Bing Upgrades Its Search AI Tech: What Law Firms Need To Know

What Bing’s Updates Mean for Attorneys

If your law firm isn’t paying attention to Bing, now might be the time to start. With its latest updates, Bing has made significant strides in search technology that could directly impact your marketing ROI. These improvements include faster search speeds, more precise query handling, and cost-saving measures that benefit advertisers—particularly law firms looking to convert online searches into new cases.

This is the latest of several developments that aim to level out the playing field in the search engine market. As we’ve discussed in previous posts, Google’s reign over search has an unsteady future because of the pending antitrust lawsuit and the speed at which ChatGPT is projected to overtake Google’s market share. Now, Microsoft is investing into Bing’s search technologies to be more competitive.

Whether you’re running PPC ads or SEO campaigns for organic traffic, Bing’s enhancements could mean better visibility, faster client engagement, and more efficient use of your search engine marketing budget.

How Bing’s AI Overhaul Can Boost Your Marketing Results

Bing’s recent advancements in artificial intelligence are reshaping how search engines deliver results, working towards a better user experience. By combining large-scale language models (which understand complex queries) with smaller, more efficient models, Bing is improving its ability to interpret both detailed and straightforward searches.

Check out the difference in results when we searched for “what factors affect the payout for an 18 wheeler accident lawsuit in texas?” as a normal Bing search vs. Bing Deep Search:

The biggest difference is how Deep Search is able to take content from several different attorney websites and combine them into a bulleted list that directly answers the question. Clicking through the cited websites leads to content that discusses the query topic in natural conversational language, as opposed to content written for search engine crawlers. Notice that the same first organic result appears for both searches, but the cited websites only appear in the Deep Search results.

For law firms, this opens up new opportunities for higher rankings and visibility when potential clients search for queries related to your legal services. TSEG is consistently encouraging law firms to post content across all platforms that answers questions about legal issues, helping qualified leads connect with your firm. As search AI continues to evolve, this content approach remains as a solid foundation to be discovered online. With many search engines increasing their efforts to pull users away from Google, it is a great time to proactively put these strategies in place.

Speed and Accuracy

Bing’s recent improvements to search speed and precision are delivering a noticeable impact for users, including potential clients searching for legal services. With the introduction of NVIDIA TensorRT-LLM, Bing has reduced latency by 36%, decreasing the time it takes to process search queries from 4.76 seconds to 3.03 seconds per batch.

For law firms, this improvement means prospective clients receive search results faster, keeping them engaged and more likely to continue exploring the services they find. While this enhancement might seem small on paper, every second counts when it comes to user behavior online. Faster searches improve the client experience, ensuring they can connect with your firm’s information or advertisements without unnecessary delays.

Bing’s focus on maintaining quality while increasing speed ensures that law firms won’t have to compromise between precision and performance. For attorneys, this presents an opportunity to create stronger connections with leads at a time when efficiency matters most in turning clicks into consultations.

Bing’s Growing Influence

Bing’s recent updates highlight Microsoft’s dedication to improving the search experience at a time when users are reconsidering their reliance on Google. As Bing becomes more integrated into Microsoft’s ecosystem, including its Edge browser and Windows operating system, it is positioning itself as a strong alternative for users who are exploring new search platforms.

This shift provides law firms with an important opportunity to reach clients who are embracing these changes. With Bing’s advancements in understanding conversational queries and delivering results more efficiently, attorneys have a chance to connect with potential clients searching for personalized legal solutions.

As Bing continues to grow in influence, law firms optimizing their marketing strategies to include this platform will be better equipped to adapt to changing search trends and attract more clients.

At TSEG, we specialize in helping law firms maximize their marketing ROI by staying ahead of technological advancements in platforms like Bing. Our expertise in PPC campaigns, SEO strategies, and legal digital marketing ensures your firm is well-positioned to capitalize on Bing’s updated search capabilities.

Whether you’re new to Bing or looking to optimize your existing presence, TSEG offers a comprehensive approach to digital marketing that delivers results. Contact us today to find out how we can help your firm take advantage of Bing’s innovations to grow your client base and achieve long-term success.