Bing is not equally useful for every kind of site. In some niches, it sends a meaningful percentage of total search traffic. In others, it is barely worth thinking about. Understanding which category your site falls into helps you decide how much attention to give Bing in your SEO work.
Why Bing’s User Base Matters for Niche Selection
Bing’s user base skews in a consistent direction: older adults, Windows users, people who do not spend a lot of time customizing their browser settings, and people in certain English-speaking markets — particularly the United States, United Kingdom, Canada, and Australia.
Knowing this, you can reason about which niches those users are likely to search in.
Niches That Tend to Do Well on Bing
Senior resources and elder care. Anything about Medicare, retirement, Social Security, elder care, assisted living, and senior discounts attracts older searchers. These are exactly the people most likely to be on Bing. Sites in this space often find that Bing sends a significant chunk of their traffic even when Google SEO tools suggest the site is performing poorly.
Government benefits and financial assistance. Topics like utility assistance, housing help, food programs, disability benefits, veterans benefits, and similar government resource topics are heavily searched by people who are less digitally sophisticated. This demographic overlaps strongly with Bing’s user base.
Health and medical questions. General health questions — symptoms, conditions, medications, home remedies — are searched heavily by older adults managing their own health. The competition for these topics on Google is fierce. On Bing, it is somewhat less crowded.
Legal and financial how-to content. Basic legal questions and basic financial questions are searched widely by adults who want straightforward answers. Bing’s audience is a good match for this kind of content.
Local and regional content. Bing integrates with Microsoft’s mapping and local search features. Local content can do well on Bing, particularly in markets where Edge usage is high.
Microsoft-related topics. Anything about Windows, Office, Outlook, OneDrive, and Teams is going to be searched on Bing by people already in the Microsoft ecosystem. If you run a tech help site covering Microsoft products, Bing traffic can be quite significant.
Niches Where Bing Traffic Is Minimal
Young audience topics — gaming news, social media platform how-tos, streaming content, influencer-adjacent topics — tend to attract younger, tech-aware audiences who have already moved to Google.
Highly technical developer content — programming tutorials, Linux guides, API documentation — is read by people who definitely switched browsers long ago.
How to Check Your Own Bing Traffic Share
Set up Bing Webmaster Tools and look at the clicks and impressions in the search performance report. Compare that to your Google Search Console data. The ratio tells you how much of your search traffic is Bing vs Google.
For most sites in standard niches, Google is dominant. But if you are in one of the niches above and your Bing Webmaster Tools shows clicks that your Google tools are not, pay attention. That gap is real traffic that tools like Semrush are invisible to.
The Opportunity
Most niche site builders think entirely in terms of Google. They use Google-focused tools, optimize for Google algorithms, and track Google rankings. Bing is an afterthought or ignored entirely. This creates an opportunity: less competition on Bing, particularly for topics that skew toward Bing’s demographic, means easier rankings and real traffic that your competition is not even chasing.
If your site is in one of the niches above, give Bing the same setup attention you give Google. The returns might be better than you expect.