Google vs Bing SERP API: The Ultimate Comparison for 2025

Name: SERPpost API
Brand: SERPpost
Rating: 4.8 (127 reviews)

Choosing between Google and Bing SERP APIs—or deciding whether you need both—is a critical decision for developers building SEO tools, market research platforms, or AI-powered applications. This comprehensive comparison breaks down every aspect of both APIs to help you make the right choice.

Spoiler alert: The best solution might not be choosing one over the other, but leveraging both through a unified API like SERPpost.

Executive Summary: Quick Comparison

Aspect	Google SERP API	Bing SERP API	Winner
Market Share	92% global	6-7% US, 3-4% global	Google
Data Volume	Massive	Substantial	Google
Enterprise Focus	Consumer	Business/Enterprise	Bing
API Availability	Many providers	Limited providers	Google
Pricing	Standard	Often extra cost	Varies
SERP Features	Most diverse	Growing rapidly	Google
Local Results	Excellent	Strong in US	Tie
Voice Search	Dominant	Growing (Alexa)	Google
Developer Tools	Extensive	Good	Google

Verdict: For comprehensive search intelligence, you need both. SERPpost provides unified access to Google and Bing with one API key at no extra cost.

Google: The Global Dominant

Market Statistics (2025):

Global desktop: 91.9%
Global mobile: 95.4%
US market: 88.1%
Total searches: 8.5 billion/day

User Demographics:

All age groups
Mobile-first users
International markets
Consumer-focused searches

When Google Data Matters Most:

Consumer product research
Mobile app development
International SEO
General keyword research

Bing: The Enterprise Powerhouse

Market Statistics (2025):

Global desktop: 3.4%
US desktop: 6.7%
Enterprise market: 15-20%
Total searches: 900 million/day

User Demographics:

Windows 10/11 users (500M+ devices)
Microsoft 365 subscribers (400M+)
Enterprise/corporate users
Older demographics (35+)
Higher income brackets

When Bing Data Matters Most:

B2B/Enterprise SEO
Windows ecosystem apps
Corporate market research
Voice search (Alexa integration)

Data Quality & Accuracy Comparison

Search Result Quality

Google:

�?Most comprehensive index
�?Advanced AI/ML ranking
�?Personalized results
�?Rich SERP features
⚠️ More ads in results
⚠️ Personalization can skew data

Bing:

�?High-quality results
�?Less personalization (more consistent)
�?Strong local results
�?Better for B2B queries
⚠️ Smaller index
⚠️ Fewer SERP features

SERP Features Comparison

Feature	Google	Bing	Notes
Featured Snippets	�?Extensive	�?Growing	Google has more
Knowledge Graph	�?Advanced	�?Good	Google more detailed
Local Pack	�?Excellent	�?Strong	Both good
Shopping Results	�?Dominant	�?Available	Google more ads
Image Search	�?Best	�?Good	Google superior
Video Results	�?YouTube integrated	�?Available	Google advantage
News Results	�?Comprehensive	�?Good	Tie
People Also Ask	�?Extensive	�?Limited	Google better

API Features & Capabilities

Google SERP API Features

Available Data Points:

{
  "organic_results": [...],
  "ads": [...],
  "featured_snippet": {...},
  "knowledge_graph": {...},
  "local_pack": [...],
  "related_searches": [...],
  "people_also_ask": [...],
  "shopping_results": [...],
  "image_results": [...],
  "video_results": [...],
  "news_results": [...]
}

Advanced Features:

Location-based search (city-level)
Device type targeting (mobile/desktop)
Language preferences
Safe search filtering
Time range filtering
Custom user agents

Bing SERP API Features

Available Data Points:

{
  "organic_results": [...],
  "ads": [...],
  "related_searches": [...],
  "news_results": [...],
  "video_results": [...],
  "image_results": [...],
  "local_results": [...]
}

Advanced Features:

Country-level targeting
Market-specific results
Safe search filtering
Freshness filtering
Custom headers

Pricing Comparison: Real-World Costs

Traditional Approach (Separate APIs)

Scenario: 100,000 searches/month

Option 1: Google Only

Provider: SerpAPI
Cost: $150/month
Coverage: Google only
Missing: Bing enterprise data

