Bing AI Search: A Win for Site Owners and SEOs

Bing's latest update to its AI Search functionality comes as a breath of fresh air. The new layout, currently being rolled out to a small percentage of user queries, promises to maintain website clicks while offering users enhanced search experiences.

A Balance of AI and Traditional Search

Bing's new generative search experience combines the power of AI with traditional search results in a thoughtfully designed layout. The desktop view features three main panels:

1. A table of contents on the left
2. AI-generated answers in the center (with links to website sources)
3. Traditional organic search results on the right-hand side

This layout is a deliberate effort to preserve and encourage clicks to websites, addressing a major concern in the SEO community about the potential for AI search to reduce traffic to original content sources.

Maintaining Traffic to Publishers

Microsoft has made it clear that sustaining traffic to websites was a key consideration in designing the new layout. According to their announcement:

"We are continuing to look closely at how generative search impacts traffic to publishers. Early data indicates that this experience maintains the number of clicks to websites and supports a healthy web ecosystem."

This approach stands in stark contrast to the zero-click search results that have become increasingly common on other search engines. Bing's commitment to maintaining a healthy web ecosystem is evident in their design choices.

Features That Encourage Exploration

The new Bing AI Search includes several features that encourage users to explore beyond the initial AI-generated answer:

1. A table of contents that invites further exploration of related subtopics
2. Increased number of clickable links within the AI-generated content
3. Retention of traditional search results alongside AI answers

These features not only satisfy the user's initial query but also prompt them to dive deeper into topics, often leading to clicks on organic search results.

AI-Powered, but Website-Friendly

Bing's implementation of generative AI in search results is unique in its approach to balancing AI capabilities with the needs of website owners. The AI-generated content provides quick answers but also acts as a gateway to more in-depth information on websites.

For example, when searching for "What is a spaghetti western?", Bing provides an AI-generated overview of the film subgenre, including its history and origins. However, it also includes links and sources that allow users to explore the topic further on various websites.

A Step in the Right Direction

This update from Bing represents a significant step in the evolution of search technology. By prioritizing both user experience and the health of the web ecosystem, Bing is setting a new standard for AI-powered search.

As the rollout continues, Bing is actively seeking feedback from users, demonstrating their commitment to refining and improving the experience. They've included thumbs up and thumbs down icons at the top of the generative search results, as well as a feedback icon at the bottom of the search results page.

Bing Generative Search

Bing's updated AI Search functionality offers a promising solution to the concerns raised by website owners and SEO professionals about the impact of AI on web traffic. By maintaining clicks to websites while enhancing the search experience, Bing is fostering a more symbiotic relationship between AI-powered search and the broader web ecosystem.

As this new search experience continues to evolve, it will be interesting to see how it impacts search behaviors and website traffic in the long term. For now, it appears that Bing has found a way to harness the power of AI while still supporting the creators and publishers who make the web a valuable resource for information.