For a long time it was clear: if you want to be found, you have to be at the top of Google. Full stop. But this rule is increasingly losing its validity. 2025 marks the beginning of a phase in which digital visibility is no longer orientated towards Google alone - but towards a more complex, more broadly networked search and response system.
And this is precisely where Bing plays a central role - not because of its market share alone, but because of its silent but strategically decisive influence on the AI world.
Bing? Really relevant?
Yes - and in a way that many people underestimate. According to Statcounter, Bing's direct market share worldwide is only around 3.2 %, in Germany just under 8 %. Google remains dominant with over 90 %. But these figures fall short, because:
Today, Bing is less of a search engine and more of an information provider for AI systems, apps and operating systems.
In concrete terms, this means
- ChatGPT uses Bing as the only web source for current requests.
- Microsoft's Copilot (in Windows & Office) is based on Bing.
- The default browser Edge - pre-installed on millions of PCs - uses Bing in the background.
- Other apps, tools and digital assistants also obtain information via the Bing ecosystem.
Visibility on Bing therefore increasingly influences whether and how your content is present in digital interaction at all - even if nobody is "actively binging".
Why Bing SEO 2025 is more than just a technical trick
Of course, technical aspects such as sitemap, structured data or loading time are still part of the mandatory programme. But Bing SEO 2025 is more than just on-page optimisation - it is a strategic response to a new digital reality.
It's about:
- Trust & Context: Bing rewards sites that are reputable, informative and well structured.
- Clarity & structure: H-tags, meta descriptions and clear text are more relevant than with Google.
- Semantic readability: GPT & Co. must be able to understand and reuse content - this only works with a clear, logical structure.
Less competition, more opportunities
An often overlooked advantage: with Bing, the competition is smaller - but the leverage is high. While many sectors are completely over-optimised on Google, Bing offers real opportunities to achieve visible results quickly, especially in niches.
Benefit in particular:
- B2B companies with offers that require explanation
- Specialist portals & blogs with well-researched content
- Education, Science, Health & Tech
- Companies that target Microsoft users
What's more, Bing often reacts more quickly to changes. New content or structural improvements often become visible within a few days - with Google this can sometimes take weeks.
Political pressure on Google - a tailwind for Bing?
The legal situation is also changing the playing field. In the US, Google was found guilty of abusing its market power in an antitrust case in 2023, including by favouring its search on Android devices. In the EU, new rules will apply from 2024 that will oblige smartphone manufacturers to offer a real search engine choice in the device setup.
The result: Bing is not only becoming a technological alternative, but is also being strengthened in regulatory terms. Those who optimise for Bing today will therefore benefit from a growing user base tomorrow - even if they do not switch voluntarily but work with it by default.
What you can do now
If you want to utilise the opportunities offered by Bing SEO, you don't need a radical reorientation, but rather targeted adaptation:
? Technical:
- Use the Bing Webmaster Tools - comparable to Google Search Console, but with clearer information in some cases.
- Pay attention to structured data (Schema.org), HTTPS, fast loading times and mobile first.
? In terms of content:
- Write informative, not promotional - Bing loves substance, not superlatives.
- Use clear headings, meaningful intermediate questions, tables or FAQs.
- Avoid keyword stuffing - Bing also understands semantically similar terms.
? Strategic:
- Think of content in such a way that it can also be quoted or used in AI systems.
- Supplement your content strategy with topics that are GPT-relevant and citable.
- Build in trust signals: Author names, update dates, source references.
? Infobox: How do Bing search results differ from Google?
At first glance, Bing search results are very similar to those of Google - there are classic snippets, news boxes, images, videos and local entries. However, Bing has a different focus in detail:
- Less overloaded, more clearly structured - Ideal for well-structured content
- Bing Maps instead of Google Maps - less dominant, but available
- Shopping results about your own Microsoft Merchant Centre, incl. price comparisons and product tab
- AI-generated answer boxes ("AI Answers") are playing a growing role - especially for fact-based questions
- Less competition in almost all vertical areas - but with increasing reach
? Tip: If you also want to appear in the shopping results, you can advertise products free of charge or via the Microsoft Merchant Centre list - ideal for small shops with a clear niche. Also read our article: SEO for online shops
Conclusion: Bing is not the little Google - it is the other Internet
At a time when information is increasingly being communicated via assistants, tools and AI systems, it is no longer enough to simply appear on Google. Bing has quietly but effectively evolved into the infrastructure provider of this new world.
Investing in Bing today ensures visibility at the digital interfaces of tomorrow - where decisions are made even before someone types in a URL.
