Understanding Microsoft Bing Webmaster Tools

The best ways to understand Bing's Webmaster Tools

To reach all of your target audience, you can not focus exclusively on Google. Instead, you need to establish better visibility on Bing using Microsoft Bing Webmaster Tools.

Launched by Microsoft in 2009, Bing is the second most popular search engine in the World. Currently, Google controls approximately 70% of market share1, though more and more users are transitioning to Bing as their search engine of choice. Online advertising isn’t a one-trick pony, and solely utilizing Google will not speak to everyone. To reach all of your target audience, you can not focus exclusively on Google. Instead, you need to establish better visibility on Bing using Microsoft Bing Webmaster Tools. 

Use the Bing Webmaster API

If you are familiar with search engine optimization (SEO), you know that Google Search Console and Bing Webmaster Tools need to be regularly checked. If a page isn’t indexing or metadata isn’t refreshing to an existing page, you would need to go back into the platform in Google and reindex the sitemap.xml or manually submit the specific URL that had the issue. For Bing, however, Bing Webmaster Tools have conveniently made indexing and content refreshes easier by using an API to integrate with your Content Management System (CMS). This integration is beneficial because Bing not only indexes pages to Bing Search Engines, but it indexes to the Yahoo Search Engines as well, and for this reason, it is highly recommended to add the Bing Webmaster API for all your websites. To learn how to install, check out https://www.bing.com/webmasters/url-submission-api

Get Familiar With Site Explorer in Microsoft Bing Webmaster Tools

Even with the Bing Webmaster API, it may be wise to go into the Bing platform and get more familiar with Site Explorer. This section helps any SEO professional better understand website taxonomy to the fullest because it breaks up the entire site into folders. If constructed correctly, the website architecture should have multiple folders housing child pages within them. Architecture is an excellent place to start understanding how your parent folders and child folders interact with each other. With Site Explorer, you can get detailed information about the folder, such as how many clicks, impressions, and backlinks are coming to and from your website. Site Explorer allows an SEO professional to fully understand the data and implement best practices accordingly. You can only find this robust feature in Microsoft Bing Webmaster Tools. Search Console by Google has a similar feature known as Coverage, but it does not break the pages down by parent folder.

Compare Backlinks Against Your Competitors

The Backlinks tab in Microsoft Bing Webmaster Tools does a better job than Google Search Console because, in Backlinks, you are allowed to see more details than what Google Search Console offers. Below are a few reasons why Bing Webmaster might be considered better than Google Search Console:

It has a backlink comparison tool

Free to use for researching competitors, you can find the backlinking tool under the Similar Sites tab below Backlinks. Paid tools such as Spyfu and Majestic allow you to compare and contrast your competitors similarly; however, the backlinks tab is unique because it provides a comparison tool within the webmaster tool platform. All SEO professionals should be taking advantage of the backlinks tool and gaining competitor knowledge.

Know everything about Bing backlinks

Under the All Links tab under Backlinks, you can list your pages by pages, domains, and anchor text.

Pages – Here it shows where a backlink is coming from, the anchor text, and the targeted URL on your website.

Domains – This shows what domains have the most backlinks coming to your website and provides a total backlink count.

Anchor Texts – This section is instrumental because it allows an SEO professional to see how many of their anchor texts are branding and non-branded keywords for their backlinks. If you see the full domain, it means you are not using anchor text, and you may want to add more non-branded anchor text to help your SEO strategy. 

Disavow Links

Also found in the Backlink section is the Disavow Links feature. This is important because there is not a place within Google Search Console to disavow links other than using their Disavow link tool link. The Bing Disavow Links tool allows you to block pages, domains, and directories, all from within the platform itself. If you ever get a spammy link from Bing and want it blocked quickly, this is a great place to take them down quickly and efficiently. 

Understanding Primary and Secondary Content Concepts

Bing Webmaster Tools considers many factors when ranking pages. When talking about a website as a whole, you should be building a network of pages. A strong architecture model with intentional internal links is often neglected as many SEO professionals have difficulty understanding why this is so important. Below we will discuss primary and secondary content in-depth.

Primary Content

These are pages and links that appear in your primary navigation. Not only do these pages represent what products or services your company offers, but these pages usually harbor non-branded keywords that are critical to the success of your organic traffic channel. Primary content is usually more informative and usually has call-to-action (CTA) buttons that assist in starting the process of purchasing or requesting services. You might ask, “I have primary content within my navigation. Do I need blogs to perform?” Yes. Without secondary content, you are limiting the number of index pages to search engines. One page with one non-branded keyword isn’t enough to succeed in SEO or the organic channel, even if the page is in the primary navigation.

Secondary Content

These pages are usually internally linked to primary content pages and can normally be found within news, articles, or blog parent folders. Secondary content is crucial because it allows SEO professionals to go after long-tailed non-branded keywords. These keywords are very specific to a certain topic and can often spin the original content from a first-person perspective. Good SEO strategies will have five to ten articles, all pointing to one primary content piece, thus telling search engines that this website has authority on such topics and improving your ranking. You may wonder why your blog-only website isn’t ranking for non-branded keywords. Without primary content within your website, you are limited to the number of internal links you can have on your website. Sure, you can link to other blogs, but that’s not enough. You need both primary and secondary content for an SEO strategy to work effectively.

Being familiar with Microsoft Bing Webmaster Tools is crucial in effectively reaching your target audience in today’s digital landscape. You can rely on the digital marketing experts at Tandem Buzz to guide your online marketing efforts with their Local SEO, Landing Page Optimization, Neuromarketing, and more. Give us a buzz today to learn how Tandem can help your business boom.



1 – https://blog.hubspot.com/marketing/top-search-engines

2 – https://kinsta.com/blog/submit-website-to-search-engines/