Bing To Encrypt Searches By Default & Referrer Data To Go Not Provided This Summer

Not Provided is about to expand when Bing goes HTTPS over the summer, ultimately blocking query data in the referrer path.

Bing announced they will begin encrypting their searches over TLS. So instead of seeing referrals from http://www.bing.com, they will begin coming from https://www.bing.com.

This happens this summer and with the change, Bing will no longer pass query data to webmasters. The [not provided] saga will be expanded from Google to Bing, where marketers won’t be able to know in detail how searchers are finding their sites through the top two leading search engines.

Google began doing this over three years ago and now Bing has made the decision to make the switch.

Duane Forrester from Bing said, “while this change may impact marketers and webmasters, we believe that providing a more secure search experience for our users is important.” He added, “with this change, you will still be able to see Bing as the origin (referrer) of the encrypted traffic, though analytics tools you are using to analyze your traffic generally have their own, proprietary way of including this information in their search reports.”

Bing joins Google in favoring mobile-friendly sites

Microsoft is adjusting how it ranks Bing search results for mobile users, prioritizing sites that display better on smaller screens to accommodate the increased use of mobile search.

The changes, announced Thursday, come less than a month after Google started prioritizing mobile-optimized sites in its search results. Both companies are looking to attract more users by providing a better search experience on smartphones and tablets.

Microsoft said it expects to roll out the changes in the coming months. Sites that display well on smaller screens will also be flagged with a new "mobile friendly" tag.

In the U.S. last year, Bing had roughly 6 percent of the mobile search market, compared with Google's 83 percent, according to figures from StatCounter.

The changes don't mean mobile-optimized sites will necessarily appear at the top of results. "You can always expect to see the most relevant results for a search query ranked higher, even if some of them are not mobile friendly," Microsoft said.

It considers a variety of elements to decide which sites display best on smartphones and tablets. For example, sites with large navigational elements that are spaced well apart will be prioritized, as well as sites that don't require a lot of zooming and lateral scrolling. Bing will also favor sites with mobile-compatible content. That means pages with Flash content, which doesn't work well on iOS devices, might get demoted.

Microsoft highlighted Fandango's mobile site as one that will be prioritized under the changes, more so than Movies.com.

The company has also developed a tool to help webmasters assess the mobile friendliness of their sites. It will be made available in a few weeks.

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Bing scores 20 percent share of desktop search market in US

Microsoft's share of searches continues to inch up, according to new data from ComScore.

Google is still by far the dominant search engine in the US, but Microsoft's Bing  is slowly been carving out a bigger chunk for itself.

Looking at the desktop search engine landscape in March, ComScore pegged Bing's share at 20.1 percent, finally breaking the 20 percent mark and up from 19.8 percent in February. Yahoo's share dipped slightly to 12.7 percent from 12.8 percent the prior month. And No. 1 Google remained flat with a 64.4 percent slice.

Microsoft has continually tweaked and enhanced Bing to try to lure users away from Google. Last week, Bing updated its image search to help people find more than just photos. In December, Microsoft started integrating Bing into its Office Online product so that users don't need to leave Office to search Bing. And Microsoft has long had a program where it rewards Bing users with sweepstakes and gift cards the more you search.

Though ComScore's numbers include only searches conducted from the desktop and not from mobile devices, Bing's 20 percent share reveals a slow but healthy gain over the past few years. In December 2011, Bing finally surpassed Yahoo as the No. 2 search engine with a share of 15.1 percent and has been gradually moving higher since then.

In 2009, Microsoft and Yahoo entered a 10-year search partnership. On Thursday, the companies announced they have updated that pact, which includes giving Yahoo more "flexibility to enhance the search experience" across mobile and desktop devices.

ComScore's numbers, which were released Wednesday, include only explicit core searches that people manually enter on a Web page. In terms of the hard numbers, Google accounted for 11 billion searches last month, Microsoft for 3.4 billion and Yahoo 2.2 billion.

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