Bing vs Google – Which Search Engine is Better? - Search Engine Insight (2023)

Bing and Google have always aimed to satisfy their customers’ informational needs as the most influential search engines in the market.

Both offer speed, mobile friendliness, ease of use, SERP features, local search, maps, voice search, and paid advertising. Regardless, the question remains, which search engine is better and why? Is Bing better than Google? Or does Google surpass all expectations in comparison to Bing?

The entire phenomenon of the internet revolves around search engines. Even though Google is dominant in market share and popularity among users, Bing has its benefits and markets where it is especially relevant. That is why people are concerned about which search engine to pick.

Let us explore the two search engines, Google and Bing, in-depth and help you choose the one that offers unique value and suits your needs best.

Table of Contents

Bing vs Google: Which is Better Search Engine?

You may be acquainted with both these search engines, Google and Bing, but to refresh, let’s look at what they are and then, for a fair comparison, discuss their features in detail.

So, which browser is your piece of cake? Let’s find out!

About Google:

Bing vs Google – Which Search Engine is Better? - Search Engine Insight (1)

With the main focus of analysing backlinks authority, Google was created by a search firm in 1998. It started as a research project known as BackRub due to its ranking method of checking site backlinks to determine relative authority.

Its initial service, backlinks, became the backbone of Google and has helped it propel itself to become the industry leader it is today.

About 70% of searchers in the world use Google to perform their research on the internet. Google practices frequent algorithm updates compared to Bing, ensuring that it remains the best search engine page. These aspects gave Google the edge over its competitors, and it continues to do so.

Further, into the article, we will discuss some of the best features that Google offers; keep on reading to find out.

Learn More:Google Search Help

About Bing:

Bing vs Google – Which Search Engine is Better? - Search Engine Insight (2)

Before the rebranding in 2009, the search engine was known as Windows Live Search, created by Microsoft initially in 2006. Windows Live Search was originally launched in competition against Google’s Search engine.

After the launch, Bings’ initial and most significant update introduced the indexing technology, called the “Tiger“. The most prominent factor of this update was that Bing didn’t update its algorithms frequently compared to Google.

This was an exciting and crucial development because regular algorithm changes affect your website’s rankings. And that is not the only factor making the Bing and Google comparison more interesting, let us discuss some of these comparisons between the two search engines.

(Video) Why Is Everyone Ditching

Bing vs Google: How Do They Compare?

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For your ease, and to help you make an informed decision, we’ll explore the features that both Google and Bing search engines offer their users and how their differences affect the overall user experience. From their market share and SERP features to technical aspects, priority in ranking factors to mobile friendliness and ease of use. Let’s get right into it!

1.Market Share: Bing vs Google

Bing vs Google – Which Search Engine is Better? - Search Engine Insight (4)

It’s challenging to talk about Google vs Bing because Google holds a whopping 92.18% share of the global search engine market. Nonetheless, we will give you a fair estimate of things so that you can decide for yourself.

Google holds the market share of mobile devices at 83%, while Bing’s is only 9%. Bing ranks second with a market share of 9.27%. However, Bing seems more dominant on desktop computers, with a 15.53% market share, while Google’s is 81.28%.

Bing vs Google is a challenging discussion in terms of revenue because Microsoft and Alphabet report the annual total. For 2020, Microsoft said a total of $143.015 billion, while Alphabet reached $182.527 billion.

Explore more: Ecosia vs Google

2.Multimedia Search: Bing vs Google

People are primarily into graphics and illustrative work; the more attractive the presentation, the more enticed the users are. Advanced search by image is not only aesthetically alluring but can prove immensely helpful. This is another category where we can safely say Bing is prevailing.

If you’re not sure which term to search for, you can easily insert and find relevant results in an image search. Multiple advanced search options, such as resolution, length, publication date, etc., are available for videos, and the filters can be compared with YouTube’s.

On the other hand, Google probably doesn’t bother much about multimedia searches because they own YouTube.

3. Advertising: Bing vs Google

E-commerce has come a long way since the pandemic; more companies are joining the vast sea daily. And with more businesses coming online, online advertising has become even more crucial.

Bing is a better choice when it comes to competition. With such a diverse content volume, a whopping 90.63% doesn’t get any organic traffic from Google.

