In business strategy, there's a concept called "blue ocean" - finding uncontested market space where competition is irrelevant. While everyone battles in the "red ocean" of Google, Bing represents a blue ocean opportunity that most UK businesses are completely ignoring.
I know many people reading this will find this controversial, after all... it seems that every 'SEO Expert' will tell you not to bother with Bing... But I beg to differ...
Think about your industry. How many of your competitors are actively optimising for Bing? It's likely to be very few.
While they're fighting tooth and nail for position on Google, spending thousands on SEO and PPC, Bing remains wide open.
Lower Competition, Better Results
With Bing’s 4% UK market share comes significantly less competition.
This translates to:
- Easier organic ranking opportunities
- Lower cost-per-click for advertising
- Better ad positioning at lower bids
- Higher click-through rates (Bing UK CTR averages 2.9%)
- More visibility for your business
The Quality Audience
Also, here’s something youalso need to consider. Bing users aren’t just “leftover” traffic. UK data shows Bing users tend to be older, more affluent, and more likely to use desktop devices—which can correlate with higher purchasing intent.
- Over 45% of Bing UK users are aged 35+, a demographic with greater spending power
- Bing users are more likely to be in full-time employment or managerial roles
- Desktop searchers convert better for service-based businesses, especially in B2B and professional sectors
The UK Opportunity
In the UK, Google holds 93.35% of the search engine market, while Bing holds 4.00%. That may sound small, but it still represents millions of daily searches. And unlike Google, Bing’s search landscape is far less saturated, giving small businesses a chance to stand out.
First-Mover Advantage
When you optimise for Bing now, you're establishing your presence before the crowd arrives. As more businesses wake up to Copilot integration, Edge browser growth, and AI-powered search, competition will increase. Those who start now will have the advantage of established rankings and authority.
The Multi-Channel Imperative
Successful businesses don’t rely on single channels. You should diversify your investments... why not your search presence? Of course, Google should absolutely remain your primary focus because it’s where most searches happen. But Bing offers something rare in digital marketing: high-quality traffic with low competition.
The Strategic Question
If you could reach thousands of potential UK customers that your competitors are ignoring, at a lower cost, with less effort then why wouldn’t you?
Being on Bing isn’t about abandoning Google. It’s about being strategically present where others refuse to be. It’s about catching customers from every possible angle. It’s about not putting all your eggs in one basket.
Your competitors are too busy fighting over Google scraps. Be smart. Be different. Be on Bing.
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