Bing Webmaster Tools: a short setup guide for small sites

The short answer

Bing Webmaster Tools is Microsoft's free service for site owners. You verify that you own your site, submit a sitemap, and then see how Bing crawls and indexes your pages and which searches show them. If your site is already in Google Search Console, you can import it rather than starting from scratch.

Why bother with a second tool

Bing has its own crawler, index and search results, and other search products draw on Bing results. If a share of your customers search with it, or use a work computer where it is the default, being visible there is worth a small amount of effort. The way each search engine understands your site can also differ, so a second data source is useful for spotting problems.

Bing Webmaster Tools is free. It does not replace Google Search Console; it sits beside it. The two cover similar ground, so if you have already learned one, the other will feel familiar. See how to read the Search Console performance report for the Google equivalent.

A practical reason to look at Bing data is that it can act as a cross-check. If a page appears in Bing results for sensible searches but is absent in Google, or the other way round, the difference points to something worth investigating, such as a blocked page, a duplicate or a technical error. Neither tool gives the full picture alone.

Add and verify your site

Sign in to Bing Webmaster Tools with a Microsoft, Google or Facebook account and add your site address. You then need to prove you control the site. Bing offers a few routes, which can change, so follow the options shown on screen and check the current documentation. Typical routes are:

• Import from Google Search Console. If your site is already verified there, you can allow Bing to import your sites and, where available, sitemaps. This is usually the quickest.
• Add a meta tag to the home page head section.
• Upload an XML file to the site root.
• Add a DNS record at your domain provider.

Choose the method you are least likely to break later. A meta tag in a template can vanish after a redesign, while a DNS record usually survives. Keep a note of which method you used so whoever manages the site next knows.

Submit your sitemap

A sitemap is a file listing the pages you want search engines to know about. Once verified, find the sitemaps section in Bing Webmaster Tools and enter the address of your sitemap, which commonly sits at a path such as /sitemap.xml. Bing will then show whether it could read it.

You can also reference the sitemap in your robots.txt file so any crawler can find it. The same sitemap works for both Google and Bing, so there is no need to build a second one. If the steps in Google are unfamiliar, the guide on submitting a sitemap in Search Console explains the file and what a healthy one contains.

The reports worth opening

Do not try to learn every screen. For a small site, a handful of reports do most of the work.

• Search performance. Shows the searches and pages that appeared in Bing results, with clicks and impressions. Use it to see what Bing associates with your pages.
• Site explorer or index coverage views. Show which of your pages Bing has found and indexed, and any it could not. Names change, so look for the section that lists crawled and indexed pages.
• URL inspection. Lets you check a single address and request that Bing look at it again after a change.
• Diagnostics and site scan tools. Flag common technical issues such as missing titles or blocked pages.

Compare these with your Google data. A page indexed in one engine but not the other is a lead worth following. For the Google version of that check, see the Page indexing report explained.

Take screenshots or notes of the baseline when you first connect. Early data is often thin because the engine needs time to crawl a new property, so do not judge the first week. After a month, you have something to compare against.

IndexNow: telling search engines about changes

IndexNow is an open protocol that lets a site tell participating search engines when a page has been added, changed or removed, instead of waiting for them to notice. Bing supports it; check the IndexNow documentation for the current list of engines that take part. Many content management systems and some hosting platforms offer a plugin or setting for it.

It is helpful rather than essential for a small site. If your platform supports it with one switch, turn it on. If it needs custom work, a sitemap and good internal links will usually be enough. It does not guarantee a page will be indexed or ranked, only that the engine is told promptly.

Common problems and what to do

• Verification fails. The tag or file is missing from the live page, or a caching layer is serving an old copy. Clear the cache and test the page source.
• Sitemap cannot be read. Open the address in a browser. It should show XML, not an error page or a redirect loop.
• Pages blocked. Check robots.txt and any noindex tags. The guide on robots.txt mistakes lists the usual culprits.
• Few pages indexed. A new or small site may simply be crawled less often. Keep adding useful pages and link to them from your main navigation.

Remember that good Bing data does not promise rankings; it shows what Bing sees. For wider help with search visibility, see our SEO service.

A simple routine

Once set up, a monthly ten-minute check is enough. Open the performance report and note the top pages, glance at any new errors, and confirm the sitemap still reads correctly. After a redesign or domain change, check more closely. Bing's interface changes now and then, so when a screen differs from this guide, rely on the current Microsoft help pages. Use the data to ask questions about the site, such as whether a page you expected to see is missing, rather than to chase small movements. Consistent, useful pages are what both engines are looking for. Clean, readable addresses help too; see URL structure best practices.

Who should look after it

Decide who owns the account. Verification ties the property to a login, so if the person who set it up leaves, you could lose access. Add a second user from the settings, using a shared company address where possible rather than a personal one. Keep the verification method in place permanently. Write down the sign-in method, the verification method and where the sitemap lives in a short note kept with your other website records. Treat the account like any other website login: use a strong unique password and, where available, two-step verification.

If a developer or agency manages your site, give them access to the property rather than sharing your password, and remove them when the engagement ends.

Related guides

• SEO services
• PageSpeed Insights: How to Read the Report
• URL Structure Best Practices for SEO
• Retargeting explained for small business
• Youtube marketing basics for small business
• Referral marketing for small business

Questions and answers

Is Bing Webmaster Tools free?

Yes, it is a free service from Microsoft. Check the current terms on the Bing Webmaster Tools site.

Do I need it if I already use Google Search Console?

It is optional but useful. It shows how Bing sees your site and can reveal indexing problems that differ from Google.

Do I need a separate sitemap for Bing?

No. The same XML sitemap can be submitted to both engines.

Can I import my Google settings?

Bing has offered an import from Google Search Console for verified sites. Check the current options when you sign in.

Will it improve my rankings?

The tool does not rank pages by itself. It gives information that helps you fix problems and understand your visibility.