Everyone wants their ads to show on the first page of search results, and this aspect works the same for both Bing and Google. These search engines provide many filters to target their desired audience, such as location, age, gender, etc. Unfortunately, this creates a complex, love-hate relationship between most users and their browsers.

The competition between Google and Bing on this is critical; both provide different yet effective benefits. If you’re advertising on Google, remember that you can import Google Analytics into their SEO tool with just a single click.

(Video) Microsft Bing AI vs Google Search Engine

4.Maps: Bing vs Google

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Google Maps is leading in all countries, without a doubt; this is primarily due to the various features associated with it. Compared to Google, Bing doesn’t offer a map app, which is a significant drawback since 80% of the users are mobile users.

When we break down Bing vs Google stats for travel options, Google wins by having cycling routes. The directions are alike, but Google’s data about traffic is more precise. Local search is another element that Google vanquishes, as Bing’s results can be significantly outdated.

5.Ranking Factors: Bing vs Google

While Google and Bing have many similarities in their SEO ranking factors, there are significant differences. This applies when it comes to weighting for certain ranking factors in comparing Google and Bing outcomes.

Although, you won’t have to revamp your whole website for you to optimize it for Bing. Even then, you could make a few tweaks to ensure that your website ranks highly on both search engines.

6.Organic Search: Bing vs Google

Organic search results are unpaid listings on a search engine results page (SERP). These results are based on relevance to the user’s search query, incoming links, good search engine optimization (SEO) efforts and domain authority.

Although both Google and Bing aim to locate the most suitable and relevant content that fits their users’ search, both search engines operate on entirely different algorithms.

Nonetheless, there are greater chances of significant overlap when you optimize for both Google and Bing. High-quality content that reflects the needs and interests of their target audience is hence critical for brands. Bing prefers content that has been published for a while and has gained good traffic; this entails Bing favours official top-level domains like .edu or .gov.

On the contrary, when we look at Google’s approach, we see equality; Google regards popular and commercial websites properly, if not equally.

Even though you can’t optimize your website for both search engines based on these preferences, you must compare their results. That’s because your website might be a preferred choice by one of these search engines’ ranking processes. That’s thanks to its type of domain.

7.Technical SEO: Bing vs Google

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(Video) Search Engine Market Share 2022: A Comprehensive Analysis of Google, Bing, and Yahoo's Dominance

Google and its coveted ranking come to mind when you think of SEO. Fewer people are aware of this, but Bing is also an essential search engine for online marketing and boosting your sales. When you invest in on-page technical SEO, you get positive search results on both Google and Bing. In order for you to develop a solid SEO strategy for your business, you need to take both Bing and Google into consideration.

So, if the thought of learning how to optimize your search results ranking on a whole new platform seems like it’s not worth your time, it is.

Even then, many consider a few discrepancies between these factors necessary.
Compared to Bing, Google emphasizes backlinks, which are still crucial to Bing’s SEO ranking. The sites with more backlinks are held in higher ranks with Bing, just like Google

8.SERP Features: Bing vs Google

Bing has tried to match Google’s pace throughout many SERP feature updates over the years. While many of the mentioned SERP features were initially introduced by Google, Bing now uses them too:

  • Knowledge cards/panels/carousels
  • Maps (local packs)
  • News (top stories)
  • Images
  • Video
  • Sitelinks
  • Mini-site links
  • Twitter
  • In-depth articles
  • Featured snippets (text/list/table)
  • Recipes
  • Apps
  • Reviews
  • Related searches
  • Jobs
  • Flights
  • Shopping

The Accelerated Mobile Pages SERP features that Google serves to mobile users are a noticeable lack in the Bing search results, just like the scholarly literature (Google Scholar). Depending on your point of view, the improved implementation of SERP features across both search engines could be considered a blessing or a curse.

9.Voice Search: Bing vs Google

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According to an Adobe survey in July 2019, 48% of consumers use voice search for “general web searches” voice search conveys a massive opportunity for SEOs and digital marketers, but what are the fundamental differences between the functionalities of Bing and Google? Let’s find out!

It has been noted that Google and Bing offer different benefits to voice search users.
Clark Boyd has argued that Microsoft’s digital assistant, Cortana, has outstanding speech recognition but a less accurate understanding of context than Google Assistant.

