Bing Goes Global with Multi-Turn Search: The “Sticky” SERP Era

In a move to fundamentally alter how we interact with search results, Microsoft has officially rolled out multi-turn search globally in Bing. Announced on February 3, 2026, the feature introduces a dynamic Copilot search box that follows you as you scroll, allowing for seamless follow-up questions without ever leaving the page or losing context.

This update represents the culmination of several months of testing and signals a broader industry shift: search engines are no longer just “indexers”—they are becoming conversational partners.

What is Multi-Turn Search?

Traditionally, search has been a “linear” experience: you type a query, get results, and if you need more, you start a new search. Multi-turn search breaks this cycle by maintaining the context of your original query throughout your session.

• Dynamic Persistence: As you scroll through the standard web results, a Copilot box appears at the bottom of the viewport.
• Contextual Awareness: You can ask follow-up questions like “What about the electric version?” or “Can you compare these two?” and the AI understands you are still talking about the same subject.
• Reduced Friction: Users no longer need to scroll back to the top or open the separate “Chat” tab to refine their discovery.

The Executive View: Why Microsoft is Moving Fast

Jordi Ribas, CVP and Head of Search at Microsoft, highlighted that the feature’s global rollout follows successful pilots in the US that showed significant gains in engagement metrics.

“Bing users don’t need to scroll up to do the next query, and the next turn will keep context when appropriate. We have seen gains in engagement and sessions per user… which reflect the positive user value of this approach.” — Jordi Ribas

According to internal Microsoft research, these “chat turns” per session have increased by roughly 22%, indicating that users are more likely to stay within the Bing ecosystem to complete their research journey rather than bouncing to other sites.

Strategic Implications for Marketers and SEOs

For the digital marketing world, the “Sticky SERP” creates both a challenge and an opportunity:

1. Lower Click-Through for Info Queries: If a user can satisfy their follow-up questions directly on the search page, the incentive to click through to an external “Guide” or “FAQ” page decreases.
2. The Rise of “Pre-Click” Influence: Success is now measured by whether your brand is the one cited in these multi-turn summaries. Brands must prioritize Topical Authority to ensure they are the “answer” Copilot provides as the user digs deeper.
3. Conversational Funnels: High-intent users (those refining their purchase) stay on the page longer. This makes appearing in Shopping and Map results—which are often pulled into these conversations—more critical than ever.

Comparing the Giants: Bing vs. Google

This rollout puts Bing a step ahead in “interface persistence.” While Google is busy blending AI Overviews into AI Mode, Bing’s approach integrates the AI directly into the traditional scrolling flow. This allows users to keep the familiar “blue link” experience while having an AI assistant on standby.