
ChatGPT, SEO and Bing Search
Discover how ChatGPT’s integration with Bing is reshaping search, offering businesses a unique opportunity to reach audiences through AI-driven conversational tools. This article provides actionable strategies to optimise your content for ChatGPT-powered Bing search, including leveraging structured data, targeting conversational queries, and adapting to long-tail keywords. With insights from Neil Patel and real-world examples, you’ll learn how even small businesses can thrive in this landscape by creating engaging, niche-focused content. Stay ahead of the curve and prepare for the future of AI-powered search with this comprehensive guide.

How to Maximise Visibility with ChatGPT’s Bing-Powered Search
At Microsoft Build 2023, Microsoft and OpenAI introduced a groundbreaking feature: ChatGPT now integrates Bing as its built-in search provider, giving users direct access to real-time information. This integration provides businesses, SEO professionals, and marketers with a new channel to reach audiences through an AI-powered conversational tool. Here’s a comprehensive guide on how to leverage ChatGPT’s Bing-powered search, optimise content for conversational queries, and prepare for potential future shifts in the search landscape.
The Growing Role of AI in Search
Artificial intelligence (AI) is revolutionising search engine usage worldwide, including in the UK. According to the UK government’s 2023 AI sector study, the number of AI companies increased by 17% between 2022 and 2023, with AI-related revenues rising by 34% and employment by 29%.
This growth underscores the expanding adoption of AI technologies, including search tools like ChatGPT. As AI continues to integrate into search functionalities, user engagement with AI-driven platforms is expected to increase significantly, transforming how people search for and interact with online information.
Projected Growth of AI Search Tools
Whilst specific UK data remains limited, we can draw insights from US trends, which reflect similar markets. Statista projects the following growth in the number of US adults using generative AI for online search:
Year | Number of Users (in millions) |
---|---|
2023 | 45 |
2024 | 60 |
2025 | 75 |
2026 | 90 |
2027 | 105 |
Whilst it’s good to see the potential here, don’t forget to actually spend a minute in your Google Analytics, or creating a Free Looker Studio report so you can see where your website traffic is coming from. If you don’t know how, get in touch and we’ll set one up for you for free.
Leveraging ChatGPT’s Bing-Powered Search for Maximum Visibility
With ChatGPT now powered by Bing, businesses have a unique opportunity to make their content more accessible and relevant within this AI-driven search environment. Here’s how to ensure your content performs well:
- Understand Conversational Search Patterns
ChatGPT users often search using natural, conversational language, asking questions or seeking detailed information. Structure your content around common user questions, clear subheadings, and straightforward answers to capture this audience effectively. - Optimise for Bing’s Search Algorithm
As Bing powers ChatGPT’s results, it’s essential to follow Bing-specific SEO best practices, including optimising metadata, using relevant keywords, and ensuring your content structure is clear for Bing’s crawlers. - Focus on High-Quality, Authoritative Content
ChatGPT’s user base includes professionals and researchers looking for reliable, informative content. Providing high-quality, well-researched material will increase engagement and build trust with this audience. - Leverage Bing Webmaster Tools
Setting up Bing Webmaster Tools is essential to monitor site performance, submit sitemaps, and track keyword rankings on Bing. Regularly reviewing these analytics will help refine your content strategy based on what performs well in ChatGPT-driven searches. - Optimise for Mobile and Multi-Platform Access
ChatGPT’s integration on mobile and desktop makes it crucial for content to be mobile-friendly. Responsive, fast-loading pages enhance user experience across all devices, ensuring consistent access to your content. - Stay Updated on New Features and Opportunities
Microsoft may introduce updates that further integrate Bing and ChatGPT, potentially adding new SEO opportunities or ad formats. Stay informed to adapt your strategy quickly and maintain a competitive edge.
By following these steps, you can position your content to perform well in this new AI-driven search landscape, engaging new audiences and increasing visibility on ChatGPT’s Bing-powered platform.
