Bing’s Trump Card Over Google – A More Insightful Webmaster Tools

Every SEO uses multiple tools to keep track of their performance, and by now we all know the go-to tools: Google PageSpeed Insights, Moz, HubSpot, AWR, Ahrefs, Majestic SEO, Google Webmaster Tools, Linkdex, etc.

But what kind of tools do you use to monitor your results in Bing?

While Bing is still a small player in terms of search traffic compared to Google, Bing’s tools can still be incredibly helpful in increasing your search traffic and quality on both engines.

In this post I’d like to walk you through a couple of features that are not available in Google Webmaster Tools but are available in Bing Webmaster Tools. Bing’s version helps webmasters across the world to get insights into their sites’ performance on Bing’s search engine.

Connected Pages

connected pages feature

With the Connected Pages feature you’re able to connect your related pages and get insights into the search traffic from Bing to these social network accounts. For example, if your Twitter account and Facebook account are also ranking for your brand name you might want to see how much search traffic they generate. With this feature you’re able to see and analyse this. The only requirement is that these social network accounts link back to the site that you’ve verified in Bing Webmaster Tools. This feature is extremely useful when your brand has a large social presence.

Take away: Add all your social networks to Connected Pages to keep track of their search performance!

Index Explorer

I can imagine that by now you have forgotten the location that your developers worked on two years ago. But what if these subdomains or subfolders are still being indexed by the search engines. They can expose you to a lot of duplicate content, right?

The Index Explorer can help you find these old locations. The feature will provide you with an overview of the subdomains, subfolders and files that the Bing bot has found since it started crawling your pages. Using Index Explorer is an excellent way to reveal the areas that you don’t want Bing bot to identify anymore, which saves crawl budget so you can let the Bing bot focus on more important pages.

Take away: Lost an old folder, use Index Explorer to see what Bing bot found about your structure in the past.

GEO-Targeting

geo targeting

Have you structured your site with directories that show content according to geo location? So, for example is http://example.com/germany/ showing your German content? The geo-targeting feature makes it easy to mark these pages as localised content for a specific country/region. It will save you a lot of time marking up your pages with canonical URLs (if using Google you would still have to do this to keep Google bots happy).

Take away: Do you geo-target your content per sub folder? Use Geo-Targeting in Bing Webmaster Tools to speed up this process.

Page Preview

bing page preview

Worried about the search results for your site? Since Bing shows previews of your pages in its search results, if Bing bot visited your page when it was down or scripts weren’t running, then Bing could be showing the wrong screenshot of your site. Within Bing Webmaster Tools Page Preview feature it’s possible to make Bing replace the screenshot with an updated version. This feature ensures that you always have influence on how your site looks like in its search results.

Take away: Have a messy screenshot in Bing? Update it with Page Preview.

API

For the real SEO diehards the API is a great way to export a lot of available data from Bing Webmaster Tools. Even with Google’s newest version of their WMT API a lot of information is still not available.

Who doesn’t want to be able to export the information on search terms and his crawl settings directly from the API? I know I would! But that’s not all; the BWT API will also provide you with search volumes on the keywords that you’ll receive traffic on. This information is a useful tool for your site and can’t easily be retrieved from Google (at scale) anymore.

TLDR; Bing Webmaster Tools features: Geo-targeting, Connected Pages, Index Explorer and Page Preview are additional features superior to GWT and will help you get the best out of your performance in Bing.

How do you use the features in Bing Webmaster Tools to your advantage? Leave a comment or shoot me an email describing your perfect use-case!

Note: The opinions expressed in this article are the views of the author, and not necessarily the views of Caphyon, its staff, or its partners.

Author: Martijn Scheijbeler

Martijn Scheijbeler leads Growth, SEO & Analytics at The Next Web, he’s responsible for the execution of the marketing strategy involving: audience growth & engagement, marketing analytics, product and data across all projects related to The Next Web: Index, Conference, Deals, Academy, Video & Jobs.

2 thoughts on “Bing’s Trump Card Over Google – A More Insightful Webmaster Tools”

  1. Is it really a ‘Trump Card’ to provide a more robust tool for managing a far more primitive search engine with exponentially smaller user-base? I think it’s more like an 8 of ♠ with Jack, Queen on the river— Bing’s still a very, very long way from winning…

  2. Don’t forget Link Explorer!

    With that tool you can use Bing’s index to find out how many people are linking to a page. It doesn’t include nofollow links. I’ve found using Bing’s index better as it picks up more LIVE links when compared to Ahrefs and MajesticSEO.

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