How to Use Bing Webmaster Tools for SEO

Bing Webmaster Tools gives you actionable SEO data beyond rankings alone. Used correctly, it helps you uncover keyword opportunities, diagnose technical issues, and improve crawl/index coverage so your pages are easier to discover in Bing. It also works well alongside a robust Technical SEO service process when your site has larger structural issues.

Key takeaways

• Use Keyword Research and Search Keywords reports to find and prioritise realistic terms.
• Track impressions, clicks, CTR, and average position to measure real performance.
• Run Site Scan regularly to catch technical issues before they impact visibility.
• Use URL Inspection to validate index status and request indexing after meaningful updates.
• Analyse backlink quality and competitor gaps to improve off-page authority.

1) Discover new keyword opportunities

Start with seed terms tied to your services, products, or pages. Then expand using Bing data.

1. Open Keyword Research in Bing Webmaster Tools.
2. Enter seed terms (or a relevant URL).
3. Apply filters for location, language, and timeframe.
4. Review suggested terms and group by intent (informational, comparison, transactional).

Use this with search-result "related searches" to widen coverage and identify terms your audience is actually using.

2) Analyse search volume and demand quality

Bing reports impressions rather than Google's monthly average search volume model, so treat the metrics as platform-specific signals.

• Compare opportunities within the same data source for consistency.
• Focus first on terms with reliable impressions and clear business relevance.
• Avoid optimising pages around unvalidated low-demand phrases.

If required, combine Bing trend data with broader market context to estimate total opportunity size. For intent interpretation and semantic mapping, the framework in SEO Entities: What Are They and How Do They Work? can help improve content targeting decisions.

3) Use demographics and location insights to shape content

Audience context matters. Bing data can help you understand who is searching and where demand is concentrated.

• Identify location clusters for regional pages and localisation.
• Prioritise copy and examples that match target demographic behavior.
• Adjust CTA language and page structure to fit audience maturity and intent stage.

This improves relevance, user engagement, and conversion quality. For local and map-led demand, pair these insights with on-site execution from Local SEO services.

4) Track keyword performance with the right metrics

Use the Search Keywords report to monitor:

• Impressions
• Clicks
• CTR
• Average click position / appearance position

Review movement over time to spot trends, then iterate content and on-page optimisation based on what is improving versus stagnating.

5) Turn data into a content strategy

Use Bing insights to decide what to update, publish, or consolidate.

• Refresh high-impression pages with weak CTR.
• Create new pages for validated intent gaps.
• Strengthen internal linking from informational pages to conversion pages.
• Improve title tags/meta descriptions for clearer value and intent match.

The best content strategy is performance-led: publish less guesswork, more evidence-backed pages.

6) Run technical SEO checks with Site Scan

Site Scan helps catch technical problems that can suppress rankings and crawl efficiency.

Common issues to prioritise:

• Broken links
• Missing or weak meta descriptions
• Duplicate title/meta patterns
• Missing image alt attributes
• Crawl errors and inaccessible URLs

Schedule scans regularly and treat high-severity issues first.

7) Improve URL indexing and crawl coverage

Use URL Inspection to check whether important pages are indexed and discover why some are not.

1. Inspect priority URLs after major edits.
2. Request indexing for newly published or heavily updated pages.
3. Monitor crawl stats and blocked URLs (including robots directives).
4. Fix recurring 4xx/5xx or canonical/conflict issues quickly.

This gives your updates a faster path into search visibility. If your priority is improving organic demand from local service queries, combine this with the operational checklist in The Ultimate Guide to Local SEO Services for Small Businesses.

8) Analyse backlinks and competitor gaps

Backlink data inside Bing Webmaster Tools helps you assess authority and find opportunities.

• Review referring domains and anchor usage.
• Compare backlink profiles against competitors.
• Prioritise high-relevance, high-trust link opportunities.
• Monitor lost links and recover where possible.

The goal is steady authority growth, not volume for its own sake.

Recommended workflow (monthly cadence)

1. Export keyword and performance reports.
2. Prioritise page updates by impact (impressions, CTR gaps, conversion potential).
3. Run Site Scan and fix high/medium technical issues.
4. Inspect and request indexing for key URLs.
5. Review backlink deltas and competitor movement.
6. Publish one evidence-backed content update cycle.

Used consistently, Bing Webmaster Tools becomes a practical operating system for SEO decisions, helping you improve rankings, crawl/index health, and conversion-ready traffic over time. For model-specific expansion plans, you can adapt this process for verticals like SEO for Driving Instructors or Dive Centre SEO.