How Businesses Can Thrive with AI-Driven Search Optimisation
Recent advancements in AI-powered search engines, such as ChatGPT’s integration with Bing, are reshaping how people search online. Users are increasingly turning to natural, conversational queries to obtain direct and concise answers. AI’s ability to process context-rich questions has reduced search times by around a third compared to traditional methods. Additionally, websites utilising AI-driven search features have seen a 30% rise in user engagement, reflecting a growing demand for responsive and interactive search experiences.
These trends highlight the need for businesses to optimise their content for AI-driven platforms to meet evolving user expectations and boost visibility.
Here are five types of searches smaller businesses can optimise for to thrive in AI-powered search results:
1. Hyper-Specific Long-Tail Queries
AI thrives on answering highly detailed and specific questions. Smaller businesses can target these queries to bypass high-competition keywords by providing niche, actionable content.
Example:
“What are the best hiking routes under 5 miles near [village]?”
A small outdoor equipment shop or local guide/event/travel service could create a blog or FAQ answering this specific question, including route maps, personal tips, or insider knowledge of the area.
Why it works:
AI prioritises relevance and value, meaning detailed content tailored to a specific audience can outperform larger competitors.
2. Real-time and Hyperlocal Search Intent
AI-powered tools excel at surfacing current, localised information. Smaller businesses can win here by focusing on immediate needs or time-sensitive updates for their local community.
Example:
“Which restaurants in [town] are dog-friendly and open this weekend?”
A small bistro could optimise these searches by regularly updating Bing Places or publishing short posts about their dog-friendly spaces, weekend offers, and events.
Why it works:
AI tools value hyperlocal and real-time relevance, giving smaller businesses an edge when content is regularly updated and tied to local events or trends.
3. Conversational and Community-Focused Questions
Smaller businesses can capitalise on conversational AI search by answering community-specific questions that reflect human curiosity. These types of queries often align closely with their offerings.
Example:
“How can I learn pottery in [town]?”
A small pottery studio could create conversational content highlighting their classes, explaining the beginner’s process, and sharing customer stories to position themselves as approachable experts.
Why it works:
AI favours content that mimics conversational tone and delivers answers to community-relevant, actionable queries. Consider the conversation you might have in person, and the questions you’d expect to answer, and make sure this is available.
4. Visual, How-To, and Actionable Formats
AI-driven tools prioritise clear, scannable, and highly actionable content, such as “how-to” guides, infographics, and short videos. Smaller businesses can package their expertise into formats that directly answer queries.
Example:
“How do I change a bike chain at home?”
A local bike shop could publish a short tutorial with photos or videos demonstrating the process step-by-step. Including structured data and FAQs ensures this content is recognised by AI tools.
What Is Structured Data?
Structured data refers to a standardised format for providing information about a page and its content. Using schema markup, a type of code added to your website, you help search engines understand your content better and display it in enhanced formats like rich snippets, knowledge graphs, or direct answers.
For example:
If you’re a bike shop publishing a “how-to” guide, adding HowTo schema markup will explicitly tell search engines:
- What the guide is about (e.g., cleaning a bike chain).
- Steps involved (with optional images or videos).
- Estimated time to complete the task.
This increases the chances of your guide appearing in position zero (the featured snippet) or being prioritised in AI-powered search results. You can also test if your schema is set up correctly with Google’s structured data testing tool.
Why FAQs Are Effective
FAQs are a natural fit for AI-driven tools because they:
- Mimic Conversational Queries: FAQs directly answer common questions in a simple, conversational format, which aligns perfectly with how people interact with AI tools.
- Question: “How often should I clean my bike chain?”
- Answer: “You should clean your bike chain every 100-200 miles or whenever it gets dirty.”
- Provide Quick, Actionable Insights: AI tools aim to deliver precise, user-focused answers. FAQs break down complex topics into digestible chunks that can be served directly in search results.
