Microsoft has announced the biggest major overhaul yet to its search engine, Bing. New features include a three-panel design and greater emphasis on social in search results. The biggest update since Bing launched three years ago is clearly aimed at claiming a larger stake of search traffic, where Google currently dominates.

Search

The left hand side (and largest) panel of the new Bing is dedicated to search results. Microsoft claims its algorthythm has been re-engineered to provide more relevant results.

Query

The centre panel now lists tasks associated with the search query – for example when users hover over a search result of an Italian restaurant, information including maps, reservation options, images and videos will be displayed. Microsoft has partnerships with brands including Yelp that are understood to be helping power added features. 

Social

Perhaps the most interesting aspect of the new design is the social element of the right hand panel. Bing has long shied away from including social media content in its results, though its partnership with Facebook is changing this. The new social panel will feature integration from the major platforms including Facebook, Twitter, LinkedIn and Google+. Search data will reveal, for example, who of your friends Liked or +1'd a restaurant. The social panel will also display a list of influential sources on Twitter and Google+ that relate to the query.

Interestingly, users can now even post a question via their preferred social media site through Bing.

Search and ye shall find

According to data from CommScore Inc, Bing made up 15.3% of U.S. searches in March, compared with 66.4% for Google. While Google is without doubt the market leader in the field, many have criticised the company for 'Google Search Your World', a feature that bakes social media data into search results.

By including a social aspect in Bing but keeping it seperate from search, Microsoft may have uncovered a chink to exploit in Google's armour. Weighing Microsoft's considerable resources and partnerships with brands such as Facebook and Yelp, it makes for interesting times in search.

Either way, it's becoming increasingly essential for brands to be aware of their online presence and how they are ranked in search engines like Bing and Google.