Google may still command over 60 percent market share when it comes to searches, the Microsoft-owned Bing is making steady headway ever since its introduction in June 2009. However, current data shows that Bing and Yahoo search engines’ share in the marketplace is growing – as the expense of Google. Yet due to its smaller size, Bing is quicker to innovate with new features, like the brand-new taxi cab fare calculator, as well as its intuitive answers and shopping engine. In recent months, Bing has continued adding more features – like integrating Twitter and Facebook status updates into its search results.

The change toward making search sites more user friendly (and more insightful with information) is enhancing the search experience for the average internet user.  To give users an idea of what’s going on around their neighborhoods or in interesting parts of the country, Bing has partnered up with Foursquare to provide geo-location based  information about restaurant specials and user recommendations. Bit by bit, these social media innovations help Bing stand out among its competitors – and woo social media junkies away from Google’s grip. Bing is also the official search engine within Facebook.

Further applications – whether it be the Bing Shopping iPhone app (with bar code scanner) or the Bing Health section – continue enhancing Bing’s search capabilities.  Thus far, Bing commands only 12% of the search engine market share – but its rate of growth suggests that big things may be in its future. If nothing else, Microsoft’s innovative use of social media data (twitter, foursquare, and Facebook) shows its understanding of the power that user-generated content can have on search engine traffic.

For a side by side comparison of the two sites, check out –