Bing vs Google: should you optimize for both?
Google holds roughly 87% of Canadian search market share; Bing has grown to about 8% partly thanks to ChatGPT integration. For most businesses, Google should be 95% of SEO focus. Bing optimization is worth the small extra effort for B2B targeting older, professional, and Windows-default users.
Optimize primarily for Google. Submit your sitemap to Bing Webmaster Tools and follow basic best practices, but don't divert significant resources from Google work.
Side-by-side breakdown
| Dimension | Bing | |
|---|---|---|
| Canadian market share | ~87% | ~8% |
| Optimization required | All your effort | Submit sitemap, follow basics |
| Schema support | Most extensive | Strong but smaller catalog |
| AI integration | AI Overviews | Powers Copilot, ChatGPT search results |
| Webmaster tool | Search Console | Bing Webmaster Tools |
| Worth the effort | Mandatory | Yes for B2B; nice-to-have for B2C |
Who should choose what
Choose Google if…
Default for almost every business. Google's market share dominates B2C and most B2B contexts.
Choose Bing if…
B2B targeting older professionals (lawyers, accountants, finance). Sites where ChatGPT/Bing integration matters for AEO. Government and enterprise contracting where Bing is a default browser tool.
Still not sure which is right?
Book a free strategy call. We'll review your situation and give you a clear, no-spin recommendation.
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