Microsoft has been working hard to improve their search algorithm and the relevance of its results over the past few years.
In fact, in recent "blind taste tests" run by Microsoft – users could not tell the difference between Microsoft’s search results and Google’s. The problem seems to be more about perception than actual results. When Microsoft placed the Google logo on the top of their search results, the users said that the results were more relevant. Same results – just with the Google logo!
So if Microsoft’s problem is about perception – I was surprised to read that around 80% of Microsoft employees use Google instead of their own search engine !
Once you achieve true relevance in the SERPS, then which search engine you choose to use is more about familiarity and habit than anything else. If Microsoft wants to change peoples behaviour and make the simple switch from Google to their search engine then they should start with their 90,000 employees.
It seems to me – that Microsoft’s employees should not have a choice. I doubt they are allowed to use OpenOffice or carry around MacBooks – so why use a competitor’s search engine? It demonstrates how the rhetoric on the importantance of search to Microsoft has no real implementation strategy.
Change the attitudes and behaviours of the people who you can control.. get them excited about the new / more relevant Microsoft Search. Allow them to become evangelists for your product. Perhaps that enthusiasm will spread to others – almost virally.
I think that this news is more damaging than Microsoft may believe — Microsoft, if your own employees don’t use your product – why should I?
