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The search landscape just got a little shakeup and it’s time to talk about an old friend (or maybe that cousin you rarely check on): Microsoft Bing.
With ChatGPT Search tapping into Bing’s index, ignoring it might mean missing a major wave in search.
ChatGPT Search just put a spotlight on Bing’s index, making it something SEO managers need to examine in ways they probably never have.
Why Microsoft Bing? And why now?
Is this a fire drill or a “take a deep breath” moment?
Let’s be clear: the sky isn’t falling. But don’t brush this off, either.
Even if ChatGPT Search doesn’t have Google’s reach, this is a perfect opportunity for some SEO housekeeping to prepare for a new source of visitors.
Complex sites, especially, should confirm that Bing is indexing the pages that drive SEO traffic on Google. Better to catch any missing pages now than have it come back to bite you when ChatGPT-powered searches start gaining ground.
Do you need a whole new strategy, or can you sneak this in on a coffee break?
You don’t need to go full detective mode here. Bing’s pretty sharp at indexing, so if you have any issues, they’re likely minor but worth catching.
A quick, targeted check-in can surface anything essential that’s missing.
Pull up Bing Webmaster Tools, glance at what’s indexed, and address any gaps. In other words: it’s the kind of audit that’s doable before your next meeting.
Where do you find the data without turning this into a week-long project?
Bing Webmaster Tools is your quick hit for insights.
You’ll get the lowdown on what’s indexed and what’s not, with no fluff.
Look for missing critical pages, flag potential issues and keep things running smoothly for Microsoft Bing and ChatGPT search.
Can the ChatGPT Search-Microsoft Bing relationship actually make you look good to execs?
Yes!
ChatGPT Search’s Bing connection is a golden chance to step up as the forward-thinking SEO leader.
Educate your leadership team on what ChatGPT Search is, how it’s shaking up the search scene and why they should care.
A heads-up on emerging trends positions you as the proactive, strategic thinker – something every exec appreciates.
How do you make executives care about Bing when they barely understand Google?
Frame it as an opportunity:
If you uncover indexing gaps, don’t just focus on the problems – emphasize the solutions and the bigger-picture impact.
Show them the future ROI (and potential future loss) on this and you’ll have them nodding along in no time.
Combine this conversation with specific changes you need prioritized to fix Bing indexing issues.
Is this urgent? Not really.
But is it worth a 2025 line item? Probably.
While there’s no need to sound alarms, getting Bing optimization on your 2025 SEO roadmap can be a savvy move. With ChatGPT Search leaning on Bing’s index, it’s better to be proactive and future-proof your visibility.
Mention it in your next exec update; they’ll appreciate the foresight, and you’ll look like the strategic SEO lead who’s thinking three steps ahead.
I would not make this a presentation unto itself. Instead, make it a talking point during a regularly scheduled monthly or quarterly SEO business update.
Could ChatGPT eventually go solo, or is Bing here to stay?
While it’s possible that ChatGPT could one day fully index the web on its own, that’s a massive endeavor – and one that took Google and Bing years to refine.
For now, it’s unlikely that ChatGPT Search will move away from Bing’s index anytime soon. Building a comprehensive, reliable web index is no small feat. ChatGPT’s current capabilities make it more comparable to Yahoo’s early approach.
Plus, there really aren’t any equally viable alternatives that are likely to sell their data to ChatGPT. Whereas, selling their index to other search engines has been part of Bing’s business model for decades.
Just as Yahoo once relied on Bing and other engines internationally, ChatGPT Search benefits from Bing’s well-established index as a backbone. It’s a symbiotic setup, allowing ChatGPT to provide valuable insights while leaning on Bing’s tried-and-true indexing power.
The takeaway: Bing’s relevance isn’t just a passing trend; it’s integral to ChatGPT’s strategy, making it wise to keep Bing in your SEO playbook for the foreseeable future.
As the ChatGPT Search experiment unfolds, Bing could become the unexpected star in the ChatGPT Search future. So, give it the attention it deserves.
It’s a simple investment with a big potential payoff – no overhauls needed, just a bit of Bing-friendly auditing and possible tweaking.
Prepare your Bing indexing now so you’ll be ready when ChatGPT Search starts to take off.
Contributing authors are invited to create content for Search Engine Land and are chosen for their expertise and contribution to the search community. Our contributors work under the oversight of the editorial staff and contributions are checked for quality and relevance to our readers. The opinions they express are their own.
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