12 September 2025 By blog.medihertz.com

Bing vs Google Comparison – 2025

Q: Why should businesses care about Bing if Google dominates?

Bing may only have 8–12% market share globally, but it performs strongly on desktop and in enterprise markets. Bing Ads often have lower competition and better ROI for certain B2B and professional niches. Ignoring Bing means missing valuable traffic.

Q: How do SEO strategies differ for Bing vs Google?

Google focuses on semantic context, E-E-A-T (experience, expertise, authority, trust), mobile performance, and structured data. Bing places more weight on exact keywords, metadata, social signals, and IndexNow for faster indexing. Optimizing for both ensures maximum visibility.

1. Overview & Market Share

Metric	Google	Bing
Global market share	~ 87-90 % in search engines overall. Impression+4Promodo+4Wikipedia+4	~ 8–12 % globally; higher shares in certain desktop & enterprise segments. Impression+3HawkSEM+3SQ Magazine+3
Desktop vs Mobile share	Google dominates mobile (vast majority), also strong on desktop. Promodo+2SEO.com+2	Better relative performance on desktop; more used in certain enterprise / Windows-default settings. SQ Magazine+2Flatline Agency+2
Growth trends	Slight decline or stable, with erosion under 90% mark; pushing AI + “search generative experiences” as core. Wikipedia+2Promodo+2	Increasing investment, especially AI integration (Copilot), better social and desktop usage, pushing to close gaps. Impression+3Flatline Agency+3Promodo+3

2. AI & Generative Features

Google has introduced AI Mode in Search. This experimental mode uses the Gemini model (e.g. Gemini 2.0 / 2.5) to provide AI-generated summaries or conversational style results rather than only a list of blue links. It is being rolled out (initially in US, via Google One AI Premium) with options for traditional vs AI-mode. Reuters+2Flatline Agency+2
In many regions, Google is showing AI Overviews — quick summaries or answer blocks at the top of search results. Reuters+2Impression+2
Bing has integrated its AI more aggressively into its core product: Microsoft’s Copilot, Bing Chat, and Copilot Search combine traditional search plus generative AI → more detailed, conversational answers, with multiple source citations. Windows Central+2Flatline Agency+2

3. User Experience & Features

Feature	Google	Bing
Search result format	Traditional SERPs with blue links, snippets, knowledge graph, maps, images, etc. Prompting more AI summaries. Flatline Agency+1	Similar SERP features plus more “copilot-style” or chat-style interactions. Emphasis on integrating desktop environment (Windows, Edge), visual search, image/video filtering etc. Flatline Agency+2Stan Ventures+2
Indexing / crawling speed	Very mature; mobile-first indexing is standard. Flatline Agency+1	Using protocols like IndexNow (supported by Bing & others) to push updates faster to crawlers. This helps webmasters notify Bing (and some other engines) when content changes. Wikipedia+1
Privacy & personalisation	Strong personalisation via user history and Google ecosystem; privacy concerns are frequent topics. Promodo+1	Some differentiators in privacy design, especially around transparency; less dominance of mobile default in some regions means slightly different expectations. Also Microsoft has pushed for more visible source attribution in AI outputs. HawkSEM+1

4. SEO / Optimization Differences

To rank well on both Google and Bing in 2025, you need to understand their different ranking signals and how each search engine treats content. Also, with the growing influence of AI / generative answer engines, you must optimise not just for traditional SEO, but also AEO (Answer Engine Optimization).

Here are some of key differences and implications for SEO / content strategy:

SEO Factor	Google’s Emphasis	Bing’s Emphasis	What to Do
Content relevance & semantic context	Strong: Google uses semantic search, context, synonyms, user intent, and AI understanding (Gemini / SGE) to interpret queries. Flatline Agency+2Promodo+2	More weight on exact keywords, title / metadata matches, clear structure. Also social signals may play a somewhat larger role. Promodo+1	Use rich, contextually relevant content, cover topics broadly; but also ensure target keyword appears in title, meta, headings. Balance both.
Technical SEO: crawl / mobile / speed	Mobile-first indexing; page speed; core web vitals; structured data; schema. Flatline Agency+1	Faster indexing mechanisms like IndexNow; good structure, clean code; crawlability; desktop site performance matters, since many users are non-mobile. Promodo+1	Ensure responsive design; speed optimised; implement structured data; use IndexNow if possible; keep site architecture clean.
Authority & Links	Google places high weight on the quality of backlinks, domain authority, trust signals (E-E-A-T, content expertise). Spam link penalties are strict. Promodo	Also values links, but Bing may be somewhat more forgiving in some link aspects; but quality still matters. Also might consider social engagement more. Promodo+1	Focus on earning high quality links; reduce spam; build domain trust; ensure social (or external) signals are positive; maintain brand presence.
User engagement metrics (bounce rate, dwell time, etc.)	Google uses many user behaviour signals (click-through, dwell time, pogo-sticking, etc.) in ranking. Promodo+1	Similar, but may put relatively more weight on click behaviour visible immediately (CTR), engagement, content readability for desktop users. SQ Magazine+1	Improve UX: fast loading pages, clear layout, helpful content; make content easy to read; optimise for intent.
Answer & snippet optimisation (AEO)	With AI summaries and generative search, optimizing to appear in answer boxes or AI-mode overviews is increasingly important. Reuters+2Promodo+2	Bing’s Copilot Search / AI integration also means content that answers questions clearly, with good structure, likely performs well. Windows Central+1	Use FAQs, structured data, question format; write concise, clear answers; ensure content is up-to-date and authoritative; define “what”, “how”, “why” in content.

