Bing: The Rise of the “Other” Search Engine – So Why Should You Care?

Let’s be honest: when people talk about search engines, most of us immediately think “Google”. That makes sense – it’s the undisputed king of the arena. But wait, there’s another significant player in the arena, and it has been gaining momentum in recent years: Microsoft’s search engine.

Bing has long stopped being “just another search engine”. It has undergone a significant upgrade, especially with the integration of artificial intelligence, and it offers a completely different search experience. So why should you pay attention to it? Let’s dive in: we’ll talk about the data, the trends, how it affects Israel, and what makes it a marketing tool – and even an everyday search tool – worth checking out.

Global market share: Google dominates, but Bing is closing the gap

Google continues to hold most of the world’s search market – about 90% (as of June 2025). That’s a lot. But Bing is firmly positioned in second place. Its global market share is currently about 4%. It may sound small, but in terms of billions of internet users, that’s hundreds of millions of searches a month. That’s a huge audience!

Bing’s market share varies between devices and regions:

• Desktop search: This is where Bing is stronger. It held about 12.21% of desktop searches in March 2025 – a 2% increase in one year.
• United States: In the US, Bing is especially popular. In March 2025, it held about 7.56% of the US market. Earlier in the year, it reported more than 100 million daily users.
• Console users: If you have an Xbox, you’re probably using Bing without knowing it. It’s the default search engine there. Almost 55% of console users use it.

Global trends: AI is changing the rules of the game

The surge of Microsoft’s search engine in recent years is directly linked to artificial intelligence (AI). In February 2023, Microsoft introduced the new Bing. It integrates a chatbot based on an advanced language model from OpenAI (yes, the same company that developed ChatGPT). It simply changed the search experience. Instead of getting a list of links, you can talk to the chatbot. Ask it complex questions and get detailed, well-written answers – just like a conversation with a friend.

Bing AI’s new capabilities are amazing:

• Answering complex questions: Bing provides summaries, comparisons and ideas. It can even write creative content like poems and stories.
• Advanced visual search: Thanks to integration with image generators, you can create images from a text description. Try it!
• Integration with Microsoft products: Bing integrates seamlessly with the Edge browser, the Windows 10/11 operating system (through the built-in Copilot), and also apps like Skype. If you’re a Microsoft user, this makes your experience much easier and more convenient.
• Real-time results: Bing pulls current information from recent search results. This improves relevance, especially in fast-changing areas like news.

AI-based search will keep growing. It will give Bing a significant advantage over older search engines. That’s why anyone working in organic SEO must start looking toward Bing too.

Bing usage in Israel: a small niche, but with potential

In Israel, Google’s dominance is almost absolute. As of June 2025, Google holds about 98.39% of all searches. Bing’s market share in Israel is much smaller, at about 0.91% of all searches. In desktop searches in Israel, Bing is slightly stronger with about 5.47%.

Despite the low numbers, don’t rush to rule it out. There are opportunities here:

• Low advertising competition: If you advertise on Bing in Israel, you benefit from significantly lower competition. This can reduce your advertising costs and improve your ROI (return on investment).
• A targeted audience: Bing users in Israel are usually Microsoft users (Windows, Edge) – people looking for an alternative to Google. It’s a niche audience, but it exists and it’s active.
• Opportunities in the international market: If you market outside Israel, especially in the US, Bing is an important tool in your marketing mix. Optimizing for Bing becomes critical in these markets.
• Golden tip – Bing’s long-tail searches will bring you gems of phrases you can target!

Who is Bing especially suitable for?

Bing may not grab headlines like Google, but it’s definitely a tool worth checking out. Especially if you are:

• Advertisers: Looking for lower advertising costs and the ability to reach a quality audience. This is especially true in markets where Bing is strong.
• Businesses targeting an older audience: Research shows that some Bing users have higher incomes and are in older age ranges.
• Microsoft product users: The seamless integration between Bing, Edge and Windows makes using it convenient and efficient.
• Looking for an innovative search experience: Bing AI’s capabilities offer a smart, interactive alternative to traditional search.

In summary: Microsoft’s search engine is here to stay (and to compete)

Bing may not be the main search engine for most of the world, but it keeps evolving and introducing significant innovations. Especially in artificial intelligence, it offers unique opportunities. Whether you’re an advertiser, an SEO specialist (SEO) or simply a user looking for a different experience – Bing is more relevant than ever. As technology advances, Bing’s potential will grow. It will narrow the gap with Google and become an even more significant player in the global search arena.

So what do you say? Is Bing already part of your search routine? Or maybe now you’ll give it a chance?