Is Bing SEO Worth It for a SaaS Company?

Yes, Bing SEO is worth a little effort for most SaaS companies, because the setup takes about an hour and most of the work overlaps with what you do for Google. Bing has an audience among people on managed Windows machines at work, and Microsoft's AI products rely on Bing's systems. It isn't worth a separate content plan, though, and you should be skeptical of claims about how much it influences other AI tools.

You've likely read that ChatGPT runs on Bing, so optimizing for Bing means optimizing for ChatGPT. That claim is more certain in SEO articles than in any source that would actually know. OpenAI's own crawler documentation tells sites to allow OAI-SearchBot to appear in ChatGPT's search features, and that's the step to act on. So treat Bing as a cheap extra channel, and verify ChatGPT separately.

Who you may reach through Bing

Check your own numbers before deciding how much this matters. Open your analytics, filter for organic traffic and compare Bing with Google by visits and by demo conversions. Say you run a 30-person SaaS selling compliance software to mid-size manufacturers. You may find that Bing is a small share of visits, yet converts reasonably well, as corporate IT departments often leave Edge as the default browser, and Edge defaults to Bing. It would be a different story for a developer tool.

That's a hypothesis to test against your data, not a fact about your market. Whatever you find, you'll have an evidence-based answer to how much attention Bing deserves.

Set it up in an hour

Create a Bing Webmaster Tools account. You can import your verified sites from Google Search Console, which saves you from verifying everything again. The tool gives you search performance, crawl data, a URL inspection feature and site scan.

Submit your sitemap. Use the same clean sitemap you use for Google, as covered in our XML sitemap guide.

Check that you're not blocking Bingbot. Look at robots.txt, and more importantly your firewall or bot protection. Rules are sometimes written with only Googlebot in mind, and Bingbot gets challenged or rate limited as a result.

Add IndexNow. It's a protocol that notifies participating search engines when URLs are added, updated or deleted, instead of waiting for them to crawl. Bing supports it, and it's simple to add to most platforms, or a small script can do it in your deployment process. Google doesn't participate, so don't expect it to help there.

Claim your brand's details. Check how your company looks in Bing's results, along with any Microsoft profile that applies, such as LinkedIn, which Microsoft also owns.

What's different about Bing's guidance

Most of what works in Google works in Bing, and Bing's webmaster guidelines cover familiar ground: useful content, clean structure and earned links. There are a few places worth a closer look.

Keep content out of JavaScript where you can. Bing can render JavaScript, but as with all crawlers, it's safer to have your main content in the initial HTML. Our JavaScript guide has a simple test.

Check your titles and descriptions there too. Each engine chooses its own display text, so search for your important pages on Bing and see what it shows.

Don't assume that rankings will match. You might rank well on one and not the other, as they use different systems. Look at Bing's own performance data for your commercial phrases, in the same way as you'd read Search Console.

Bing and AI answers

Microsoft has been explicit about the connection for its own products. Copilot and the AI summaries in Bing's results draw on Bing's systems. Bing Webmaster Tools has added an AI Performance report, introduced as a public preview in early 2026, which aims to show how often your content is cited in Microsoft's AI experiences and in some partner integrations. Check the report in your own account to see what's currently covered, as it's new and may change.

That report is valuable for a reason that goes beyond Bing. Most AI tools tell you almost nothing about citations, so seeing which of your pages get cited and for which queries can guide your content choices, even if the data covers only part of the picture. For the compliance SaaS, finding that a policy template page is often cited might suggest writing more of that kind of page. Our post on measuring AI search visibility offers some other approaches that don't depend on one vendor.

As for other tools, keep an open mind. Some observers report overlap between what appears in Bing and what ChatGPT cites, and a few tools may use Bing's data in some way. These relationships aren't published, and they can change. So the sound approach is to test directly: run your buyer prompts in each tool, and see what happens. See ChatGPT SEO for SaaS.

What not to do

Don't write separate content for Bing. A page that's good for buyers will generally work for both.

Don't buy Bing-specific link packages. Bing's guidelines also penalize manipulative link schemes, just as Google's do. See what a SaaS buyer should watch for.

Don't pull effort from Google. For most SaaS companies, Google remains the larger source of organic demand. Check your own analytics to be sure, and allocate accordingly.

Don't overlook Microsoft Ads data. If you already run ads there, its search terms and conversions may show you which phrases are worth targeting organically. Read should a SaaS landing page target SEO or PPC?.

A simple ongoing routine

After setup, this needs very little time. Every month, spend a few minutes in Bing Webmaster Tools: check indexed pages, crawl errors and top queries, then glance at the AI Performance report if you have it. If a commercial page ranks well on Google and poorly on Bing, look at why, as a small fix may be available. If it's not indexed in Bing at all, check for crawler blocks first.

Going back to the compliance SaaS, the likely outcome is an hour's setup, a small increase in reach, and a useful new source of citation data. That's a good trade, as long as you keep it in proportion.

To see where Bing fits in a wider plan for search and AI answers, see how we approach SEO for B2B SaaS.