More, quality search inventory. Today most advertisers buy search ads just with Google and Yahoo because Microsoft has a measly 8% share of searches — not enough reach to make buying search ads with MS worth the trouble.  Forrester expects Bing to change that.  We expect Bing to appeal to the savvy searcher seeking more relevant search results.

A new approach to SEO.
Instead of Bing showing all sites that match the search engine’s algorithm, it will show just three results for a given “subcategory” related to a search.  For example, a search for “Britney Spears” may organize by the subcategories ”biography,” “videos,” “music” and “concert information.”  This means SEO strategies will adjust in order to optimize Web content for select sub categories, rather than select keywords only.
Search engines will become information portals. Search engines have long been used as gateways to Web content.  But as a decisioning engine, Bing introduces a search engine that actually delivers Web content without sending users away to other destination sites.  A search for “airfare to Denver” shows avaiiable fares, pricing trends, a buy or wait recommendation, and a link to purchase.  Since we expect other search engines to follow Bing’s lead, this means marketers should expect increased costs for search and display ads.  We also expect online media planners to adjust the sites where they buy.  We expect consumers to frequent Bing (and other similar search engines in its wake) instead of other portals (Yahoo) and preferred destination sites.