How To Include Bing Generative Search In Your Digital Strategy

How To Include Bing Generative Search In Your Digital Strategy

For years, Google held the title of the most widely used search engine on the planet. However, as its competitors develop new strategies, its grasp over this title might soon be challenged. Google is facing heat from the US Justice Department and state attorney generals who want the tech giant to let go of its monopoly over online search. 

Although it has a distant gap from Google, Microsoft Bing takes the second spot among the top search engines. As Microsoft equips its search engine with new technologies, it won’t be long before it closes on Google’s lead. One way it is doing this is through Bing Generative Search, a significant breakthrough that presents itself as a game changer in its field. 

By leveraging generative AI, Bing’s search engine has become smarter, offering deeper, more nuanced responses to queries. In contrast, Bing has always been a key player in search, its move to integrate generative AI into search positions it as a leader in the AI-driven future of information retrieval.

In this article, let’s talk about Bing Generative Search and why it’s time you consider including it in your digital marketing strategy. 

What is Bing?

bing generative search - What is Bing

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Microsoft Bing is currently positioned as the second-largest search engine globally, holding an average market share of 3.23% and a mere 0.55% on mobile devices. It also powers Yahoo!, which ranks as the third-largest search engine in the U.S. Visually, Bing’s search pages are reminiscent of Google’s, featuring a similar layout with categories, a white background, blue links, and green URLs.

Key Features of Microsoft Bing

Although it has a similar layout to Google, Microsoft Bing has a few features that make it stand out against its bigger competitors. 

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  • Microsoft Rewards: Users can earn points for searches and purchases made through Bing, which can be redeemed for gift cards, charitable donations, and other rewards.
  • Copilot AI Integration: Recently introduced, Copilot enhances the search experience by summarising results and providing tailored responses in a conversational manner. This AI component stands out with its human-like tone and interactive capabilities.
  • Visual Search Capabilities: Bing allows users to conduct image-based searches and provides features like Bing Image Creator, enabling users to generate images based on descriptions.
  • Enhanced Knowledge Cards: These cards offer comprehensive information related to search queries, including timelines and related topics.
  • Bing Maps: Offers detailed navigation features, including real-time traffic updates and personalised recommendations.
  • Shopping Experience: Bing Shopping helps users compare prices and find deals while offering tailored product recommendations.
  • Safe Search Options: Users can customise their search experience with filters to ensure safety during browsing.

Despite these advancements, some challenges remain. For instance, direct links to relevant content can be less accessible for users, which may impact organic traffic for marketers and SEO professionals. The first link provided by Bing may sometimes lead to unrelated landing pages.

Bing vs Google Search Engine Features

Feature Microsoft Bing Google
Market Share 3.23% (0.55% mobile) 91.64% (over 95% mobile)
AI Integration Copilot for conversational searches Bard AI for enhanced search responses
Rewards Program Microsoft Rewards None
Visual Search Image Creator & visual search options Google Lens
Maps Bing Maps with real-time updates Google Maps with extensive features
Shopping Bing Shopping with price comparison Google Shopping with extensive listings
Safe Search Customizable Safe Search settings SafeSearch options
User Interface Similar layout to Google Minimalist design

Introducing Bing Generative Search

bing generative search - Introducing Bing Generative Search

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The cornerstone of Bing generative search technology is its use of large language models (LLMs) and small language models (SLMs) to create dynamic and contextually relevant responses.

Unlike traditional search engines that rely on keyword matching and rankings, Bing generative search takes things a step further by understanding the intent behind user queries and synthesising information from various sources to generate comprehensive, conversational responses.

Imagine searching for “how to improve customer retention in eCommerce” on Bing generative search. Instead of the typical list of links to click through, you’re presented with a customised response that draws from multiple high-authority sources, offering a deep analysis, actionable tips, and relevant strategies.

This level of personalisation and detail is not just surface-level—it dives into the complexity of the question, providing value beyond traditional search results.

Optimisation Strategies for Publishers in a Generative Search Era

bing generative search - Optimisation Strategies for Publishers in a Generative Search Era

Image Credit: Bing

While this development is exciting, it does present new challenges for publishers, content creators, and SEOs. Bing generative search model, though user-friendly, could reduce direct clicks to websites, as the information may be readily available in the AI-generated response. Therefore, the key question for publishers becomes: how do we stay relevant in this new search ecosystem?

