Why Bing Might Matter More Than You Think
You’ve probably ignored Bing.
Most of us have.
For years, it felt like background noise – a second-place search engine that didn’t really matter. All the SEO advice, all the traffic strategies, all the content wins were focused on Google. So we built everything around it.
But something’s changing.
Microsoft owns Bing. Microsoft also happens to be one of the biggest investors in AI – powering tools like ChatGPT, Copilot, and the default search experience on every Windows computer. That means Bing isn’t just a search engine anymore. It’s quietly feeding content to a growing number of AI tools your customers are already using.
If you’re not thinking about Bing, you might be more invisible than you realize.
This Isn’t About Switching Search Engines
This isn’t about abandoning Google or picking sides.
It’s about recognizing that search isn’t just a list of links anymore. AI tools don’t just point people to websites – they pull content, summarize it, and present it as answers.
And a lot of those tools are pulling from Bing’s database.
So when someone asks ChatGPT a question, or uses Copilot to research something, or searches from their Windows laptop – there’s a good chance Bing is involved behind the scenes.
If your content isn’t part of that ecosystem, it’s not just missing search traffic.
It’s missing the conversation entirely.
Why Most Businesses Haven’t Noticed
Most businesses aren’t ignoring Bing on purpose. They’re just not thinking about it.
When every marketing conversation focuses on Google, it’s easy to assume that’s the only game in town. We track Google rankings. We measure Google traffic. Bing barely comes up.
Meanwhile, Bing has quietly become the backbone of a whole ecosystem of AI-powered tools – tools your customers are using every day without even realizing where the answers are coming from.
It’s not that Bing traffic is better than Google traffic. It’s that Bing is plugged into something bigger now. And if you’re only thinking about Google, you’re only seeing half the picture.
Four Things You Can Do Right Now
You don’t need to overhaul your content strategy. A few small adjustments can make a real difference.
1. Write one page that clearly answers a real customer question.
Be complete, honest, and objective and focus on one real problem your customer is trying to solve.
Keep it simple: clear headline, straightforward explanation, no jargon, useful details. AI tools are looking for clean, focused answers they can understand and reuse. This isn’t about gaming anything – it’s about being genuinely helpful.
2. Clean up your page structure.
Think “skimmable”.
A well-organized page is easier for both people and machines to understand.
Start with the basics: a clear title that reflects what’s on the page, headings that create a logical flow, short paragraphs that are easy to scan. If someone can’t figure out what your page is about in ten seconds, it’s already lost – whether that someone is a customer or an AI tool.
3. Make sure your Bing Business Profile is set up.
If you’ve already done the work on your Google Business Profile, this is easy – Bing lets you import most of that information directly. It takes minutes.
But don’t assume it’s done. Check that it exists, that it’s accurate, and that you actually own it. Fill it out like a human – explain what you do, who you help, and what your primary services are. Plain language works better than keyword stuffing, because AI tools use this information to understand your business, not just to rank it.
4. Add schema markup to your key pages.
Schema markup is extra information you add to a page that helps search engines and AI tools clearly understand what the page is about.
Think of your website like a book. The words on the page are the story. Schema markup is the table of contents and labels that tell Google and AI: what this page is, who it’s for, what questions it answers, and what type of business you are.
Without schema, search engines have to guess. With schema, you’re clearly telling them what matters.
You don’t need to go overboard here. Start with your homepage and your most important service pages. If you’re not sure how to add it, your web developer can usually do this in an hour or two – or there are plugins that make it easier if you’re on WordPress.
Not sure what schema is or how to use it?
Here’s a prompt you can copy and paste into ChatGPT right now to get the schema code you need for any page on your website:
Go to this URL: [paste URL here]
Analyze the page and determine what it’s about, who it’s for, and what questions it answers. Based on that, generate the most appropriate schema markup (JSON-LD format) for this page. Include only the schema types that make sense for what this page actually is. Then tell me exactly where to paste this code on my website.
The Point
AI is changing how people search, how they ask questions, and how they find businesses. It’s happening faster than most people realize.
Bing isn’t just a traditional search engine anymore. It’s becoming the content layer behind a growing number of AI-driven experiences. The content you create today is feeding the tools your customers will use tomorrow.
If you’ve ignored Bing up to now, that’s okay. Most people have. But now’s a good time to change that.
It doesn’t require a massive overhaul. Just a few intentional tweaks to make sure your content – and your business – are part of the conversation.