Google still dominates the search game, even as it scrambles to defend organic traffic from AI tools. However, Bing still commands a loyal and valuable share of the market, and it’s increasingly relevant thanks to its role in powering the very same AI tools. Most large language models (LLMs) aren’t up to date. They’re trained on data up to a specific point in time, known as the data cut-off. Anything published after that? It’s invisible to them unless they’re connected to a live search tool – like Bing.

If your business only optimises for Google, you might be leaving valuable traffic and trust signals behind, as well as missing a chance for future-proofing.

Bing isn’t just a search engine — it’s the brain behind many LLMs

Microsoft’s Bing powers Bing Chat and integrates GPT-4 to deliver AI-assisted search results. That means content indexed by Bing directly influences the answers provided by large language models (LLMs) especially those used in Microsoft products. If your content isn’t findable there, you’re missing out on exposure in the AI-assisted browsing battle that is on your doorstep.

Why does ChatGPT use Bing and not Google?

The official party line is that it’s about infrastructure, access and licensing. But, it’s also to do with the friction between Microsoft and Google that’s been going for a long time

Microsoft is a major investor in OpenAI, and that partnership runs deep. This is why tools like ChatGPT pull from Bing when searching the web.

Google, on the other hand, has its own competing AI product (Gemini), so it’s not exactly rolling out the red carpet for rival models as it wants to make sure its own product has the upper hand.

Bing gains visibility, Microsoft stays competitive, and Google keeps its data in a tight grasp. Call it strategy… with a side of corporate beef.

Who’s still using Bing — and why it matters

Bing’s audience skews older, professional, and is more common among desktop users, especially in Microsoft environments with Windows and Office 365. It’s also particularly strong in certain geographical areas. In North America, Edge (the successor to Internet Explorer- remember that?!) is the default browser on many devices. The UK and Western Europe, particularly in professional and corporate settings, use Microsoft.  Parts of Asia-Pacific’s business environments are still dominated in business environments.

Why you should care

Less competition = easier wins
Fewer businesses optimise for Bing, so it’s often easier to rank well.

Different algorithm, different opportunities
Bing tends to reward well-structured content, exact match keywords, and strong meta tags. Just don’t expect a nice UX for every element. But bare in mind this author is very much in the world of iOS and Apple-aesthetic functionality and interfaces.

Your AI visibility depends on it
LLMs like Bing Chat use Bing’s index to inform responses, so your presence can influence what people see in AI-generated answers.

Quick wins to optimise for Bing

Submit your site to Bing Webmaster Tools

Set up Bing Places for better local visibility

Use structured data and strong metadata

Prioritise page speed, mobile-friendliness, and crawlability

Final slice

Bing might not be your biggest traffic source today, but it’s a strategic bet on the direction search is going. Crucially, it’s a smart way to reach users (and machines) that matter before everyone else realises.

If you’re curious what your Bing visibility looks like, we can help you find out. Get in touch.