How to Use Hubspot Insights to Win More Traffic From Bing and AI Search

As search evolves beyond Google, marketers using Hubspot need a clear plan for Bing, Copilot, and other AI-driven results. This guide explains how to align your content and technical SEO with Microsoft’s ecosystem using insights inspired by HubSpot’s expert analysis of Bing’s growing impact on marketing.

Bing now powers key experiences inside Windows, Edge, and Microsoft Copilot. That means your visibility in Bing can influence how often your brand appears in search generative experiences, AI chat answers, and browser-integrated suggestions.

Why Bing Matters More Than Ever for Hubspot Marketers

Many teams still focus almost exclusively on Google, but Hubspot’s broader marketing perspective highlights several reasons to care about Bing:

• Bing’s share of search includes large enterprise and B2B users.
• Microsoft’s AI tools surface Bing results inside office workflows.
• Edge and Windows default settings quietly push users toward Bing.
• AI chat interfaces increasingly blend traditional rankings with generative answers.

Even modest improvements in Bing visibility can compound across these touchpoints, especially for brands already running inbound programs in Hubspot.

Step 1: Audit Your Visibility in Bing Using Hubspot-Aligned Metrics

Before you make changes, measure your baseline. Use a combination of Bing Webmaster Tools, analytics, and Hubspot-style reporting dimensions.

Check Core Organic Performance

1. Set up Bing Webmaster Tools and verify your site.
2. Review impressions, clicks, and average position by query.
3. Compare top Bing queries to your existing Hubspot keyword targeting and topic clusters.

Look for gaps where Bing is sending impressions but few clicks, or where key conversion topics in your Hubspot campaigns have weak visibility.

Map Bing Traffic to Conversions

To follow the same performance mindset you apply in Hubspot:

• Track organic sessions from Bing separately in your analytics platform.
• Tie those sessions to lead and revenue goals, similar to how you track lifecycle stages in Hubspot.
• Identify landing pages that get Bing traffic but underperform on engagement.

This helps you prioritize optimizations that will actually move business metrics, not just rankings.

Step 2: Align Content Strategy With Bing and Copilot

Bing and Microsoft Copilot rely on strong, clear, expertise-rich content. That lines up well with inbound marketing principles popularized by Hubspot.

Build Topic Clusters With Clear Search Intent

Borrowing from the topic cluster model often used in Hubspot campaigns, organize your content around core problems your audience is trying to solve:

• Create a comprehensive pillar page that covers the main topic with depth and structure.
• Develop cluster articles that answer specific questions and long-tail queries.
• Interlink pillar and cluster content with descriptive anchor text.

For Bing, make sure each page has a direct, obvious match to a searcher’s intent, stated clearly in headings and introductions.

Write Answers That Work for AI and Traditional SERPs

To improve your chances of being surfaced in Bing’s AI answers and rich snippets:

• Include concise, 40–60 word answer paragraphs near the top of key pages.
• Use descriptive subheadings that mirror common questions.
• Add bullet lists or numbered steps that summarize how-to content.
• Back claims with sources and data where appropriate.

This style supports both standard search results and AI-generated responses that depend on clear, structured information.

Step 3: Technical SEO Practices That Support Hubspot Campaigns

Sound technical SEO is foundational for both Google and Bing. Marketers who already manage landing pages, blogs, and resources with Hubspot principles can extend that rigor to Microsoft’s crawler expectations.

Optimize Crawlability and Indexing

Focus on the basics:

• Submit XML sitemaps to Bing Webmaster Tools.
• Ensure your robots.txt allows important content to be crawled.
• Resolve redirect chains and eliminate broken internal links.
• Use canonical tags on pages with similar or duplicate content.

These steps help Bing discover, understand, and correctly prioritize your content, supporting the same user journeys you nurture in Hubspot.

Improve Core Web Vitals and Page Experience

Bing considers user experience metrics similar to how modern marketers evaluate landing page performance in Hubspot. To strengthen your pages:

• Reduce image sizes and use next-gen formats where possible.
• Minimize render-blocking scripts and heavy third-party tags.
• Design for mobile-first with readable fonts and tap-friendly controls.
• Keep layouts stable to avoid layout shift during page load.

Better page experience tends to increase both search visibility and conversion rates.

Step 4: Enrich Content With Structured Data and Trust Signals

Structured data helps Bing interpret your pages, while trust signals influence whether content is featured in answers and recommendations surrounding the search experience.

Add Schema Markup to Key Content Types

Consider adding structured data to:

• Articles and blog posts (Article schema).
• Products and services (Product schema).
• How-to content (HowTo schema).
• FAQs (FAQPage schema).

This markup can make it easier for Bing to highlight your content in enhanced results and AI experiences that summarize multiple sources.

Showcase Authority and Credibility

To reflect the same trust-building focus that underpins Hubspot-influenced content strategies:

• Include author bios with expertise, credentials, or experience.
• Link to reputable external sources and original research.
• Keep content up to date with clear revision dates.
• Use consistent branding, design, and navigation across the site.

These signals help both users and search engines see your site as a reliable resource.

Step 5: Monitor, Iterate, and Integrate With Hubspot Reporting

Optimization for Bing is not a one-time task. Integrate it into the same measurement loops you may already use with Hubspot’s reporting style and dashboards.

Track Bing-Specific KPIs

Define and monitor a concise set of metrics:

• Organic sessions from Bing by landing page.
• Lead and opportunity creation from Bing traffic.
• Ranking improvements for target queries relevant to your campaigns.
• Click-through rates on search snippets for branded and non-branded terms.

Review these metrics monthly, then tie them back to your inbound funnel or lifecycle stages similar to how you would in Hubspot.

Use Insights to Refine Content and Offers

Apply what you learn to improve performance over time:

1. Identify topics where Bing visibility is high but conversions are low.
2. Update those pages with clearer calls-to-action and more relevant offers.
3. Expand high-performing topics into new articles, guides, or tools.
4. Refresh underperforming content with better structure, examples, and data.

This creates a cycle where search data continually sharpens your inbound strategy across channels.

Learn More and Put Your Strategy Into Action

To dive deeper into Bing-related marketing insights similar to those used in this guide, review the original analysis from HubSpot at this resource on Bing optimization. For teams that want expert help implementing a full-funnel strategy that connects SEO, analytics, and marketing automation, you can explore consulting services at Consultevo.

By combining strong content fundamentals, technical best practices, and Hubspot-style measurement discipline, you can turn Bing and Microsoft’s AI ecosystem into a meaningful source of high-intent traffic and qualified leads.

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