Last Update: September 17, 2019.

In the world of search, Google truly is king. Google is a household name, and the word itself has been elevated to verb status, like Skype and Facebook. In the world of SEO, some try to be more generic and use the term “search engines” or mention Google, Bing, and Yahoo each time they talk about search engines, but who are we kidding? We all know it’s just Google’s game we’re playing.

But what are the differences between Google, Bing, and Yahoo? Do they all do the same thing and Google just does it better? Are there differences that make one better than another in certain situations? Do most people just use Google because Google is a household name? Luckily for you, we’ve got answers.


The Companies

Dissecting and explaining the differences between Google, Bing, and Yahoo is not as simple as explaining the differences between McDonald’s, Burger King, and Wendy’s. Google is a company with an array of products that all integrate with search, the search engine being the flagship product. Bing is a search engine which powers a few other search modules. And Yahoo is not a search engine at all, but a web portal with a search engine powered by Bing.

These and other differences all contribute to the effectiveness (or lack thereof) of each company’s search abilities. However, we’ll save the company analyses for another time and focus on the specific consumer-facing differences and nuances of each search engine/portal and their associated search engine results pages (SERPs). And we’ll even get a little SEO perspective as well.



Aside from the ever-changing Google doodle, a notable difference with the desktop Google search page is the display of featured snippets at the top of the SERPs for many search queries. These boxes display above any links to articles, news, and website results for the associated search term. The boxes often appear as short answers to a user’s query and the intent, once again, is to answer the searcher’s question quicker—in this case without requiring the user to click into a link. Types of answer boxes include word definitions, flight information, movie show times, population charts, and dozens of other bits of information.

For another type of quick answer unique to Google: search for “movies playing in (your area)”. Google returns a horizontal scrolling list of current movies above the organic list of top-ten search results.

Google SERPs also sometimes feature right-column previews of information about the search. This right-column content is a product of Google’s Knowledge Graph and often includes images, Wikipedia snippets, and related information and searches. When logged into Chrome, I’ve even seen buttons to “remind me of this event” for movie premiers in the right-column content.


Bing has a much more visual home search page, compared to Google’s extremely simplistic version, with links to trivia bits and news embedded in the background photo. The search home also has a news carousel across the bottom. Otherwise, the search engine works much like a traditional search engine: type a query, and then press “enter.”

Bing also implements SERP answer boxes, although they are much less dynamic than Google’s. Bing also has its own right-column content called Snapshots, which looks very similar to Google’s Knowledge Graph results. For example, if you type “population of sweden”, Bing brings up an answer box with a population graph preceding the organic results as well as Snapshots from Wikipedia, points of interest, and related searches.

Notably, Bing SERP “extras” are becoming increasingly effective and Bing seems to be always adding more types of answer boxes and Snapshots in an effort to catch up to Google.

One unique aspect of Bing is Bing Rewards. When signed in, users earn points for each Bing search that can be redeemed for games, movies, apps, gift cards, and sweepstakes entries.


Yahoo is considered an internet portal, rather than a search engine, with web search as one of the portal’s key features. Yahoo’s homepage is much more decorated and interactive than Google or Bing and includes a vast array of products and features that connect a user to news, shopping, travel, email, Tumblr, Flikr, and much more.

Yahoo’s internet search is powered by Bing, although Yahoo controls the design and results displayed on its SERPs. (Search Engine Land has a lot of information on the Yahoo/Bing deal if you’d like to explore that rabbit hole.)

Answer boxes are few and far between and right-column content is nonexistent on Yahoo SERPs: searching for “population of sweden” returns a snippet of info from Wikipedia that somewhat resembles a search result and an answer box hybrid. Searching for a definition of a word returns a similar result/answer box combination.

The Results

In addition to the differences in answer boxes and other “extras” on each SERP, organic search results vary as well. Even Yahoo and Bing SERP results can vary depending on the search query, despite being powered by the same search technology.


When I searched my name on Google, Bing, and Yahoo image search, Bing and Yahoo returned an overwhelming amount of images that were not images of people. Google, on the other hand, returned images of me, and the vast majority of the other images were people as well. In other words, Google interpreted my intentions much more accurately than Yahoo or Bing. Note that I performed this search not signed in to any Google account, and on a computer and browser that I had never previously used.


Local searches seemed to produce the most similar content between Google, Bing, and Yahoo. While each SERP looks different, they all include listings from directories, ratings, maps, actual company websites, and ads. The organic results were similar, mostly in a different order.

Each engine or portal values directories such as Yelp and Urban Spoon for local food searches. Additionally, Google and Bing rank results from their own business directories first (after ads) for local business searches.


The SEO Perspective

Across the board, local search and business directories are key. Bing and Google each have their own directories and rank those directories above any other search result. In addition, while each engine has a different algorithm and a different way of ordering results, the organic results are similar enough to prove that you don’t need completely different SEO tactics to optimize for Google and Bing.

