Last week, Microsoft Bing introduced an update to the Bing Webmaster Tools Performance Report that is meant to “[expand] on the data types available to help SEO professionals gain deeper insights into their website performance”. With this, the company also updated its corresponding API.
Today, we’re giving you a brief introduction to the Bing Webmaster Tools and the new updates, and explaining how these will impact your business. Whether you’re an experienced Webmaster user or just getting started, you’ll want to get the run-down on these new features.
First off, we need to explain the Bing Webmaster Tools for those who are unfamiliar. It’s a collection of analytics and SEO tools that help advertisers and website owners improve their page rankings and optimize performance.
Bing’s diagnostic and reporting tools allow users to understand what people are searching for. These and other insights are viewable via a dashboard, and Microsoft will also send personalized alerts or messages for your site at your convenience.
The Webmaster also has a number of SEO features that allow users to analyze backlinks, keyword rankings, and site performance, and achieve crucial organic benchmarks.
Of course, the thing we’re talking about today is the Bing Webmaster Tools Performance Report, which shows off some of these insights and features. Until now, this report was focused on web and crawl indexing performance only. But with the update, this report just got a whole lot more insightful.
The new Performance Report has consolidated web search and chat metrics onto a single dashboard for a more holistic overview of engagement across Bing, with access to metrics like clicks, impressions, and CTR. The report also shows data for Bing Images, Bing Knowledge Panel, Bing News, and Bing Videos, as well as a combined view. Interestingly, there is no way to filter by just Bing Chat data, a move that wasn’t very surprising to industry experts.
On a related note, Bing’s corresponding Search Performance API now reports on a collection of all traffic, instead of web only. The company plans to let users access data per area in a future update.
Microsoft’s updates provide marketers, website owners, and SEO professionals with more insightful data than ever before, allowing them to better understand a site’s performance on Bing, and make better decisions about how to optimize content. Even though users cannot isolate Bing Chat data, they have gained other data sources to dive into using the report, and it’s possible that Bing could break out Web vs. Chat clicks in the future. With other updates already planned, we can expect Bing’s Webmaster Tools to become even more useful in the coming months.
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