It’s easy to write off Bing as irrelevant next to Google, but that assumption costs sites real traffic. Bing still holds a meaningful share of desktop search, powers Yahoo’s search results, and — increasingly important — its index feeds Microsoft Copilot’s AI answers. Ranking well on Bing is no longer a side project.
Bing’s Audience Isn’t a Small Copy of Google’s
Bing’s user base skews toward desktop users, older age groups, and Windows/Microsoft-ecosystem users by default (it’s the built-in search engine in Edge and Windows search). Several studies over the years have also pointed to a higher average household income among regular Bing users compared to Google’s broader audience — which matters directly for sites selling higher-ticket products or B2B services.
How Bing Keyword Suggestions Differ From Google’s
Bing’s autocomplete — the source behind our Bing Keyword Tool — is generated from real Bing searches, not Google’s. The two overlap heavily for broad terms, but diverge more on longer, more specific or more local queries, since the underlying search populations aren’t identical. Relying on Google-only keyword research means you never see the phrasing unique to Bing’s users.
Practical Ways to Act on Bing-Specific Keywords
- Verify your site in Bing Webmaster Tools separately from Google Search Console — Bing does not automatically pick up Google’s data.
- Submit your XML sitemap directly to Bing so new content gets discovered faster.
- Use Bing-sourced long-tail phrases in headings and body copy where they naturally fit — they often have noticeably less competition than the same phrase on Google.
What This Won’t Replace
Like any autocomplete-based source, Bing’s suggestions don’t come with a volume or difficulty score attached. Use them to widen your keyword list with real, Bing-specific phrasing, then prioritize using whatever ranking or analytics data you already have.
The Bottom Line
Google isn’t the only search engine your customers use. Run your own seed keyword through the Bing Keyword Tool and see how the suggestions compare to what you already have from Google.