Bing!
SEO on Bing: The Biggest Growth in 2025
By mid-2025, the data leaves no doubt: Bing is the search engine that has grown the most in organic traffic globally. Against an ecosystem traditionally dominated by Google, this shift is as surprising as it is revealing. Figures gathered from multiple specialized sources reflect a notable acceleration in Bing’s usage, especially during the first half of the year.
Specifically, it is estimated that Bing’s organic traffic has increased by 10% between January and May 2025, surpassing any other search engine in percentage growth. This increase is not only significant in relative terms but also shows a consolidated trend in markets as diverse as the United States, the United Kingdom, Germany, Japan, and, notably, China.
Behind these numbers, there is much more than a temporary shift. Bing’s rise is the result of a series of structural factors (technological, strategic, and adoption-related) that we will analyze in depth throughout this article. But one thing is already clear: SEO on Bing can no longer be ignored. For brands, creators, and digital strategists, a new window of visibility is opening that until recently seemed irrelevant.
The Rise of Bing
The analyzed reports show a clear and sustained trend in the growth of organic traffic on Bing since early 2025. This evolution is not the result of a one-time spike but a progressive consolidation of the search engine as a real alternative to Google in many countries and sectors.
According to the report shared by DataDrivenSoft, Bing has achieved in just five months:
- A global 10% increase in SEO traffic compared to the end of 2024.
- A 12% increase in the United States, where Microsoft has intensified its native integration in Windows systems.
- A significant breakthrough in the Chinese market, where Bing has grown by 17%, surpassing other local search engines during certain time slots.
- Notable growth also in Germany, the United Kingdom, Japan, and Brazil, exceeding 8% in all of them.
These percentages not only surpass Google’s in the same period but also break the perception that Bing is a “secondary” search engine. Although its total market share remains lower, the acceleration and consistency of growth in 2025 position it as a key player in the SEO landscape.
And most interestingly: this growth does not occur in isolation but responds to a series of structural changes, both within Bing itself and in user behavior and the overall technological environment.
Key Factors Behind Bing’s Growth
Bing’s rise in 2025 is neither accidental nor spontaneous. It rests on three fundamental pillars that have caused a notable change of direction in the search engine industry:
Advanced integration of artificial intelligence (AI)
Microsoft has been one of the most aggressive players in the race to integrate generative AI models into everyday products. Specifically:
- Copilot in Windows 11 and Microsoft 365 has normalized the use of Bing as a query engine for millions of users.
- Bing Chat Enterprise, based on OpenAI models, has exponentially improved the conversational search experience.
- The new features of automatic summaries, responses with expanded context, and visual search tools have set it apart from Google, especially in complex or multitasking searches.
Redesign of results layout
In 2025, Bing has started to display more visual, interactive results adapted to new content formats:
- Incorporation of enriched answers with videos, product cards, maps, or interactive snippets.
- Greater prominence of verified sources and reduction of clickbait.
- Personalization based on context, location, and history without sacrificing privacy.
This new approach has been well received by users seeking clearer, more complete, and faster search experiences.
Commitment to privacy and transparency
While Google remains embroiled in debates over the use of personal data and hyper-targeted advertising, Bing has focused part of its message on digital ethics:
- Better privacy controls.
- Reduced reliance on cookies and tracking.
- Better transparency regarding which sites generate advertising revenue.
These decisions have improved its perception among internet users who are more critical of tracking practices online.
How SEO is Changing with the Rise of Bing
Bing’s evolution in 2025 is not just a market anecdote: it marks a real change in how we understand SEO. Until now, all optimization decisions revolved exclusively around Google; this new scenario introduces important nuances.
One of the most notable transformations lies in the user profile coming from Bing. With AI integration in Windows systems and browsers like Edge, and the growth of devices that have it as the default, Bing has become the default search engine for millions of users. And that user, although fewer in number, tends to be more patient, consults longer content, and has higher conversion rates in sectors such as software, consulting, or specialized e-commerce.
In technical terms, SEO managers can no longer afford to optimize thinking about only one engine. Bing interprets elements like duplicate content, canonical tags, or internal link structure differently, so it becomes essential to audit the website from its perspective as well, using tools like Bing Webmaster Tools and adapting the semantics of the content so it is easily understood by its AI models.
Furthermore, it’s not just about ranking pages, but about being visible in AI-generated answers. Bing — just like Google with Gemini — is rewriting the way search engines display results. The content that appears in those automated summaries tends to be the ones offering clear explanations, verifiable data, precise language, and a structure that facilitates the extraction of useful information.
