Updated November 10, 2026.
When it comes to SEO, almost every small business thinks about Google, and almost none about Bing. That’s understandable: Bing gets a small share of classic searches. But now that people ask AI assistants their questions, Bing matters much more than it seems.
Adding your website to Bing is one of the three steps to put your business on ChatGPT’s map. Here’s why, what we actually know about the link between Bing and ChatGPT, and how to do it.
You’ll often read online that “ChatGPT uses Bing.” The reality is more nuanced, and it’s best to stick to what OpenAI itself writes.
So be wary of the precise statistics going around, like “87% of ChatGPT citations come from Bing”: I found no official source to back them. What we can say is that Microsoft is one of the search providers ChatGPT queries. A website missing from Bing gives up one of the paths through which ChatGPT can find it.
All of it is free and takes little time. The cost-benefit ratio is rarely this good in SEO.
Before you start, make sure your robots.txt doesn’t block Bingbot. It’s rare, but it happens, especially when a firewall or security plugin is overzealous. The same goes for OpenAI’s crawler, as I explain in the article on robots.txt and ChatGPT’s crawlers.
Search engines eventually come back to your pages, but it can take days or weeks. IndexNow flips the logic: your website notifies participating search engines as soon as a page is added, updated or removed.
Microsoft recommends it precisely for AI answers: up-to-date information is more likely to be reused correctly. If you change your hours, prices or a service page, you want the new version to be the one AI reads.
Most platforms and SEO plugins offer an IndexNow integration. The official website, indexnow.org, explains how to enable it for your tools.
In February 2026, Microsoft added a report called AI Performance to Bing Webmaster Tools, in public preview. It shows how your site’s content is cited in Microsoft Copilot, in AI-generated summaries in Bing and in select partner integrations. It includes:
An important caveat: this report doesn’t measure ChatGPT. Microsoft doesn’t name the “partner integrations” it includes. For ChatGPT-specific insights, OpenAI’s Business Hub provides them, if you can claim your business in ChatGPT.
The report is still very useful. Pages Copilot cites often are usually the ones that clearly answer a question. Pages that are never cited show you where to improve your content.
If you have an address where customers visit, Bing has its equivalent of the Google Business Profile: Bing Places for Business. In its AI Performance announcement, Microsoft recommends registering so your address, hours and contact details stay current and eligible for AI-generated answers.
Good news: Bing Places lets you import an existing Google Business Profile. Then check that your information is identical everywhere: your website, Google, Bing and directories. AI assistants cross-check sources, and conflicting information creates doubt.
No. ChatGPT has its own search crawler, OAI-SearchBot, and OpenAI says it sometimes partners with other search providers, including Microsoft. OpenAI doesn’t publish the share of each. So take care of both: be indexed in Bing and let OAI-SearchBot read your website.
Not necessarily. Ranking well in Google doesn’t guarantee that Bing has crawled and indexed your pages. Each engine has its own index. Check in Bing Webmaster Tools how many of your pages are actually indexed.
No, they complement each other. The sitemap lists your pages. IndexNow reports changes as they happen. Keep your sitemap submitted and add IndexNow on top.
No. It covers Microsoft Copilot, Bing’s AI summaries and some partner integrations that Microsoft doesn’t name. For ChatGPT, insights are in OpenAI’s Business Hub.
Yes, the tool is free, as are Bing Places for Business and IndexNow.