Issue: #34: Optimizing for Bing Search, SearchGPT vs. Google vs. Bing: Key Differences, and HubSpot's New AI Document Descriptions

Welcome to this week’s edition of WIN-Bound!?

Now that we know ChatGPT’s search function sources its real-time data from Bing, I’ll show you how you can optimize for Bing Search (Hint: It’s not exactly the same as Google). And speaking of key differences between search engines - I’ll break down the key differences for the new big players in search - Google, Bing, and ChatGPT Search.?

And finally, I’ll show you a new HubSpot feature to help you make sense of all of your sales documents so you can find what you need when it matters most.

Let’s get into it!

Optimizing for Bing Search: Why It Matters and How It Differs from Google

Last week, we covered the launch of SearchGPT and noted that it relies on Bing for its real-time data—signaling the growing importance of optimizing for Bing in your SEO strategy.

As SearchGPT continues to shape how users access information, it's clear that Bing’s role in the search landscape is becoming more significant.

Today as promised, this article will look at the key SEO tips for optimizing for Bing search and highlight what’s different compared to what you’re already optimizing for Google.

First, Why Should You Care About Bing SEO?

Bing may not have the same market share as Google, but it still controls a substantial portion of the search engine market, particularly in regions like the U.S. and Europe. Bing also powers SearchGPT’s real-time results, which means if you're optimizing for Bing, you’re not just improving your site’s visibility on Bing but also enhancing your chances of being featured in AI-generated answers.

Then, Use these Bing SEO Tips: 7 Things You Need to Know

1. Focus on High-Quality Content and Keywords: Just like Google, Bing prioritizes high-quality content and relevant keywords. However, Bing tends to have a more lenient approach to keyword usage. You can still rank well with a bit more flexibility in your keyword density. Unlike Google, which is very sensitive to over-optimization (like keyword stuffing), Bing allows for a more natural integration of keywords. Pro Tip: No matter what channel you’re trying to optimize for, always prioritize user intent and ensure your content is valuable and engaging.
2. Leverage Structured Data (Schema Markup): Bing places significant importance on structured data for rich snippets and featured results. Implementing schema markup on your site can help Bing better understand your content and increase the chances of appearing in enhanced search results (such as rich cards, product carousels, etc.). Pro Tip: This is especially important for industries like eCommerce or local businesses that can benefit from more visibility in search.
3. Optimizing for Mobile is Crucial: Mobile-first indexing is also a focus for Bing. However, unlike Google, Bing doesn't prioritize mobile optimization as much for ranking. Still, since most users access Bing on mobile devices, a mobile-friendly website is essential. Make sure your site loads quickly, is responsive, and offers a seamless experience for mobile users.
4. Page Load Speed Matters—But Differently: Bing uses page load speed as a ranking factor, but its emphasis on speed isn’t as stringent as Google’s. Google is well-known for its heavy focus on Core Web Vitals, which directly influence rankings. While Bing does consider page speed, it’s less of a deciding factor compared to Google. Pro Tip: Optimizing for fast load times should always be a priority for improving user experience and lowering bounce rates.
5. Social Signals and Backlinks: Bing places more weight on social signals than Google does. Social shares, interactions, and mentions can influence your rankings on Bing, especially when coupled with a strong backlink strategy. Google, on the other hand, tends to focus more on the quality and diversity of backlinks rather than social activity. Pro Tip: Whether you do it for Bing SEO or not, actively engaging with social media platforms and building a strong online presence can always help you get more visibility for your brand.
6. Bing Rewards Long-Form Content: Bing has shown to give greater value to long-form content compared to Google. While Google values high-quality content in any format, Bing tends to favor more in-depth, long-form content (1,500+ words) when it’s relevant and engaging. This can give your content a better chance at ranking higher in Bing’s search results, especially if the content comprehensively addresses a user’s query.
7. Target Bing’s Demographics: Bing’s user demographic tends to lean toward older age groups and those who use Microsoft’s products (like Windows and Edge). Therefore, optimizing your content for this demographic—think more formal language, clear calls-to-action, and professional content—may resonate better with Bing users compared to Google’s wider audience.

And Be Sure to Take Notice of How Bing SEO Differs from Google SEO

• Keyword Usage: While Google is increasingly sophisticated in detecting and understanding the intent behind search queries, Bing still places more emphasis on exact-match keywords, allowing for a bit more flexibility in keyword density.
• Backlinks: Google tends to have a more complex and stringent algorithm for assessing backlinks. Bing, however, seems to weigh backlinks a little more straightforwardly in terms of quantity and authority.
• Social Signals: Bing values social signals more than Google, meaning the more active you are on social media, the more it could impact your ranking on Bing.
• Page Speed: While both search engines value page speed, Bing is less aggressive about it, though still important for user experience.

