Today, Microsoft publicly unveiled its soon-to-launch search engine Bing. It will become available over the next few days, and be fully launched by June 3. The real difference on Bing from the old “ Live Search”;  MSN has taken the algorithmic programming up an order of magnitude. Each search result page is customized according to what type of search you do (health, travel, shopping, news, sports). The algorithms determine not only the order of results on the page, but the layout of the page itself, concluding what sections appear. These sections can include anything from guided refinements and a list of related searches in the left-hand pane to images, videos, and local results. The overall verdict is mostly that Bing is a nice step forward for Microsoft, but not a Google alternative.

 It is designed to be “more of a decision engine. Bing helps people make decisions through guided search and a focus on task completion. Toda, a new Website is created every 4.5 seconds, information overload is becoming a real problem.  People are getting hundreds of thousands of links but not getting what they want. Bing tries to alleviate problem by offering up different experiences depending on the search. It also acts more like a destination site for certain searches. Travel and product searches bring in comparison pricing, reviews, images, and more. Hulu videos can be played within the video search results. Bing pulls in data from other Web services when it can so that you often don’t have to leave to get the information you want.

A travel search will turn up a page based on Microsoft’s Farecast technology asking you where you want to go, with flights, hotels, and destination information. A news search offers up headlines, photos, videos, and local news in a column on the right. A shopping search will bring up products and is tied into Microsoft’s Cashback program.

Every search also generates a guide on the left to help you refine your search.  All categorization and concept-matching is Microsoft’s early attempt to bring in some basic semantic search technologies into a mainstream search engine. Bing also takes advantage of Microsoft’s acquisition of Powerset to provide better previews and snippets of text when you hover over a result. Also, whenever a search brings up a “reference” tab in the guided exploration pane, clicking on that will bring up an enhanced Wikipedia article with semantic tags.

Onstage at the conference, MSN acknowledges: “There is no way to change the whole game in one step.” But search “deserves a good feature war.” And Bing will be rolling out new features as it goes forward. Bing is certainly not a game-changer, but if Bing can help people find what they are looking for faster, it will put pressure on Google to keep advancing the ball as well

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