12 Apr, 2023

Bing SEO Guide: Understanding and Optimising for Bing ChatGPT

Bing Guide

Did you know that a new and improved version of Bing is coming your way? Reports revealed that Microsoft is set to introduce a new version of its search engine powered by ChatGPT. ChatGPT is an AI chatbot that has become quite popular in recent months for its ability to understand and respond to human dialogue in a sophisticated manner. 

With Bing ChatGPT’s conversational approach and more advanced search results, marketers and business owners certainly need to adjust their optimisation strategies to meet their marketing goals. At Springhill Marketing, we’re offering a Bing SEO guide and other essential updates you need to know to help you adapt and make the most of these upcoming changes.

How Does Bing ChatGPT Work? 

After weeks of rumours and speculation, Microsoft finally confirmed that it would add an AI chat interface to its Bing search engine. At a press conference, Yusuf Mehdi, the tech giant’s corporate vice president and chief consumer marketing officer, revealed that the new Bing would use a next-generation ChatGPT, a faster, more accurate, and more customised version of OpenAI’s chatbot. Unlike its original incarnation, the new ChatGPT is designed specifically for online search. 

Upon visiting Bing’s new homepage, you will be greeted with the message “Ask me anything”. The results will appear on the right side of the screen after you type in your query. 

Microsoft claimed the new Bing could provide users with “complete answers”. This means there’s no need to click through multiple links and read and compare different web pages to find the information you’re looking for. Along with the search results, annotations citing sources will also be included, allowing you to verify them yourself. You also have the option to switch between chat-based and traditional search. 

Besides answering your questions, the new and improved Bing can also: 

  • Create content
  • Provide you with content inspiration
  • Rewrite code from one language to another
  • Offer a summary of financial reports and help you compare the financials of competing companies via the new Edge internet browser.


Furthermore, Microsoft made a few significant tweaks to its core search index. The tech giant harnessed the power of its Prometheus AI model to upgrade Bing’s core search ranking engine. This will enable the search engine to increase safety and provide users with up-to-date and significantly more relevant results. 

However, despite all the strides the tech giant has taken to enhance its search engine, Microsoft admitted that Bing still has some limitations and that its search results won’t always be perfect. This is why there are feedback links users can click on so that they can help Microsoft improve their experience.

What It Means for the Future of Search and SEO 

A Microsoft study revealed that about 50% of 10 billion searches remained unanswered daily. The primary reason is that search engines aren’t built to do things people ask them to do. While search engines like Google and Bing can help you find relevant websites, they are incapable of answering complex questions or performing more specific tasks. This underscores the need to reshape online search, which AI-powered search engines have set out to do. 

Changes in search are imminent, and so marketers and business owners like you must stay informed and updated to better understand the benefits and limitations of AI-powered search engines. This, in turn, would allow you to make the necessary adjustments to your existing SEO strategies, helping you stay ahead of the competition and generate more traffic and leads. 

For instance, with Bing’s focus on “conversational” search, it would be best to use long-tail keywords instead of short and generic ones. You should also optimise your site for natural language queries to increase your chances of matching Bing’s new search algorithm and getting more online visibility.

Bing vs Google User Adoption and Usage 

Will Bing’s ChatGPT integration be a game changer in the search industry? Absolutely. Microsoft’s decision to incorporate AI into its search engine certainly sent a ripple across the pond. So much so that Google reportedly sped up Bard’s development and made what many industry experts believed to be a rushed announcement of its own AI-infused search engine. 

However, it is too early to tell if the recent developments will help Bing attract new users. Bing’s new AI-powered chat and search interface is still limited to several people, and you will need to join a waitlist to explore and use its new features. This means it will be quite some time before we see accurate data relevant to Bing user adoption and usage. 

Furthermore, Google remains a considerable presence in the search industry, and it is still the go-to search engine for a vast majority of online users. Most recent data showed that Google has a global market share of 84.69%, while Bing only has 8.85%.

The Difference between Bing SEO and Google SEO 

While Bing’s market share is notably smaller than Google’s, it has grown by more than 40% since 2019. In addition, Bing’s traffic has higher quality than Google’s, and its users tend to view more pages and click more affiliate links. And with the recent integration of ChatGPT, we can only expect good things from the world’s second-most popular search engine. 

This means optimising your website for Bing can also contribute to the success of your marketing endeavours. But the question is, how does Bing SEO differ from Google SEO? And does SEO done for Google also work on Bing? 

If you’re like most business owners, your main focus is probably optimising your site for Google. And so, we’re happy to inform you that despite the differences between Bing and Google search algorithms, most SEO techniques remain the same for all search engines. Still, what makes Bing unique from Google is that it is more open about its ranking factors. This means that compared to Google SEO, there’s little guesswork involved when developing a sound optimisation strategy.

Bing SEO Guide in the Age of AI-Powered Search Engines 

To optimise your site for Bing ChatGPT, here are several SEO tips and best practices you should consider. 

1. Create high-quality and original content

Develop high-quality and original content that would provide value to your target audience and answer common questions about your business and/or industry-related topics. This would increase your chances of being included in Bing’s list of cited sources.

2. Incorporate relevant keywords

Research and incorporate keywords relevant to your content topic. This would help Bing ChatGPT understand the context and the relationships between words in your web content.

3. Always consider user intent

AI-powered search engines prioritise content that matches the user’s search intent. Therefore, ensure your content is relevant to the user’s query and offers valuable information. Not only will this boost your visibility, but it also makes your content more useful to your target audience.

4. Use natural language

AI chatbots, including ChatGPT, are designed to communicate with humans in a conversational way. Therefore, you should use as much natural language as possible when optimising your web content for SEO. Use long-tail keywords and phrases your audience would use in a typical conversation. Also, try to avoid jargon and complex words.

5. Utilise schema markup

Add schema markup to make it easier for Bing to understand the context and structure of your content. This is particularly important for chatbots, which rely on structured data to answer user queries.

6. Monitor your performance

Use analytics tools to track your website’s performance and identify areas for improvement. This will help you make data-driven decisions about how to better optimise your site for AI-powered search engines.

7. Don’t forget about traditional optimisation strategies

While AI chatbots are poised to revolutionise online search, it doesn’t mean they would completely change everything we know about SEO. Providing users with accurate information and high-quality experience is still a top priority for Google and Bing, so make sure you don’t easily discard tried and tested SEO best practices, including: 

  • Building high-quality backlinks
  • Improving page loading speed
  • Adding internal linking and site navigation
  • Enhancing website security
  • Incorporating images and multimedia into your content
  • Optimising URLs, page titles, and meta descriptions

Is Your Website Ready for Bing ChatGPT? 

With Microsoft set to expand public access to the new and improved Bing, you must ensure your site is primed and ready for AI-powered search engines. You should continue providing high-quality content and excellent user experience to drive traffic and leads to your site. 

One of the biggest challenges with SEO is that the rules change all the time. But the good news is that our team here at Springhill Marketing will be there to ensure that your site is constantly updated and optimised so that you can leverage the opportunities search engines, particularly the AI-powered ones, can offer you. Get in touch with us, and we’ll create an SEO plan tailored to your business.

Drive Your Business Towards The Best Results.

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