When we think of search engines, Google usually takes the spotlight. With its dominant market share, Google often feels like the only search engine that matters. However, as we step into 2025, Microsoft’s Bing continues to gain momentum, and it’s time to start giving it the attention it deserves—especially when it comes to SEO.
In recent years, Microsoft has been investing heavily in Bing to transform it into a faster, smarter, and more competitive search engine. Their most recent updates, highlighted in Search Engine Journal’s article, demonstrate these improvements. By delivering faster and more precise results, Bing is proving to be a serious contender in the search engine landscape, which businesses need to consider as part of their digital marketing strategy.
Why Bing Matters in 2025
While Google undoubtedly dominates the search engine market, Bing holds a significant and growing share of the search market, especially in regions like North America and the UK. It is the default search engine for Microsoft’s products and services, including Windows PCs, Microsoft Edge (the default browser on these devices), and other tools like Microsoft 365. With Windows 11 seeing widespread adoption in both professional and personal environments, Bing’s reach is expanding, making it a key platform for businesses looking to engage with users.
Here are a few important reasons why Bing is worth considering:
- Integration with Microsoft Products: Bing’s integration with tools like Microsoft 365 and AI-enhanced features, such as Bing Chat, makes it a natural choice for professionals and business users. If you’re targeting a B2B audience or corporate customers, optimising for Bing ensures you’re reaching users in this ecosystem.
- AI-Powered Search: Microsoft has been integrating AI technology into Bing, including OpenAI’s GPT technology, which powers Bing Chat. This makes Bing uniquely positioned to cater to conversational and voice-based queries—an increasingly important trend for SEO in 2025.
- A Different Demographic: Bing tends to attract slightly older users with higher disposable income compared to Google. For businesses selling premium products or targeting professional services, this demographic is highly valuable.
If you’re unfamiliar with Bing or how it fits into the bigger picture of search engine marketing, our guide to website SEO is a great place to start.
Bing’s Latest Upgrades: Why You Can’t Ignore Them
Microsoft has been working hard to position Bing as a true competitor to Google, with several enhancements introduced recently:
- Faster search results: Bing has focused on improving response times, providing users with a quicker and smoother search experience.
- Improved precision: By using AI and machine learning, Bing now delivers search results that better match the user’s intent. This means more relevant answers and less irrelevant noise.
- Visual search enhancements: Bing has taken significant steps to improve visual search, allowing users to search using images or screenshots. For industries like retail, fashion, or interior design, where imagery is key, this can drive traffic and conversions.
- AI-driven features: With Bing Chat and other conversational tools becoming mainstream, the focus on optimising content for AI-powered queries will be vital heading into 2025.
These updates show that Bing is no longer just a secondary option but a platform with unique strengths and opportunities for businesses looking to expand their reach online.
What Bing Means for Your SEO Strategy
If your SEO strategy for 2025 is still “Google-first and Google-only,” you could be leaving money on the table. At O’Brien Media, we understand the importance of optimising for both Google and Bing to give your website maximum visibility. Here are a few reasons why this holistic approach is essential:
- Different Ranking Algorithms
Bing’s algorithms prioritise slightly different ranking factors compared to Google. For instance:- Bing places more emphasis on social signals (e.g., shares on platforms like Facebook and LinkedIn) and multimedia content such as images and videos.
- Google’s focus tends to be more on mobile-first indexing and page load speeds.
Tailoring your website to perform well on both platforms ensures you’re covering all bases.
- Voice and Conversational Search
With AI advancements, voice search and conversational queries are growing rapidly. Bing’s integration with AI tools like ChatGPT is leading this evolution. Ensuring your content is optimised for long-tail, conversational keywords will help you stay ahead of the curve in 2025. - Maximising Reach with Bing Webmaster Tools
Bing Webmaster Tools offers insights and opportunities similar to Google Search Console, helping you monitor and improve your site’s performance on Bing. As part of our website support services, we can help you set up and utilise Bing Webmaster Tools effectively. - SEO Beyond Google
By focusing on Bing, you’re also opening doors to partnerships with other Microsoft products, such as LinkedIn Ads or Microsoft Advertising. This can be a valuable addition to your overall digital strategy.
If you’re curious about the differences between Google and Bing rankings, or how you can optimise your site for both, our SEO services are designed to help.
Why Ignoring Bing Could Be Costly in 2025
One of the biggest mistakes businesses make is assuming that Google is the only platform worth focusing on. While Google still commands the lion’s share of search traffic, the growth of Bing in the search market—and its influence on AI-driven search trends—means ignoring it could limit your reach.
By optimising for Bing, you’re not just future-proofing your site; you’re positioning yourself in front of users who are already interacting with Microsoft’s ecosystem daily. For instance:
- Windows and Edge Users: With Edge now competing strongly with Chrome, Bing’s default search setting means that millions of users stick with Bing because it’s integrated into their devices.
- AI-Based Searches: As conversational AI tools become more sophisticated, Bing’s edge in this space ensures it will play a major role in the evolution of search.
How O’Brien Media Can Help You Get Ahead
At O’Brien Media, we specialise in creating SEO strategies that encompass all major search engines, ensuring your website performs effectively no matter where your customers are searching. With a focus on providing measurable results, we can help you:
- Develop a tailored SEO plan that optimises for both search engines, leveraging Bing-specific opportunities like visual search and AI-driven queries.
- Provide ongoing support to help you adapt to new trends in search as we move into 2025.
With Bing’s growing prominence and Microsoft’s continuous innovation, now is the perfect time to make Bing a priority in your digital marketing strategy.
Ready to optimise your SEO for 2025? Contact us today, and let’s talk about how we can help you reach your goals across all search engines.