Bing Webmaster Tools: The Free Traffic Source You Skip
Most small businesses set up Google Search Console and stop there. Bing Webmaster Tools is the free equivalent for Microsoft's search engine, and it takes only a few minutes to set up if you already use Google's tool. It gives you a second view of your site's search health, a way to tell search engines about new pages quickly, and visibility in places you might not expect.
Key takeaways
- Bing Webmaster Tools is free and shows how your site performs in Bing search, plus crawl and indexing problems.
- You can import your sites from Google Search Console, which skips most of the verification work.
- It supports IndexNow, a protocol that notifies participating search engines when your content changes. Google does not use IndexNow.
- Bing's index also feeds results in some other search products, so a healthy presence there can reach further than Bing itself.
It is easy to treat search as a one-company game. Yet some of your customers use Bing directly, some meet it through the default settings on their work computer or browser, and some use other search products that draw on Bing's index. If Bing cannot crawl your site properly, you may be missing visitors without knowing it.
This guide walks you through setup, the reports worth checking and the features that make Bing Webmaster Tools useful even if most of your traffic comes from Google. Microsoft updates the tool regularly, so check the Bing Webmaster Tools help pages for current details.
Why Bing deserves a few minutes of your time
Bing is a separate search engine with its own crawler, called Bingbot, and its own index. It does not automatically know about everything Google knows. A page Google indexes perfectly might have problems on Bing, and you will only find out by looking.
Bing's index also powers results in some other search products. The exact arrangements change over time and depend on each company, so it is wise not to assume. The practical point stands: being properly indexed in Bing can extend your visibility beyond Bing's own website.
There is also a growing AI angle. Microsoft's Copilot draws on Bing search, and some other AI assistants use search indexes to find pages to cite. A clean, well-indexed site on Bing is one more way to be findable as customers try new tools.
Common mistake
Judging Bing only by the visits it sends today. If your site has crawl problems on Bing, low traffic is a symptom, not proof that Bing users do not matter. Set it up, fix the obvious issues and then decide how much attention it deserves.
How to set up Bing Webmaster Tools
You need a Microsoft, Google or Facebook account to sign in. Use an account the business controls, not a personal one that might leave with an employee.
Option 1: Import from Google Search Console
If your site is already verified in Google Search Console, this is the fastest route.
- Sign in to Bing Webmaster Tools. Use your business account.
- Choose the import option. Bing offers to import sites from Google Search Console during setup.
- Grant permission. You will be asked to let Bing read your Search Console data. Review what access it requests before agreeing.
- Select your sites. Pick the websites you want to add. Bing can also bring in your sitemaps.
- Confirm. Your sites appear in Bing Webmaster Tools, already verified.
Option 2: Add your site manually
If you do not use Search Console, add your site address and verify ownership with one of the methods offered, such as an XML file uploaded to your site, a meta tag in your homepage or a DNS record. A DNS verification record is a CNAME entry that looks roughly like this (Bing gives you the exact values):
Type: CNAME Host: <code provided by Bing> Points to: verify.bing.com
Whichever method you choose, leave the verification in place after setup so you keep access.
Pro tip
Add your web designer or marketing agency as a separate user in the settings instead of sharing your login. When the relationship ends, you remove their access in one click.
The reports worth checking
Bing Webmaster Tools has many sections. These are the ones that matter most for a small business.
| Report or tool | What it shows | When to use it |
|---|---|---|
| Search Performance | Clicks, impressions, average position and the searches people used | Monthly, to spot trends and opportunities |
| Sitemaps | Whether Bing can read your sitemap and how many addresses it found | After setup and after big site changes |
| URL Inspection | Whether a specific page is indexed and any problems found | When a page is missing from results |
| Site Scan | An on-demand crawl that flags common SEO issues such as missing titles or broken links | Every few months, or after a redesign |
| Backlinks | Sites linking to yours | Occasionally, to see who mentions you |
| Keyword Research | Search terms and trends based on Bing data | When planning new content |
IndexNow: tell search engines about changes quickly
Normally, search engines discover new or updated pages by crawling your site on their own schedule. IndexNow is an open protocol that lets your website notify participating search engines, such as Bing and Yandex, as soon as a page is added, updated or deleted. Participating engines share these notifications with each other.
