Google and Bing offer different user experiences with real-time search result integration, and Bas van den Beld at Search Engine Watch says that Bing may have trumped its larger rival’s implementation.
The results of a study conducted by Oneupweb seem to indicate that search engine optimization (SEO) is a more problematic endeavor in Google’s setup, which integrates real-time results into the core natural search page. The eye tracking experiment Oneupweb performed shows that consumers don’t spend a great deal of their time and attention on the real-time results provided.

Bing, on the other hand, provides users with a separate real-time search page and does present real-time results amid the standard ones. According to van den Beld, "it could be that Bing has struck gold. In the future, users might turn to that specific page showing specific real-time results."

Integrating social media networks and other real-time content into search engine optimization (SEO) efforts is a priority for most SEO practitioners, but opinions vary widely on the proper way to implement such a function.

Katherine Griwert is Brafton's Marketing Director. She's practiced content marketing, SEO and social marketing for over five years, and her enthusiasm for new media has even deeper roots. Katherine holds a degree in American Studies from Boston College, and her writing is featured in a number of web publications.