The point regarding understanding context points to recent Google developments, such as the BERT algorithm update.

We might want to know which of the two major search engines’ results are used to answer queries most often as a further point of contrast, right? Much to our dismay, there are no published statistics about the number of intelligent speaker VPA queries Bing answers compared to Google.

Though, it is to be noted that three of the four VPAs – Apple’s Siri, Microsoft’s Cortana, and Amazon’s Alexa, use Bing for this purpose. Only Google Assistant provides answers from Google. We can thus assume that most savvy speaker users receive answers to their questions from Bing rather than Google.

Bing Vs Google - Pros and Cons

Bing vs Google – Which Search Engine is Better? - Search Engine Insight (8)

Pros of Google:

1. More relevant results:

Google search engine organises your search results clearly and precisely. On the other hand, Bing doesn’t help you in this aspect since it won’t manage your search results. This point is crucial if you are searching for a time-sensitive technical subject.

2. Instant search feature saves time:

This is a feature that shows how information-rich Google is; if you’re not sure about your search or the terms to use, Google’s instant search feature will save you time, and your search efficiency will be boosted.

(Video) How to use the new Bing AI Chat Mode for Better Search Results!

Cons - Google (Compared to Bing):

  • Bing doesn’t have many users, but according to different studies, it has a better click-through rate than Google, which has helped Bing to mitigate the critical issue of a lower audience. Click-through rate refers to when a user clicks or interacts with an advertisement.
  • Using Google as the central search engine for marketing has many benefits. However, due to its popularity and more comprehensive user interaction, it’s costly to publish advertisements with google.
  • Advertisement costs depend on several factors, like your industry or the competitiveness of the chosen keywords.
  • The average price per click for an advert with Google is significantly higher than other search engines such as Bing. But Google’s AdWords system is user-friendly and will help strengthen your marketing campaign.

Thus, you could choose to add the primary AdWords campaign to your Google Analytics tool. After finishing the integration, your paid search campaigns will be smoothly followed alongside the site’s performance.

Pros of Bing:

1. Social Integration:

Bing provides effortless and better social connectivity and robust social integration platforms than Google. Bing contracts with social sites, giving it access to more data.

2. Arractive Results Page Layout:

Bing provides a better GUI when it comes to the layout of result pages. The result pages are more attractive and navigable. Also, your search results will be presented neatly on a results page.

Cons Bing (Compared to Google):

  • Bing is not a good choice for marketing because, due to its smaller brand familiarity, it is used less than Google.
  • Let’s put it this way; if your brand aims to target a younger audience, then Bing is not the search engine for you because Bing users are much older. Many are between 55 and 64, with a demographic of 35+ years old; as a result, another benefit would be that Bing users have higher spending power.
  • Suppose you are selling products or services relevant to this demographic. In that case, Bing will serve you best, but you won’t be reaching a broader younger customer base.
  • On the other hand, advertising on Bing is more affordable compared to Google. Since a lesser audience is on Bing, the involved advertising costs are lower.
  • Bing is automatically available on every Microsoft device; this means that there is a chance that the less tech-savvy portion of users will most likely only use Bing as a search engine.

That’s because they don’t know of other browsers or they don’t wish to switch to using another browser.

Google vs Bing | The Takeaway

Bing vs Google – Which Search Engine is Better? - Search Engine Insight (9)

Bing and Google are known to be reliable and fulfil the needs of their searchers.

There are a lot of aspects that make them each an excellent choice when looking to do your search online. But keeping your priorities and features offered by each search engine in check will help you make the choice that suits you best.

If you’re a brand owner, consider your requirements and interests before you choose between the two search engines. Both offer prospects for your brand to reach new customers and showcase you in front of millions of potential clients looking for information, products, or services.

Undoubtedly, Google has taken up a reputable position in the search engine market, but Bing has been upping its game. Both search engines have emerged greatly over the past few years and the competition, especially when it comes to their unique features, continues to grow.

Google and Bing are improving the quality and delivery of their services and features, but both have their strong points. Optimization for both is similar; Google focuses more on E.A.T. and links, whereas Bing is known to be more proficient when it comes to on-page optimization and incorporating social signals.

To reach the lion’s share of internet searches or to maximize visibility for your brand, we recommend optimizing for both.