Google does not use IndexNow, so it is not a replacement for submitting a sitemap in Google Search Console. It is an extra, for the search engines that support it.
How to use IndexNow
- Check your platform first. Some content management systems, plugins, CDNs and hosting services support IndexNow with a simple setting. Look in your SEO or performance settings and check the provider's documentation.
- Generate a key. IndexNow uses a key file hosted on your site to prove that notifications come from you. Platforms with built-in support usually handle this automatically.
- Let it run. Once enabled, your site sends notifications when content changes. Bing Webmaster Tools shows the addresses it received.
Hypothetical example
Imagine a small events venue that publishes new workshop pages each week and updates them when they sell out. On Bing, new pages sometimes took a while to appear, and sold-out events stayed listed as available. After the venue turned on IndexNow in its SEO plugin, Bing received a notification each time a page changed. The venue still submits its sitemap to both Google and Bing, but now Bing hears about updates without waiting for the next crawl.
Quick wins after setup
Once your site is in Bing Webmaster Tools, spend half an hour on these:
- Submit your sitemap if it was not imported, and check that Bing reads it without errors.
- Run a Site Scan and fix the most common issues first, such as missing page titles, duplicate meta descriptions or broken links.
- Inspect your key pages. Use URL Inspection on your homepage, main service or product pages and contact page.
- Check robots.txt. Make sure you are not blocking Bingbot by accident. Some security tools and hosting firewalls block unfamiliar crawlers.
- Review the searches. In Search Performance, look for searches where you appear often but rarely get clicks. Clearer titles and descriptions can help.
- Claim your local listing. If you serve customers locally, set up Bing Places for Business so your address, hours and phone number are accurate in Bing's local results.
Why it is worth it
- Free, with a quick import from Search Console
- A second opinion on crawl and indexing health
- IndexNow support for faster updates on participating engines
What to keep in mind
- Traffic may be smaller than from Google for many sites
- Another tool to check, so keep the routine short
- IndexNow does not help with Google
Your Bing Webmaster Tools checklist
- Sign in with a business-owned account
- Import your site from Google Search Console or verify it manually
- Confirm your sitemap is submitted and read without errors
- Run a Site Scan and fix the top issues
- Inspect your five most important pages
- Check robots.txt and firewall settings do not block Bingbot
- Turn on IndexNow if your platform supports it
- Set up or update Bing Places if you serve local customers
- Add a quick Bing check to your monthly Search Console routine
Frequently asked questions
Do I need Bing Webmaster Tools if I already use Google Search Console?
You do not need it, but it is worth having. Bing has its own crawler and index, so problems can exist on Bing that Google's tool will never show you. Setup takes minutes when you import from Search Console.
Is Bing Webmaster Tools free?
Yes. It is free for any site owner who verifies their website.
Does IndexNow help my Google rankings?
No. Google does not use IndexNow. For Google, keep your sitemap up to date in Search Console and use URL Inspection when you need a page looked at.
How often should I check Bing Webmaster Tools?
Once a month is plenty for most small businesses. Look at search performance, check for new errors and fix anything urgent. Bing can also send email alerts for serious problems.
Related reading
The bottom line
Bing Webmaster Tools is a small investment with a sensible return. Import your site from Google Search Console, submit your sitemap, run a Site Scan and turn on IndexNow if your platform supports it. In under an hour you will know whether Bing can see your site properly and what to fix if it cannot.
After that, a short monthly look alongside your Google routine is enough. You may not get as many visits from Bing as from Google, but the visitors you do get are customers your competitors may be ignoring.
