As is well known, search engine optimization (SEO) is used to be displayed higher up in Google’s search results and thus to generate more traffic. This is achieved through a combination of technical and content changes to a website.
For professional search engine optimization, however, a fairly high budget or your own specialists are often necessary. For the first SEO steps of many websites, a lot of money does not have to be invested in tools or advice. The free webmaster tools from Bing or Google provide valuable, basic information. Almost everyone has heard of Google Webmaster Tools, but many are not yet familiar with Bing Webmaster Tools. For this reason, we want to take a closer look at this SEO tool and draw a comparison with Google in places.
Basics: What are the Bing Webmaster Tools?
Bing Webmaster Tools is an online program provided by Microsoft. The program supports website operators in optimizing their own website with regard to basic factors. The search engine provider Google also offers such a tool with numerous functions – but the Bing Webmaster Tools offer additional information in three places that could help you.
Both tools automatically collect data that should then be analyzed. Because every individual page can offer special features that a tool cannot take into account. All data should be assessed in a differentiated manner. Nevertheless, the tool collection is a good helper for the start of SEO and for the first successes. You can access the tools after registering for free.
In the following I would like to discuss the following three particularly useful functions.
Function 1: Find Competitor Links (Link Explorer)
Numerous helpers are available under “Diagnosis and Tools” that are worth testing. The Link Explorer is particularly exciting here, as it has a lot ahead of the report in Google’s Webmaster Tools: The filtering for anchor text and internal or external link helps enormously to see which links lead to a URL or domain.
The special thing about it: Foreign (competitor) domains can also be analyzed. Unfortunately, the database is apparently much smaller than that of paid SEO tools. But for smaller researches for possible (link) cooperation partners, this can be of great help!
Function 2: Optimize by type of error (SEO reports)
The “SEO Reports” tool is located in the “Reports and Data” area. However, the tool not only offers reports – it also offers specific error messages and, in many cases, specific suggestions for action!
The recommendations for action are sorted according to the type of error and can be broken down into individual URLs. Such a preparation of the errors is important for website types such as blogs or shops in which subpages are structured in a similar way. These are often individual smaller technical changes that can fix several hundred error messages at the same time.
Bing Webmaster Tools SEO Reports
Function 3: Optimize Page by Page (SEO Analyzer)
For some types of errors, however, it is unavoidable to tackle the sub-pages individually. The SEO analyzer, for example, offers the possibility of correcting errors according to the URL entered. Practically, a preview window is used here to show the location of the error (if optically possible) – very helpful!
Bing Webmaster Tools SEO Analyzer
Conclusion: Use Bing and Google in addition!
In addition to the functions presented, there are other very good helpers, which, however, offer few advantages or disadvantages compared to Google’s webmaster tools. Either way, the two tools should be viewed as complementary tools – while Bing offers a few additional helpers, the data from Germany’s largest search engine in Google’s Webmaster Tools is also very helpful and extensive.
Ultimately, however, it should be noted that both tools are just automated programs. Depending on the individual side, it can happen that some suggestions are not useful or difficult to implement. Likewise, neither Bing nor Google cover all SEO factors. For example, there is a lack of concrete instructions for action on typical search engine optimization scenarios such as the optimization of internal links or keyword optimization.