In summary: Bing’s growth is forcing us to rethink SEO as a multiplatform strategy, where being good on Google is no longer enough. We need to understand how the new search engines work, how they process language, how they generate answers… and how we can be relevantly present in these new windows of visibility.
A new scenario where Bing is "almost" no longer the second
For years, Bing was seen as the eternal runner-up among search engines. However, 2025 has marked a turning point. Thanks to its native integration with AI tools, its presence on millions of devices, and increasing sophistication in its algorithms, Bing has managed to break the 10% market share ceiling in organic searches in Spain. And this is not just an anecdote: it is a clear sign that the search ecosystem is diversifying.
This growth brings new opportunities, especially for those who can read the change. SEO on Bing is no longer a curiosity but a competitive advantage for those who anticipate it. It’s not about abandoning Google, but rather complementing the strategy by adapting our content and structures to also speak the language of this new relevant player.
For brands, businesses, and digital professionals, it’s time to broaden the perspective. Observe what users coming from Bing are searching for, how they navigate, how they convert, and how we position ourselves in front of them. Because at the core, the goal remains the same: to be present when someone is looking for solutions, information, or answers. The difference is that now, that someone isn’t always typing into Google.
Xarxalia: Understanding the Present to Build the Future of SEO
At Xarxalia, we closely monitor this evolution in the search landscape. We understand that SEO is no longer static nor solely dependent on a dominant search engine. The emergence of new artificial intelligence models, AI-generated answers instead of traditional links, and the rise of alternatives like Bing have changed the rules of the game.
That’s why our team not only implements best practices in traditional SEO but also researches and adapts strategies to the workings of new search engines. We understand how to meet Bing’s requirements, optimize for AI-enriched results, and anticipate future visibility formats.
We commit to a flexible, rigorous, and up-to-date approach, always focused on generating real and sustainable visibility for our clients—wherever users search, whether on Google, Bing, or the new intelligent search engines already emerging.
FAQs
What is Bing?
Bing is the search engine developed by Microsoft, an alternative to Google that allows users to find information on the web through natural language queries. Launched in 2009, Bing has evolved over time by incorporating advancements in artificial intelligence, integrating with Microsoft products like Windows and Edge, and offering an attractive visual interface along with specific features such as image search, maps, and quick answers. In 2025, Bing has experienced notable growth, partly due to its integration with AI models like GPT and its default inclusion in environments such as Windows 11 and Microsoft Edge.
What is SEO?
SEO (Search Engine Optimization) is the set of strategies and techniques aimed at improving a website’s visibility in the organic results of search engines. This involves optimizing technical aspects (such as loading speed or site structure), content (using relevant keywords, useful and well-structured texts), and external factors (like backlinks from other websites). The goal of SEO is to get a site to appear in the top positions when someone searches for something related. Although Google has traditionally been seen as the main search engine, nowadays SEO is also practiced on platforms like Bing, YouTube, or even AI-integrated search engines.
Why has Bing’s usage increased in 2025?
In 2025, Bing’s usage has grown significantly due to the integration of generative artificial intelligence in its search engine. Microsoft has committed to incorporating models like GPT into its search engine, allowing users to receive complete, well-written, and contextualized answers instead of just a list of links. Additionally, Bing being the default search engine in Microsoft Edge and integrated into the Windows operating system makes it accessible by default to millions of users. These factors have led to more people using Bing daily, directly impacting web traffic coming from this search engine.
What is the difference between ranking on Google and ranking on Bing?
Although both search engines share common principles—such as rewarding useful content, good user experience, and site authority—Bing has its own criteria and behaviors. For example, Bing tends to favor sites built with Microsoft technologies (like ASP.NET pages), places more emphasis on social factors, and values exact keyword matches in titles or URLs more highly. Additionally, being closely integrated with products like LinkedIn, Outlook, and Windows, Bing’s ecosystem is different from Google’s. This means that an effective SEO strategy must adapt to each search engine and not focus solely on one.
Is it important to do SEO for Bing?
Yes, it is increasingly important to do SEO with Bing in mind—especially if your audience uses Microsoft products (Windows, Edge, Office) or if you want to take advantage of this search engine’s growth. Ignoring Bing could mean losing visibility to a significant portion of web traffic, particularly in corporate or educational environments where it is the default search engine. Additionally, Bing has integrated advanced AI features that can benefit pages optimized correctly for its indexing and presentation in enriched search results.