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Complete Guide to Bing Webmaster Tools (Part 9, Search Performance)

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We continue with the step-by-step guide dedicated to Bing.

While Google is a superpower, accounting for almost 90% of searches, Bing+Yandex account for more than 6%, according to statistics provided by StatsCounter.

This suggests a market worth exploring in some countries

Search performance.

The Search performance report contains information about how well your website is doing on Bing search. It shows the pages on your website that are getting clicked, and for which keyword phrases your webpages appear in search results. It also captures the contribution of various traffic sources to your website. You can analyze this data to get useful insights to drive more users to your website, for example:

  • Find out on which queries your website is performing well, and the ones you need to optimize your website.
  • Check page-wise performance, find out which queries are driving traffic to specific pages.
  • Examine how visitors reach your website through different traffic sources.
  • Assess the effect of various verticals on your website’s traffic.
  • Analyze your performance data for (up to) the past six months to see what worked well

Key Terms.

  • Impressions - Number of times a link to your website showed up in different places on Bing, such as Web search result, Chat response, News answer, Image result, Knowledge Panel. If more than one webpage of your website shows up in a search result, each one counts as an impression.
  • Clicks - Number of times a link to your website was clicked from different places on Bing, such as Web search result, Chat response, News answer, Image result, Knowledge Panel.
  • Average Click-Through Rate(CTR) - Percentage of impressions that resulted in a click to any page of your website.
  • Average Position - Represents the average of the different positions on which any page of your website appeared in Bing search results. This data is available only for Web traffic source.
  • Crawl Requests - Number of times a request to crawl your website was made.
  • Crawl Errors - Number of times a crawl request to your website resulted in an error.
  • Indexed Pages - Number of pages from your website that have been successfully crawled and indexed by Bing

Overview

The overview chart helps to track the trends in Clicks, Impressions, Avg. CTR, Avg. position, Crawl requests, Crawl errors and Indexed pages for your website for (up to) the past 6 months based on the source.

To view the data in different programs such as Microsoft Excel, the data can be exported to a CSV file by clicking the Download button

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Note.

More traffic sources such as Chat, News, Images, Videos and Knowledge Panel have been added in addition to Web so an increase in Clicks, Impressions can be observed in data from Mar 24, 2023. This will also impact the Avg. CTR calculcations.

Below table lists down the metrics provided for each of the sources.

Source Metric
All Clicks, Impressions and Avg. CTR
Web and Chat Clicks, Impressions, Avg. CTR and Avg. position
News Clicks, Impressions and Avg. CTR
Images Clicks, Impressions and Avg. CTR
Videos Clicks, Impressions and Avg. CTR
Knowledge Panel Clicks, Impressions and Avg. CTR
Crawl and Indexing Crawl requests, Crawl error and Indexed page

Note

If you have recently added your website to Bing Webmaster Tools, it might take a few days before you see Search performance data for your website. Also, since data collection starts from the time you first add your website in Bing Webmaster Tools, you cannot see backdated data.

Sources
All
Summary of Clicks, Impressions and CTR from all sources combined. Details for invidual sources provided below.

Web and Chat
Clicks and impressions from the following scenarios are captured:image.png

Learn more links from Chat response in Web search.

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Learn more links in the Chat response

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Keywords

This list shows the keywords from organic (non-paid) search that are driving traffic to your website. For each keyword, you can track important metrics like:

  • Impressions - The number of times any page on your website was shown when users searched for the selected keyword. When multiple pages of your website appear in one search result, each page counts as an impression.
  • Clicks - The number of instances when the users searched for the selected keyword and clicked on any page of your website.
  • Avg. CTR - For each keyword, this represents the percentage of impressions that resulted in users clicking on any page of your website.
  • Avg. position - This represents the average of the different positions on which any page of your website appeared for the selected keyword.
    Search Performance Keywords

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Source: Bing.

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