- Act as a Source of Rich Content: FAQ pages are often detailed and include keywords naturally, increasing relevance for long-tail conversational queries.
How Structured Data and FAQs Work Together for AI Search
When FAQs are paired with structured data, they become even more powerful. FAQ schema markup explicitly highlights each question-answer pair, allowing AI search engines to identify and extract the content more easily.
Example Use Case:
A local garden centre might include the following FAQ:
- Question: What’s the best way to plant tulip bulbs?
- Answer: Tulip bulbs should be planted in autumn, 4-6 inches deep in well-drained soil. Space them 4 inches apart, with the pointed end facing upwards.
Using FAQ schema, search engines know:
- This is a question (ideal for conversational search).
- This is the direct answer (AI tools prioritise quick, accurate answers).
The result? Your business could feature prominently in search results or become the source of an answer provided by AI tools like ChatGPT.
5. Unique Expert Insights and First-Hand Knowledge
AI increasingly favours original, first-hand knowledge over generic content, and search engines are following suit. You might have noticed that Google appears to prioritise sites rich in UGC (user-generated content), such as Quora and Reddit.
Smaller businesses can compete by showcasing their expertise through authentic stories, detailed reviews, and expert commentary. This approach not only positions you as a trusted source but also allows you to target niche areas within your industry. Content like case studies, use cases, and practical insights can significantly boost your chances of appearing in AI-powered search results and establishing authority in your field.
To add to this, Neil Patel released a graphic on TikTok showing How AI and traditional search affect decision-making, showing that more users than ever trust AI content to support their buying journey, reducing time to research and more importantly the time people spend making the decision to purchase.
Leveraging Neil Patel’s Key Research Insights
Neil Patel emphasises that visual content and concise “how-to” guides perform exceptionally well for AI-driven tools like ChatGPT-Bing. In a recent TikTok post, he highlighted that search engines increasingly prioritise content with clear headings, bullet points, and embedded visuals like charts and infographics.
His example shows how businesses using stackable, scannable content—short, highly relevant snippets—are more likely to appear in conversational AI results.
Example in Practice
A local UK garden supplies company saw a surge in visibility by creating visually rich content answering common user questions, such as “How much soil do I need for a raised bed?”. By using an interactive calculator on their page, paired with Bing SEO optimisation, their engagement increased by 30% over three months.
Preparing for the AI-Powered Search Landscape
Key Takeaways for UK Businesses
- Optimise for Conversational Queries
Structure your content around natural, question-based searches. Focus on FAQs, how-to guides, and clear, actionable answers. - Leverage Bing Webmaster Tools
Use Bing’s analytics to monitor performance and refine content. Submit sitemaps, identify high-performing keywords, and track results specific to ChatGPT-driven searches. - Focus on Mobile and Visual Content
Ensure your pages are mobile-friendly and feature compelling visuals to cater to Bing’s ranking preferences and ChatGPT users. - Monitor Emerging Opportunities
As Microsoft evolves its integration of ChatGPT with Bing, new opportunities like AI-driven ads or business profiles may arise. Stay informed to remain competitive.
How to Access ChatGPT’s Bing Search and Browser Extension
To take full advantage of Bing’s integration, users can access Bing-powered search through ChatGPT’s browser extension and various mobile platforms.
- Installing the Browser Extension:
The ChatGPT Chrome extension is available, and it’s also compatible with major browsers like Edge, with Safari compatibility expected soon. Each browser’s extension store provides detailed installation instructions. - Mobile Compatibility:
ChatGPT users can access Bing search on mobile through the Bing app, Edge browser app, and ChatGPT widget, enabling seamless desktop-to-mobile integration. This allows for synced, real-time results wherever you are. - Exploring the Features:
Once installed, ChatGPT’s Bing Search automatically activates when queries need current information, making it useful for business research, quick fact-checking, and data retrieval.
