SAN FRANCISCO Microsofts Bing search engine is heading in a new direction as it drills deeper into Facebooks social network and Twitters messaging service to showcase information unlikely to be found on Google.
The changes, unveiled Thursday, will reshape how Bing displays its search results. It represents Microsofts most dramatic shift in Internet search since the software maker introduced Bing as a decision engine nearly three years ago.
Microsoft Corp. is counting on the new format to loosen Googles stranglehold on the lucrative Internet search market. In the process, Microsoft hopes to turn a profit in its online division, which has lost more than $6.3 billion since Bings June 2009 debut.
Bing replaced Live Search, a mostly futile attempt to challenge Google. Microsoft touted Bing as a Google alternative that would provide more meaningful results by helping people make important decisions, such as picking a doctor and finding the best time to buy an airline ticket.
For the last two years, Bing has been taking advantage of Microsofts close relationship with Facebook to make search results more personalized and more relevant to users. Its an advantage Bing has over Google because its rival is shut out from the personal data Microsoft has access to on the worlds largest network. But Bing has failed to come up with an approach compelling enough to lure away most Web surfers from Google.
Bing is trying to fix that with the latest changes, which come out next month. Microsoft plans a marketing blitz on television and the Internet to promote the changes.
Anyone seeking a peek during the next few weeks of testing can go to www.bing.com/new to sign up for an invitation. The testing period will begin Tuesday.
The revised system presents Bings results in three columns, or panes.
The left column will feature the familiar blue links drawn from Bings computer formula for finding the most relevant results.
The middle section, called Snapshot, is reserved for completing tasks, such as getting directions, making a hotel reservation or buying movie tickets. This feature isnt expected to be available during the testing phase.
Once available, Snapshot will provide a space featuring movie show times and an option to buy tickets in response to a search for The Avengers. Searches for hotels will bring up pictures of rooms and information about amenities, as well as the ability to make reservations.
The Sidebar column on the far right side will be the centerpiece of the new Bing.
Sidebar is where Bing users logged into Facebook will see recommendations culled from their Facebook network. From there, people will be able to pose questions for their friends on their own Facebook pages without leaving the results page. The results from a Bing search can even be shared on Facebook.
For instance, a search for Kauai hotels might list your Facebook friends who have been to the island. You can then use the Sidebar box to post a note about it on Facebook and even seek advice from a specific friend.
The Sidebar column also will highlight relevant tweets, including those from people you might not follow. The feature will also suggest experts on topics related to certain search requests and list their Twitter handles, along with any blogs or other websites where they share their insights.