Is Bing a rebranded Live Search?

Since the launch of Microsoft's Bing earlier in the month, one industry commentator has asked whether the software giant will deliver on its promise of the tool being a design engine, or whether it is simply its old search engine Live Search rebranded.

In a post for Search Engine Watch, Melissa Mackey said that one of Bing's features that she particularly enjoyed was the addition of customer service phone numbers within the search engine optimisation results, which she felt could be "very useful".

"However, while Microsoft's search engines have historically delivered excellent return on investment on pay per click, they have also suffered from low traffic volumes," she added.

Ms Mackey admitted that it was unlikely whether online users would see if Bing was indeed a design engine for some time but that it does offer some of the same features as Google, including site targeting, site exclusion and placement performance reporting.

Overall, she stated that she had so far been impressed with Bing and the improvements Microsoft has made.

On unveiling the design engine, Whitney Burk, director of Bing, said it would deliver users better and more relevant content.

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