How to Use Bing Webmaster Tools: Your Ultimate Guide to Bing SEO
Tired of Google’s algorithm updates throwing your website (or your clients’ websites) into a tailspin? Don’t panic.
While everyone’s scrambling to please the Google gods, savvy marketers are quietly diversifying their traffic sources, and Bing is one of the leading alternatives.
Yup, Bing. That often-overlooked search engine with a mammoth 3.4 billion monthly visitors.
It’s a goldmine of organic traffic, and Bing Webmaster Tools is your pick and shovel.
So, while your competitors are busy stressing over the latest Google update, let’s get you up to speed with Bing Webmaster Tools.
Setting Up Bing Webmaster Tools
It’s time to get our hands dirty. Let’s get you set up with Bing Webmaster Tools.
The Verification Process
First things first, you’ll need to prove to Bing that you’re the rightful owner of your website. To do so, head here to Bing’s Webmaster Tools homepage and hit “Get started.”
Then, choose which account you’d like to use to log into Webmasters: your Microsoft, Google, or Facebook account.
Follow the login process, and then choose whether you’d like to add your site by importing it from Google Search Console (GSC) or adding the site manually. For the GSC method, hit Import and then Continue to verify Microsoft’s permissions to access your site’s data.
From there, follow the access process (the process is no different from logging into any other application using your Microsoft, Google, or Facebook account).
If, instead, you opt to add your site manually, enter your site’s URL and hit Add.
Once clicked, you’ll be presented with three options. To verify by using:
- an XML File Upload, just download the “BingSiteAuth.xml file by clicking it, upload it to your website’s root directory, hit Verify, and voilà! You’re verified.
- a meta Tag, copy the tag by clicking Copy, paste the tag into your site’s homepage’s HTML code within the <head> section, and then hit Verify. Done. Nice!
- a DNS record. This is for the tech-savvy folks. It involves adding a TXT record to your domain’s DNS settings. Here’s how to do it:
- Log into the account you use to manage your domain’s DNS records. It’s typically located where you registered your domain name or where your website is hosted.
- Look for a section related to DNS management, zone editor, or similar.
- Find the option to add a new record.
- Select CNAME as the record type.
- Name/Host: Enter the name provided by Bing Webmaster Tools (the characters that are blurred out in the image below).
- Value/Points To: Enter the value provided by Bing (in this case, verify.bing.com).
- TTL or “Time to Live.” You can usually leave it at the default setting, but if you want the changes to propagate faster, set it to a lower value (e.g., 300 seconds).
- Save the new CNAME record.
- And the last step, head back to Webmaster Tools and hit Verify. Aced it!
Sounds too complicated? Don’t sweat it. Opt for one of the previous verification methods.
Adding and Managing Multiple Sites
Got more than one website under your belt? No problem. Bing Webmaster Tools allows you to manage multiple sites from a single dashboard. Click on your site’s domain name and, from the dropdown menu, hit Add Property. Then, repeat the verification method of your choice to add as many sites to the mix as you’d like.
Navigating the Bing Webmaster Tools Dashboard
Alright, verification is in the bag—high five! Now it’s time to explore Bing’s dashboard. Don’t get overwhelmed by all the shiny buttons and graphs. It’s actually pretty intuitive once you know your way around.
The first thing you’ll see is the Home tab. It’s your quick-glance dashboard, giving you a snapshot of how your site is performing on Bing. Here’s what to look for:
- Reports: That big graph at the top labeled “Search Performance”? That’s your site’s clicks and impressions over time. It’s a snapshot of the Search Performance tool.
- Latest updates: Bing will show you personalized suggestions to help you improve your site, along with the latest news and updates.
Core Features and Tools
Right. No left. I mean…alright, let’s explore the main menu on the left-hand side (not the right). From top to bottom, here’s what you’ll find there:
Search Performance
The graph on the Home tab? Well, the Search Performance tab is where you can go even deeper into those sweet, sweet metrics: impressions, clicks, click-through rate (CTR), and average position.