When choosing a search engine that aligns with your business and personal goals, you must consider all the positives and negatives of using Bing or Google.

(Video) Google Bard, AI Powered Bing Search, Google On AI Content, Two Google Algorithm Updates & More

All in all, the choice remains yours.


What is the top 3 search engine? ›

Meet the Top 10 Search Engines in the World in 2022
  • 1 The Best Search Engine in The World: Google.
  • 2 Search Engine #2. Bing.
  • 3 Search Engine #3. Baidu.
  • 4 Search Engine #4.Yahoo!
  • 5 Search Engine #5. Yandex.
  • 6 Search Engine #6. Ask.
  • 7 Search Engine #7. DuckDuckGo.
  • 8 Search Engine #8. Naver.
Apr 10, 2022

What is the difference between Bing search and Google search? ›

The Biggest Differences

Keywords: Both Google and Bing offer a tool for keyword research but the biggest difference is that Bing has a lower search volume. Click-through-rate (CTR): Bing offers numerous resources for both financial and shopping services.

Is Bing better than Google for privacy? ›

1. Is Bing Safer than Google? Both Google and Bing are equally safe to use, as a search engine does not serve malware nor carry any notable security risks. However, visiting a non-encrypted website from a search engine may cause many problems.

Does anybody use Bing? ›

Statistically speaking, Google is also the clear search leader worldwide. Google enjoyed a nearly 84% market share among global searches on desktop computers in July 2022. Its closest competitor, Microsoft's Bing, claimed just short of 9% of desktop searches during the same time period.

What search engine should I use instead of Google? ›

Bing is the second most popular search engine after Google and comes installed as default on most Windows and Microsoft devices. Like Google, Bing has a powerful algorithm that can ensure you find what you're looking for quickly and easily.

Which is the No 1 search engine in the world? ›

With over 80% of the search market share, Google is undoubtedly the most popular search engine. Additionally, Google captures almost 95% of mobile traffic.

What not to search on Google? ›

Here are the 10 things you should never Google if you don't want your day ruined:
  • Mr Hands.
  • Tub Girl.
  • Lemon Party.
  • Two Girls, One Cup.
  • Eel Girl.
  • Goatse.
  • Mouth Larva.
  • Four Girls Finger Painting.
Sep 18, 2022

What is the safest search engine? ›

Here is our list of the 12 most popular and trustworthy private search engines to choose from:
  • DuckDuckGo.
  • StartPage.
  • Qwant.
  • Searx.
  • SearchEncrypt.
  • Gibiru.
  • Yippy.
  • Ecosia.
Jan 5, 2023

Why do people use Bing over Google? ›

As the result of Bing being the default, many users just end up using it because it's the path of least resistance. Still, that's not stopping all users from using Google; the search giant's name is apparently the most searched term on Bing.

Why do I get Bing instead of Google? ›

One possible reason is that you might have recently installed a free software program from the internet. This might have come with a pre-checked option to set Bing as your default search engine. Another reason for this can be that a malicious extension or application may have changed your Chrome browser's settings.

Why is Bing being used instead of Google? ›

Google redirects to Bing happen because a browser hijacker has infected your system. It is a type of malware that forcefully alters your browser settings to promote suspicious websites.

Do more people use Google or Bing? ›

Global desktop market share of search engines 2015-2023. As of January 2023, online search engine Bing accounted for 8.85 percent of the global search market, while market leader Google had a share of around 84.69 percent. Meanwhile, Yahoo's market share was 2.59 percent.

What are the cons of using Bing? ›

Relative lack of speed: Despite its promising features, Bing is still not as fast as, for example, Google. This is a serious disadvantage, considering the number of 'the faster, the better' minded people nowadays.

Which browser offers the most privacy? ›

Top 13 most secure browsers for your privacy in 2023
  • Microsoft Edge.
  • Opera.
  • Chrome.
  • Chromium.
  • Safari.
  • Puffin.
  • FreeNet.
  • Vivaldi.
Jan 2, 2023

What kind of person uses Bing? ›

Research has revealed that the typical user on Bing is generally over the age of 35, most commonly between the ages of 55 and 64, and most are parents.

Why don't people use Bing? ›

Bing backlash

Some don't like Bing's algorithm and find its search results to be of lesser quality. Others dislike Microsoft's tactic of forcing Bing on them as the default search engine with no easy way out. Or, like the Apple vs. PC debate, some people dislike Bing simply because it isn't Google.