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Understanding the Search Ecosystem Shift

Historically, SEO has focused on optimising content to rank highly on search engine results pages (SERPs), using tactics like keyword optimisation, meta descriptions, and backlinks. In a generative search system, however, the model draws information from multiple sources to produce a response, reducing the dependency on links.

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Bing has made efforts to keep the traditional web ecosystem intact by ensuring citations are included within the generative response. However, to stay competitive, businesses and content creators must shift their strategies to meet the demands of AI-driven search systems.

Content Optimisation for Generative Search

Optimising for Bing generative search requires a deeper focus on quality, relevance, and authority. AI systems are designed to prioritise the most reliable and insightful sources, meaning surface-level content is unlikely to be featured in these new search results. 

Here are some key steps publishers can take to ensure they continue to thrive in the age of generative search:

  • Create In-Depth, Authoritative Content: Bing generative search prioritises content that provides comprehensive insights. Businesses and publishers should focus on long-form content that covers topics in depth. Think beyond traditional keyword stuffing and ensure your content genuinely addresses user intent. Rich content that delves into topics comprehensively is more likely to be pulled into Bing’s AI-generated results.
  • Maintain Topical Authority: Topical authority is critical. To become a primary source in Bing’s generative responses, publishers should aim to become authorities within specific niches. For example, if you run a website on health and wellness, consistently publishing high-quality, well-researched articles on nutrition will enhance your site’s reputation in that area. The AI model will recognise your site as an authoritative source and may use it more frequently for generating responses.
  • Structured Data and SEO Best Practices: Even in a generative search era, structured data plays a significant role in helping search engines understand and categorise your content. Using schema markup can enhance the way your content is indexed and displayed in AI responses. Additionally, traditional SEO best practices like ensuring fast page loading times, mobile optimisation, and strong internal linking remain important.
  • Enhance E-A-T (Expertise, Authoritativeness, Trustworthiness): Google’s E-A-T principle is becoming just as relevant for Bing’s AI-driven search. Demonstrating clear author credentials, linking to reputable sources, and regularly updating content to reflect the latest developments will help your content stand out to Bing’s AI when it generates search responses.

Maximising Click-Throughs in a Generative Search Era

Though Bing’s generative search can provide answers directly on the SERP, there are still ways to encourage users to click through to your website:

  • Entice with Unique Value: Make sure your content offers something beyond the basic AI-generated response. Whether it’s exclusive data, downloadable resources, or in-depth guides, offering something that can’t be easily summarised will encourage users to click through.
  • Call-to-Actions (CTAs) in Search-Friendly Content: For articles that are likely to be featured in Bing’s generative results, include strong CTAs early in the content. This can direct users to deeper resources on your site, thus improving engagement and conversion rates.

Bing’s Generative Search vs. Google’s Search Generative Experience (SGE)

Both Bing and Google have embraced the potential of generative AI in search, but there are significant differences in how these systems are implemented and the experiences they offer. Understanding these differences is crucial for businesses looking to optimise their content for each platform.

1. User Experience and Interface

One of the most noticeable differences between Bing Generative Search and Google’s SGE is the user interface. Bing generative search displays results in a clean, conversational format, often supplemented with suggested next steps or follow-up questions, making the experience feel more interactive and engaging.

In contrast, Google’s SGE integrates its generative AI responses into traditional search results, presenting them alongside ads, local listings, and organic results.

This difference has a direct impact on user behaviour. Bing’s approach makes it easier for users to dive deeper into a topic by following recommended queries, while Google’s presentation feels more integrated into the traditional SERP. For publishers, this means optimising for user intent is crucial. While Bing’s users might want to explore topics further through recommended actions, Google’s users are more likely to click through links from the SERP.

2. Handling Complex Queries

Both platforms excel at handling complex informational queries, but there are subtle differences in how they manage this. Bing, with its more conversational tone, seems better suited for how-to queries and problem-solving scenarios. Google’s SGE, on the other hand, has a more transactional feel, often geared toward fact-finding and quick answers.

For businesses, this means that optimising content for Bing might involve creating more comprehensive guides, whereas content for Google could be more concise and factual.

3. Citations and Source Transparency

One of the challenges with generative AI in search is ensuring that the sources of information are properly credited. Bing has made it a priority to maintain transparency by including citations within its responses, allowing users to explore further and giving publishers their due recognition. Google’s SGE is still working on perfecting this aspect, as citations can sometimes be hidden within the response or displayed less prominently.

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For publishers, ensuring your content is not only well-researched but also easily identifiable as an authoritative source will be key to staying relevant in these AI-driven search environments.

