Should Small UK Businesses Worry About Bing or Just Focus on Google?

If you run a small business in the UK, you’ve probably thought about your online presence. Maybe you’ve got a website, a social media page, or even a Google Business Profile. But here’s a question that pops up now and again: should you care about Bing? Or is Google the only search engine that really matters?

Let’s break it down in a chill, no-jargon kind of way. We’ll look at what Bing is, how many people actually use it, what makes it different from Google, and whether it’s worth your time to bother with both—or just stick with the big G.

What Is Bing, Anyway?

Bing is Microsoft’s search engine. It’s the default one on Windows computers, Microsoft Edge, and Xbox. It’s kind of like Google’s quieter cousin. It does the same job—helps people find stuff online—but not as many people use it.

Still, it’s not completely dead in the water. Lots of people don’t bother changing their default settings, especially older users or those less tech-savvy. That means they could be using Bing without even knowing it!

How Popular Is Bing in the UK?

Let’s get to the good bit—who’s actually using Bing?

In the UK, Google is the big boss with over 90% of the market share. That means if 100 people search for something online, about 90–93 of them are using Google. Bing? It grabs maybe 4–6 users out of 100. Not loads, but not nothing either.

It’s also worth noting that Bing powers Yahoo Search and some voice assistants like Alexa. So sometimes, people are using Bing without even knowing it!

Who Uses Bing?

This is the interesting part. Bing users tend to be a bit older, and many are on desktop computers, often using the Windows operating system at work or at home. So if your business sells something aimed at older adults or office workers, Bing might actually matter more than you think.

For example, if you sell home care products, legal advice, or anything tech-related for businesses, those users might be searching with Bing. But if you’re selling streetwear for teenagers or running a dog grooming salon, most of your audience is probably on Google—or even finding you on Instagram or TikTok instead!

How Is Bing Different from Google?

On the surface, Bing and Google look pretty similar. You type in your question or keywords, and both give you a list of websites. But behind the scenes, they work differently.

• Search algorithms: Google is better at understanding natural language and weird questions. Bing still works well, but it’s a bit more old-school.
• Visuals: Bing puts more focus on images and videos. If you’re in something visual like fashion, food, or design, Bing’s image results are actually really nice.
• Local results: Google is stronger with local results (think “cafe near me” or “plumber in Leeds”). Bing shows local results too, but Google tends to be more accurate and updates quicker – I’m currently working with a client who changed their office address and phone number several months ago, Google updated their organic results in about two days, we are still fighting to get Bing to update their results.
• Business listings: Google has Google Business Profile (formerly Google My Business), and Bing has something similar called Bing Places. Not as many people use Bing Places, but it can still help you show up better in Bing results.

Should You Bother With Bing?

Here’s the real question. Should you, as a busy small business owner, bother spending time on Bing? Let’s look at the pros and cons.

Pros of Paying Attention to Bing

• Less competition: Fewer people optimise for Bing, so it’s easier to rank higher. If you’re struggling to get on page one of Google, you might find it easier on Bing.
• Different audience: Bing users are often older and more likely to be on desktop. If that’s your target market, it’s worth trying to reach them.
• It doesn’t take much effort: If your site is already well-made and optimised for Google, most of that stuff carries over to Bing too.

Cons of Spending Time on Bing

• Smaller audience: Only a small slice of UK users are on Bing. If your time and money are limited, Google gives you more bang for your buck.
• Tools and support are better on Google: Things like Google Search Console, Analytics, and Ads are more advanced and user-friendly.
• It’s easy to get distracted: If you try to do everything, you might end up doing nothing well. Better to focus on the big wins first.

What About Advertising?

Google Ads is massive. It’s expensive, but you can get a lot of traffic. Bing also has its own ad platform, called Microsoft Ads (formerly Bing Ads). The cool thing? It’s cheaper!

If you’re running ads and your audience includes older people or office workers, trying Microsoft Ads could be a smart move. You can even copy your Google Ads campaigns over to Microsoft Ads in just a few clicks.

How to Optimise for Bing Without Doing Too Much Extra Work

Here’s the good news: you don’t need to rebuild your whole website for Bing. Just make sure your site is doing the basics right, and Bing will probably pick it up too.

• Submit your site to Bing Webmaster Tools: It’s like Google Search Console but for Bing. It helps you see what’s working and fix any issues.
• Use Bing Places: Set up a listing, especially if you’re a local business. It’s free and can help you show up in local Bing results.
• Make sure your site works well on desktop: Since more Bing users are on computers, desktop performance matters more here than on Google.
• Focus on clear keywords: Bing likes exact match keywords more than Google, which is better at reading between the lines. Be direct and simple with your content.
• Get backlinks: Bing still cares a lot about who links to your site. The more legit websites that link to you, the better your Bing ranking.

So, What Should You Do?

If you’re just getting started with SEO (Search Engine Optimisation), focus on Google. It’s where most people are, especially in the UK. Make sure your Google Business Profile is up to date, your website is mobile-friendly, and your pages load fast.

Once you’ve sorted the basics and you’ve got a bit of time, it’s worth checking out Bing too. It won’t hurt, and it might help you get a few extra customers—especially if your audience fits the Bing crowd.

But if you’re super short on time or working solo, Google gives you the best return on your effort. Don’t stress about doing it all. Do the big stuff first, and then worry about the extras later.

Final Thoughts

In a perfect world, you’d have time to smash it on Google, Bing, social media, YouTube, and everything else. But in the real world, running a small business means picking your battles.

Start with Google—it’s where most of your customers are. Get your site in good shape, make sure your business shows up in local searches, and write helpful content that answers people’s questions.

Once that’s ticking along nicely, check out Bing. Set up Bing Places, register with Bing Webmaster Tools, and see if you get any extra traffic. If you do, great! If not, no biggie—you’re still winning on Google.

So no, you don’t *have* to worry about Bing. But giving it a little attention could be a smart move—especially if you’ve already nailed the basics and you’re ready for that next level.