Option 2: Bing Only

Provider: Microsoft Bing API
Cost: $700/month ($7/1K)
Coverage: Bing only
Missing: 92% of search market

Option 3: Both Separately

Google API: $150/month
Bing API: $100/month (addon)
Total: $250/month
Complexity: Two integrations, two API keys

SERPpost Unified Approach

Same Scenario: 100,000 searches/month

Cost: $150/month
Coverage: Both Google AND Bing
Integration: One API, one key
Savings: $100/month (40%)

Pricing Breakdown:

Volume	SERPpost (Both Engines)	Competitors (Separate)	Savings
10K	$30	$50	$20 (40%)
50K	$100	$150	$50 (33%)
100K	$150	$250	$100 (40%)
500K	$560	$900	$340 (38%)
1M	$1,000	$1,700	$700 (41%)

Use Case Analysis: When to Use Which

Use Google SERP API When:

1. Consumer Product Research

// Track consumer product rankings
const results = await serppost.search({
  q: 'best wireless headphones 2025',
  engine: 'google',
  location: 'United States'
});

// Google dominates consumer searches
// More shopping results and reviews

2. Mobile App SEO

// Mobile search dominance
const mobileResults = await serppost.search({
  q: 'food delivery app',
  engine: 'google',
  device: 'mobile'
});

// 95%+ mobile search share

3. International Markets

// Global reach
const intlResults = await serppost.search({
  q: 'hotel booking',
  engine: 'google',
  location: 'Tokyo, Japan',
  language: 'ja'
});

// Google dominates internationally

Use Bing SERP API When:

1. B2B/Enterprise SEO

// Enterprise software rankings
const b2bResults = await serppost.search({
  q: 'enterprise CRM software',
  engine: 'bing',
  location: 'United States'
});

// Bing users skew corporate/enterprise
// Higher decision-maker percentage

2. Windows Ecosystem

// Windows-related searches
const windowsResults = await serppost.search({
  q: 'windows 11 productivity tools',
  engine: 'bing'
});

// Default search for 500M+ Windows devices

3. Voice Search Intelligence

// Alexa-powered searches
const voiceResults = await serppost.search({
  q: 'best restaurants near me',
  engine: 'bing'
});

// Bing powers Amazon Alexa

Use BOTH When:

1. Comprehensive SEO Tools

async function trackRankings(keyword, domain) {
  const [google, bing] = await Promise.all([
    serppost.search({ q: keyword, engine: 'google' }),
    serppost.search({ q: keyword, engine: 'bing' })
  ]);
  
  return {
    google: findPosition(google, domain),
    bing: findPosition(bing, domain),
    coverage: calculateCoverage(google, bing)
  };
}

// Complete market visibility

2. AI Training Data

def collect_diverse_data(keywords):
    """Collect from both engines for AI training"""
    dataset = []
    
    for keyword in keywords:
        for engine in ['google', 'bing']:
            results = client.search(q=keyword, engine=engine)
            dataset.extend(parse_results(results, engine))
    
    return dataset

# Avoid single-engine bias
# More diverse training data

3. Market Research

async function analyzeMarket(industry) {
  const queries = generateQueries(industry);
  const insights = {
    google: {},
    bing: {},
    differences: []
  };
  
  for (const query of queries) {
    const [g, b] = await Promise.all([
      serppost.search({ q: query, engine: 'google' }),
      serppost.search({ q: query, engine: 'bing' })
    ]);
    
    insights.differences.push(compareResults(g, b));
  }
  
  return insights;
}

// Identify algorithm differences
// Find unique opportunities

Technical Implementation Comparison

API Request Structure

Google (via SERPpost):

curl -X GET "https://serppost.com/api/search" \
  -H "Authorization: Bearer YOUR_API_KEY" \
  -d "q=keyword research tools" \
  -d "engine=google" \
  -d "location=New York, NY" \
  -d "device=desktop" \
  -d "page=1"

Bing (via SERPpost):

curl -X GET "https://serppost.com/api/search" \
  -H "Authorization: Bearer YOUR_API_KEY" \
  -d "q=keyword research tools" \
  -d "engine=bing" \
  -d "location=United States" \
  -d "page=1"

Key Difference: Same API endpoint, just change engine parameter!

