James Dooley: How to rank in Bing search engine to help manipulate getting cited in ChatGPT.
Today I'm joined with Charles Floate, and there are a lot of people asking this. Normally, people are always trying to rank in Google, but a lot of business owners now want to get cited in ChatGPT.
A lot of people are asking how to specifically rank better in Bing search. So how do you do it?
Charles Floate: With Bing, number one, let's talk about link profile first.
Root authority, link profile, toxic links and all that kind of stuff are treated very differently by Bing compared to Google.
To be fair, Google is significantly better at analysing links, seeing if spam links are toxic, seeing if links should count, and measuring root authority than Bing is.
You can get away with much higher levels of spam that would normally tank sites in Google inside Bing.
With that being said, you still do not want to send a million GSA links to your site because that will tank it in Bing.
But you can use aggressive PBNs.
Bing does not have the same link graph association and consensus that Google has, so you can use more powerful PBN links that would not work as effectively in Google.
Generally, root authority is not treated as strongly as it is in Google.
So while you can build a higher volume of potentially spammy links in Bing, they do not mean as much from a root authority standpoint as they do in Google.
At the content level, Bing tends to be much more linear.
It looks for pages that are exact matches to the query and cover the exact query intent Bing is looking for.
Google is more dynamic. It may allow two blog posts, two e-commerce roundups, two forum posts, a Reddit guide and a video.
Bing is much more linear and tends to rank similar pieces of content.
You do not get the same dynamic setup that you see in Google.
James Dooley: I feel the biggest difference is query augmentation.
Once Google starts to trust you, it will rank the same page for many more keywords and expand it across more search terms.
Bing seems to be more direct. Here is a query, write for that query.
EMDs are working brilliantly in Bing. They are working in Google as well, but they are working very well in Bing.
A lot of people who were hit badly in Google are still crushing it in Bing, often because of unnatural link penalties and how Bing treats links differently.
Years ago, lots of people submitted disavows in Google, but nobody really submitted them in Bing Webmaster Tools.
So Bing did not gather the same volume of data around what toxic links look like.
I agree that exact match queries in titles, content and anchors still work well in Bing.
You spoke about how Bing is useful for getting more citations in ChatGPT.
If someone came to you and said they specifically wanted more citations in ChatGPT, how are you reverse engineering the sources ChatGPT is using?
Charles Floate: We start with the initial query and do the query fan-out.
We do not use Ahrefs or a random AI input and output for the query fan-out.
We normally use ChatGPT’s own query fan-out.
If you put in something like “best CRM tools”, ChatGPT might run 16 different grounded queries.
We extract all of those.
Then we take that output and put it back into ChatGPT so it runs another set of grounded queries.
We keep doing that until we have a huge dataset.
From those queries, you may get 10 to 25 sources in the summarised output.
We then look across the full dataset and ask which sources are showing up again and again.
If one page has 1,000 mentions and another has two, we want to get onto the source that appears most often.
James Dooley: From there, are you trying to do a link insert on the existing page and get the brand added there?
Or are you trying to create a new guest post on that domain, then build tier-two links to the new URL to outrank the existing page?
Charles Floate: It depends what the publisher allows.
If the publisher lets us edit the page, we will edit the page because that has the fastest effect.
But OpenAI and ChatGPT often cache pages so they do not need to constantly retrieve the web page again.
If a page is showing up 1,000 times, it is likely cached.
You need to wait for that cache to update. Usually that is 24 hours, but it can take longer if the source is lower weighted.
If we can edit the existing page, we will.
But because Bing handles cannibalisation better than Google, you can often get a new page to outrank another page in Bing for the exact same query, as long as the new page is better.
Bing does not have the same linking version system that Google has.
James Dooley: With regards to powering up backlinks, you have said before that tier-two links work well because they activate the tier-one link.
How does that work in Bing? Do you want to do tier-two backlinks for Bing search?
Charles Floate: Yes.
In general, you want even more tier-two links for Bing, and they do not need to be as good as they would for Google.
This is where you should usually split projects.
You want a project for Google and a project for Bing because they are two very different projects.
James Dooley: With regards to virality, people talk about viral campaigns using Chrome browsers because Google owns Chrome.
Is there anything similar that can be done on Microsoft to help rank better in Bing?
Do they use user signals, CTR and engagement?
Charles Floate: They definitely use SERP user engagement signals.
I do not think they use Microsoft Edge browser data to the same level that Google uses Chrome signals, but they definitely use engagement signals at a certain level.
James Dooley: Is there anything else Bing does differently?
They have Bing Places instead of Google Business Profile. They have Copilot instead of Gemini.
If someone comes along and says they only care about getting more ChatGPT citations, or they are ranking number three in Bing and want to move to number one, what is your strategy?
Would you go harder on exact match anchors?
Charles Floate: I would hit it with links that Bing specifically likes.
We usually have decent PBNs that Bing tends to respond well to.
Exact match anchors still work, but Bing still has anti-spam systems that deal with anchor text manipulation.
If you build 100 exact match PBN links with no variation, you can still get hit in Bing just like Google.
But you can build 100 PBN links with anchor variation and rank very well.
James Dooley: Anyone watching this, I hope you liked the video on how to rank higher in Bing search.
Make sure you check out the links in the description. There are other videos where I ask Charles Floate how to increase visibility in other large language models, including Gemini, ChatGPT, Perplexity and Claude.
Charles Floate, it has been an absolute pleasure.
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