In 2023, having an always-on presence via search engines for most organisations and industries has become the norm. While Google has long been the dominant player in search, BING is another search engine that businesses should not overlook. In this week’s blog, we will explore how BING together with ChatGPT search could provide a complimentary touchpoint to the channel mix.
BING search engine owned by Microsoft was launched in 2009. While it has not achieved the same level of usage or popularity as Google, it still holds a significant market share, particularly in certain demographics such as elder users. As of 2023, BING has a 8.8% global market share.
One of the advantages of using BING for search is that it’s less competitive than Google. With fewer businesses advertising, there is generally a lower cost-per-click (CPC) on the channel. Additionally BING interestingly has a skew towards an older demographic, along with specific industries where BING is the default browser for (PC) users.
Now with the integration of ChatGPT into BING search, this point of difference undoubtedly makes the search engine more competitive.
ChatGPT is an AI language model that can provide for search specifically, accurate and relevant results to users. It is particularly useful for natural language queries, where users type in questions in a conversational tone. For users, in theory, this provides a more seamless and accurate search experience.
For businesses, in theory, ChatGPT can help drive higher qualified traffic to their website by providing accurate answers to users' queries. From an SEO perspective, by optimising website content to match common queries where applicable, businesses can increase their chances of appearing in ChatGPT’s search results for relevant keywords.
The now active integration of ChatGPT into BING will be interesting to watch over the next 12 months. For organisations, by taking advantage of BING's lower competition and ChatGPT's natural language capabilities, there is the potential to drive more traffic and improve the customer search experience.