{
  "title": "Bing vs Google: how much search traffic Bing sends small sites",
  "url": "https://murkuz.com/research/bing-vs-google-traffic",
  "publisher": "Murkuz Research",
  "license": "CC BY 4.0 (https://creativecommons.org/licenses/by/4.0/)",
  "published": "2026-10-08",
  "window": {
    "start": "2026-07-07",
    "end": "2026-10-04",
    "days": 90
  },
  "notes": "Shares are Bing / (Google + Bing), property-level clicks from Google Search Console (web search, final data) and Bing Webmaster Tools. Sites are identified as Site A to Site N with a short description, never named. Percentages only: no click, impression or session counts are published. The seven benchmark sites had fewer than 10,000 search clicks between them in the window. Monthly rows and per-site rows are in the two CSV files.",
  "headline": {
    "sitesExamined": 14,
    "sitesMain": 7,
    "medianClickShare": 13.0,
    "minClickShare": 2.7,
    "maxClickShare": 17.5,
    "pooledClickShare": 14.7,
    "medianImpressionShare": 7.8,
    "pooledImpressionShare": 8.9,
    "medianCtrRatio": 1.91,
    "sitesBingCtrHigher": 6,
    "pooledGoogleCtr": 0.55,
    "pooledBingCtr": 0.98,
    "largestSiteShareOfClicks": 82,
    "pooledWithoutLargest": 13.2,
    "medianFullHistoryShare": 9.7,
    "minHistoryDays": 102,
    "maxHistoryDays": 484,
    "medianDesktopShare": 64,
    "minBingPosition": 5.0,
    "maxBingPosition": 5.9,
    "minGooglePosition": 9.5,
    "maxGooglePosition": 41.5,
    "weeklyMin": 13.2,
    "weeklyMax": 16.4,
    "weekdayShare": 15.2,
    "weekendShare": 12.8,
    "sitesHigherOnWeekdays": 4,
    "medianExcludingDeclined": 10.2,
    "sitesExcludingDeclined": 5,
    "sitesGoogleDeclined": 2,
    "medianUsShare": 13
  },
  "benchmarkSites": [
    {
      "site": "Site A",
      "label": "Founder's personal blog",
      "bingClickShare": 17.5,
      "ciLow": 13,
      "ciHigh": 22,
      "bingImpressionShare": 9.0,
      "googleCtr": 0.77,
      "bingCtr": 1.66,
      "ctrRatio": 2.15,
      "googlePosition": 16.9,
      "bingPosition": 5.7,
      "desktopShareOfGoogleClicks": 64,
      "usShareOfGoogleClicks": 37,
      "bingHistoryDays": 484,
      "fullHistoryShare": 10.1
    },
    {
      "site": "Site B",
      "label": "LinkedIn content SaaS",
      "bingClickShare": 15.1,
      "ciLow": 14,
      "ciHigh": 16,
      "bingImpressionShare": 9.0,
      "googleCtr": 0.52,
      "bingCtr": 0.93,
      "ctrRatio": 1.8,
      "googlePosition": 9.5,
      "bingPosition": 5.9,
      "desktopShareOfGoogleClicks": 64,
      "usShareOfGoogleClicks": 19,
      "bingHistoryDays": 275,
      "fullHistoryShare": 7.0
    },
    {
      "site": "Site C",
      "label": "AI memory app",
      "bingClickShare": 13.9,
      "ciLow": 10,
      "ciHigh": 19,
      "bingImpressionShare": 7.8,
      "googleCtr": 0.75,
      "bingCtr": 1.44,
      "ctrRatio": 1.91,
      "googlePosition": 20.3,
      "bingPosition": 5.8,
      "desktopShareOfGoogleClicks": 73,
      "usShareOfGoogleClicks": 13,
      "bingHistoryDays": 102,
      "fullHistoryShare": 13.9
    },
    {
      "site": "Site D",
      "label": "AI writing assistant",
      "bingClickShare": 13.0,
      "ciLow": 10,
      "ciHigh": 17,
      "bingImpressionShare": 15.1,
