The sources provide extensive information on free SEO tools, particularly Bing Webmaster Tools, and offer insights into the true nature of SEO timing, indexing, and authority.
The Myth of Slow SEO and Indexing Speed
A common misunderstanding in the SEO community is the belief that Search Engine Optimization (SEO) must inherently take six months to yield results. This idea is largely based on the process timeline of specific agencies or individuals, rather than limitations within Google’s core algorithms. Google utilizes “highly optimized” and “low manual input” systems, such as the PageRank modules, meaning there is no “actual time” delay built into the algorithms themselves. Google has the technical capability to index pages in seconds. This rapid indexing applies to everyone, not just large brand sites like CNN; CNN ranks quickly because it has vast “topical authority”.
If a site has a domain authority above 25 or 30 and publishes content that is not ranking or is not visible in a Large Language Model (LLM)—like Gemini or Perplexity—within a day, the user is “doing something wrong.” When topical authority is correctly established, content should rank quickly in Google and appear rapidly in LLMs. For instance, a podcast was boosted into Perplexity within just one hour after being added to an existing blog post. If content is taking a long time to rank, the focus should shift from simply waiting to investigating the lack of effective backlinks.
The Importance of Authority
Bing Webmaster Tools (BWT) reveals a critical truth about indexing that Google often obscures. When Google Search Console (GSC) displays the error “crawled not indexed” or “discovered not indexed,” it typically attributes this to poor content quality. However, experts argue that this error is overwhelmingly due to a lack of authority.
Bing “tells it like it is,” providing a direct answer. If a domain lacks authority, BWT will explicitly state: “Your site does not have enough inbound links from high quality domains.” Establishing authority via quality backlinks (links from one site to another) or strong internal links is the necessary “first base” for indexing. If a page lacks links, Google sees no reason to include it among the millions of pages in its index.
Bing Webmaster Tools: The Free Enterprise Solution
Bing Webmaster Tools is highlighted as the most important free SEO tool, providing incredible value without the need for expensive commercial subscriptions. You can gain instant access to BWT by logging in with your GSC username and importing any verified domains immediately.
BWT features five crucial tools:
- Microsoft Clarity: This is a free, enterprise-level, and GDPR-compliant product that functions as a session recorder and heat map. It tracks mouse events, allowing users to visually determine what content users are actively reading (slow scrolling) versus what is boring them (fast scrolling). It provides valuable Conversion Rate Optimization (CRO) data, including the Rage Click Report, which identifies when users repeatedly click non-clickable elements (e.g., brand logos, signaling a desire for case studies).
- The SEO Scan Tool: While not as in-depth as paid health check reports, this tool efficiently detects 90% of the common structural issues that most SEOs need to address 90% of the time. It catches basic errors such as broken links, excessively large pages, broken images, and missing or short page titles. Users can define the scan’s scope (e.g., limit to 500 pages) and receive the health report via email.
- The Backlink Monitor: This tool is considered superior to many paid commercial tools. It allows users to look up the backlinks for any site in the world. Bing automatically filters out “rubbish links” and spam, thinking along the same lines as Google regarding quality. This monitor can also uncover competitor links that are often hidden from commercial SEO trackers like Semrush or Ahrefs.
- IndexNow: This specific WordPress plugin allows users to automatically notify Bing when a new page is published, encouraging immediate indexing. It is described as a “date trick by Microsoft” intended to speed up the process. Google does
