Content Marketing Blog

Bing launches Adaptive Search feature

As the name suggests, the latest search feature to be released by Bing is about being adaptive.

Launched midweek (14 September), the Adaptive Search feature is designed to help users to customise searches based on their own search history.

The search engine, which is owned by Microsoft and also powers Yahoo! Search, will attempt to personalise search results by creating a 'filter bubble'.

The new filter will take user location, Facebook friends and search history into account when ranking results.

Adaptive Search will also enhance the search engine's ability to predict what individuals are looking for when they type in keywords – a move that is set to increase the engine's ability to present pages or links of interest to users.

Aidan Crook, program manager at Microsoft, wrote on Bing's official blog: "The differences are generally quite subtle, but the more confidence we have about what your intent is, the more personalised the results will become."

Personalised results are evidence of the heightened importance Bing is affording to user context in order to refine searches.

By tailoring search results specific to the individual or their social network, original content that correlates with user demographics and interests will be of increasing relevance to online marketing campaigns.

The predictive capabilities of Adaptive Search may also present difficulties for companies or brands looking to catch passerby traffic.

This is largely due to the fact that as individuals use the feature with greater frequency, the possibility of results reduces to match their previous search patterns.

However, while modifying key word searches may help users to avoid sorting through links that are not of immediate interest, concerns about individual privacy have also been addressed.

Users can opt-in to Adaptive Search after updating their Bing settings.