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The Strategic Role of Bing in AI Optimisation: Why Forward-Thinking CMOs Can’t Afford to Overlook Microsoft’s Search Ecosystem in 2025

  • Writer: Oceania Marketing
    Oceania Marketing
  • May 15
  • 3 min read

Updated: 5 minutes ago



The Strategic Role of Bing in AI Optimisation

In 2025, conversations about search visibility still gravitate toward Google—yet the Bing / Microsoft ecosystem now wields disproportionate influence over AI-driven discovery. Bing powers Microsoft Copilot, fuels GPT-4 chat experiences in Edge, and licenses its index to multiple third-party LLMs. If your brand is absent or under-optimised on Bing, you are effectively invisible across a multitude of AI touchpoints used daily by knowledge workers and decision-makers.

Oceania Marketing has spent the past two years realigning enterprise SEO roadmaps to ensure clients capture these “non-Google” AI surfaces. Below, we unpack why Bing matters, where it intersects with AI, and how you can realise quick wins that compound into sustainable authority.

Why Bing Now Sits at the Centre of AI Visibility

Bing Capability

AI Impact

Strategic Implication

Microsoft Copilot (Windows, Office 365)

GPT-4 answers and suggestions are sourced from Bing’s live index.

Being optimised for Bing increases the probability your content is surfaced inside workplace productivity workflows.

Bing Chat (GPT-4)

Enterprise users querying via Edge see citations pulled directly from Bing SERPs.

B2B brands ignoring Bing risk missing high-value professional queries and purchase research.

Index Licensing

LLM providers—e.g., DuckDuckGo AI, Neeva (pre-shutdown), and others—lease Bing’s crawl data.

Visibility in Bing cascades into multiple third-party AI assistants.

IndexNow Protocol

Co-developed by Bing; enables near-instant indexing.

Faster content discovery versus traditional Google crawl cycles.

LinkedIn + Microsoft Ads

Unique B2B audience data flows into Microsoft Advertising.

Integrating Bing SEO with Microsoft Ads delivers unified paid-organic intelligence.

Common Oversights We See in Enterprise SEO Audits

  1. Google-Only KPI Dashboards – Performance reports exclude Bing impressions, cannibalising potential AI exposure metrics.

  2. Schema Limited to Google Docs – Brands mark up FAQ and Product schema but ignore Open Graph, Twitter Cards, and Microsoft-preferred properties such as msapplication-TileImage.

  3. No IndexNow Implementation – Content updates wait weeks for Bing recrawl instead of hours.

  4. Under-Leveraged Microsoft Ads – Paid search teams run LinkedIn campaigns independently, missing performance insights that could inform Bing organic strategy.

Action Plan: Rapid Wins for Bing-Driven AI Optimisation

1. Deploy Bing Webmaster Tools with IndexNow

  • Enable IndexNow on CMS or via Cloudflare to push new URLs and updates instantly.

  • Audit crawl errors, duplicate content, and blocked resources—Bing’s diagnostics differ from Google Search Console.

2. Enhance Structured Data for Microsoft’s Parser

  • Retain JSON-LD standards but add Open Graph tags rigorously (Bing surfaces OG images in chat snippets).

  • Use Organisation, FAQ, HowTo, Product, and Review schema—Bing leverages them heavily for visual answer cards.

3. Optimise for Copilot Summarisations

  • Refactor cornerstone pages into executive-ready summaries with bullet lists, numbered steps, and data tables.

  • Place concise “TL;DR” blocks (40–60 words) at the top of long-form articles—Copilot prefers clear, extractable language.

4. Align Paid + Organic via Microsoft Ads & LinkedIn

  • Import high-intent LinkedIn Matched Audiences into Microsoft Ads and cross-reference organic Bing converting keywords.

  • Use paid data to uncover edge-case queries where Bing delivers incremental conversions not visible in Google Ads.

5. Leverage Bing’s Visual & Multimedia Results

  • Implement high-resolution OG images that meet 1200 × 630 px guidelines; Copilot and Bing Chat showcase rich cards.

  • Optimise video transcripts and submit VideoObject schema—Bing surfaces video results prominently in corporate environments.

Measurement & Governance

  1. Add Bing KPIs to Executive Dashboards

    • Monitor Bing impressions, clicks, schema errors, and chat citations (via Edge Developer Tools).

  2. Quarterly AI Surface Audit

    • Use Copilot and Bing Chat prompts relevant to your vertical; track whether your brand is cited.

  3. Paid / Organic Synergy Reviews

    • Analyse Microsoft Ads query reports alongside Bing Webmaster keyword data; feed insights into content roadmaps.

Partnering with Oceania Marketing

With 20+ years of enterprise SEO and AI readiness consulting, Oceania Marketing:

  • Executes cross-engine audit blueprints covering Google, Bing, and privacy-centric indexes.

  • Implements schema architectures aligned with both Google rich results and Bing chat citations.

  • Integrates Microsoft Ads + LinkedIn data to inform holistic demand-generation strategies.

  • Provides Fractional CMO oversight to embed AI-aligned search governance inside your marketing organisation.

Strategic takeaway: In 2025, overlooking Bing is no longer a harmless oversight—it is a direct loss of AI market share. The fastest path to future-proofed visibility is a unified approach to Google and Microsoft search ecosystems, executed with technical rigour and strategic vision.

Ready to Elevate Your AI-Driven SEO Strategy?

Connect with Oceania Marketing’s senior consultants for a tailored roadmap that embeds Bing, Copilot, and AI optimisation into your core growth stack.


📞 Book a consultation 

Oceania Marketing – Making Brands Discoverable, Trusted, and Actionable in the AI Age.

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