Certainly there is benefit in studying the nuances of both engines and catering to those nuances. But do not be overwhelmed by thinking that you need two (or three) completely different SEO strategies. Search engines are (mostly) concerned with providing the user with the information he or she is seeking. Therefore, SEO best-practices, namely technical website optimization, relevant and useful information, and a consistent user-friendly experience, are recognized by all the big players.

Google controls two-thirds of the market, and catering SEO tactics to the Google algorithm is certainly worthwhile. Bing/Yahoo control a good portion of the rest of the market, and you will have to decide if researching and employing SEO strategies that cater to the Bing search engine is worthwhile for your particular industry.


The Conclusion

Personally, I’m sticking with Google for now. The lack of answer boxes is enough to keep me from Yahoo. Bing increasingly does a lot of things as well as Google, but Google is simply still ahead of the game.

What differences between Google, Bing, and Yahoo have you seen? What are your favorite “extras” on your preferred search engine?

This post was originally published April 2015. It was last updated on September 17, 2019.



Colton is the Director of SEO Strategy at Boostability testing and defining the products and processes that make Boostability's customers successful. He has been a part of Boostability for over 7 years. Colton loves hanging out with his family and gaming. He runs a personal blog over at where he discusses gaming, life, and SEO.


  • Josh, April 6, 2015 @ 7:41 am

    When it comes to search engines, I care about two specific things. First, I want it to be simple. Second, I want it to be accurate and consistent in providing relevant search results. Google wins on both counts.

  • M Andrew Eagar, April 6, 2015 @ 10:06 am

    Excellent post! The one thing that separated Google from other Search Engines (back in the day) was PageRank which essentially factored links and authority into the algorithm which the other search engines at the time were not. Ever since then, Google has been mostly concerned with providing the best results.
    I care most about the interpretation of my needs. Google wins because they are best able to interpret my needs and provide the best results possible.

  • Lindsey Potter, April 7, 2015 @ 2:24 pm

    I didn’t know that Bing has Bing Rewards! That is a good idea to try and generate traffic to their search engine. The problem is that their search results are never as accurate as Google’s. Google learns about my needs and gives me specific information — whether it be local weather, nearby restaurants, or just regular search results. Google anticipates my needs, and I love it.

  • Jamison Michael Furr, April 7, 2015 @ 5:28 pm

    I keep telling myself that I’m going to get into that whole Bing Rewards things because I’m all about free stuff, yet I still haven’t done it. Maybe that says something about the switching costs of Google.

  • Sarah Jane Dayley, April 8, 2015 @ 8:40 am

    I used to rely on Yahoo for everything up until 5 years ago. I use Google always now and have never tried Bing. It’s funny how once I started using Google, I’ve never looked back. They’re always improving and are up-to-date, so I’ve never had to use any other search engine. In fact, I always choose Google as my default and hate when a new computer or my phone decides to reset and use Yahoo as a default. It makes me curious if another search engine will ever out do Google.

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  • Josh Hone, April 10, 2015 @ 4:07 pm

    I remember in high school using Ask Jeeves a lot. Back then, there were a dozen search engines to choose from, then Google came out of nowhere and no one needed to use anything else. I don’t like the idea of an entity like Google being so powerful but they are good at what they do, no need to use anything else. How do these other companies compete and still have enough morale to continue going up against a giant like Google?

  • Jeremy Lindstrom, April 14, 2015 @ 2:57 pm

    I fully agree. In preparation for this article, I used Yahoo and Bing for all my searches for more than a month, just to make sure that my Google bias didn’t cloud my judgement. Sometimes Bing and Yahoo were fine, but hands down Google interprets my intent better than any other.

  • Jeremy Lindstrom, April 14, 2015 @ 2:58 pm

    Ha, Ask Jeeves was my default in high school too. I remember thinking it was cool to type in an actual question rather than a search term. My how times have changed.

  • Jeremy Lindstrom, April 14, 2015 @ 3:00 pm

    Keep in mind that Bing rewards add up slowly. I used Bing for a month and earned 27 points. The lowest rewards more or less start in the 500s.

  • Jamison Michael Furr, April 16, 2015 @ 2:51 pm

    Ah, that is good to know. Thanks for the info. I think I’ll stick with Google then 🙂

  • Caz*, April 16, 2015 @ 9:20 pm

    All around, it is understandable that Google is the current “end all, be all” of search engines, and I believe that Bing should be rolled into “mobile optimization” for no other reason than the Windows phone. All Windows phones ONLY use Bing browsers.

    Also, I have no idea what sneaky thing Yahoo keeps doing to end up becoming my home page on Firefox. I chose no such thing!!!!

  • Maria Williams, April 20, 2015 @ 3:57 pm

    Good article Jeremy ! It was pretty rich on information. I didn’t know that much about Bing or Yahoo and it’s great that you did tons of research on Bing and Yahoo to write the article !!

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