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 newsletter!

Or
Error: Please check your email address.
Show Comments

Blog Posts

Social purpose: Oxygen for your brand health vitals

If trust is the new currency, then we’re in deep trouble. Here's why.

Carolyn Butler-Madden

Founder and CEO, Sunday Lunch

Customer experience disruption: Healthcare faces a bitter pill

Over the past decade, disruptors such as Amazon, Apple and Australia’s Atlassian have delivered technology enhanced customer experiences, which for the most part, have improved customers’ lives and delivered unparalleled growth. Can they do the same for healthcare?

Alex Allwood

Principal, All Work Together

How can a brand remain human in a digital world?

Some commentators estimate that by 2020, 85 per cent of buyer-seller interactions will happen online through social media and video*. That’s only two years away, and pertinent for any marketer.

James Kyd

Global head of brand strategy and marketing, Xero

https://bit.ly/2qLgzmR Transform your life a proven digital blueprint

Okitoi Steven

How this banking group tackled a digital marketing transformation

Read more

Its great to hear that companies including JCDecaux, oOh!media, Omnicom and Posterscope Australia have all partnered with Seedooh inorder...

Blue Mushroom Infozone Pvt Ltd

Out of home advertising companies strive for greater metrics and transparency

Read more

Much ado about nothingAnother fluff piece around what it could possibly do rather than what it is doing

gve

How AMP is using AI to create effortless ‘experiences’

Read more

is it true that Consumer expectations are also changing as a result. If we trust someone with our data there is also an expectation that ...

Sunita Madan

Society will decide where digital marketing takes us next: Oracle

Read more

This Blog is Very interesting to read and thank you for sharing the valuable information about Machine Learning. The information you prov...

johny blaze

What machine learning has done for the Virgin Velocity program

Read more

Latest Podcast

More podcasts

Sign in