Not Utilizing Bing Webmaster Tools? You Could Be Missing Out On An Opportunity

Published By Mark Crouch on June 22, 2019

In a recent meeting with one of our clients, I suggested using Bing Webmaster Tools as a way to increase visibility and get better insights analytically in regards to how his website was performing. Not surprisingly, they had reservations, and by that I mean their knee-jerk reaction was to laugh and instantly respond “no”.

I was prepared for this reaction as when I first learned about Bing Webmaster Tools I was skeptical as well. Being an avid user of Google Analytics, I asked myself, “What could Microsoft possibly gain by introducing their own version of analytical tools?” Sure Google has cornered the market when it comes to search engine popularity and that goes hand-in-hand with the use of their Google analytics platform. I have my own pet-peeves when it comes to this platform but overall I have been very pleased with the product and the insight it gives to my clients.  So, I decided to do a little research. I was pleasantly surprised with the results, to say the least.

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In this article, I will outline some of the best features of Bing Webmaster Tools. I will summarize my key takeaways from the research I underwent. Finally, I will go over how you can be utilizing this powerful tool for your business or website.

Key Features

1.Keyword Search Tools – This is an incredibly valuable tool that allows users to put in up to 20 Keywords to search for free that will enable even the most novice of users to generate a decent list of keywords to target and rank for. Many similar tools are either less effective or will certainly charge a premium for their use.

2. Keyword Searches – One of the most interesting features Bing Webmaster Tools has built into the platform is the ability for each user to view the most common queries users have entered into their browser in order to find their site. This is hands-down one of the most effective ways to target those keywords that would be the most effective to center your AdWords or Bing ads around. Additionally, it gives users a list of keywords that they can focus on ranking through blogs and backlinks.

3. Backlink Data – This tool allows users to track and analyze links out to other pages as well as inbound links. These are one of the most valuable resources a site can have in determining their overall rankings both in Google as well as Bing.

4. SEO Reporting – Once a site has been verified in Bing Webmaster Tools, they will generate a report each week that outlines where your site is within compliance, or, more importantly, out of compliance with SEO best practices at a page level. This is a great tool to check weekly to make sure you aren’t up against any obstacles that could be preventing Bing, or even Google, from crawling your site effectively for ranking purposes.

5. Mobile Optimization – The “Mobile Friendliness Test” is another handy tool to have right there in your Webmaster tools arsenal. Once a URL has been entered, Bing will let you know of any issues it finds that would prevent your site from being seen as “mobile friendly”. You also will get the opportunity to see how your site appears on a mobile device right from your dashboard.

6. Search Engine Index Crawler – This tool allows Bings to crawl your website to index all resources such as web pages, videos, URL, and images. This also allows Bing to uncover issues such as 404 errors, long dynamic URL’s, unsupported content types and blocked by “REP”.

7. Advanced Filtering Capability – Collection of data from users visiting your site is crucial if you want to understand your audience and how they are both finding and interacting with your website. Bing Webmaster Tools makes it easier to filter the traits of your users such as how many people visited your site in a given range of time, Geolocational info showing where the IP address originates, the type of device they were using when they accessed your site, web pages they visited and for how long. Just like with Google Analytics they present this information in tabular form, but unlike Google Analytics the filtering options are a bit more intuitive and easier to access. Presenting a really manageable solution for website admins that don’t want to take the time to run through Google Analytics Certification.

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Key Takeaways

In his blog article, “The Rise of Bing”, author Jack Felstead notes that “Bing not only offers 29% lower costs per lead, but also boasts +30% ROI as well as +97% increase in revenue”. He goes on to note that Bing brings “a unique, well-educated, high-quality audience with 33% in the top 10-25% income bracket”. While Google still dominates the search engine market, Bing has been steadily growing in popularity over the last 10 years and the word is out. Matt Southern explains in his blog article “Bing’s Share of the Search Market is Growing Faster than Google’s”, “Microsoft’s share of desktop search is now sitting at 21.6%”. That article was written in 2016, and since then that market share has been estimated to be as high as 30%.

As far as worldwide market share across all platforms, Google’s worldwide market share across all platforms (desktop, mobile, and tablets) as of May 2019 is at 92.04% while Bing is 2.39%. Google and Bing are followed by Yahoo at 2.67%. That’s a combined 5.06% for Bing and Yahoo according to Statcounter.

Since its introduction as a rebrand to MSN Live on June 3, 2009, Bing has grown in popularity especially in regards to desktop PC’s. Some of this can be explained with the addition of “Cortana” to Windows 10 that defaults to Bing as its search engine by design. That being said, it is reasonable to have a healthy amount of trepidation when it comes to the sustained viability of Bing given how far behind Google they are in popularity as Google’s domination of the search engine market still eclipses Bing’s by a significant margin.

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Conclusions

So, what does all of this information mean to you as a business owner? When comparing Bing to Google simply by user numbers, you might be inclined to forgo any investment in Bing at all. This reluctance is understandable, however, it might be short-sighted. With lower CPC as compared to Google, the incredible utility of Bing Webmaster Tools, and millions of users worldwide, Bing is a viable option for business owners to reach a targeted audience and at a lower cost as compared to Google.

With a healthy balance of paid advertising using both Bing and Google, your reach will be significantly increased. This increase in the number of impressions means that you are more likely to to be seen by the potential customers you are hoping to attract to your site.

When comparing Bing to Google simply by user numbers, you might be inclined to forgo any investment in Bing at all. This reluctance is understandable, however, it might be short-sighted.

Do you need help setting up a campaign using Google, Bing, or both? Maybe you need assistance in developing a marketing strategy for your business that incorporates these platforms. Carbon Marketing would be thrilled to help outline your options and develop a custom strategy geared towards achieving your business goals. Just click the contact button below!

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