Bing SEO: Why your strategy should not only focus on Google
When it comes to search engine optimization, most people immediately think of the standard search engine Google. No wonder: with a market share of around 80 %, the company dominates global search queries. However, another player is becoming increasingly interesting, especially for companies that want to improve the quality of their digital visibility: Bing. As Microsoft's search engine, Bing is recording rising user numbers in many markets and offers interesting advantages - especially thanks to its close integration with Windows, Edge, Chat GPT and the AI assistant Copilot.
In this blog post, we show you as an experienced marketing agency why a comprehensive Bing SEO strategy is worthwhile, what the differences are to search engine optimization on Google and how you can achieve more visibility in the Microsoft world step by step.
The most important things at a glance:
Growing relevance of Bing – Deep integration with Copilot, Windows 11, Edge, and Office 365 drives usage, often unnoticed by users.
Valuable audience demographics – Bing users tend to be older, professionally active, and high-spending – great for B2B and premium targeting.
Lower competition, better rankings – There's less competition for top positions on Bing compared to Google.
Distinct ranking factors – Backlinks, exact-match keywords, domain age, freshness, and multimedia content weigh heavier on Bing.
Technical optimization matters – Fast page speed, clean sitemaps, structured data, and IndexNow support better crawlability.
Microsoft ecosystem integration – Bing is embedded across Windows, Edge, Copilot, Office, enhancing cross-channel reach.
Critical for AI search visibility – ChatGPT and Copilot use Bing's index; good Bing rankings increase AI answer visibility.
Why Bing SEO is becoming important (again)
1. increasing market share through AI and Windows integration
For a long time, Bing was the "still water" among search engines. But with the introduction of Microsoft's ChatGPT-based Copilot, the tide has turned. The AI is deeply integrated into Windows 11, the Edge browser and Office 365 - and uses Bing as its primary search technology. As a result, users are increasingly searching indirectly via Bing, even if they are not aware of it.
2. demographically interesting target groups
Bing users differ from Google users in a number of ways. They are often older, have a higher purchasing power and use Bing in a professional context. This can be a decisive advantage for B2B companies, suppliers in the premium segment or service providers with a demanding target group.
3. less competition, greater opportunities
While millions of websites fight for the top rankings in the standard Google search engine, the competitive pressure in the Bing algorithm is significantly lower. Those who aim for a well-founded strategy in search engine optimization often have better chances of becoming visible organically - with lower CPCs in the ads area at the same time. Those who underestimate the market share of alternative search engines are giving away profitable SEO traffic.
The Bing market share is now approaching 20% on desktop devices worldwide - a significant figure. Especially in areas such as education, public services or technical support, Bing is often the default search engine. So appropriate search engine optimization for such niches can not only be worthwhile - it can give you real competitive advantage and authority.
The different ranking factors of Google SEO and Bing SEO
Conclusion: Despite many similarities, Bing SEO requires adaptation to the specific ranking factors. Due to the growing market share, the relevance of a targeted Bing SEO strategy is constantly increasing.
If you would like to find out more about the basics of SEO, please take a look at our services as an SEO agency.
Need to increase your visibility on Bing? We can help you with this.
Are you looking for an agency to support you on your way to strong visibility in Bing? As an experienced SEO agency, we can identify and implement specific measures for you.
Bing as part of the Microsoft digital ecosystem
Bing is more than just a search engine - it is a central building block in Microsoft's digital ecosystem. This includes Windows, the Edge browser, Microsoft 365, Copilot, LinkedIn, Outlook and other applications that millions of people use every day. This deep integration makes it clear that optimizing for Bing SEO not only improves your visibility in search, but also in a variety of digital touchpoints.
Especially through the connection with Copilot and other AI-supported tools, Bing becomes an important interface between content, technology and user intent. Companies that position themselves in this growing ecosystem at an early stage will increase their Bing SEO visibility in the long term - regardless of the dominance of individual platforms such as the standard search engine Google.
Content in the AI ecosystem
With the integration of AI assistants such as Microsoft Copilot and their access to Bing, it is becoming clear:
Content must not only be search engine friendly, but also AI-readable, qualitatively valuable and structured
A new ecosystem of search engine optimization is emerging, in which traditional search queries, language processing, semantic analysis and user intent flow together
Bing SEO and Microsoft Copilot: The new dimension of search
The integration of Bing in Microsoft Copilot fundamentally changes search behavior. Copilot automatically accesses the Microsoft ecosystem and Bing in particular for questions, searches and tasks - often without any visible search input. This means that
Semantically valuable content becomes more important because Copilot processes content in context.
Structured content with specific answers (e.g. lists, FAQs) and clear titles work better.
Brands and websites that appear trustworthy and show thematic authority are preferred.
For content marketing, this means that content should not only be clearly readable and structured for users, but also for AI systems. The future of search engine optimization lies in understanding how machines absorb and evaluate information.
How Bing SEO optimization works - step by step
1. registration with the Bing Webmaster Tools
Getting started with Bing SEO begins with the Bing Webmaster Tools. Similar to the Google Search Console, they provide valuable insights into aspects such as indexing issues, the visibility of your pages, backlinks, keyword performance and the click behavior of your users and provide numerous metrics to analyze these aspects. The advantages:
You can submit your XML sitemap to speed up crawling
You can detect technical errors (e.g. dead links, blocked resources)
You can devalue harmful backlinks to protect the authority of your domain
2. adapt keyword strategy
In contrast to Google, Bing attaches great importance to exact search terms. While Google works semantically, Bing wants to know specifically: Does this content match the search query exactly?
