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The Microsoft Bing Search Engine and ChatGPT-4

by | May 23, 2023

Traffic related to the Microsoft Bing search engine and the new Bing chatbot has more than doubled in the past year, but many marketers and business owners are still a bit wary of the latest iteration of AI-powered search. After all, what is Microsoft Bing, and how does it work? What are the benefits of using Bing for web search and advertising compared to alternatives? We’ve got the answers.

The Microsoft Bing search engine has been around since June 2009 but recently made significant waves with its integration with OpenAI’s latest large language model (LLM), ChatGPT-4. Here’s what you need to know to increase your online presence and visibility on the Bing search engine and weigh your options between the new Microsoft Bing and Google Bard AI capabilities. 

How the Microsoft Bing Search Engine is Leveraging ChatGPT-4

Microsoft executives report that the integration of ChatGPT-4 with the Microsoft Bing search engine, which created the new Bing chatbot, is meant to “unlock a completely new way to interact with the web.”1 Referred to as a new and improved user experience (with increased user engagement), the Bing chatbot leverages artificial intelligence (AI) for accurate and highly detailed query prediction.

Built with OpenAI’s proprietary LLM, GPT-4, the Microsoft Bing search engine features better natural language processing (NLP) to enhance search results into a conversational style capable of breaking high-level concepts into simpler terms. With ChatGPT powering the Bing search engine, users can access a singular answer to a specific question and click links to learn more efficiently. 

Bing Search Engine with ChatGPT vs. Google Search with Bard

Bing was declared the best browser for ChatGPT, but that hasn’t stopped Google from tapping into the AI-powered smart search market. Just days before the Microsoft Bing search engine was made public, Google announced a new integration with Bard, its own AI chatbot. Bard is powered by Language Model for Dialogue Applications (LaMDA) and Pathways Language Model 2 (PaLM 2).

So, how is Bing different from Google, and which one is better for SEO? Google has a significant lead in the global search market, with an 85% share or almost nine out of every ten internet searches. For SEO services, more traffic is obviously allocated to the Google search engine than Bing. However, Bing is the second-most-popular global search engine, with 8.85% of search traffic and advertising.

Unlike Google, the Microsoft Bing search engine also applies its AI model to the core Bing search ranking engine, which has reportedly made its search engine results pages (SERPs) more relevant and accurate, a significant point for SEO initiatives. Moreover, for further research, the Bing chatbot cites any sources for its conversational responses with links directly below the message bubble.

In comparison, Google Bard may provide sources for the information it pulls from across the web, but it does not provide any links for further reading. For SEO purposes, this means that information may be removed from your webpage, but it will not direct traffic back to your website like Bing could. Bard is also strictly text-based, whereas Bing features an image search, which we detail below. 

How ChatGPT Integrates into Bing Search Engine Features

ChatGPT is thoroughly integrated into Bing’s web search features beyond the Bing chatbot, including Bing image search, Bing video search, and Bing news search. First, the top left of the Bing chatbot allows users to toggle between traditional search and the chatbot. Users can also select between ‘more creative, more balanced, and more precise’ formats for responses.

The ‘more creative’ format is imaginative and can generate images, as seen with the Bing Image Creator powered by OpenAI’s image generator, DALL-E 2. While not yet fully applied to Bing video, the Bing chatbot can also provide video links to coordinate with user queries. On the other hand, the ‘more precise’ format renders more straightforward responses, like news and weather. 

Regarding ChatGPT integration, one of the most powerful Bing search engine features is Bing voice search. Bing search results power the Amazon Alexa device, which is responsible for nearly 70% of the smart speaker market compared to Google Home.  Likewise, the Bing search engine is the default browser for every Microsoft and Windows 10 device and Microsoft365 subscription. 

Businessman using chat gpt via  Microsoft Bing on his laptop computer.

How ChatGPT Impacts Bing Ads and the Search Engine Results Page

In the new era of the Microsoft Bing search engine, many marketers have begun to wonder what Bing ads are and how they work. Microsoft Bing ads refer to the nine available formats of paid advertising on the Microsoft Bing network, which features a wide array of ad extensions. Ads run through Bing also appear on Microsoft partner search engines, like DuckDuckGo and Yahoo. 

So, how does ChatGPT impact Bing Ads and the search engine results page (SERP)? Compared to a traditional SERP, which features sponsored results at the top of the page, Bing Ads will present differently than Google Ads while using the Bing chatbot. However, a user can toggle back to the traditional Bing SERP for any query, and the chatbot can also cite and link to sponsored content.  

Compared to Google, Bing Ads have dramatically more granular targeting abilities. Bing Ads can target specific devices and operating systems and even allow for targeting based on LinkedIn data, such as specific companies, industries, and job functions. Unlike Google Ads, Bing Ads also enables marketers to set one ad campaign to run at specific times in time zones anywhere around the globe. 

ChatGPT’s Influence on Bing Search Engine Places and Maps

The advanced audience targeting on the Microsoft Bing search engine allows for more granular focuses across Bing Shopping and Bing Places for Business, but its influence goes beyond paid media. An organic search on Bing through the Bing chatbot allows for personalized recommendations for specific places and events, complete with links for users to take action.

For instance, a prompt like ‘create a to-do list for Miami’ or ‘what is the best pizza in New York’ can populate a list of recommended restaurants, marketplaces, and more, all with clickable links to the business’s website or map location. And because Bing uses ChatGPT-4, which boasts improved natural language processing, the follow-up questions will include further business suggestions. 

Bullseye Strategy’s Expertise with the Microsoft Bing Search Engine

The Microsoft Bing search engine may have been around since June 2009, but its latest integration with ChatGPT-4 has introduced a new era of smart search — and search engine optimization. To get ahead of the curve, it’s wise for marketers and business owners alike to become more familiar with  Bing’s web search features, including but not limited to the Bing chatbot and Bing Image Creator.
If you’re wondering, ‘how can I optimize my website for Bing search,’ you’ve come to the right place. As business owners continue to grapple with the new reality of AI-powered search engines, digital marketing experts like Bullseye Strategy have learned to navigate the Microsoft Bing search engine. Contact us today to learn how to ramp up SEO initiatives with the new Bing chatbot!

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