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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.

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Top SEO Sydney Delivers Over 2000% ROI with Targeted Google Ads Campaigns – openPR

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What’s Next For SEO: 7 Predictions From Google – Search Engine Journal

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Google’s Search Relations team makes predictions about the future of SEO.
Google’s Search Relations team gets together for a discussion on the future of SEO in the latest episode of the Search Off the Record podcast.
The team of Google’s John Mueller, Gary Illyes, and Martin Splitt talk about the changes they’ve seen in the past decade and anticipate what’s next for SEO.
More specifically, the three Google veterans touch on the following aspects of SEO and predict how important they’ll be within the next several years:
Here are all the highlights from the 45+ minute episode.
Mueller suggests SEOs won’t need to learn HTML in the future as content management systems (CMS’s) become more adept at taking care of the technical aspects of a website.
“Well, I mean it’s like if you just have a a rich editor and you just type things in and then you format your text properly and you add some links. What do you need to do with HTML?”
Illyes disagrees, saying SEO is more than just writing content. There are important elements of SEO that require some understanding of HTML, and that’s not likely to change in the future.
“But SEO is also about link tags and meta tags and title elements and all those weird things in the head section of the HTML that you can put there.
So you kind of want to know about them to control how your snippets look like or how your titles show up in search results and the rel canonical tag to control what will be the– or what should be the canonical version of a URL. You kind of want to know that.”
By the end of the discussion they’re all in agreement that HTML isn’t going anywhere as far as SEO is concerned.
JavaScript may become more important to SEO in the future, but more on the progressive web app (PWA) side of things versus traditional websites.
Mueller states:
“I think the user is kind of expecting to be able to use any app that they have in any platform, any device that they use. And it feels like that kind of work is going to continue as well. And probably, that means things like understanding JavaScript will become more and more important for SEOs as well…
But it probably also means that a lot of these apps suddenly have to think about SEO in general. Like what do they actually want to have findable on the web, because in the past, they were just apps.”
Mueller brings up the topic of URLs and whether they might go away in favor of entities or IP addresses.
Illyes says he doesn’t see URLs going away any time soon:
“Fortunately, URLs cannot go away… At least not in the foreseeable future, because the URLs they are the
standard way to communicate addresses on the Internet. And without that the Internet is just not the Internet.
The same way domain names cannot go away because of how the Internet is built or IP addresses cannot go away because of how the Internet is built. The same way URLs cannot go away.”
Mueller asks if there’s a possibility more meta tags may be introduced in the future.
Splitt immediately shoots down that idea, saying there’s almost never a good reason to introduce a new meta tag:
“I hope that we are not introducing more meta tags. And usually, when you see internal threads about, like, this search team wants to introduce a new meta tag. Then usually both John and I jump on that thread and we are pushing back quite aggressively because there’s very rarely a good reason to introduce a new meta tag.”
Will there ever be a point in the future where Google doesn’t need structure data to understand what’s on a page?
Splitt says Google is almost at that point already, but structured data is still helpful and recommended:
“I’m pretty sure we can understand: Oh, this is a product, and the product’s name is this and the product’s price is that and this is a product image.
But it is kind of nice to have this explicit machine-readable information where you can say: “Oh, so they specifically want us to think of it as a product.” It’s basically a glorified meta tag…”
Mueller brings up the topic of text generation algorithms and whether SEOs will even need human writers in the future.
Illyes has so much to say on this subject that he believes it should have its own podcast episode.
In short, Illyes sees potential in machine generated content and says it can be indistinguishable from content written by humans at times.
However, Google doesn’t want to rank machine generated content in search unless it has been reviewed by humans.
“I think that could be a topic on its own for a future podcast episode because we can see the pros and the cons of machine-generated content, and we are quite strict about what we allow in our index.
But on the flip side, you can also see very good and smart machine-generated—I don’t know if smart is a good word, but very intelligent machine-generated content…
Right now, our stance on machine-generated content is that if it’s without human supervision, then we don’t want it in search. If someone reviews it before putting it up for the public then it’s fine.”
Voice search is unlikely to be the next big thing in SEO, so don’t worry too much about learning how to optimize for it.
When asked about voice search, Splitt says:
“Oh God, the future that never will be. I think no, because if we learn anything—I remember a bunch of years ago, people were like: Oh, we’ll stop using keyboards and just do voice.
And I think that has been a recurring theme from the 90s. But I think in the future, it won’t change and will naturally or magically become the number one thing that we need to worry about, simply because it changes the input modality, and it changes probably how queries are phrased, but it doesn’t change the fundamental use of natural language to retrieve information from the Internet.
So I think you don’t have to worry too much about it, to be honest, but that’s maybe just me.”
See: Google: Voice Search Is Not The Future
Listen to the full podcast episode below:

Source: Search Off The Record
Featured Image: Andrey_Popov/Shutterstock
Matt G. Southern, Senior News Writer, has been with Search Engine Journal since 2013. With a bachelor’s degree in communications, …
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Why 'Influence Marketing' Is Bigger Than Influencers: Jason Falls on Marketing Smarts [Podcast] – MarketingProfs.com