Use exact keyword phrases in titles, meta descriptions, H1 and ALT texts and integrate the main keyword as early as possible
Also use the keyword in the URL and the file names of images
Also consider long-tail keywords, as Bing ranks particularly well here
Use clear keywords to make content easier to interpret
3. enhance content
Create high-quality, clearly structured content with visually appealing elements. Keyword: quality over quantity!
Integrate videos, infographics and images, as Bing SEO prefers multimedia content
Pay attention to call-to-actions - Bing users are strong converters
Good content for search engine optimization should focus in particular on the ranking factor of topicality. Blog posts that are constantly updated and cover specific topics are suitable for this. Updating content on an ongoing basis increases the chance of it being indexed more quickly
Structured data (also known as schema markup) helps Bing to better understand your content and display it as rich snippets. This results in better indexing and increased visibility through extensions in the search results (e.g. reviews, FAQs, events)
Together for better visibility in Bing
Would you like to develop your Bing SEO strategy professionally? We will show you how to perform successfully in alternative search systems such as Bing with intelligent SEO measures. You can rely on individual advice, in-depth analyses and implementation with real results.
Technical fine-tuning in detail: How to convince the Bing SEO algorithm
To remain permanently visible in Bing search results, it is not enough to simply create content - you also need to optimize it technically so that it is crawled, indexed and evaluated correctly by the Bing algorithm. Especially with Bing, whose algorithm pays more attention to classic aspects such as content consistency, quality and topicality, every detail counts. If you want to appear successfully in the SERPs, you should know all the technical adjustments - from the loading time to the anchor text.
A fast loading time is not only an advantage for your users, but also a direct ranking factor for Bing SEO. Pages that load too slowly are often indexed less well, as the crawling budget is limited. Therefore, make sure that your pages remain lean, large image files are compressed and caching is actively used - especially in competitive niches with strong competition for market share. This metric not only influences the user experience, but also indexing.
An anchor text is an often underestimated but central aspect of Bing SEO optimization. Bing's algorithm analyzes how well the anchor text of a link matches the title and content of the target page. Therefore, use precise, keyword-related formulations in the titles that have a high match with the user's query - especially in internal linking.
External backlinks also play a role: they not only increase the authority of your page, but also help Bing to navigate through the web. Pay attention to the appropriate anchor text, as Bing SEO evaluates how well the anchor text matches the target page for both internal and external backlinks. Quality before quantity: It is better to have a few thematically strong backlinks with meaningful anchor text than many irrelevant links.
The topicality of your content has a direct impact on Bing SEO, as this is taken into account during indexing. Update existing content regularly, adapt titles and subheadings to new search trends for high matches and add new queries that arise from current developments. In this way, you signal to the algorithm that your content is being maintained - a clear advantage over static pages that are rarely or never updated. The algorithm prefers to navigate to pages that are regularly updated and relevant in terms of content, which significantly increases the chances of re-indexing.
Not every page that is crawled is also indexed - especially in large projects with a high quantity of content. Regularly check which pages Bing SEO actually includes in the index and optimize their structure. A clear title, clean meta tags, targeted anchor text in internal links and good navigation increase the chances of successful indexing. A network of strong backlinks can also have a positive influence on indexing, as they signal to the Bing SEO algorithm that a page is relevant and should be navigated.
Those who understand the technical intricacies of Bing SEO can not only increase their rankings, but also secure their market share in the long term. Implement aspects such as loading time, anchor text, backlinks, content consistency and structural clarity - because Bing's algorithm responds directly to these signals. The better your page is crawled, evaluated and indexed, the easier it is to navigate - and the easier it is to increase your visibility. In highly competitive niches with clear economic potential, it is often precisely this technical excellence that determines visibility and reach.
How we support you as an agency with Bing SEO
As a specialized marketing agency, we at DREIKON know: Bing SEO requires its own approach - and this is exactly where we come in. We support you with the following aspects:
A sound analysis of your current Bing SEO presence
the setup and optimization of the Bing Webmaster Tools
qualitative keyword and content strategies for Bing SEO
technical implementation incl. IndexNow, structured data &
Conclusion: Bing SEO is not a nice-to-have, but a must-have
Google as the standard search engine remains important - no question. But in a digital world increasingly characterized by AI, voice assistants and multichannel searches, no company can afford to ignore Bing SEO. The combination of lower competition, high conversion potential and strategic Microsoft integration makes the Microsoft ecosystem an exciting playing field for modern search engine optimization.
Although Bing currently still has a smaller market share compared to Google, the metrics for visibility and conversion are often even better in certain industries - especially in less competitive niches.
Conclusion: Bing is not a "little brother" of the standard search engine Google - but an independent channel in the digital Microsoft ecosystem with its own rules of the game. Those who make the effort to fully understand and apply these aspects can achieve visibility with comparatively little competition. As a marketing agency, we recommend Review your existing search engine optimization and implement Bing SEO relevant measures.
