While Google tends to dominate the SEO conversation, Bing still accounts for a notable share of search traffic. If you're not optimizing for Bing, you're missing out on potential traffic and customers. Bing Webmaster Tools offers a suite of features and insights that can help you improve your site's visibility in Bing search results. In this ultimate guide, we’ll cover everything you need to know about using Bing Webmaster Tools for SEO, from setup to advanced optimizations.
What is Bing Webmaster Tools?
Bing Webmaster Tools is a free platform provided by Microsoft that helps website owners and SEOs monitor and maintain their site’s presence in Bing search results. Similar to Google Search Console, Bing Webmaster Tools offers a suite of features that allow you to submit sitemaps, analyze backlinks, conduct keyword research, track site performance, and identify technical issues. With a user-friendly interface and advanced functionalities like instant URL indexing and detailed SEO reports, it provides valuable insights to optimize your site specifically for Bing, which can drive additional traffic from users who rely on Microsoft’s ecosystem, including Edge, Cortana, and other Bing-powered services.
Why Bing Webmaster Tools Matters for SEO
Bing powers over 900 million searches a day globally and is the default search engine for millions of users via Microsoft’s Edge browser, Cortana, and Xbox devices. For brands targeting older demographics, government sectors, or non-Google environments, Bing's search engine traffic can be significant. Optimizing for Bing complements your Google SEO strategy and provides a more comprehensive approach to search engine optimization.
Setting Up Bing Webmaster Tools
Before diving into the advanced features, the first step is to set up your Bing Webmaster Tools account and verify your site.
1. Sign Up and Add Your Site
Go to Bing Webmaster Tools and sign in with your Microsoft account.
In the dashboard, click "Add a Site" and enter your website's URL.
2. Verify Your Site
Bing offers three methods for verification:
XML File Upload: Download a verification file from Bing and upload it to your website’s root directory.
Meta Tag: Add a meta tag to your site's homepage HTML code.
DNS Record: Add a CNAME record to your DNS configuration.
Once verified, Bing will begin collecting data for your website.
Key Features of Bing Webmaster Tools
Bing Webmaster Tools is packed with features that can enhance your SEO strategy. Here are some of the core tools and how to use them effectively.
1. Site Scan
The Site Scan feature is Bing’s version of a technical SEO audit tool. It helps you identify issues that could be affecting your website’s performance, including broken links, missing meta tags, and crawl errors.
How to Use It: In the dashboard, navigate to "Site Scan" and start a new scan. Once the scan is complete, you’ll receive a report detailing issues along with recommendations for fixes.
Pro Tip: Schedule regular scans to keep your site in good health and quickly address any new technical issues.
2. URL Inspection
Similar to Google’s URL Inspection tool, Bing’s URL Inspection allows you to check the indexing status of individual URLs and understand how Bing views a specific page.
How to Use It: Enter a URL to see whether it’s indexed, how it’s being crawled, and any issues that might prevent it from appearing in search results.
Pro Tip: Use this tool to inspect newly published or recently updated pages to ensure they’re indexed and optimized.
3. Keyword Research Tool
One of the standout features of Bing Webmaster Tools is its built-in Keyword Research tool. Unlike Google Search Console, which only shows data for your own site, Bing allows you to research keywords across the entire web, giving you broader insights into search trends.
How to Use It: Enter a keyword or phrase, and Bing will provide related keywords, search volume, and trends.
Pro Tip: Use the Keyword Research tool to discover new content opportunities and to refine your existing content strategy by focusing on high-traffic, low-competition keywords.
4. Backlink Analytics
Backlinks remain a key ranking factor in Bing’s algorithm. The Backlink Analytics tool provides detailed insights into your website’s backlink profile, including referring domains, anchor text distribution, and new/lost links.
How to Use It: In the "Backlinks" section, analyze your backlink data to identify high-quality links and pinpoint potential areas for improvement.
Pro Tip: Compare your backlink profile with competitors using Bing’s comparison tool to uncover opportunities for link-building.
5. Submit URLs for Instant Indexing
Bing offers a feature that Google doesn’t: instant indexing. With this tool, you can submit up to 10,000 URLs per day for immediate indexing. This is particularly useful for time-sensitive content like news articles or blog posts.
How to Use It: Go to the "URL Submission" section and submit your new or updated URLs.
Pro Tip: Make instant indexing part of your content publishing process to ensure your pages appear in Bing’s search results as quickly as possible.
Advanced Tips for Optimizing with Bing Webmaster Tools
Once you’ve mastered the basics, you can dive into more advanced techniques to get the most out of Bing Webmaster Tools.
1. Leverage the SEO Reports and Recommendations
Bing provides automatic SEO reports that flag common issues like missing meta descriptions, long titles, and slow-loading pages. You’ll also receive tailored recommendations on how to resolve these issues.
Pro Tip: Implement Bing’s suggestions, as they align with general SEO best practices and will likely improve your performance on both Bing and Google.
2. Optimize for Bing-Specific Ranking Factors
While there’s considerable overlap between Google and Bing’s ranking factors, there are a few areas where Bing places more emphasis:
Social Signals: Bing considers social media activity more heavily in its ranking algorithm.
On-Page Content: Bing favors exact match keywords in titles and meta descriptions.
Local SEO: For local businesses, Bing’s integration with Microsoft products like Cortana and Maps is a valuable traffic source.
3. Monitor Indexing and Crawling Efficiency
Use Bing’s Crawl Control feature to optimize how often Bingbot crawls your site, which can improve server performance and help Bing discover new content faster.
Pro Tip: Adjust crawl settings based on your server’s capabilities, especially if you notice slow response times or if you frequently update content.
Bing Webmaster Tools is an underrated but valuable asset for SEOs. By taking advantage of its unique features like instant indexing, in-depth keyword research, and advanced backlink analysis, you can boost your site’s visibility not only on Bing but also across the web. Incorporate these tools into your SEO strategy, and you’ll be better positioned to capture traffic that your competitors might be overlooking.
About the Author: Kyle Place E-E-A-Ts, Sleeps and Breathes SEO. You can find him doing SEO, talking about SEO or learning about SEO.