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hosted by Kerry O’Shea Gorgone
Industry research predicts that the influencer marketing industry will reach between $5 billion and $10 billion by 2022. The same research reports that 93% of marketers use social media influencers.
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But they’re not using them in the most beneficial way for their business, according to MarketingProfs instructor and influence marketing expert Jason Falls. “It’s crazy how tunnel-visioned many companies are on using influencers for awareness,” he observes. “There’s so much more there.”
And Jason would know. As director of digital and social strategy at Cornett, his digital strategies have helped some of the words most iconic brands.
I invited Jason to Marketing Smarts to talk about how influence goes far beyond “influencers,” and how you can use “influence marketing” to get better results in every area of your business.
Here are just a few highlights from our conversation.
Influencers’ value isn’t limited to YouTube and Instagram: They can help improve your SEO (05:49) “I don’t think that very many companies or brands think of influencers in terms of ‘how can they impact my SEO.’ Why would you not want a person with a high-value, high-ranking, high authority website to link to you? It just doesn’t make any sense. Now if you are engaging an influencer to do a product review on their site and link back to you, you’re using it for SEO even if you’re not thinking of it in terms of SEO. But we can be much more intentional and strategic with how we use influencers for things like search.”
To track your influence marketing results, choose key performance indicators that align with your goals (12:25) “It all depends on your goals. If you’re trying to use influencers to drive people to try or buy, then you’ve got to use coupon codes and you’ve got to use custom URL parameters and you’ve got to use landing pages where you can capture and measure where these [leads] are going.
“Here at the Cornett Team, when we do influencer programs and we’re driving people to download a PDF on the website or trying to drive people to purchase a product or visit a landing page, we give each individual influencer their own UTM parametered link so that when it comes into our analytics system, it says ‘here’s everything you got from influencers’ and then ‘here’s everything you got from this one influencer.’
“So we can actually drill down in our Web analytics and say ‘this one influencer drove 250 downloads of this PDF,’ and so we know that influencer is more or less effective than the other ones. After you do that two or three times, you start to figure out the five or six that are really going to be where you want to spend your money. It helps you be more efficient in the long run if you’re planning to measure ahead of time.
“If you’re trying to drive brand awareness, you’ve got to do a lot of social listening, reach and impressions data, to see ‘where were we when we started and where are we now and how did that needle move?’ and you can isolate each individual influencer in certain ways by having them use certain hashtags or searching for their names, but you measure based on your goal.
“You measure based on your goal. So depending on what you’re trying to do, you set up your measurement ahead of time. The important thing, though, is to plan to measure, even if you’re a nonprofit and you’re trying to engage influencers to change people’s minds about how they think about a certain topic, you’ve got to say, ‘OK, how do I measure that?’ Well, I have to do social listening or surveys on the front end, and then after my program I’ve got to measure the same thing on the back end and compare them to see if I made a difference.”
Reviews from influencers can serve multiple marketing purposes (15:56) “[Influence marketing] can really check the boxes on every piece of marketing that you’re trying to accomplish if you want it to…. There are plenty of websites out there where ratings and reviews are very important and impactful for your SEO. Most of them have terms of service that say ‘we don’t accept paid or even prompted reviews,’ but if you are collecting reviews for your own website, you can collect reviews from whoever you want.
“And that’s content for your website. That’s social proof for your website because these are influential people, so you can say, ‘Here’s what Influencer A said about our product.’ And you can use that both as copy and creative to capture the eyeballs when they’re there, but you can also use that as the copy that you need to be able to attract those searchers to come into your website.
“There’s lots of ways you can use [influence marketing]. It’s really just a matter of sitting down and saying, ‘OK, what are our overall marketing goals and how does an influencer angle work to accomplish that?’ I don’t think there’s anything that you can’t find a way to use an influencer to accomplish, if you really put your mind to it.”
To learn more, visit JasonFalls.com. You can also follow Jason on Twitter at @JasonFalls.
Jason and I talked about much more, including influence marketing for B2B organizations and what kinds of expenses to budget for, so be sure to listen to the entire show, which you can do above, or download the mp3 and listen at your convenience. Of course, you can also subscribe to the Marketing Smarts podcast in iTunes or via RSS and never miss an episode!
This episode brought to you by the MarketingProfs B2B Forum.
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Published on March 12, 2020
Jason Falls, author, speaker, influence marketing expert, and head of digital and social strategy at Cornett. Learn more about Jason at JasonFalls.com, and sign up for his newsletter. You can also follow him on Twitter at @JasonFalls.
Kerry O’Shea Gorgone is senior editor and writer at Appfire. She co-hosts The Backpack Show LIVE with Chris Brogan and Punch Out With Katie and Kerry, and serves as Consigliere and Showrunner for Chris Brogan Media. Once upon a time, Kerry was a lawyer (number one in her class at Suffolk University Law School).
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