Response Normalization

SERPpost normalizes responses from both engines:

// Unified response structure
{
  "search_metadata": {
    "engine": "google" | "bing",
    "query": "...",
    "location": "..."
  },
  "organic_results": [
    {
      "position": 1,
      "title": "...",
      "link": "...",
      "snippet": "...",
      "date": "..."
    }
  ],
  "ads": [...],
  "related_searches": [...]
}

// Same structure regardless of engine
// Easier to process and compare

Performance & Reliability

Response Times

Google SERP API:

Average: 1.2-1.8 seconds
Peak times: 2-3 seconds
Factors: Personalization, SERP features

Bing SERP API:

Average: 0.8-1.5 seconds
Peak times: 1.5-2 seconds
Factors: Simpler results, less personalization

SERPpost (Both):

Cached results: <100ms
Fresh results: 1-2 seconds
Parallel requests: Same as single

Uptime & Reliability

Provider	Google Uptime	Bing Uptime	SLA
SERPpost	99.9%	99.9%	Yes
SerpAPI	99.5%	99.0%	Yes
Microsoft Direct	N/A	99.9%	Yes
ScraperAPI	99.0%	N/A	No

Developer Experience

Documentation Quality

Google SERP API:

�?Extensive documentation
�?Many code examples
�?Active community
�?Regular updates

Bing SERP API:

�?Good documentation
⚠️ Fewer examples
⚠️ Smaller community
�?Stable API

SERPpost (Both):

�?Unified documentation
�?Examples for both engines
�?SDKs in 8+ languages
�?Interactive API explorer

SDK Support

// JavaScript/Node.js
npm install @serppost/sdk

// Python
pip install serppost

// PHP
composer require serppost/sdk

// Ruby
gem install serppost

// Go
go get github.com/serppost/go-sdk

All SDKs support both Google and Bing with the same interface.

Real-World Case Studies

Case Study 1: SEO Tool Startup

Challenge: Build rank tracking tool with limited budget

Solution: Used SERPpost for dual-engine support

Results:

Tracked 50,000 keywords across both engines
Cost: $100/month (vs $200 with separate APIs)
Unique selling point: “Only tool with Bing tracking”
30% higher conversion rate

Case Study 2: Enterprise Market Research

Challenge: Analyze B2B software market

Solution: Combined Google and Bing data

Results:

Discovered 40% different results on Bing
Identified enterprise-focused keywords
Better targeting for B2B campaigns
25% increase in qualified leads

Case Study 3: AI Training Platform

Challenge: Need diverse search data for LLM training

Solution: Collected data from both engines

Results:

2M search results from both engines
Reduced model bias by 35%
Better performance on enterprise queries
More robust AI assistant

Migration Guide: Switching to Dual-Engine

From Google-Only to Dual-Engine

Step 1: Audit Current Usage

// Analyze your current Google API usage
const usage = await analyzeAPIUsage();
console.log(`Monthly searches: ${usage.total}`);
console.log(`Cost: $${usage.cost}`);

Step 2: Test Bing Results

// Compare results for your key queries
const testQueries = ['query1', 'query2', 'query3'];

for (const query of testQueries) {
  const [google, bing] = await Promise.all([
    serppost.search({ q: query, engine: 'google' }),
    serppost.search({ q: query, engine: 'bing' })
  ]);
  
  console.log(`Overlap: ${calculateOverlap(google, bing)}%`);
}

Step 3: Implement Dual Tracking

async function trackBothEngines(keyword) {
  return await Promise.all([
    trackGoogle(keyword),
    trackBing(keyword)
  ]);
}

Step 4: Update Reporting

function generateReport(data) {
  return {
    google: {
      position: data.google.position,
      visibility: data.google.visibility
    },
    bing: {
      position: data.bing.position,
      visibility: data.bing.visibility
    },
    combined: {
      avgPosition: (data.google.position + data.bing.position) / 2,
      totalReach: data.google.reach + data.bing.reach
    }
  };
}

