Why Bing Webmaster Tools should not be ignored by SEOs


Before I make my claim about using Bing Webmaster Tools, I’d like to preface the dialog with a few statements:

You should be optimizing your web site based on best practices and Google’s guidelines, because they’ve the bigger market share for search.
By no means am I recommending the use of Bing Webmaster Tools in lieu of Google Search Games Console. Instead, I’m proposing the use of both, Google Search Games Console being Bing Webmaster Tools the secondary and the primary source.

With that out of the way, let’s talk about leveraging Bing Webmaster Tools. As an SEO Account Supervisor at Elite SEM, when onboarding new customers, we learn they do’t many times have Bing Webmaster Tools. Nearly all the time, it’s because the customer is unaware of the program or doesn’t feel Bing is significant.

You may believing, why would I have to pay attention to Bing if Google has the bulk of the market share? Here are a few reasons.

Bing is still a leading source of organic traffic

While Google may be your primary source of your traffic that is organic, Bing is surely your second-greatest source. If Bing accounts for only 20 percent to 30 percent of your monthly organic traffic, would you be willing to lose that traffic, which might be sales or creating leads? My figure is likely not.

The picture below shows an analytics break down from one of my customers for their Q1 2016 functionality year over year. As it is possible to see, Bing is the second-greatest source of traffic and led to total organic traffic increase year over year.

Bing Organic Search TrafficBing is enlarging

Were you aware that Bing powers Yahoo AOL and ’s ’s organic search results? The Yahoo venture has been in effect since 2010, and the AOL venture took effect in January 2016. So Bing’s reach is really considerably bigger than what’s normally reported.

Here is comScore’s Background Search Engine Positions from February 2016:

ComScores Search Engine Rankings

As it is possible to see, Bing had 21.4 percent market share, but that amount doesn’t contain the Yahoo or AOL amounts.

Without AOL and Yahoo numbers, year over year has been growing. It’s upward from 19.8 percent in February 2015 and 18.4 percent in February 2014.

Bing Webmaster Tools offers unique information and tools

Bing Webmaster Tools supplies added website analyzing chances and diagnostic reports. Though the platform has many similar characteristics and tools to Google Search Games Console, tools and some attributes are only able to be be located in Bing. Either way, it’s helpful to use these tools to assess your operation in Bing organic search and possibly get data that Google has missed.

Some of the methods I leverage Bing Webmaster Tools are as follows:

1. Track website security

Both Google Search Games Console and Bing Webmaster Tools have a security tracking attribute. Nevertheless, neither is 100 percent perfect, so it’s not bad to have two sources to review security problems including a malware. Most recently, I composed an article which emphasizes a malware warning from Google — the warning itself didn’t supply any details and wasn’t especially helpful, so this is a location where Bing data could be useful.

Bing Webmaster Tools Security Monitoring2. Computer Screen creep & indexation performance

Occasionally you may see indexation or creep operation problems in Google Search Games Console. It’s possible for you to use Bing Webmaster Tools reports to get a bigger image of what may be causing the issues. It will make it possible for you to see if it’s a Google-particular problem or calls for all search engines. Keep in mind Yahoo data is included by Bing Webmaster Tools reports, too.

Bing Webmaster Tools Crawl Indexation Reports3. Keyword research & optimization recommendations

Bing has two new tools that are still in beta but can help supply thoughts that are key word and on-page Search Engine Optimization recommendations.

Keyword Research Software. This tool is much the same to the Google AdWords Keyword Planner program. Nevertheless, it supplies organic key word data versus data that is paid.
Bing Webmaster Tools Keyword ResearchSEO Analyzer Software. This tool supplies recommendations and Search Engine Optimization opinions for the web page that’s entered. Additionally, it supplies a rendering of the page reference, which is not dissimilar to the Bring tool in Google Search Console.
Bing Webmaster Tools SEO Analyzer Tool

There’s also a Markup Validator tool that’s in beta, which you’ll be able to use to analyze info that is ordered.


There are tons of improvements and new features in Bing Webmaster Tools. I’d recommend setting up this for your site.

By tracking Bing Webmaster Tools and Google Search Games Console on a continuous basis, you are going to have more information at your disposal and develop a holistic perspective of your organic search operation.

Some views expressed in this post may be those of a guest writer instead of automatically Search Engine Land. Staff writers are recorded here.

About The Writer

Tony Edward is a Senior SEO Supervisor at Elite SEM and an Adjunct Teacher of Search Advertising at NYU. The Search Engine Optimization team is led by him at the New York City office of Elite SEM. Tony has been for over seven years in the online marketing business. His background has expertise in paid search, social media and video advertising and comes from affiliate marketing.

(Some pictures used under license from Shutterstock.com.)

Read More