Bing joins Google in favoring mobile-friendly sites

The changes will prioritize mobile-optimized sites in Bing's search results

Bing's new ranking algorithm for search results will prioritize sites that have been optimized for mobile, like Fandango, pictured above.
Bing's new ranking algorithm for search results will prioritize sites that have been optimized for mobile, like Fandango, pictured above.

Microsoft is adjusting how it ranks Bing search results for mobile users, prioritizing sites that display better on smaller screens to accommodate the increased use of mobile search.

The changes, announced Thursday, come less than a month after Google started prioritizing mobile-optimized sites in its search results. Both companies are looking to attract more users by providing a better search experience on smartphones and tablets.

Microsoft said it expects to roll out the changes in the coming months. Sites that display well on smaller screens will also be flagged with a new "mobile friendly" tag.

In the U.S. last year, Bing had roughly 6 percent of the mobile search market, compared with Google's 83 percent, according to figures from StatCounter.

The changes don't mean mobile-optimized sites will necessarily appear at the top of results. "You can always expect to see the most relevant results for a search query ranked higher, even if some of them are not mobile friendly," Microsoft said.

It considers a variety of elements to decide which sites display best on smartphones and tablets. For example, sites with large navigational elements that are spaced well apart will be prioritized, as well as sites that don't require a lot of zooming and lateral scrolling. Bing will also favor sites with mobile-compatible content. That means pages with Flash content, which doesn't work well on iOS devices, might get demoted.

Microsoft highlighted Fandango's mobile site as one that will be prioritized under the changes, more so than Movies.com.

The company has also developed a tool to help webmasters assess the mobile friendliness of their sites. It will be made available in a few weeks.

Zach Miners covers social networking, search and general technology news for IDG News Service. Follow Zach on Twitter at @zachminers. Zach's e-mail address is zach_miners@idg.com

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Top tips to uncovering consumer insights for business innovation

An in-depth understanding of consumers sits at the heart of what we all need to do, but we know it’s not always easy to uncover insights that will unlock a true innovation opportunity.

Matt Whale

Managing director, How To Impact

Is your customer experience program suffering bright shiny object syndrome?

You may have heard of ‘bright shiny object syndrome’. The term is used to describe new initiatives undertaken by organisations that either lack a strategic approach, or suffer from a failure to effectively implement.

Leveraging technology to stand out in the sea of sameness

The technology I'm talking about here is data and marketing automation. Current digital marketing methodology, much as it is practiced at Bluewolf, dictates the need for a strategy that does four things: Finds the right audience, uses the right channel, delivers the right content, and does all of that at the right time.

Eric Berridge

CEO and co-founder of Bluewolf, an IBM Company

Lead Management is very important part of the process. For anyone running Facebook Lead Ads I would recommend using this service.Get your...

Dirk Lo

How this fintech startup is improving content marketing and lead generation

Read more

I am agreeing with Mr. Tyron Hayes that a measured test-and-learn approach could be missing opportunities to not only better engage custo...

rush essay reviews

CMO interview: How Curtin University’s marketing chief is using test and learn to cope with complexity

Read more

Excellent!

Dr Sadasivan,US

Shakespeare shows data and creativity aren’t Montagues and Capulets

Read more

Great article! Agreed with all... Matthew Lerner, Deeps De Silva... When a company has a great product that solves customers needs, a gre...

James Tyler

Why marketers are embracing growth hacking techniques

Read more

Very good article, Social media analytics helps in problem identification. They can serve as an early warning system for negative custome...

BizVinu

Four ways to use social media to boost customer loyalty

Read more

Latest Podcast

More podcasts

Sign in