Below the graph, click on the Keywords button to see which search terms are bringing people to your site. And if you want to see which pages are performing best, hit the Pages button. It’ll showcase which pages are the star players, attracting the most clicks and impressions. Use Keywords and Pages to spot trends, identify opportunities, and track your progress like a hawk.
URL Inspection
Ever wonder how Bing sees your individual pages? The URL Inspection tool just became your best friend. Pop in any URL, and Bing will spill the beans on its indexation status, any crawling issues, and even show you a live preview of how it looks in the search results.
Site Explorer
Want to see how Bing views your entire website? Site Explorer showcases the structure and hierarchy of your pages as Bingbot sees them. Use this tool to spot broken links, orphan pages (those sad, lonely pages with no incoming links), and other areas that need some TLC.
Sitemaps
Don’t leave Bingbot wondering. Submit your sitemap, and you’ll give it a clear roadmap to all your important pages. That way, Bing can find and index everything you want so your content will shine in the search results.
IndexNow
Want your new or updated pages to appear in Bing’s search results faster pronto? IndexNow is the answer. Submit your URLs through this tool, and Bing will crawl and index them in a flash. It’s a direct line to Bingbot, cutting through the queue and getting your content noticed faster.
Backlinks
The Backlinks tool shows you who’s linking to your site and how those links are impacting your SEO. Identify your biggest fans (high-quality backlinks) and get rid of any frenemies (spammy links). It’s all about building a strong network of connections to boost your Bing authority.
Keyword Research
Keywords are the heart and soul of SEO, and Bing Webmaster Tools has got it covered. Use the Keyword Research tool to unearth what people are searching for on Bing. You might be surprised by the untapped keywords just waiting to be discovered.
Top Insights
The Top Insights analyzes your website and gives you personalized recommendations to improve your performance, arming you with data-driven insights. Heck, yeah.
Site Scan
Last but not least, the Site Scan tool is like giving your website a thorough check-up. It crawls your site and looks for any technical SEO issues that could be holding you back. Handy.
Configuration Features
Next, let’s venture into the Configuration dropdown menu—the control panel for fine-tuning your Bing presence. This is where you can tweak things to your liking and make sure Bingbot is playing by your rules (or at least, the rules you set for it).
Crawl Control
With the Crawl Control tool, you can adjust the crawl rate—how often Bingbot visits your site—to suit your needs. If you’ve got a small site with frequent updates, crank it up. If you’ve got a massive site with limited bandwidth, maybe tell Bingbot to take it easy. You’re the boss here.
Block URLs
The Block URLs tool allows you to give the red light to specific URLs you don’t want Bing to index. It’s a temporary measure, perfect for those times when you need to tidy up your site without permanently deleting anything. Just pop in the URLs you want to block, and Bingbot will politely look the other way.
Tools & Enhancements
We’ve tackled the big-picture stuff, so now it’s time to break out the magnifying glass and fine-tune your SEO strategy with the Tools & Enhancements dropdown menu. These tools might seem like minor tweaks, but trust me, they can have a big impact on your Bing performance.
robots.txt Tester
A robots.txt file tells search engine bots who’s allowed in and who’s not. But sometimes, those robots.txt files can get a little overzealous, blocking the good guys (like Bingbot) while letting the riffraff in.
That’s where the robots.txt Tester comes in handy. Pop your robots.txt file into the tester, and Bing will show you exactly how it interprets the rules. If Bingbot is getting blocked from important pages, you’ll know right away and can make the necessary adjustments. Easy-peasy.
Verify Bingbot
Ever get those mysterious visitors to your website who seem a little too interested in your content? Well, it’s not always your adoring fans. Sometimes, it’s those sneaky imposter bots trying to steal your data or cause mischief.
Don’t worry. Bing’s got your back with the Verify Bingbot tool. This handy feature lets you double-check that the traffic coming to your site is actually from the real Bingbot and not some shady impersonator. Just enter the IP address of the visitor, and Bing will tell you if it’s legit.
Security & Privacy
Bing’s got your back when it comes to security and privacy, too. Under the Security & Privacy dropdown, you’ll find the Copyright Removal Notices tool. It shows any copyright takedown notices that have been submitted against your content by third parties. You can “Submit a Counter Notice” if you think there is no offending material on the highlighted URL.