      "googleCtr": 1.6,
      "bingCtr": 1.35,
      "ctrRatio": 0.84,
      "googlePosition": 9.5,
      "bingPosition": 5.6,
      "desktopShareOfGoogleClicks": 40,
      "usShareOfGoogleClicks": 7,
      "bingHistoryDays": 200,
      "fullHistoryShare": 14.9
    },
    {
      "site": "Site E",
      "label": "Email platform",
      "bingClickShare": 10.2,
      "ciLow": 4,
      "ciHigh": 21,
      "bingImpressionShare": 4.2,
      "googleCtr": 0.39,
      "bingCtr": 1.01,
      "ctrRatio": 2.61,
      "googlePosition": 38.2,
      "bingPosition": 5.7,
      "desktopShareOfGoogleClicks": 87,
      "usShareOfGoogleClicks": 17,
      "bingHistoryDays": 125,
      "fullHistoryShare": 9.7
    },
    {
      "site": "Site F",
      "label": "Multilingual blog platform",
      "bingClickShare": 9.7,
      "ciLow": 4,
      "ciHigh": 19,
      "bingImpressionShare": 3.9,
      "googleCtr": 0.37,
      "bingCtr": 0.98,
      "ctrRatio": 2.65,
      "googlePosition": 41.5,
      "bingPosition": 5.0,
      "desktopShareOfGoogleClicks": 68,
      "usShareOfGoogleClicks": 6,
      "bingHistoryDays": 125,
      "fullHistoryShare": 9.6
    },
    {
      "site": "Site G",
      "label": "Testimonial collection tool",
      "bingClickShare": 2.7,
      "ciLow": 0,
      "ciHigh": 8,
      "bingImpressionShare": 1.9,
      "googleCtr": 0.7,
      "bingCtr": 0.98,
      "ctrRatio": 1.39,
      "googlePosition": 15.1,
      "bingPosition": 5.5,
      "desktopShareOfGoogleClicks": 43,
      "usShareOfGoogleClicks": 13,
      "bingHistoryDays": 116,
      "fullHistoryShare": 2.7
    }
  ],
  "weeklyPooledShare": [
    {
      "week": 1,
      "bingShareOfClicksPct": 14.3
    },
    {
      "week": 2,
      "bingShareOfClicksPct": 15.5
    },
    {
      "week": 3,
      "bingShareOfClicksPct": 16.3
    },
    {
      "week": 4,
      "bingShareOfClicksPct": 14.6
    },
    {
      "week": 5,
      "bingShareOfClicksPct": 16.4
    },
    {
      "week": 6,
      "bingShareOfClicksPct": 13.3
    },
    {
      "week": 7,
      "bingShareOfClicksPct": 16.0
    },
    {
      "week": 8,
      "bingShareOfClicksPct": 14.5
    },
    {
      "week": 9,
      "bingShareOfClicksPct": 13.2
    },
    {
      "week": 10,
      "bingShareOfClicksPct": 16.4
    },
    {
      "week": 11,
      "bingShareOfClicksPct": 14.7
    },
    {
      "week": 12,
      "bingShareOfClicksPct": 14.0
    }
  ],
  "googleDemotedSites": {
    "a": {
      "before": 52.7,
      "window": 99.3,
      "bingChangePct": 50,
      "googleChangePct": -99
    },
    "b": {
      "before": 63.0,
      "window": 96.8,
      "bingChangePct": 209,
      "googleChangePct": -83
    }
  },
  "bingLowVisibilitySites": {
    "dictation": {
      "zeroImpressionDays": 191,
      "firstDay": "2026-03-19",
      "firstImpressionDay": "2026-09-26",
      "maxPagesInIndex": 579,
      "windowShare": 1.0,
      "googleToBingImpressionRatio": 468
    },
    "review": {
      "windowShare": 1.5,
      "pagesInIndexMin": 207,
      "pagesInIndexMax": 487,
      "googleToBingImpressionRatio": 91
    }
  },
  "excludedForTooLittleData": [
    {
      "site": "Site L",
      "label": "SEO data connector",
      "reason": "Bing data for 51 days"
    },
