What is ChatGPT Search and Why Bing Should Be Your New SEO Ally?

With ChatGPT’s new search functionality tapping into Bing’s index, 2025 is shaping up to be the year that SEOs can’t ignore Bing. Here’s what’s changing and how to ensure your content stays visible on this new search landscape.

The Rise of ChatGPT Search: What It Means for SEOs

What is ChatGPT Search?

ChatGPT Search is OpenAI's new tool for searching the web, powered by Bing’s search index. In simple terms, if Bing doesn’t have your page indexed, ChatGPT Search won’t display it either. While ChatGPT uses its own algorithm to rank content, if your content is missing from Bing’s index, it’s essentially invisible to ChatGPT users.

This isn’t about overhauling your SEO strategy but instead making sure your pages are in Bing’s index, giving you reach on both Bing and ChatGPT Search.

Why is Bing Important Now?

With ChatGPT relying on Bing’s index, optimizing for Bing isn’t just a “nice to have” anymore. As Bing quietly becomes essential for ChatGPT visibility, here’s why it’s worth the SEO investment:

1. Visibility on Both ChatGPT and Bing – If a URL isn’t indexed on Bing, it’s missing from ChatGPT Search too. While Bing’s rankings won’t directly affect ChatGPT’s, not being indexed could lead to missed visibility.
2. The Value of Early Adopters – Many websites focus almost exclusively on Google, meaning Bing indexing may reveal fresh opportunities for increased visibility, especially as ChatGPT Search gains traction.
3. Ease of Optimization – Bing’s tools are user-friendly, so even a small adjustment can yield substantial benefits.

Your Bing Optimization Game Plan

This isn’t a call for a complete overhaul – here’s how to make a few quick moves to secure your visibility:

1. Quick Bing Audit with Bing Webmaster Tools

Head to Bing Webmaster Tools to review your site’s indexed pages. If you notice critical pages missing, address these gaps. You don’t need an extensive investigation, just a glance at your top URLs.

2. Compare Google and Bing Traffic Sources

A useful trick: compare URLs that bring traffic from Google with URLs receiving traffic from Bing. Identifying high-traffic pages on Google that aren’t appearing in Bing can reveal where attention is needed.

3. Use the Bing Webmaster API for Faster Checks

If you’re familiar with APIs, consider running a site crawl and exporting your URLs. Then, use the Bing Webmaster API to confirm each URL’s status. This method can quickly tell you if any priority URLs are missing.

4. Communicate Bing’s New Importance to Executives

This is an opportunity to position yourself as a forward-thinking SEO. Educate your team on why Bing matters for ChatGPT Search and the long-term strategy involved. By highlighting the impact of missing pages, you emphasize ROI and future-proof visibility, showcasing proactive SEO leadership.

Thinking Beyond 2025: Will Bing Stay in the Picture?

It’s unlikely ChatGPT will build its own full search index soon, given the scale of Bing and Google’s data infrastructure. Bing’s long-established index remains key for ChatGPT, much like Yahoo once relied on Bing in the early days. Given this structure, Bing’s relevance for ChatGPT is here to stay – and this interdependence is an opportunity for SEOs to capitalize on.

Plan for Bing on Your SEO Roadmap

This shift isn’t a fire drill, but it is worth planning for. Add Bing optimization to your 2025 roadmap. Even just a few audits and tweaks could mean the difference between capturing ChatGPT traffic and missing out.

As Bing gains more traction, giving it a little attention now is a smart, future-proofing move for your SEO strategy.

Helpful Resources:

• ChatGPT Search Makes Microsoft Bing an SEO Priority – Search Engine Land
• ChatGPT and AI’s Role in the Future of Search – Indian Express

Make Bing part of your 2025 SEO plan to stay visible and ahead of the curve.