If you’d like to submit your own report of a suspected copyright infringement, head here.
Advanced Usage: Taking Your Bing SEO to the Next Level
If you’ve made it this far, you’re no longer just a Bing beginner—you’re officially leveled up to Bing boss status. Nice.
We’re not done yet, though. We’re about to unlock some hidden powers within Bing Webmaster Tools that will truly make your SEO soar. This is where the magic happens, folks.
User Management
Got a whole squad of content specialists working on your Bing domination plan? Awesome! Bing Webmaster Tools lets you add multiple users to your account and give them different permission levels. So, you can give your content team access to keyword research while your team focuses on fixing crawl errors. All in a day’s work.
Microsoft Clarity
Ever wish you could read your website visitors’ minds? Well, Microsoft Clarity is the next best thing. This handy tool lets you see how people are actually interacting with your site. Watch session replays like a digital fly on the wall, check out heatmaps to see where users are clicking (or not clicking), and get valuable insights into how to improve your user experience.
Bing API
If you’re the type of marketer who loves to tinker with code (or you’ve got a developer friend who owes you a favor), then the Bing Webmaster Tools API is your playground. Bing’s API is a powerful tool that lets you automate tasks, pull data directly into your own systems, and even create custom reports. It’s not for the faint of heart, but the possibilities are endless.
Find more details on Microsoft’s API documentation page.
Bing SEO vs Google SEO: Practical Tips for Optimization
You’ve got your Bing Webmaster Tools account set up, and you’ve poked around the dashboard. Okay, now it’s time to put your knowledge to work. Bing SEO vs. Google SEO, are there differences?
Yes and no. First principles remain the same, but at a higher level, there are differences you’ll need to know about.
1. Keyword Matching: Old-School SEO Still Works on Bing
Forget the fancy semantic search stuff for a minute. Bing is all about those exact keyword matches. Think of it as a throwback to the good old days of SEO, where keyword density actually mattered. So, sprinkle those keywords throughout your content (naturally, of course), and don’t be afraid to use them in your domain name and URLs, too. As Google once did, Bing will reward your straightforward approach.
2. Social Media Clout Counts (More Than You Think)
Ever feel like your social media efforts are just a drop in the Google bucket? Well, on Bing, your social shares, likes, and followers actually hold some serious SEO weight. So, get out there and be social! Share your content, engage with your audience, and watch your Bing rankings rise.
3. Backlinks: Old is Gold (But New Ain’t Bad Either)
While Google values both older links and newer, relevant links, Bing’s got a softer spot for those established, authoritative websites that have been around the block a few times. So, if you can snag a backlink from a well-respected site, that’s a big win. But don’t ignore those fresh, relevant backlinks either—a diverse backlink profile is always a good idea. Bottom line: backlinks matter on both Google and Bing.
4. Mobile Optimization: Your Ticket to Bing’s Good Graces
We all know mobile-friendly websites are essential for Google, but Bing takes it even more seriously. So, if your site isn’t optimized for mobile, consider this your wake-up call. Bing wants your users to have a smooth, seamless experience on their smartphones, and they’ll reward you handsomely for it.
5. Fresh Content: Keep It Flowing, Keep It Winning
Bing loves fresh content, like a kid loves candy. So, keep those blog posts, articles, and updates rolling out. Don’t just recycle old content, though—Bing wants to see new, original ideas that provide value to users. Really, Google and Bing don’t vary too much here. The more high-quality content you can publish, the more search engines will reward you for it.
6. User Engagement: Make ‘Em Click and Stick Around
While Google’s user signals are more complex, Bing still cares about whether people are actually clicking on your results and staying on your site. So, craft those eye-catching titles and meta descriptions that make users go, ‘Ooh, shiny!” And once they’re on your site, keep them there with helpful content, videos, and images.
