when a consumer clicks on a link on the search results page—in July, at more than 80% for both Yahoo.com’s search portal, which Bing powers, and Bing.com, according to Experian Hitwise, which measures Internet traffic. Google’s success rate was about 68%. Consumers that don’t click on one of the links presented in search results either click way or try another search, and both are taken as signs that the search engine didn’t provide the help the searcher sought.
Even so, that hasn’t stopped the majority of consumers from using Google. Google accounted for 66% of all searches conducted in the U.S. in July. Bing-powered searches comprised 28% of all searches for the month, of which Yahoo sites accounted for 15% and Bing.com 13%. That’s virtually unchanged from June when Google handled 67% of all searches and Bing-powered searches nabbed 28%. Searches conducted on the 73 other search engines included in Experian Hitwise’s analysis collectively accounted for the remaining 6% of July searches.
The report also found that one-word queries represented the most common way consumers searched in July, accounting for 25% of searches, the same percentage as in June. Two-word queries were next at 24%, also unchanged from the previous month. However, longer search queries—those of five or more words—increased 3% in July.