Bing Webmaster Tools, the poor cousin to Google’s Search Console (GSC), is one of the best-kept secrets of free SEO tools. As someone who used to track SEO results across hundreds of search engines over 20 years ago, its understandable why so few companies or SEOs care about Bing. These tools are great for first timers, B2C and B2B SEO Projects.
What SEO Functions do Bing’s Free SEO tools cover?
Some pretty great functions that you would otherwise pay for in a full tool like SEMrush, Ahrefs or Moz:
- Keyword Research
- A comprehensive and free backlink checker
- An SEO Audit and Health Report
- Microsoft Clarity – a free screen-recorder and heatmap
Is it Bing Webmasters or Bing Search Console?
Bing still calls it “Bing Webmaster Tools” but both BWT and GSC (Google Search Console) will likely need wholesale changes to get AI search ready. But all that aside – if you’re looking for premium SEO tools for Free – then Bing Webmaster tools are a great place to start. It can scan up to 10,000 pages per site and provide a detailed report of the issues found.
Creating an Account
Use your Google Account in Bing
We recently compared Bing Webmaster tools with Google’s GSC so here we just wanted to list out the free tools and what they do. Creating an account is easy, I recommend you use your GSC account and then you can instantly import and auto-validate all of your current GSC domain listings. (P.S. You can also do this for Bing Business Pro, the Microsoft version of Google Business Pro aka Google My Business).
A List of Free SEO Tools in Bing Webmaster Tools
Bing Webmaster Tools has a number of free SEO tools that can help you improve your website’s performance and visibility on Bing and other search engines. Some of these tools are:
Bing Search Ranking Tool
The Bing ranking tool or performance tool, similar to GSC’s performance report, shows you the search phrases you appeared for, the impressions and clicks in that time frame. Its basically a Search Engine Position Report.
Bing Backlink Checker Tool
This global and well researched backlink checker tool helps you analyze the referring pages, domains, and anchor texts of your site’s backlink profile.
Bing Keyword Research Tool
This tool allows you to check the phrases and research keywords that searchers are querying for and their corresponding search volumes.
Bing Webmaster Tools Site Health
This SEO or HTML audit Tool provides you with aggregated counts of all the errors found across your entire website scanned and total pages containing errors:
- Any Broken links
- Duplicate content issues
- Missing meta tags
- Slow page load time and HTML Size
- Mobile-friendliness
- HTTPS implementation
It can prioritize the issues based on their severity and impact on your site’s ranking and usability and provide suggestions and resources on how to fix the issues and improve your site’s quality. This is pretty similar to SEMrush’s now outdated Site Audit tool.
Bing SEO Reports
Bing Webmaster tools contain a number of SEO reports – from performance, keywords, page, health reports, backlink reports, and page inspection
Bing Keyword Research Tool
Bing has a free but basic and limited keyword research tool but it probably has less bot traffic but its also drawn from a much smaller universe of keywords. While its estimated that Bing has dropped to 3% market share on Daily Average Users (DAU) – Google seems to have infinitely more data. That market share is probably also mainly influenced by the US market and Bing is probably less popular overseas where Google’s search market is even bigger.
The Mobile Friendliness SEO Report
This tool checks if your site is mobile friendly with Bing Mobile Friendliness and gives you a related mobile speed rating score, similar to Google Lighthouse and CrUX.
Microsoft Clarity Heatmap SEO Report in Bing
There’s no need to rely on SEO myths like “Dwell Time” – now you can see what your users are doing on each page and watch them read, scroll, scan and clicks using Microsoft Clarity, is a free heatmap and behavioral analysis SEO tool that helps you understand how users interact with your website. It provides a variety of features, including:
- Heatmaps
- Session recordings
- Conversion funnels
- A/B testing
- User Feedback
Bing Webmaster Tools Video