7. Local SEO: NAP Consistency is Muy Importante
Bing is your new BFF when it comes to local search. But here’s the catch: Bing is a stickler for consistency. That means your NAP (Name, Address, Phone Number) info needs to be on point—accurate, up-to-date, and identical across your website, Bing Places profile, and every online directory you can find. So, take a few minutes to do a NAP audit, and make sure your business name, address, and phone number are consistent across the board.
Bing Webmaster Tools vs. Google Search Console
Used Google Search Console before? Well, how does Bing Webmaster Tools stack up? Is it just a knockoff, or does it bring something unique to the SEO table? I’ll break it down, feature by feature, so you can decide which tool deserves your attention (hint: probably both).
| Feature | Bing Webmaster Tools | Google Search Console | The Scoop |
| Search Performance | More emphasis on exact keyword data, detailed reports on keyword performance, and backlinks. | More comprehensive data on search queries, page experience, and mobile usability. | Bing’s data can be more actionable for keyword optimization, while Google’s data is better for understanding user behavior and technical SEO issues. |
| URL Inspection | Similar functionality for checking indexation status and submitting URLs for crawling. | More robust features for testing live URLs and viewing rendered HTML. | Both tools are useful for troubleshooting indexing issues, but Google’s live testing can help debug JavaScript rendering problems. |
| Sitemaps | Similar functionality for submitting and monitoring sitemaps. | More detailed information about sitemap indexing status and errors. | Both tools are effective for sitemap management, but Google provides more granular insights into potential issues. |
| Backlinks | More emphasis on backlinks from older, authoritative domains. | Values both new and established backlinks, with a focus on link quality. | Bing’s focus on authoritative backlinks can be an advantage for building domain authority, but it’s important to maintain a diverse backlink profile to cater to both search engines. |
| Keyword Research | Keyword research tool provides suggestions and search volume data specific to Bing. | Keyword Planner is integrated with Google Ads and provides more in-depth data. | Bing’s tool is useful for discovering Bing-specific keywords, while Google’s Keyword Planner is more valuable for paid search campaigns. |
| Additional Tools | Includes unique features like IndexNow for faster indexing and Site Scan for technical SEO audits. | Offers features like the Page Experience tool and structured data testing. | Both tools offer unique features that can benefit your SEO strategy. Use Bing’s tools to gain a competitive edge on Bing and Google’s tools for broader SEO optimization. |
| Interface | Some users find the interface more intuitive and user-friendly as they are used to other Microsoft products. | Same goes here. Those familiar with Google products may find navigating GSC more intuitive. | Pretty well a much of a muchness here. A small learning curve for each tool, but nothing too complicated. |
The Verdict? Use Both!
While there are some differences, both Bing Webmaster Tools and Google Search Console are super handy resources for those who are deadly serious about diversifying their traffic sources. Use Bing Webmaster Tools to tap into Bing’s massive audience and leverage its unique features. And don’t forget about good old Google Search Console—it’s still the king of search for a reason.
Use both in tandem and cover all your bases.
Learn more: Wanna learn how to use GSC? Head over to our how to use Google Search Console guide.
Conclusion and Next Steps
So, there you have it, folks. Bing Webmaster Tools from top to bottom. We’ve covered a lot of ground in this guide, so let’s take a moment to recap the key takeaways:
- With billions of monthly searches, Bing is a search engine you can’t afford to ignore.
- Bing Webmaster Tools is packed with powerful features and insights that’ll help you understand your audience, improve your SEO, and drive more traffic to your site.
- Bing has its own SEO quirks and preferences, so tweak your strategies accordingly.
If you’re ready to really take your SEO to the next level, the experts at Loganix are here to help. We will help you develop a customized SEO strategy, implement technical optimizations, and create content that resonates with your target audience.
🚀 Book a strategy call with us today and discover how we will help you achieve your SEO goals. 🚀
Hand off the toughest tasks in SEO, PPC, and content without compromising quality
Explore ServicesWritten by Adam Steele on August 13, 2024
COO and Product Director at Loganix. Recovering SEO, now focused on the understanding how Loganix can make the work-lives of SEO and agency folks more enjoyable, and profitable. Writing from beautiful Vancouver, British Columbia.