Bringing the Ideal Result Front and Center with Best Match

A key goal for Bing is to deliver the very best search results. One of the ways Bing does this is through a new feature called “Best match”, which sets up the best result in a distinct, easily accessible space at the top of the page.


You may ask yourself: Why did we bother to do this? Don’t search engines deliver the best result at the top of the page anyway? Today, while search engines do a pretty good job at finding the best result for a simple query, they generally won’t tell you if the top result is the official one, nor will they help you navigate within that site. Nearly a third of queries fall into this “navigational” category – where you’re really only looking for one particular site. But today people often can’t immediately find what they are looking for on a results page – only 1 in 4 queries return a completely successful result.

Best match helps you to identify which result might be most useful, particularly when one link clearly provides the official or authoritative source of information. It displays the result in a clearly marked area at the top of the page, and includes deeplinks into the most helpful parts of the site right beneath the site description.

In addition, we decided to make Best match work even harder for certain sites by incorporating some of the key features of the official site right there on the search results page. Best match can include a “search within” bar that allows you to set up a query of the official site. Where appropriate, Best match also includes a customer service number at the top of the page – a feature that people told us was of particular interest. We didn’t stop there though. Site specific tools can also be incorporated on the page. For example, you can track your parcel en route within Best match for the query “UPS”.


Best match also shows similar or related sites to your search, to allow you to explore around the actual result to your query. We are also starting to pair up some of Bing’s instant answers content with Best match to extend the experience even further. For example, when the answer to your query has multiple local listings we include that along with the site information in the Best match.


And the overall result of this for you? People tell us that it allows them to cut through the

clutter of a search results page much more effectively. It reduces their time reviewing the page, and gets them to what they were looking for faster and more directly.

Now it’s your chance. Give it a go at Bing.com with some of the following queries, or try your own. And let us know what you think.


 

Try these for size:
Starbucks
MGM Grand
NBC
Delta Airlines

 

 

Martin Stoddart, Senior Product Manager, Bing

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25 comments
  1. Anonymous

    Very interesting, but all those queries suggested above are brand names…would this ever take effect on a query that was NOT a brand name. For example, for something like "cars" or "toys" why doesn't cars.com and toys.com show up?

    Since it doesn't, does that mean that the Best Match designation is manually put in place, and algorithmic?

    Thanks!

  2. Webmarketing Man

    The UPS tracking code form sounds brilliant :) !

    Any lead on how could a company name get a "best match" annotation ? Is there an human review behind this ?

  3. jackin

    I have read in many forums that bing gives accurate results and that is ture and now the the concept of best match is also fantastic

  4. Anonymous

    Thank you very much for the work. New feature called “Best match” very helpful!

  5. Anonymous

    Really great!! But please make these features available to India as well.

  6. gaurav

    Yeah, As of now only US version has all these.., Cmon get to India too..

  7. Lee Johnson SEO

    I would be exited to see what will happen in the future in the UK for travel search. The USa has the option allready. This looks like a great feature and think it will bring traffic and stay.

  8. Lee Johnson SEO

    I would be exited to see what will happen in the future in the UK for travel search. The USa has the option allready. This looks like a great feature and think it will bring traffic and stay.

  9. dsgirish1987

    Browsing made easy with "Best Match" technique

  10. Anonymous

    Hi,

    First of all, congratulations for the great job. And I also would like to suggest you two features: best match as a button that redirects automatically to the best matching result (only if the best match is not marked as a dangerous web site) and ease the country options (maybe a "combo-box" like Microsoft Translator's language menu).

    Thanks

  11. Anonymous

    Some search results for company names do not include a best match. Is this only provided for the top-tier of global brands? Also, it'd be good to know if this is an algorithm or if there's a person behind this.

  12. Bing Team

    @boris & @bing inquisitor – - Best match is driven algorithmically and is based on the destination that previous users have gone to. When the proportion of users going to a single site reaches a certain threshold then we create a “Best Match” to that site. We’re not limited by searching for a brand name – for example {cars} goes to cars.com, and {Vatican} goes to http://www.vatican.va.

    Thanks for all the feedback. Keep it coming!

  13. Anonymous

    I don't see a "best match" option on the search page. How do I get it to show up?

  14. Anonymous

    im really exited  to  see  what  will  happen  in  the  future!!!

  15. Anonymous

    Is it that only Bing using this best match feature?

  16. Anonymous

    The US version works great, but what is with other countries like Germany ?

  17. Anonymous

    Thank you for answering my questions. If I could ask one more… is the threshold you mentioned a number or a percentage?

    I ask this because smaller companies with unique names may not ever be able to get the number of searches/people clicking their link as larger companies may, barring them from ever becoming the "Best Match" even if they are truly the best match with a high percentage of people doing the search clicking on their link.

    Thank you.

  18. Quality Directory

    A search engine that delivers the very best search results is the way to go.

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  20. ccssmikael

    i love using best match results. if the exact words are given the first best match result should their website. educational institutions' names should be at the best match.

  21. Anonymous

    i like this

  22. Anonymous

    ascac

  23. Anonymous

    ascac

  24. Anonymous

    I have read in many forums that bing gives accurate results and that is ture and now the the concept of best match is also fantastic

  25. Anonymous

    Thanks for all the feedback. Keep it coming!

Comments are closed.