5. Advertising & Business Opportunities

Google Ads remains the major platform; extensive reach, mature tools, large budgets; high competition. SQ Magazine+1
Microsoft Advertising / Bing Ads is growing, with somewhat lower costs per click (in many markets), less competition for certain keywords; good ROI especially for B2B, professional services, niches. Also advantage if target audience uses Windows / Edge a lot. Impression+1
AI-based shopping, product recommendation, voice search / virtual assistant search are new fronts where Bing is making headway. Google too, but competition is increasing. Promodo+1

6. Pros & Cons: Strengths & Weaknesses

Search Engine	Strengths	Weaknesses / Challenges
Google	Massive index; sophisticated AI & generative models; dominance in mobile; high trust & broad user base; strong ad tools & analytics.	As AI summaries / overviews increase, some publishers may see lower click-throughs; increased competition; more complex algorithmic changes; stricter penalties for bad SEO / spam.
Bing	Stronger in desktop / enterprise settings; lower competition in some keyword niches; leveraging AI & Copilot; indexing improvements (e.g. via IndexNow); often lower costs for ads; potentially better ROI for certain segments.	Smaller share in mobile; perception / habit biases favor Google; less reach in many regions; fewer resources/trusted data in some cases; still catching up in AI & features in certain markets.

7. Implications for Businesses & Content Strategy

Don’t ignore Bing: even though Google dominates, Bing’s growth, especially in AI / enterprise / desktop, means you can pick up traffic & leads there. Optimizing for both expands reach.
AEO (Answer Engine Optimization) is increasingly essential. With AI modes, overviews, Copilot-style responses, it’s not enough to just rank — content must answer queries well in conversational / summary formats.
Keep content current, authoritative. Especially for question-queries (“how to”, “why”, etc.), content quality and trust signals matter more than ever.
Strong technical groundwork: speed, mobile responsiveness, structured data, clean crawlable architecture.
Monitor what features are showing up in search results in your region / language: snippets, AI summaries, featured snippets, knowledge graphs etc. Ensure your content is positioned for those.
Diversify traffic and don’t depend only on Google. Even partial traffic from Bing or AI assistants can add up.

Summary

As of 2025, Google is still the dominant search engine globally, especially on mobile, but its dominance is slightly eroding—or at least facing more competition—especially from Bing which is growing via AI and its integration with Microsoft products.
Both engines are shifting toward AI / generative features; users increasingly get summaries / conversational answers rather than just link lists.
SEO strategies must adapt: content must be relevant, authoritative, structured, and optimized for both traditional search and AI-driven answer surfaces.
For many businesses, optimizing for both Google and Bing, and paying attention to AEO, will be vital to maintaining and growing visibility.

📌 FAQ

Q1. Which search engine is better in 2025: Google or Bing?
Both Google and Bing have strengths. Google still leads globally with ~90% market share and advanced AI search features, while Bing is gaining ground with AI-powered Copilot Search and lower ad costs. The choice depends on your audience and goals.

Q2. Is Bing AI better than Google AI Search in 2025?
Bing integrates Copilot deeply into search, offering conversational results with clear citations. Google’s Gemini-powered AI Overviews are also powerful but sometimes reduce website clicks. Both are strong, but Bing emphasizes transparency, while Google emphasizes reach and depth.

Q3. Why should businesses care about Bing if Google dominates?
Bing may only have ~8–12% market share globally, but it performs strongly on desktop and in enterprise markets. Bing Ads often have lower competition and better ROI for certain B2B and professional niches. Ignoring Bing means missing valuable traffic.

Q4. How do SEO strategies differ for Bing vs Google?

Google: Focus on semantic context, E-E-A-T (experience, expertise, authority, trust), mobile performance, and structured data.
Bing: Put more weight on exact keywords, metadata, social signals, and IndexNow for faster indexing.
Optimizing for both ensures maximum visibility.

Q5. What is AEO (Answer Engine Optimization) and why is it important in 2025?
AEO focuses on optimizing content so AI search engines and chatbots can directly extract and display concise, trustworthy answers. With Google AI Overviews and Bing Copilot, AEO is critical to maintaining visibility in AI-driven search results.

Q6. Which search engine gives better ad ROI in 2025?
Google Ads has more reach but higher competition. Microsoft Advertising (Bing Ads) often provides lower CPCs and higher ROI in specific niches like B2B and finance. Many brands benefit from running ads on both platforms.

Q7. Should I optimize my website for both Google and Bing?
Yes. Google delivers the majority of traffic, but Bing provides an untapped audience with less competition. Dual optimization plus AEO helps businesses gain visibility across both traditional and AI-driven search experiences.

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