Action Steps for Bing’s AI SEO Guidelines

Bing continues to develop AI-powered search solutions. It provides the index for OpenAI’s SearchGPT, launched last month. In July, it created its own version of Google’s AI Overviews called “Generative Search.”

Last week, Bing published optimization guidelines for AI-powered search engines. The post advised marketers to focus on query intent while recognizing that keywords inform intent.

Here’s how to do that for today’s search engines.

Keywords Remain Fundamental

The main takeaway from Bing’s guidelines aligns with traditional search engine optimization: put a searcher first. Satisfy the person behind a query and worry less about keyword matching or prominence.

Nonetheless, much of the guidelines address keyword research that, again, signals intent, starting with identifying a core term for a target audience. My recommendations for keyword research tools will help.

But don’t stop there. Once you’ve identified a target search query, extend the research to discover the critical supplement terms to confirm that intent and include them in the content.

Communicate Micro Intent

The post suggested adopting “natural language processing” techniques. NLP helps machines interpret and understand humans. It also helps search engines understand the detailed intent behind each search query, far beyond broad conclusions such as “to purchase,” “to learn,” or “to navigate.”

NLP identifies micro intents unique to each search.

The guidelines offered an example query — “Best eco-friendly coffee maker” — and provide NLP-driven results:

In generative [AI] search systems, search results will showcase a variety of eco-friendly coffee machines and coffee makers available for purchase, highlighting their prices, features, and materials. They’ll feature brands that emphasize sustainable and recycled materials and provide links to articles and guides on sustainable brewing while offering more information on eco-friendly coffee machine options. As you can see, these systems are working to fulfill the intent of the user’s query as effectively as possible.

Understanding how to satisfy micro intents is essential to being surfaced in AI search results. When producing content, search optimizers should reverse engineer how AI platforms interpret each query.

Prompt ChatGPT or Gemini to identify and analyze higher-ranking competitors or those highlighted in AI Overviews (or Generative Search). For example, prompt ChatGPT or Gemini to analyze competitors’ content and explain how it serves searchers better.

You can also prompt ChatGPT or Gemini to analyze the detailed search intent of any query. Similarly, search Google and Bing for, respectively, AI Overviews and Generative Search that respond to a query.

Supplemental Keywords

Bing’s guidelines suggest including supplemental keywords on the page to reinforce the intent, but they don’t state how to find them.

Here are some pointers:

• Long-tail searches. Any leading keyword research tool can help. Limit the list to those long-tail queries that satisfy the specific intent you are targeting.

• Question searches. I’ve addressed tools to research shoppers’ questions based on a target keyword. Any of them would be helpful. Don’t try to answer all the questions you find. Focus on those that reveal the intent you seek.

• Semantic keywords convey the same intent as your target query. I’ve suggested tools to find semantically related keywords.

• Conversational queries. Buzzsumo’s “Question Analyzer” pulls threads from Reddit, Quora, and similar forum-type sites based on your core term. It’s handy for seeing your target query in real conversations and discovering searchers’ alternative terms. (Check Buzzsumo’s “View related themes” for its suggestions.)

Read forum threads to analyze actual conversations. This Buzzsumo example answers the question, “How long do elephants live?” Click image to enlarge.