    {
      "site": "Site N",
      "label": "WordPress translation plugin",
      "reason": "too few search clicks to work out a share"
    },
    {
      "site": "Site M",
      "label": "Tutoring site",
      "reason": "Bing data for 26 days"
    }
  ],
  "googleTrendSensitivity": {
    "springStart": "2026-03-01",
    "springEnd": "2026-05-31",
    "establishedSites": 3,
    "sitesGoogleDeclined": 2,
    "trend": [
      {
        "label": "Founder's personal blog",
        "googleClicksChangePct": -50,
        "googleImpressionsChangePct": -46,
        "bingClicksChangePct": -44,
        "springShare": 15.8,
        "windowShare": 17.5,
        "shareIfGoogleHadHeld": 9.6,
        "googleDeclined": true
      },
      {
        "label": "LinkedIn content SaaS",
        "googleClicksChangePct": -44,
        "googleImpressionsChangePct": -57,
        "bingClicksChangePct": 115,
        "springShare": 4.4,
        "windowShare": 15.1,
        "shareIfGoogleHadHeld": 9.1,
        "googleDeclined": true
      },
      {
        "label": "AI writing assistant",
        "googleClicksChangePct": 6,
        "googleImpressionsChangePct": -5,
        "bingClicksChangePct": null,
        "springShare": null,
        "windowShare": 13.0,
        "shareIfGoogleHadHeld": 13.7,
        "googleDeclined": false
      }
    ],
    "medianExcludingDeclined": 10.2,
    "sitesExcludingDeclined": 5
  },
  "pageOverlap": {
    "pagesWithClicks": 552,
    "bingOnlyPct": 14.9,
    "googleOnlyPct": 67.4,
    "bothPct": 17.8,
    "bingPagesWithoutGoogleClickPct": 45.6,
    "bingClicksOnBingOnlyPagesPct": 17.5,
    "top10OverlapSites": 4,
    "top10OverlapEach": 4
  },
  "queryVisibility": {
    "bingPct": 81,
    "googlePct": 31
  },
  "analyticsView": {
    "sites": 6,
    "engines": [
      {
        "label": "Google",
        "pct": 75.2
      },
      {
        "label": "Bing",
        "pct": 18.0
      },
      {
        "label": "DuckDuckGo",
        "pct": 3.4
      },
      {
        "label": "Yahoo",
        "pct": 2.1
      },
      {
        "label": "Brave Search",
        "pct": 0.8
      },
      {
        "label": "Ecosia",
        "pct": 0.5
      },
      {
        "label": "Yandex",
        "pct": 0.1
      }
    ],
    "bingTwoEnginePct": 19.4,
    "consoleTwoEnginePct": 14.5,
    "ga4PerConsoleBing": 2.1,
    "ga4PerConsoleGoogle": 1.5,
    "ddgYahooOnTopOfBingPct": 30,
    "aiAssistantsVsBingPct": 36,
    "chatgptVsBingPct": 19,
    "bingEngagement": 60,
    "googleEngagement": 46,
    "sitesBingEngagementHigher": 6
  },
  "statcounterBingSharePct": {
    "worldwideAll": {
      "jul": 4.46,
      "aug": 4.55,
      "sep": 5.29,
      "avg": 4.77,
      "twoEngine": 5.0
    },
    "worldwideDesktop": {
      "jul": 8.84,
      "aug": 8.91,
      "sep": 14.65,
      "avg": 10.8,
      "twoEngine": 11.5
    },
    "usAll": {
      "jul": 8.63,
      "aug": 8.99,
      "sep": 9.91,
      "avg": 9.18,
      "twoEngine": 9.6
    },
    "usDesktop": {
      "jul": 12.08,
      "aug": 12.94,
      "sep": 18.83,
      "avg": 14.62,
      "twoEngine": 15.5
    },
    "worldwideMobile": {
      "jul": 0.61,
      "aug": 0.6,
      "sep": 0.69,
      "avg": 0.63,
      "twoEngine": 0.7
    }
  }
}