Published on: April 28, 2025 / update from: April 28, 2025 - Author: Konrad Wolfenstein
Bing for SEO and AI search important: Microsoft's growing advantage in the B2B search market compared to Google-Image: Xpert.digital
AI-supported search: How Microsoft in the B2B digital strategy Google is more and more dependent
New search worlds: The role of Microsoft in B2B with AI use
The digital landscape in the B2B area goes through a fundamental transformation, driven by the integration of artificial intelligence into search processes and company systems. Microsoft has taken on a beneficial position compared to Google through strategic partnerships, integrations and market dominance in the desktop area. This development not only changes how B2B decision-makers find information, but also how companies should optimize their digital presence.
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The changed B2B search landscape
The B2B purchase process has changed fundamentally. B2B buyers now spend 83% of their time with independent research , far from sales employees. This underlines the increasing importance of digital information sources in the decision -making process. This shows a clear preference for AI-supported search solutions: According to Forrester, up to 90% of B2B buyers already use generative AI tools such as perplexity and chatt to research solutions, compare options and make purchase decisions.
This relocation towards AI-based research processes changes the way B2B companies have to shape their digital presence. Conventional SEO strategies, which are primarily oriented towards Google, may fall too short in a world in which AI assistants are increasingly the first point of contact for information search.
Microsoft's dominance in the B2B ecosystem
Windows as the basis of the B2B ecosystem
Microsoft has a decisive advantage: Windows still dominates the desktop market in the division with a global market share of 71.72%. This comprehensive presence on corporate computers forms the basis for Microsoft's B2B ecosystem and enables seamless integration of AI-based services such as Microsoft Copilot.
Microsoft Copilot and the integration of AI search
With the official introduction of Copilot Search in Bing, Microsoft has taken an important step to integrate AI into his search service. Microsoft describes Copilot Search as a solution that “seamlessly connects the best of traditional and generative searches to help you find what you need”. This integration of AI functions directly into the Windows operating system gives Microsoft a significant advantage in the user management and binding.
Why companies have to be present in Bing in order to benefit from AI
The strategic partnership between Microsoft and Openai: Bing as a standard search engine for chatt
A decisive factor for Microsoft's growing influence in the AI search market is the partnership with Openaai. Openai uses Bing as a standard search experience for chatt. When Chatgpt is used in browsing mode, it formulates a search query and sends it to Bings search engine. This partnership means that millions of chatt users indirectly use Microsoft Bing if they are looking for current information.
Perplexity uses Microsoft Bing to research “current” sources on the web
According to Wikipedia, perplexity is built on the Microsoft Azure infrastructure and uses Microsoft Bing to research “current” sources on the web. This is an important aspect of the technology partnership between perplexity and Microsoft. The search engine processes queries using a Large Language Models and synthesized answers based on web searches.
In general, information from different, reputable sources such as websites, scientific articles, databases and other online resources is collected and transparent in the answers.
In contrast to classic search engines such as Bing or Google, which usually issue a list of links, Perplexity uses a concise summaries using AI and refers directly to the sources used.
Microsoft Copilot and the integration of the AI search
With the official introduction of Copilot Search in Bing, Microsoft has taken an important step to integrate AI into his search service. Microsoft describes Copilot Search as a solution that “seamlessly connects the best of traditional and generative searches to help you find what you need”. This integration of AI functions directly into the Windows operating system gives Microsoft a significant advantage in the user management and binding.
Ki-Seo Fact: The importance of linked sources in B2B marketing by AI
Another important aspect: 90% of B2B buyers click on the sources cited in AI answers to check information. This fact underlines the importance of being cited by AI systems as a trustworthy source. Companies that are well listed in Bing are therefore more likely to be quoted in AI-generated answers and thereby obtained qualified traffic.
That is why good positioning in Bing is important
AI search changes the traditional SEO approach
The traditional SEO, which focuses on Google rankings, is supplemented by the rise of AI-supported search solutions. B2B companies must now take into account that potential customers may never navigate directly to their website (keyword: Zero-Click Search ), but also receive information about their products and services from AI assistants.
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The economic advantages of AI-optimized search
According to studies, companies that use AI-based searches and product recommendations have an increase in the conversion rates. This underlines the economic potential that is optimized for AI-supported search solutions. Since many of these solutions fall back on Bing as a data source, good positioning in Bing is becoming increasingly important.
Strategic recommendations for B2B companies
Multi -dimensional search engine optimization
B2B companies should optimize their digital presence for traditional search engines and AI-based search solutions. This means:
- Structured content: Contents should be clearly structured and easily interpretable by AI systems.
- Trusty: Since 90% of users verify sources, it is important to be perceived as a trustworthy source.
- Bing optimization: In addition to Google optimization, a specific strategy for Microsoft Bing should also be developed.
Adaptation to changed user habits
With 70% of B2B buyers who prefer digital interactions compared to traditional personal meetings, companies must adapt their digital presence accordingly. This includes the provision of comprehensive information that is optimized for both human readers and for AI systems.
Microsoft's B2B advantage through AI integration
Microsoft's strategic positioning in the B2B area through the dominance of Windows, the integration of Copilot and the partnership with Openaai gives the company a growing advantage over Google. The fact that 67% of the B2B e-commerce companies are already using AI and increases this trend underlines the importance of being well positioned in Microsoft's ecosystem.
It is becoming increasingly important for B2B companies to optimize their digital presence not only for Google, but also for Microsoft Bing in order to be visible in the AI-supported search. The growing importance of chatt, perplexity and other AI assistants in the B2B decision process that fall back on Bing as a data source makes good positioning in Bing a strategic imperative for future-oriented B2B companies.
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