The search landscape has undergone a minor upheaval, and it's time to revisit an old acquaintance (or perhaps that distant cousin you seldom check in on): Microsoft Bing.

With ChatGPT Search now utilizing Bing's index, overlooking it could lead to missing out on a significant shift in search dynamics.

Is Microsoft Bing's index really a priority?

ChatGPT Search has shone a light on Bing's index, compelling SEO managers to scrutinize it in unprecedented ways.

Why focus on Microsoft Bing, and why now?

• ChatGPT leverages Bing's index, meaning if your page isn't indexed by Bing, it won't be found by ChatGPT either. There's no need for panic, but it's certainly time to become more familiar with Bing, as neglecting it could result in reduced visibility.
• ChatGPT Search operates on its own algorithm, so it's less about Bing's rankings directly influencing ChatGPT Search's rankings, and more about ensuring the URLs and page content are present in Bing's index to avoid missing out on ChatGPT rankings.

Should you immediately shift your focus to Bing?

Is this an emergency, or a moment to take a deep breath?

Let's be clear: it's not a crisis. However, it's also not something to dismiss lightly.

Even if ChatGPT Search doesn't have the reach of Google, this presents an excellent opportunity for some SEO maintenance to prepare for a new source of traffic.

Complex websites, in particular, should verify that Bing is indexing the pages that drive SEO traffic on Google. It's better to address any missing pages now than to face issues later as ChatGPT-powered searches gain momentum.

A Bing audit doesn't have to be a hassle

Do you need a completely new strategy, or can you handle this during a coffee break?

You don't need to go into full detective mode. Bing is quite effective at indexing, so any issues you encounter are likely minor but important to address.

A quick, focused check can reveal any critical omissions.

Review your Bing rankings, access Bing Webmaster Tools, check what's indexed, and address any discrepancies. In essence, it's an audit you can complete before your next meeting.

• Bing SEO tip: Compare URLs receiving traffic from Google with those from Bing. This will help you pinpoint where to investigate, or confirm that everything is in order and no further action is needed.

Exploring Bing Webmaster Tools: Get the essential information

Where can you find the data without turning it into a week-long project?

Bing Webmaster Tools is your go-to for quick insights.

You'll get straightforward information on what's indexed and what's not.

Identify any missing crucial pages, flag potential issues, and ensure smooth operations for Microsoft Bing and ChatGPT search.

• Bing SEO tip: If you're adept with APIs, you can perform a site crawl, export all URLs you want indexed, and run them through the Bing Webmaster API to verify each URL's indexing status. This is likely the quickest way to check your Bing Indexing status.

Use Bing as your moment to showcase thought leadership

Can the ChatGPT Search-Microsoft Bing connection actually enhance your reputation with executives?

Absolutely!

The connection between ChatGPT Search and Bing is a prime opportunity to position yourself as a forward-thinking SEO leader.

Educate your leadership team on what ChatGPT Search is, how it's disrupting the search landscape, and why it matters.

Highlighting emerging trends will establish you as a proactive, strategic thinker – a trait highly valued by executives.

Transform Bing fixes into executive-level victories

How can you make executives care about Bing when they barely grasp Google?

Present it as an opportunity:

• "Team, here's a chance to lead in new search trends, mitigate potential risks, and maintain our visibility."

If you discover indexing gaps, don't just dwell on the problems – focus on the solutions and their broader impact.

Demonstrate the future ROI (and potential future loss) associated with this, and you'll soon have them nodding in agreement.

Combine this discussion with specific changes needed to prioritize fixing Bing indexing issues.

Planning for 2025: Include Bing indexing in the SEO roadmap

Is this urgent? Not particularly.

But is it worth adding to your 2025 SEO roadmap? Definitely.

While there's no need to sound the alarm, incorporating Bing optimization into your 2025 SEO roadmap could be a wise move. With ChatGPT Search relying on Bing's index, being proactive will future-proof your visibility.

Mention this in your next executive update; they'll appreciate the foresight, and you'll appear as the strategic SEO lead thinking several steps ahead.

I wouldn't make this a standalone presentation. Instead, use it as a discussion point during your regular monthly or quarterly SEO business updates.

Will Bing always be the backbone of ChatGPT Search?

Could ChatGPT eventually go solo, or is Bing here to stay?

While it's conceivable that ChatGPT might one day index the web independently, this is a monumental task – one that took Google and Bing years to perfect.

For now, it's unlikely that ChatGPT Search will abandon Bing's index anytime soon. Building a comprehensive, reliable web index is a significant challenge. ChatGPT's current capabilities are more akin to Yahoo's early approach.

Moreover, there aren't any equally viable alternatives likely to sell their data to ChatGPT. Bing, on the other hand, has been selling its index to other search engines for decades.

Just as Yahoo once depended on Bing and other engines internationally, ChatGPT Search benefits from Bing's established index as a foundation. It's a mutually beneficial arrangement, allowing ChatGPT to offer valuable insights while relying on Bing's proven indexing capabilities.

The takeaway: Bing's importance isn't just a fleeting trend; it's central to ChatGPT's strategy, making it prudent to keep Bing in your SEO strategy for the foreseeable future.

Microsoft Bing is beginning to stand out

As the ChatGPT Search experiment continues to evolve, Bing could emerge as the unexpected star in ChatGPT Search's future. So, give it the attention it deserves.

It's a straightforward investment with significant potential returns – no major overhauls required, just some Bing-friendly auditing and minor adjustments.

Ensure your Bing indexing is in order now, so you're prepared when ChatGPT Search starts to gain traction.

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