ChatGPT search: Why Bing is becoming more important for SEO

With ChatGPT search, OpenAI has introduced a new way of searching that is simple and effective. No ads and dozens of blue links, but targeted answers that respond to what you really want to know.

To ensure the quality of search results, OpenAI uses search engine Bing and collaborates with reputable media partners such as the Associated Press and Le Monde. These collaborations ensure that users receive relevant and reliable information, which increases trust in ChatGPT search.

For marketers and business owners, now is the time to capitalize on this development. Those who ensure that content is easily findable in these search results now can build an advantage. It not only ensures more reach, but also strengthens your position as an expert in your field.

First, want to know more about ChatGPT search and the rise of AI optimization (AIO)? Then read our extensive article on it.

Bing becomes more important for online findability

ChatGPT search works closely with Microsoft's search engine Bing. Thanks to Bing's comprehensive index, ChatGPT's search tool has real-time access to Web sites and current information such as news, sports scores and weather forecasts.

Although the number of users is still much lower than with Google, it is smart to include Bing in your SEO strategy. Companies that capitalize on this now can benefit from growing usage and less competition than with Google. In doing so, focus on content that truly responds to current user queries and search intentions.

Getting started with Bing Webmaster Tools

Bing Webmaster Tools is similar to Google Search Console. The platform shows how your website is performing organically and which pages may have indexing problems.

Important first steps:

Add a sitemap for proper website structure.
Check regularly for indexing errors.
Solve problems quickly for better accessibility.
Use the analyses to make targeted improvements. By the way, these analyses are fairly limited.

We recommend configuring Bing Webmaster Tools right away as part of your SEO strategy. It's a simple yet powerful way to increase your visibility on Bing and take full advantage of the opportunities this platform offers.

Control your visibility with OAI-SearchBot

To be visible in ChatGPT search, the OAI-SearchBot must be able to crawl your website. This crawler indexes content specifically for ChatGPT search and does not use your content as training data.

Don't want the SearchBot to crawl your website? Then add this line to your robots.txt:

User-agent: OAI-SearchBot Disallow: /

We do not recommend blocking this, so your website will just remain findable in search results.

The future of online search

Online search behavior continues to evolve. New players such as OpenAI and Perplexity are challenging traditional search engines, while platforms such as TikTok are also increasingly being used for searches.

Speech is also becoming increasingly important. All major AI tools are developing advanced speech features for real-time conversations. When this becomes available for search, your content should also be able to be indexed properly for speech.

This offers opportunities for companies that want to strengthen their online findability. By proactively responding to these developments and focusing on quality content that matches users' search intentions, you strengthen your online position.

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