#SEODRIVEN Podcast von Christian B. Schmidt

Bing vs. Google: Der (neue) Kampf der Suchmaschinen | Kevin Indig

·37 min·3 clips

Kevin Indig explains how Microsoft's strategic pre-emption of Google's AI announcement revealed a stunning role reversal in search.

The episode begins by framing the recent weeks as a wild period in the search engine market, centered on the fight for AI dominance. Host Christian Schmidt introduces his guest, Kevin Indig, as an expert from the USA. Kevin immediately corrects a widespread misreported statistic about ChatGPT's user numbers, setting a tone of analytical scrutiny. The core discussion contrasts Microsoft's and Google's approaches to integrating AI into search. Kevin describes Microsoft's strategic move to announce its new Bing with ChatGPT integration one day before Google's planned event. He criticizes Google's subsequent public presentation as uncoordinated and filled with errors, including a screenshot with hallucinated information. The conversation shifts to the companies' financial structures, noting that Bing's advertising represents only about 5% of Microsoft's revenue, while Google's search ads are roughly 80% of Alphabet's. This difference explains Microsoft's ability to take more risks. They explore the practical utility of chatbots in search, particularly for improving answers to long-tail queries where traditional search engines perform poorly. Kevin mentions Yusuf Mehdi's statistic that almost half of all search queries are currently unanswered. The potential impact on SEO and web traffic is examined, with examples like recipe sites and travel listicles being particularly vulnerable to AI-generated answers. Kevin introduces the concept of RAG (Retrieval Augmented Generation), the technology that allows AI models to cite and filter information from web sources. He explains this creates a potential new optimization target for SEOs. The discussion covers other players like Amazon and Meta, their potential roles in the AI landscape, and the importance of voice search and visual search via tools like Google Lens. They touch on the monetization challenges for AI search and the concept of 'No Obvious Right Answer' (NORA) queries. The episode concludes with a look at the potential of AI APIs for developers and a call for podcast reviews.

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