Bing has a real opportunity to gain market share on Google for the first time in years. Half the country believes that Google is slanting its algorithm and search results to favor its own politics and ideology. There certainly is a lot of evidence for that. What if Microsoft’s Bing started marketing itself as the free speech search engine? Their TV ads could literally show competing search results between Google and Bing to prove that Google has a point of view. It would be the Pepsi vs. Coke of the digital age. 

The public would eat this up. They are tired of mega tech companies trying to control information and manipulate us. Bing could take advantage of this by proving that they are the neutral search engine. They are the search engine that is merely showing the results based on a pure algorithm, not their political point of view. No one really wants their information filtered or sanitized by big brother. If Bing made this their marketing message they could gain significant market share. 

After all, search shouldn’t be about ideology or political correctness or only the mainstream media. Search results should be based on non-political factors only. Tech behemoths shouldn’t determine what fake news is and then proceed to delete that news from top search results. That is subjective and leans toward groupthink, which is often wrong. Let the people decide what is real news. Many would say that Google has gone too far in “protecting” us by promoting certain viewpoints and not showing politically incorrect speech. Why would they do that? It certainly doesn’t make business sense.

This is why Bing has an opportunity to rapidly grow market share by becoming the search engine for all people of all stripes. Bing should announce that it is the free speech search engine that will display search results without inserting its political bias. It should say that it isn’t going to attempt to combat fake news because that is far too often a subjective exercise and is anti-free speech. Bing should say that it welcomes news sources from both the right and left, not just the mainstream media. If Bing became the Free Speach Search Engine, it could force Google to change.

Let the free speech search engine wars begin!