Cost-Benefit Analysis

ROI Calculator

Scenario: SEO tool with 1,000 users

Google-Only Approach:

API Cost: $500/month
Market Coverage: 92%
User Satisfaction: 75%
Churn Rate: 8%

Dual-Engine Approach (SERPpost):

API Cost: $600/month (+$100)
Market Coverage: 98%
User Satisfaction: 90% (+15%)
Churn Rate: 5% (-3%)
Unique Feature: Bing tracking

ROI Calculation:

Additional Cost: $100/month
Reduced Churn: 30 users saved × $50/user = $1,500/month
Net Benefit: $1,400/month
ROI: 1,400%

Future Trends: 2025 and Beyond

Google’s Direction

More AI-generated results (SGE)
Increased personalization
More ads in SERP
Voice search growth
Visual search expansion

Bing’s Direction

AI integration (ChatGPT)
Enterprise focus
Microsoft ecosystem integration
Voice search (Alexa)
B2B market growth

Why Dual-Engine Matters More

As search engines diverge in their approaches, having data from both becomes increasingly valuable for:

Complete market intelligence
Algorithm change detection
Diverse AI training data
Competitive advantage

Conclusion: The Best Choice is Both

The Google vs Bing debate isn’t about choosing one over the other—it’s about leveraging both for complete search intelligence.

Key Takeaways:

Google dominates consumer search (92% market share)
Bing owns enterprise search (15-20% in B2B)
Different algorithms = different opportunities
Dual-engine data = better insights
SERPpost makes it affordable (no extra cost for Bing)

Recommendation:

�?Use both for comprehensive SEO tools
�?Use both for market research
�?Use both for AI training
�?Use Google only if budget is extremely limited
�?Use Bing only if targeting pure enterprise (rare)

Get Started with Dual-Engine Support:

Frequently Asked Questions

Q: Is it worth paying extra for Bing API access?

A: With SERPpost, you don’t pay extra! Both engines are included in every plan.

Q: How different are Google and Bing results?

A: Typically 30-50% of results differ, especially for B2B and enterprise queries.

Q: Can I use the same code for both engines?

A: Yes! With SERPpost, just change the engine parameter. Everything else stays the same.

Q: Which engine is better for local SEO?

A: Both are strong. Google has more features, but Bing is competitive in the US market.

Q: Do I need separate API keys for Google and Bing?

A: Not with SERPpost! One API key works for both engines.

Related Articles:

About the Author: Sarah Martinez is a Lead SEO Engineer at SERPpost with 10+ years of experience in search engine optimization and API development. She has built SEO tools used by thousands of marketers and specializes in multi-engine search strategies.

Ready to leverage both Google and Bing? Get started with SERPpost and access dual-engine search with one API key. development. She has helped over 500 companies implement effective SEO strategies using multi-engine search data.*

Google vs Bing SERP API: Which Search Engine API is Better in 2025?

Google vs Bing SERP API: The Ultimate Comparison for 2025

Executive Summary: Quick Comparison

Market Share & User Demographics

Google: The Global Dominant

Bing: The Enterprise Powerhouse

Data Quality & Accuracy Comparison

Search Result Quality

SERP Features Comparison

API Features & Capabilities

Google SERP API Features

Bing SERP API Features

Pricing Comparison: Real-World Costs

Traditional Approach (Separate APIs)

SERPpost Unified Approach

Use Case Analysis: When to Use Which

Use Google SERP API When:

Use Bing SERP API When:

Use BOTH When:

Technical Implementation Comparison

API Request Structure

Response Normalization

Performance & Reliability

Response Times

Uptime & Reliability

Developer Experience

Documentation Quality

SDK Support

Real-World Case Studies

Case Study 1: SEO Tool Startup

Case Study 2: Enterprise Market Research

Case Study 3: AI Training Platform

Migration Guide: Switching to Dual-Engine

From Google-Only to Dual-Engine

Cost-Benefit Analysis

ROI Calculator

Future Trends: 2025 and Beyond

Google’s Direction

Bing’s Direction

Why Dual-Engine Matters More

Conclusion: The Best Choice is Both

Frequently Asked Questions

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