When it comes to SEO, most website owners are laser-focused on Google – and for good reason. Google commands the lion’s share of global search traffic. But if you’re only optimizing for Google and ignoring Bing, you could be leaving valuable traffic and insights on the table. That’s where Bing Webmaster Tools comes in.
What Is Bing Webmaster Tools?
Bing Webmaster Tools (BWT) is Microsoft’s free platform that allows website owners to monitor and manage their presence in the Bing search engine. Think of it as Bing’s version of Google Search Console (GSC). While GSC focuses on your site’s visibility in Google, BWT helps you understand how your site is performing on Bing, and gives you tools to improve it.
Why It Matters
While Bing doesn’t have Google’s dominance, it still powers a significant portion of search traffic. In fact, Bing (along with Yahoo, which also uses Bing’s search index) accounts for about 6-10% of U.S. search traffic – and even more on desktop. That may sound small, but for a site getting thousands of visitors a month, it could mean hundreds of extra clicks just by optimizing for Bing.
Plus, BWT provides additional insights that complement what you get from Google Search Console.
Bing Webmaster Tools vs. Google Search Console: Key Differences
| Feature | Google Search Console | Bing Webmaster Tools |
|---|---|---|
| Index coverage reports | ✅ Yes | ✅ Yes |
| Keyword performance data | ✅ Yes | ✅ Yes |
| URL inspection | ✅ Yes | ✅ Yes |
| Site scan/audit tools | ❌ Limited | ✅ Built-in SEO scanner |
| Backlink data | ✅ Yes | ✅ Yes |
| Keyword research tools | ❌ No (get it in Google Ads) | ✅ Yes |
| Disavow links | ✅ Yes | ✅ Yes |
| Integration with browser | ✅ Chrome DevTools | ✅ Microsoft Edge DevTools |
| Integration with analytics | ✅ Google Analytics | ❌ No native integration |
What Does Bing Webmaster Tools Tell You That Google Search Console Doesn’t?
While both platforms cover the basics – like indexing, search performance, and backlinks – Bing Webmaster Tools goes a step further by surfacing insights that aren’t available in Google Search Console:
- Keyword Research From Bing Search Data
Unlike Google, which pushes keyword research into its Ads platform, Bing gives you an organic keyword research tool right inside Webmaster Tools. This lets you see what people are searching on Bing, spot seasonal trends, and uncover long-tail opportunities. - SEO Analyzer & Reports
Bing runs automatic SEO scans and allows manual checks of your pages. These reports flag common issues (like missing meta tags, duplicate content, or slow-loading pages) and suggest improvements. Google Search Console doesn’t provide this level of on-page SEO guidance directly. - Connected Pages
Bing lets you monitor how your content performs outside of your main domain, including on social media platforms or third-party sites where you publish. This helps you understand your visibility across the web – not just on your own site. - User Demographics Insights (optional if you want to go deeper)
Bing’s search audience often skews slightly older and more desktop-based compared to Google. By analyzing traffic in BWT, you can get a better idea of how your site resonates with this audience segment.
These extras make Bing Webmaster Tools more than just a “Google clone.” They complement Google Search Console by filling in data gaps, especially around keyword discovery and on-page SEO.
Who Should Use Bing Webmaster Tools?
Anyone with a website. Seriously. Whether you’re running a personal blog or an e-commerce store, the more data you have, the better your SEO decisions. And if you’re using UltimateWB, it’s easy to optimize your meta tags and sitemap submissions for both Google and Bing.
How to Get Started
- Visit https://www.bing.com/webmasters
- Sign in with a Microsoft, Google, or Facebook account.
- Add and verify your website (you can import it directly from GSC for easier setup).
- Submit your sitemap and start exploring your reports!
Final Thoughts
Google may be king of search, but Bing still plays a valuable role in your website’s visibility – especially in certain demographics, industries, and regions. Bing Webmaster Tools is a lightweight, powerful way to extend your SEO reach and spot opportunities you might miss if you’re only using Google Search Console.
By using both platforms, you’re not just optimizing for search engines – you’re optimizing for people. And that’s what good SEO is all about.
FAQ
Does Bing Webmaster Tools replace Google Search Console?
No. They complement each other. Google Search Console gives you insights into how your site performs on Google, while Bing Webmaster Tools covers Bing and Yahoo. Using both ensures you’re not blind to a chunk of your search audience.
Is Bing Webmaster Tools worth it if most of my traffic comes from Google?
Yes. Even if Bing only makes up 6-10% of U.S. search traffic, that can still translate to hundreds or thousands of visitors depending on your site size. Plus, Bing’s SEO reports and keyword data can highlight opportunities you might miss in Google.
Can Bing Webmaster Tools help me rank better on Google?
Indirectly, yes. While BWT data is Bing-specific, the SEO fixes it recommends – like improving page speed, fixing metadata, or resolving crawl errors – also strengthen your site overall. Better technical SEO improves performance across all search engines, including Google.
Want to make sure your website is optimized for both Google and Bing? UltimateWB makes it easy to create clean, fast-loading websites with full control over your SEO. Use our built-in tools to auto-generate your sitemap, customize meta tags, and easily update content. Optimize once – rank everywhere.
Ready to design & build your own website and build all that organic traffic? Learn more about UltimateWB! We also offer web design packages if you would like your website designed and built for you.
Got a techy/website question? Whether it’s about UltimateWB or another website builder, web hosting, or other aspects of websites, just send in your question in the “Ask David!” form. We will email you when the answer is posted on the UltimateWB “Ask David!” section.