Content Marketing Blog

Bing’s ambitious plan to speed up search results

Since content marketing is focused on the creation of useful and engaging content, as well as boosting search engine optimisation, we are naturally dependent on Google to attract the attention of online consumers.

Although Google is by far the most popular search engine, its arch rival Bing is looming in the background, plotting new ways to boost its own popularity.

One way Bing hopes to achieve this is by making its search experience faster.

The search engine has partnered up with parent company Microsoft for a new project – Catapult – designed to make search results faster and more efficient.

Microsoft revealed the project on their Technet blog, and shared the plans at this year’s International Symposium on Computer Architecture on June 16 in Minnesota.

The new project uses both hardware and software, combining field-programmable gate arrays (FPGAs) with their existing algorithm.

If this project goes as planned it could lead to a performance upscale of as much as 95 per cent.

“For the first time ever, the quality of Bing’s page ranking will be driven not only by great algorithms but also by hardware – incredibly advanced hardware that can be made more highly specialized [sic] than anything ever seen before at datacenter scale,” Microsoft’s head of Research Peter Lee said.

This new technology will not only be used for Bing, but for a variety of Microsoft’s different products.

If you think the Catapult project sounds strikingly familiar to Google’s Caffeine algorithm, you are not alone. The Caffeine update was also focused on speeding up search results.

The Caffeine algorithm was announced in 2009, coincidentally around the same time Bing was created, and rolled out in 2010.

In the US, Google is the most preferred search engine, with 77.7 per cent of Americans using the site, compared to only 11.9 per cent who use Bing, according to Statcounter.

Down in Australia, the odds are even more in Google’s favour, with 93.1 per cent using Google and only 4.4 per cent using Bing, according to Statcounter.

Although the Catapult project is still in the final stages, Bing hopes to roll it out shorty.

If Bing succeeds in speeding up its search results, and ensures the results are of a high quality, they could potentially steal some of the spotlight away from Google, which would mean big changes for content marketing.

Posted by Dylan Brown

Content Marketing Survey May 2014

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