Bing launched yesterday – a few days before everyone thought it would and I have been pleasantly surprised by the generally positive feedback from people within the industry. Last time Microsoft launched a search engine, I can safely say the response wasn’t QUITE so good. In the intervening years they have really tried to engage with the industry and it seems that this has paid off a bit.

A huge amount of work seems to have gone into user intent and user behaviour. This means that results can vary dramatically depending on the nature of the query. The decision to add images to the results, or local listings, or currency exchange rates all depend on what Microsoft can glean about you.

This means they have used some novel new GeoTargeting features which are a little unusual – meaning that most people around the world are going to see different results EVEN WHEN THEY TRY TO SEE RESULT FROM OTHER COUNTRIES.

Let me explain…

The first two “layers” of Geo-targeting are cookie based. One defines the country and one defines a much narrower area like your town. To change the country, you would think that you just need to click on the country button in the top right:  bing-counyry-code

But this doesn’t truly give you US results if you are in the UK….

The second Cookie related setting can be modified by typing in a very generic term like “plumbers”. You should get a local result. From there you have a button that lets you change your location:


this will allow you to draw local results from anywhere. (I switched mine from Ealing, to New York.) But this still doesn’t guarantee you seeing proper US results in the main SERPS.


To properly see UK results from the US you need a third level of Geotargeting. The third level is IP location. Looking at the Bing SERPS from a computer hosted in the country you want to review does make a difference. To do this, the easiest way is to look through a US proxy from the UK or a UK Proxy from the US. If you want to look through a US proxy, but before you do that, you should probably disable all your cookies or at least set then to the country you are trying to view.

But even THIS isn’t perfect, we found. There is a FOURTH layer which even a proxy server doesn’t fix. This fourth layer has some unusual idiosyncracies.

Andy and I worked on this today and it looks like the accept-language headersetting is working differently in the US than in the UK. Changing the accept-language header is a bit of a pain, as it gets configured when your browser gets installed, although in Firefox I imagine that the “tamper data” plugin is abot to get quite popular as you can change the settings using this plugin.

We used this plugin, with cookies disabled, through a UK and through a US Proxy, to see whether IP location or accept language header too precendence. The results were geeky but interesting:


IP Location

Accept language setting

Result in Bing






















The interesting element here is that on a US IP address, the accept language setting takes precedence, but from a UK IP address, the accept language setting defers to letting the IP address taking precedence.

So it seems that Bing does not trust an IP address being reported as coming from the US as it does from outside the US.

Summary and Conclusion

If you are in the UK and you REALLY want to see what the Americans are really seeing on Bing then you need to do all of the following:

1. Set the country in Bing AND

2. Set the town in Bing AND

3. View through a US based proxy server AND

4. Change the accept language settings by installing a Firefox plugin

If you are in the US, then you only need to do one of the two last elements to be able to see a regional result outside the US.


Owen · June 2, 2009 at 9:52 am

Great post. It’s good to see how much effort Microsoft has taken to be relevant to people searching.

Charles · June 2, 2009 at 10:22 am

Yes, but sad that Bing launched without a full feature set (e.g. Search History) for people outside the US. Of course, it is still officially in beta outside the US (and in ‘preview’, whatever that means, inside the US). Such US-centricity never plays well, and just annoys the billions of us who don’t happen to live in that part of the world. Hopefully things will improve soon.

Dixon Jones · June 2, 2009 at 10:42 am

Thanks for the kudos Owen.

Hi Charles – thanks for the thoughts. I agree – the US centricity HAS been an issue in Redmond. Launching this with all the features worldwide won’t have been feesible though – even for a giant like Microsoft. The local results are particularly complicated to engineer worldwide as they bought up lots of different data sources around the globe to get them.

That said, I absolutely agree that by launching this all over the world – but in Beta in everywhere except the US – the message remains a little confused, but on the other hand, this is a world of difference from their previous launches, where they tried to do the US ONLY in its entirity, only o find that the blogosphere weren’t in the US. This time I think they are trying to take on the world and I feel confident that they will be putting more resources into countries outside the US pretty quickly.

Mel Carson · June 2, 2009 at 1:39 pm

Hi Charles – Dixon is spot on about putting resources into other countries. We have a search technology centre now in London which will be building out specific features for the UK. You’ll see this develop over the coming months so hold tight and let us know what you’d like to see and we’ll put it to the team. Cheers Mel

Joe Connor · June 14, 2009 at 1:05 am

My daughter Natasha, aged 15, asked me “have you seen this new search engine dad?”, “is it called Bing?” I said, “Yes”, followed by “I quite like it”, “oh do you” I said, thinking if teenagers are starting to use it and like it I’d better pay attention “does rank for discount codes?” I said, “yes” she said, “where?” I said, “top” she said, then I decided I liked Bing, then I found out it was a Microsoft effort and lost interest again, it looks pretty though 🙂

InvoTech Engineer · June 14, 2009 at 7:54 am

I found bing is lacking in a pint to google. Its the speed of indexing. Try searching “ICANN cost of .com” in both bing & google. The google top returns a .pdf page of 2009 whereas bing’s return is of 2008. Surely bing is using the same bots that of msn search & live search with mix of its new domain based tools like for wikipedia search). Though the decision engine is deciding well depending on the query …the bots traversing through web-graph are to be faster. Anyway, at least there is a true competitor to google !!! A brief review can be found here :

Dixon Jones · June 23, 2009 at 6:00 pm

I was surprised that you felt the speed of indexing was poor – so we did a test of our own. Bing beat Google on indexing NEW content: which doesn’t mean to say that it is reindexing pages so quickly.

Van · January 3, 2010 at 4:40 pm

Thanks for the tips. I think the one thing that I have found with Bing and to a certain extent some of the other smaller search engines is the fact that sometimes it is difficult to navigate to international pages (ie US) and not local. Sometimes if a person is looking for search results from around the world, it can get clouded by local results only because of the IP.

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