Are you still treating Bing like the forgotten cousin of search engines? Spoiler alert: It’s time to stop. If you’re ignoring Bing like a bad playlist, you’re basically putting a “Do Not Disturb” sign on your marketing efforts - especially in the AI-driven search era. And if dominating digital shelf space is the goal (which it should be), then Bing deserves your attention.
Here’s the deal. Bing is showing growth as a player in the search engine world fueling AI Search Models.
Now that we’ve cracked that door open, let’s dig into why Bing is important in the growing world of AI Search, how you can leverage it, and why we think being “Team Google” is still a smart plan, but no longer the only plan.
Picture this. You type a search into ChatGPT, Perplexity, or Microsoft Copilot, and the results come rolling in, but where are they pulling from? Bing. It’s a behind-the-scenes player in search functionality for tools you’re probably already using or hearing about. Here’s what’s going down in the AI search world:
| Platform | Uses Bing? | Additional Notes |
|---|---|---|
| ChatGPT Search | ✅ Yes (partly) | Bing index + other sources blended intelligently |
| Microsoft Copilot | ✅ Yes | Core reliance on Bing search and GPT‑4 |
| Perplexity | ✅ Yes (partially) | Hybrid: Bing rank signals plus proprietary crawl |
| Claude | ❌ No | Uses Brave Search exclusively |
| Google Gemini | ❌ No | Uses Google Search only |
| Brave/Other tools | ❌ No | Rely on independent indexing (Brave, proprietary) |
Surprised? Good. You’re supposed to be.
The takeaway? If your business isn’t optimized for Bing, you’re effectively handing all those search-driven opportunities to competitors who are. Granted, Google is still the popular kid in school voted Most Likely to Succeed AND Prom King. However, while Google has garnered the attention, Bing is the quirky science kid secretly working in his mom's basement and quietly making strides that no one saw coming, because they weren't even looking.
Still not convinced?
Try this out for yourself: Go to ChaptGPT (the clear current leader in AI Mode Search) and ask it to give you a list of top local businesses in your category. For example, for us (fuze32 Marketing), we would enter "List the Top Advertising Agencies in Columbia, MO." Customize the query to your business category and location...and hit 'enter'.
Now...look at the results for yourself.
Are you even listed??
What we find is that, in spite of a robust Google Business Profile, a Google MAPS listing and (hopefully) lots of Google Business Reviews with an average score of, say, 4.8 (which all remain SUPER important btw), your business isn't listed.
Still not convinced, try the same search in Perplexity or Microsoft Copilot.
Now, we agree that at this time, Google still owns about 90% market share. However, a recent report by Statista reveals that Google's market share is showing signs of erosion, while Bing is showing signs of growth. We think that the growth of AI Search is powering an increase in the use of Bing, and that it would be a good idea to leverage this potential trend.
Believe it or not, Bing plays a much bigger role than just being “that other search engine.” It’s become the lifeblood of AI-powered tools. Microsoft has strategically integrated Bing into critical AI solutions—tools like Microsoft Copilot, which redefines workplace productivity, and ChatGPT, where Bing quietly powers the free-tier search integrations.
By ignoring Bing, you’re not just skipping a search engine; you’re avoiding an entire ecosystem that fuels AI-generated results. And since AI isn’t going away anytime soon, we are asking the questions that no one else has said out loud: "Is sticking to a “Google-only” strategy in your marketing plan a wise business move? Wouldn't it make sense to get out in front of a trend you see coming?"
We think so.
Think of Bing as the VIP pass to AI visibility. If your business isn’t showing up or optimized on Bing, then tools like ChatGPT, Perplexity, and even some Brave Search results won’t showcase your brand. Missing exposure here could mean missing potential customers entirely.
Translation? Your competitors who do optimize for Bing are enjoying all the traffic, leads, and sales; all the things that keep the lights on.
Now, before you panic, hang tight. We’re about to break it all down.
Like we said earlier, if Bing were a high schooler, it’d be the science-loving kid who hangs out in the basement with a bad haircut and four computer screens - even though they’ve grown up and totally reinvented themselves since then. And yet, marketers still think of Bing as:
But the truth? Bing isn’t the quirky search engine you ignore anymore. Your competitors may assume it’s irrelevant, but you’re the marketing hero who knows better. Showing up in AI-powered searches means showing up on Bing.
Here’s the thing - optimizing for Bing doesn’t take Herculean effort. In fact, it's super easy. It’s low-hanging fruit with potentially strong ROI, which we anticipate will get stronger over time. NOT doing it could mean you’re leaving money...and visibility...on the table.
Here’s your to-do list:
Just like Google, Bing lets you manage your presence online. Pop over to Bing Places, claim your business profile, and ensure your name, address, and phone (NAP) are consistent across platforms.
This isn’t just about plugging in an address. Add a keyword-rich description of what your business does. SEO matters here. Use those keywords smartly (preferably less than 750 characters).
Trust me, nobody wants to see blurry iPhone pics from 2009. High-quality photos make your profile pop, and Bing loves a business that stands out visually.
Plop UTM tags on your website links so you can monitor Bing-driven traffic in Google Analytics 4 (GA4). Because if you’re not measuring traffic and ROI, you’re flying blind.
Dive into Bing’s version of Google Search Console. Monitor impressions, clicks, and queries directly from here. Bonus info: You’ll also see gaps that need filling in your content strategy.
What happens when you search your business in ChatGPT, Bing Chat, or Microsoft Copilot? Don’t know? That’s a problem. Test it out, and make sure you like what you see.
Simple enough, right? Don’t overthink it...just start optimizing. The sooner you do, the sooner Bing starts working for you.
Pro Tip: Setting up your Bing Places profile has never been easier. Bing allows you to seamlessly export your data directly from your Google Business Profile and even set up recurring updates. It’s a smart, streamlined solution that shows someone at Bing truly understands user needs.
Good marketers don’t rely on gut feelings (though, sure, instincts are great). You need data to prove your strategies work. Here’s how to track Bing’s impact.
Numbers don’t lie. Use them to make Bing part of the conversation in campaign performance reviews.
Here’s the kicker. Optimizing for Bing isn’t going to eat up all your time or budget. Claiming and updating a Bing profile is free, takes about an hour, and plugs you directly into AI-powered growth. These fast-growing AI tools are eating a bigger chunk of internet visibility pie every day, and Bing gives you a seat at that table.
Marketing isn’t about choosing sides between Bing and Google. It’s about being smart, strategic, and visible wherever your audience exists. And “your audience” is increasingly being served results powered by Bing.
Don’t wait for Bing to dominate the news cycle (or trend on TikTok). Get ahead of the curve now. By the time everyone else catches up, you’ll already be lightyears ahead.
The marketing world is shifting fast, with AI taking the wheel on digital search. Ignoring Bing means ignoring some of the most powerful tools driving search results today. And that’s not just risky. It’s bad business.
fuze32 can help. Whether it’s optimizing profiles, creating Bing-friendly content, or tracking AI-driven visibility, we make sure you’re positioned to win.
Need help? Give us a call.