Bing's Free Webmaster Tools Are Feature Rich, Definitive, and Yes, Free
Use Cases and Deployment Scope
We always use Bing Webmaster Tools in conjunction with Google Search Console, SEMRush, and other appropriate solutions. Each has its own vagaries and will flag different issues and offer slightly different solutions. Google is obviously the player that all search marketers have to satisfy. But it's taken years for Google to catch up to the thoroughly excellent Bing Webmaster Tools. Bing's version of these search engine view's understanding of a website has always been slightly better than Google's.
There are a couple of standout Bing options, including new integration with Microsoft's Clarity that allows you to see screen recordings of visits.
After closely looking at both, I think they're now well-matched. That means that Google should always be your first choice. You're optimizing for Google, not Bing, after all. But if your work processes support a second or third option, Bing would be a nice choice for second.
Pros
- Manual scans are returned fast--often within an hour.
- You can import all of your Google Search Console properties with a few clicks.
- Bing's interface is flatter than Google's and easy to use.
- Benchmarking similar sites is a nice touch.
Cons
- Context-based help visible on the page would be awesome.
- Keyword research is a fantastic tool that needs more context.
- The submission API that lets you "automate URL submission" and submit new content quickly is poorly explained and creates doubt among people who might wonder why they need to submit content.
Likelihood to Recommend
I always make sure that we are actively using Bing and Google. There is a tradeoff in your time when you use more tools, but there's also benefit in multiple perspectives. And don't forget that Bing is a very viable search engine that receives 500 million search queries each month. You may find that your business benefits from a relatively small amount of attention paid to Bing because search ranking there is easier (not easy, easier).