Who uses Bing the most? ›

Yet in a market dominated by Google, Bing is still the second most popular search engine worldwide. And it's increasingly used in Microsoft products like Cortana. Overall, Microsoft's search business is growing.
Bing market share in the US.
YearMarket share
6 more rows
Oct 25, 2021

What is the second best search engine after Google? ›

Microsoft's Bing is the second largest search engine after Google. It's easy to use and provides a more visual experience with beautiful daily background photos. Bing is great for video searches, as it displays results as large thumbnails that can be previewed with sound by hovering over them.

Does it matter which search engine you use? ›

Search engines make the Internet work by making its billions of webpages findable. No search engine is perfect, however, and the Internet is huge and growing every moment, so it makes sense to use more than one search engine to find obscure sites. That way, a given engine's blind spots won't become your own.

What is the best search engine that doesn't track you? ›


DuckDuckGo (DDG) is a popular privacy search engine. Like Brave, DDG doesn't build user profiles, so it will always show the same search results to all users.

What are the top 5 search engines on the Internet? ›

According to statistics from Netmarketshare, Statista and StatCounter, the top 5 search engines worldwide in terms of market share are Google, Bing, Yahoo, Baidu, and Yandex.

Do police monitor Google searches? ›

While police do not actively monitor Google searches, they are able to obtain a warrant for your search history if they have probable cause to do so.

What's the deal with DuckDuckGo? ›

Instead of making you navigate to a different version of its app, DuckDuckGo never tracks your search history. Searches made through DuckDuckGo also automatically connect you to the encrypted versions of websites wherever possible, making it harder for anyone else to see what you're looking at online.

Can my Google searches be used against me? ›

Or, if someone has a protective order against you and you attempt to stalk them, your search history can be used to support further charges. However, many charges are based on intent, meaning your search results on their own cannot be the sole basis for a conviction.

Does Bing collect data like Google? ›

Most of the popular search engines — Google, Yahoo, Bing and others — not only collect your personally-identifying data but also share it with or sell it to third parties unknown to you. Your data could wind up being used for cybercrime, identity theft, intrusive advertising and more.

Why should I use DuckDuckGo instead of Google? ›

DuckDuckGo is fairly safe and offers much more privacy than mainstream browsers. First of all, DuckDuckGo's main appeal is your search privacy. This means that DuckDuckGo doesn't collect user data and track your search history. Unlike Google, it doesn't associate what you look for online with your IP address.

Which search engine has no ads? ›

Neeva for gives you 100% ad-free searches and blocks all 3rd party trackers that help advertisers chase you. Created by ex-Google execs, and featured in major publications, Neeva has been named one of TIME's 100 Best Inventions of 2021.

What are advantages to using Microsoft Bing? ›

Bing Ads' Advantages Over Google Ads
  • More Effective Social Extensions. ...
  • Bing Ads Have Less Expensive CPCs. ...
  • Bing Ads Allow for Campaigns in Different Time Zones. ...
  • Bing Ads Allow You To Drill Down Using Search Demographics. ...
  • Bing Ads Provide More Control Over Search Partner Targeting. ...
  • Bing Allows for More Mistakes During Searches.

What is Bing best used for? ›

Bing, sometimes also referred to as Bing Search, is a search engine developed by Microsoft and primarily known for being a search engine website accessible by visiting While Bing is still mostly known for its search engine website, that's not the only way you can access its web searching services.

How do I stop Google from switching to Bing? ›

The best way to fix the Bing redirect issue is to uninstall recently installed extensions and apps, then scan your PC using a secure antivirus scanner. This will remove any PUPs that may contain the browser hijacker interfering with Chrome. It will also remove any other malware that is affecting your PC.

Is Bing a safe search engine? ›

Microsoft Search in Bing requests are made over HTTPS. The connection is encrypted end-to-end for enhanced security.

How do I get rid of Bing as my search engine? ›

On Android. Open Chrome on your phone, tap the three dots in the top-right corner, and choose “Settings.” On the “Settings” page, select “Search Engine.” Choose a non-Bing search engine to make it the default.

