According to Neil Holloway, Microsoft president for Europe, Middle East and Africa, "What we're saying is that in six months' time we'll be more relevant in the U.S. market place than Google".
He goes on to say "The quality of our search and the relevance of our search from a solution perspective to the consumer will be more relevant".
Holloway said that the promise of Microsoft's search capability is to dig down.
For example, he said, potential home-buyers might find a group of houses in the price range and with the precise amenities they are seeking.
Or a surfer might find a restaurant with the kind of menu a diner wants in a particular geographic area.