SearchGPT vs. Google vs. Bing: What Marketers Need to Know

With Google, Bing, and SearchGPT now leading the charge in search, marketers can expect significant changes in how consumers access information.

Gartner even predicts a 25% drop in search engine traffic by 2026, which suggests that tools like SearchGPT will play an increasingly important role in how people search for information.

But, which of these should you be placing your SEO bets on? Or, how can you balance across all three?

Here’s my quick breakdown of what marketers should be aware of, along with key takeaways for improving your SEO strategy to face these shifts.

First, Understand the Key Differences Between SearchGPT, Google, and Bing

• SearchGPT vs. Google/Bing: Unlike Google and Bing, which rely on ranking and indexing, SearchGPT can cite pages outside the top 100 search results. This means that SearchGPT’s responses may include lesser-known or lower-ranking pages, making it an interesting tool for uncovering unique, high-quality content that may not be visible in traditional search results.
• Generative Results Discrepancy: There are noticeable differences between Bing’s own generative AI responses and SearchGPT. For certain niche queries, SearchGPT can provide more accurate results than Google and Bing, especially in areas with limited online information. This gives marketers an edge when optimizing for less competitive topics.
• Local Search: SearchGPT's local search results are not as reliable, with maps sometimes showing results from a single source or very few sources. For marketers focused on local SEO, this means the tool isn't yet as effective as Google’s localized search features.
• Ranking and Referencing: Being highly ranked on Bing doesn’t guarantee better referencing in SearchGPT. While there’s overlap between Bing’s and SearchGPT’s results, the AI tool pulls from a broader set of sources, including some that don’t rank well in traditional search.
• Impact on Traffic: With 200 million weekly users as of August 2024, SearchGPT is driving significant traffic. As AI continues to gain trust, this will likely impact search volume across traditional search engines.

Advice for Marketers

• Focus on Content Quality: Ensure that your content is comprehensive and well-researched. Since SearchGPT may pull from less visible pages, high-quality content can be surfaced even if it doesn't rank highly in traditional search engines.
• Monitor AI Search Trends: Pay attention to how AI-powered tools like SearchGPT are impacting search behavior. Adapt your SEO strategies to include AI search optimization, not just keyword rankings.
• Embrace Multi-Source Content: Since SearchGPT may use different data sources, consider diversifying your online presence across various platforms and content types (blogs, social media, podcasts, etc.).
• Track Traffic Shifts: Keep an eye on how search traffic changes with the rise of AI-driven tools. This will help you understand how your audience is interacting with new search features and adjust your strategy accordingly.

As SearchGPT, Google, and Bing continue to evolve, it’s crucial to adapt your marketing approach to stay ahead of the curve. Understanding these tools and their differences will allow you to optimize your content and SEO strategies more effectively in an increasingly AI-driven world.

HubSpot Update: AI-Generated Document Descriptions Your Sales Teams Will Love

Imagine you're a sales rep with a massive library of documents—case studies, product sheets, white papers, and more. You're in the middle of a crucial call with a potential client, and you need to send over a product sheet that highlights your solution's features. But, your documents are all saved in a long list, and finding the right one in real time feels like searching for a needle in a haystack. You’re scrambling through dozens of files, wasting precious time, and the moment starts to slip away.

We've all been there. But, the good news is that we never have to go back - thanks to HubSpot’s new AI-generated document descriptions.

What is it?

HubSpot’s Breeze AI now allows you to create AI-generated descriptions for your sales documents, helping your sales reps quickly identify the most relevant materials for each deal.

Why does it matter?

Sales teams often juggle a large library of documents—case studies, white papers, product sheets, and more. When engaging with prospects, sales reps need to quickly access the right documents to share.

But, with so many resources available, this can be a time-consuming process.

The new AI-generated descriptions feature in HubSpot makes it easier for sales reps to locate and share the best materials based on the context of their conversation, saving valuable time and ensuring better engagement with leads.

How does it work?

• Navigate to your Documents library in HubSpot.
• Click on a document to open its details page.
• Under the title, click “Add it now with Breeze AI.”

• Click the “Generate” button at the bottom right corner to create an AI-generated description for the document.

• Edit the description if necessary or re-generate it until you're satisfied.

• Click "Save," and the description will be saved to the document’s details page.

You can now view and quickly identify document descriptions from the Documents library index page, making it easier to find the right material when needed.

Who gets it?

The best part is that this feature is available to ALL HubSpot users across all hubs and tiers.