When we talk about improving the organic positioning of our website, we almost always think of the great search engine Google, and in many cases we forget other search engines with a lower percentage of searches, such as Bing.
Although Google is the search engine with the largest share of searches, we cannot ignore other search engines, even if we are only talking about 8% of total searches. Are we willing to lose potential visitors to our website, even if it is only 20%?
What is Bing?
Bing is the second largest search engine in the US. with more than 6 billion monthly search queries. In the US it has a 33.8% share while in the UK and Spain it is between 20% and 8% respectively.
Why is it important to have a presence on Bing if it is not the leader?
As we have mentioned before, Bing is not the leader among search engines, however, the year-on-year increase in the number of searches makes it essential to be present on this search engine.
There are many companies that do not give it importance, mainly because it is not the leader, but... If a percentage of the total number of searches made by users of your website came from Bing, wouldn't you want to be able to analyse it and convert it into a sale? We are sure it will.
How to use Bing Webmaster Tools?
Just like the big leader, Google, with its Google Search Console tool. Bing has an analysis tool that helps us to know all the data about our website.
However, No need to register with Bing Webmaster Tools to be included in Bing's search indexing, however, with these tools you will have first-hand knowledge of your monitoring data.
What data can we obtain and what can we do with Bing Webmaster Tools?
- It provides first-hand knowledge of the security problems of our website, just like Google Search Console.
- We can obtain a report on the indexing data of our website.
- Keyword research and optimisation recommendations using different tools.
Unlike Google Search Console, BWT allows us to use the planner for both organic and paid keywords.
- SEO analysis tool, it allows us to know through comments SEO recommendations for the page we are interested in.
- Bing data includes searches, both from the search engine itself and from Yahoo.
- Bing Webmaster Tools provides additional site diagnostic reports and testing opportunities that are only available on this platform.
- You can access detailed reports on search queries, click volume...
- You can configure Bing to decide what you want it to crawl and index on your site.
- You can remove content that you do not want to be indexed.
Here is an example: If I have a website focused on holiday rentals but all the search queries that drive traffic to my site are related to information about Malaga's monuments, I probably have a problem with the content of my website. Or, if my site generates a lot of impressions but few clicks it could mean that I am not very convincing with my titles and descriptions.
This tool allows you to obtain reports that provide you with this type of information so that you can later make decisions.
So, do we have to choose between Google Search Console and Bing Webmaster Tools?
No, absolutely not. Ideally, you should work with both tools to be able to compare information. In addition, in this way, it will be possible to improve the website focused on each of the search engines to optimise performance and increase the online presence against our competition. Furthermore, we cannot lose sight of the fact that for our international strategy, Bing will be essential due to the aforementioned data.
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