Bing Generative Search’s Focus on Informational Queries

One of the most exciting aspects of Bing generative search is its focus on informational queries—questions where users seek detailed, comprehensive answers. This is particularly beneficial for businesses, as it offers new opportunities to position themselves as experts in their respective fields.

1. Understanding Informational Queries

Informational queries are different from transactional or navigational searches. They’re not about finding a specific website or making a purchase but are focused on gathering information. 

Queries like “how to improve customer loyalty” or “best practices for remote team management” are examples of informational searches that Bing’s generative AI excels at handling.

2. Business Opportunities in Generative Search

For businesses, this shift means that producing informative, well-structured content is more important than ever. Answering common industry questions through blog posts, whitepapers, or video content can position your brand as a thought leader and increase the likelihood of your content being included in Bing’s generative responses.

Additionally, businesses can use this opportunity to build trust with their audience. By consistently providing high-quality, reliable information, businesses can become go-to resources, increasing brand visibility and authority.

How to Include Bing Generative Search in Your Digital Strategy

Incorporating Bing’s generative search capabilities, specifically through its Copilot feature, into your digital marketing strategy can significantly enhance user engagement and content creation. Here’s how to effectively leverage this AI-powered tool for your marketing efforts.

  • Enhance SEO Efforts: Use the insights gained from Copilot’s conversational searches to refine your SEO strategy. Understanding common queries can help you optimise your content for better visibility on Bing.
  • Content Personalisation: Tailor your marketing messages based on user interactions within Copilot. By analysing the types of questions users ask, you can create more targeted campaigns.
  • Utilise AI-generated Content: Incorporate AI-generated articles or social media posts into your content calendar. This approach not only saves time but also allows for experimentation with different styles and formats.
  • Engage Users with Interactive Content: Use the chat feature to create interactive experiences where users can ask questions about your products or services directly within your website or social media channels.
  • Monitor Performance: Regularly assess how well your content performs when optimised for Bing’s search algorithms and adjust your strategies based on analytics data.

By integrating Bing generative search capabilities into your digital marketing strategy, you can enhance user engagement through personalised interactions and efficient content generation. The key is to stay adaptable and continuously explore how these advanced features can align with your marketing goals.

How Our Digital Marketing Agency Can Help You

How Our Digital Marketing Agency Can Help You

Bing generative search is paving the way for the future of search technology. With its focus on delivering more nuanced, detailed answers to complex queries, it presents both challenges and opportunities for businesses and publishers. To thrive in this new era, it’s essential to focus on producing high-quality, authoritative content that addresses user intent in a meaningful way.

By adapting SEO strategies and embracing the possibilities of generative AI, businesses can stay ahead of the curve in this evolving digital landscape.

Call us today to learn more about how we can include this strategy in your campaign. 

Frequently Asked Questions

What is Bing generative search?

Bing generative search is an advanced feature that uses artificial intelligence to deliver tailored answers based on user queries. It combines traditional search results with AI-generated insights, enabling a more interactive and informative experience for users.

How can I use Bing generative search in my marketing strategy?

To incorporate Bing generative search into your marketing strategy, focus on creating content that aligns with user intent as revealed by the AI’s insights. This includes optimising web pages for relevant keywords and providing comprehensive answers to common queries.

What are the benefits of using Bing generative search?

The benefits of using Bing generative search include improved user engagement through conversational interactions, enhanced content generation capabilities, and increased visibility as the AI delivers more relevant results that encourage users to click through to your website.

Is there a cost associated with using Bing generative search?

Bing generative search is free to use for anyone accessing the Bing platform. However, businesses may choose to invest in advertising or other promotional strategies to further enhance their visibility within the Bing ecosystem.

How does Bing generative search differ from traditional search engines?

Bing generative search differs from traditional search engines by combining conventional link-based results with AI-driven responses that provide direct answers and insights. This approach enhances user experience by making information retrieval more efficient and engaging.

About the Author

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Tom Koh

Tom is the CEO and Principal Consultant of MediaOne, a leading digital marketing agency. He has consulted for MNCs like Canon, Maybank, Capitaland, SingTel, ST Engineering, WWF, Cambridge University, as well as Government organisations like Enterprise Singapore, Ministry of Law, National Galleries, NTUC, e2i, SingHealth. His articles are published and referenced in CNA, Straits Times, MoneyFM, Financial Times, Yahoo! Finance, Hubspot, Zendesk, CIO Advisor.

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