Is Bing cheaper than Google? ›

The average cost of CPC on Bing Ads is 70% lower than Google Ads. In a study, it was found that in the case of the automobile industry, the cost-per-clicks were approximately 32.5% less on Bing than Google.

Why is Bing not banned in China? ›

In fact, Microsoft went as far as changing their default search engine in China from Bing to the Chinese search engine, Baidu. The reason why Bing is blocked in China is the same reason many other websites are blocked. Bing allows users to access information freely available and published all over the world.

Does Bing keep your data? ›

When you search using Bing, Microsoft collects the search terms you provide, along with other information, such as your IP address and location, the unique identifiers contained in our cookies, the time and date of your search, and your browser configuration.

Is Bing still a thing? ›

On February 7, 2023, Microsoft announced a major overhaul to Bing including the addition of chatbot functionality marketed as "the new Bing". Microsoft described the new Bing as based on a large language model from OpenAI "that is more powerful than ChatGPT and customized specifically for search".

What is the least safe browser? ›

According to a recent survey published by Atlas VPN, Google Chrome is the least secure, or let's say the most vulnerable browser. This means hackers can easily steal information from your computer or even take control of your device.

What search engine should I use for privacy? ›

DuckDuckGo is very popular with privacy enthusiasts and is the default search engine in the Tor browser. The US-based service has its own crawler (called DuckDuckBot), but also pulls information from over 400 other sources. These include Bing, Oath (previously Yahoo), and Wikipedia.

Is DuckDuckGo owned by Google? ›

DuckDuckGo is not owned by Google. It is owned by Duck Duck Go Inc., which, as far as we know, isn't owned by anyone else.

Is there a safer search engine than Google? ›

If you want a private and family-friendly browser, Swisscows is a good option. It doesn't store your data and removes explicit search results, providing a safer search experience for the younger members of your family.

What is the most unbiased search engine? ›

  • Startpage. Startpage is effectively Google without the tracking. ...
  • DuckDuckGo. DuckDuckGo is easily the most well-known private search engine around—and the antithesis to Google when it comes to favoring user privacy. ...
  • Brave Search. ...
  • Swisscows. ...
  • Search Encrypt. ...
  • OneSearch. ...
  • MetaGer. ...
  • Mojeek.
Feb 10, 2022

What is the downside of DuckDuckGo? ›

DuckDuckGo protects your privacy while you search, but it offers little defense against other threats on the Internet, like government surveillance and social media trackers. DuckDuckGo doesn't encrypt all your traffic, which means any prying eyes can still see your activity and IP address.

Why do people use DuckDuckGo instead of Google? ›

DuckDuckGo is fairly safe and offers much more privacy than mainstream browsers. First of all, DuckDuckGo's main appeal is your search privacy. This means that DuckDuckGo doesn't collect user data and track your search history. Unlike Google, it doesn't associate what you look for online with your IP address.

Why DuckDuckGo is not as good as Google? ›

Because your search results aren't tailored to you and your interests, search results can feel imprecise when compared with Google. Some DuckDuckGo users on Reddit have said they have used Google for some searches when DuckDuckGo gives them irrelevant search results.

Why is Google the most preferred search engine? ›

Google has a lot more sites in its index. It picks up new sites faster than any other engine, so you are able to search the latest news, latest sites and just loads more sites in general. Technically, you should have a better result if you have more to choose from.

Why Google is the most trusted search engine? ›

It's believed that Google's success came from its desire and ability to provide higher-quality results for each user. Understanding search intent and finding the most accurate and relevant websites that match each query have allowed Google to stand out from the competition.

What is the most searched problem on Google? ›

what to watch


1. Google Feb Product Review Update, New Desktop Design, Discover & Helpful Content, Bard & Bing Chat
(RustyBrick Barry Schwartz Search Engine Roundtable)
2. Hands-on with Bing Chat AI on the Web, Mobile, and Edge
(Windows Central)
3. Ranking on Google & Bing.
(Oracle's Insight)
4. How ChatGPT + BING Might Change Google Search Forever🤯
(Leveling Up with Eric Siu)
5. Google's Bard AI & Bing's AI Search Features (Chat GPT) - The End of Blogging and SEO?
(Full Time Online)
6. E115: The AI Search Wars: Google vs. Microsoft, Nordstream report, State of the Union
(All-In Podcast)


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