About Bing search

How Bing connects users with the most relevant search results from the web

As an online search engine, the primary objective of Bing is to connect users with the most relevant search results from the web—providing easy access to quality content produced by web publishers. To do this, Bing automatically crawls the web to build an index of new and updated pages (or URLs) to display as a set of search results relevant to a user-initiated search or action. The content of these pages may reference or contain various online resources and content, including websites, images, videos, documents, and other items.

Search results are generated by using ranking systems based on computer algorithms to return results from the Bing index relevant to search terms users enter. Our ranking systems use many criteria, including the document (words on the page, title of the page), anchor text of pages linking to one another, a user’s location (such as their city when searching for restaurants), language, location, and previous interactions with the search results. Users can manage some personalized features of Bing through Bing Settings and/or the Microsoft Privacy Dashboard. Bing continually improves its algorithms to ensure it is providing the most relevant and useful results. Bing may also suggest search terms if this feature is turned on.

Bing respects freedom of expression. If Bing receives requests to remove content from individuals, businesses, and governments, in limited cases, where quality, safety, user demand, relevant laws, and/or public policy concerns exist, Bing might remove results, inform users of certain risks, or provide users with options for tailoring their content. Bing limits removal of search results to a narrow set of circumstances and conditions to avoid restricting Bing users’ access to relevant information.

Search results and ads

When Bing provides users with search results, we may include ads that are relevant to users’ searches. Ads are marked as such, and users have the ability to opt out of interest-based advertising. Payments by advertisers do not have any impact on algorithmic search results, which are generated as described in the section above.

For further information, please see the links below.

How Bing delivers search results
Turn search history off or on
Turn search suggestions off or on
Save search results with Bing
About interests on Bing
Ad settings

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