A recent study from a Seattle, Washington-based inbound marketing software company Optify analyzed how breaking news events are covered by Google and Bing.
Using the Japanese tsunami, Steve Jobs' resignation and convicted murder Amanda Knox's return to Seattle as examples, researchers set out to determine if there were any differences in coverage tactics between the two search engines.
What researchers found was over time, both Google and Bing made changes to their search engine results pages (SERPS) to react to the news. They eliminated or severely reduced sponsored links while integrating multimedia content and placing breaking news content at the top of the page, pushing down ranked pages.
"Google and Bing both react; they create different SERPs for breaking news events. Google tends to prioritize high authority sources, whereas Bing, in comparison, has more recent results, but they're not necessarily as high authority," said Brian Goffman, CEO and co-founder of the marketing company, as quoted by Search Engine Watch.
This begs the question of whether or not companies are able to incorporate real-time elements into their SEO initiatives, since exact keyword strategies can't be prepared ahead of time.