Why Bing Webmaster Tools Are Essential for Visibility in ChatGPT
Given ChatGPT’s reliance on Bing data, ensuring visibility on Bing is now more important than ever. Here’s how Bing Webmaster Tools can help you maintain a strong presence:
- Setting Up Bing Webmaster Tools:
Bing Webmaster Tools is straightforward to set up and manage. It enables you to submit sitemaps, track SEO metrics, and view keyword performance insights, similar to Google Search Console. - Optimising Content for Conversational AI Search:
ChatGPT users often use natural, question-based language, so structuring content to directly answer user questions in a conversational tone can help. Consider FAQs, how-tos, and content that anticipates user queries. - Tracking Engagement and Performance:
Bing Webmaster Tools’ analytics offer insights into how your content performs on Bing and within ChatGPT searches. These insights will become increasingly valuable as ChatGPT-driven search expands.
How This Impacts Business Owners, SEO Professionals, and Marketers
ChatGPT’s integration with Bing opens up new opportunities and challenges for business visibility in an AI-powered environment.
- Reaching a New Audience
ChatGPT users represent a diverse demographic, many of whom are professionals or tech-savvy users seeking reliable information quickly. Optimising content for Bing search helps businesses engage with this audience. - Adapting Content for Conversational Queries
Content optimised for ChatGPT-driven Bing searches benefits from a conversational tone. Providing clear, direct answers to frequently asked questions can make content more accessible and engaging. - Appealing to a Professional User Base
ChatGPT’s professional user base is often seeking high-quality, data-driven insights. Content that emphasises actionable advice, industry knowledge, and in-depth solutions will resonate more strongly with this audience.
The Future of Search: Potential Changes and Opportunities
- Possibility of Regulatory Pressure on Bing Exclusivity
Microsoft’s control over both Bing and ChatGPT may raise questions about monopolising search data in a growing AI-powered tool. As ChatGPT’s popularity rises, regulatory scrutiny may lead to calls for search engine diversification within ChatGPT, potentially allowing other search engines, like Google, to integrate into ChatGPT’s model. - Opportunities for AI-Driven Ads
While ChatGPT doesn’t currently show ads, Bing’s integration may make advertising a possibility in the future. Microsoft could introduce ads designed to complement the conversational experience without disrupting the user journey, creating a new channel for businesses to reach ChatGPT’s user base. - Potential for Business Profiles and Analytics
ChatGPT may eventually introduce business profiles and analytics, enabling companies to track how frequently their content appears in ChatGPT search results. This would provide insights similar to Google Analytics, allowing businesses to monitor conversions, engagement, and user behaviour within ChatGPT-driven searches.
Preparing for the AI-Powered Search Landscape
To succeed in this evolving environment, businesses, SEO professionals, and marketers should focus on:
- Optimising for Bing and Conversational Search:
Bing is now critical for visibility within ChatGPT. Structure content to answer user questions in a conversational style, aligning with ChatGPT’s conversational search format. - Monitoring Ad Developments:
If Microsoft introduces ads in ChatGPT, consider experimenting to reach ChatGPT’s audience effectively. This channel could become a powerful marketing platform for businesses. - Using Bing Webmaster Tools Regularly:
Continuously review Bing’s analytics to understand content performance. As ChatGPT’s Bing-powered search grows, these insights will be essential for tracking engagement and refining strategies.
ChatGPT SEO: Staying Ahead
ChatGPT’s integration with Bing represents a powerful new opportunity for businesses to engage with audiences in a conversational, AI-driven way. By preparing now with Bing Webmaster Tools, optimising content for conversational queries, and keeping an eye on potential advertising and regulatory changes, businesses can position themselves to thrive in this AI-powered search era.
As ChatGPT’s user base grows, it may reshape how people interact with information, offering an alternative to traditional search engines and altering the competitive dynamics of the search landscape. Businesses that embrace these changes will be well-prepared to capture new audiences and stay competitive in this rapidly evolving digital space.

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