Posted on October 24, 2011 by Kevin Getch Not all search engines are created equal. I’m not referring to how big they are from a financial prospective, or even how dominant they are in the market. Rather, each of them attracts a different demographic, not unlike a brand in any other given business. Your search rankings on Google and Bing can be construed in pretty significantly different ways. That’s because there are some significant differences in their demographics and the actions of those users. First off, Bing users tend to be more mature. Okay, older. They also tend to be female and have children. With this vague picture of the typical Bing user in mind, why is it that their click-thru rate after a search is so dramatically lower than Google users? According to a study by Slingshot SEO, the total click rate for first page results was just 26.32 percent as opposed to Google’s 52.32 percent. Is this a sign of some esoteric design or algorithmic superiority on Google’s part, or is it the demographical difference, or neither? One of the most likely major contributors is Bing’s sidebar feature of related searches where users can click a search to refine or improve upon their initial search. Bing and and Yahoo!, which now has its search results generated by Bing, account for about 30 percent of all web searches in the U.S. Bing has gradually grabbed market share from Google, which means Internet marketers need to be sure they are not exclusively preoccupied with Google and start to figure out how Bing and its users act and interact with their search results. Otherwise, they are doing a disservice to their clients, especially when you think about the significant percentage of people who do web searches on other search engines.