How to Improve Your SEO with the Bing Keyword Research Tool

Apr 20, 2012   //   by AmandaD   //   keyword research, SEO Blog  //  15 Comments

The SEO world is always Google this and Google that, but many websites find that focusing on different search engines is actually more worthwhile. Although Google is quite obviously the most popular search engine and YouTube comes in second, the third place holder, Bing, is not to be ignored. With the recent privacy changes Google made, more and more people are beginning to make the switch. There are varying numbers available and traffic to a website completely depends on the website, but Mashable reported in 2011 that Microsoft’s Bing controls 30% of the U.S. search market. Bing is less competitive, so for some small businesses this search engine is just enough.

If learning more about Bing keyword research is something you’ve been considering, now is the perfect time to dive into the deep end. Bing recently announced that their Webmaster Tools is launching an organic research tool that can offer up to six months of historical data. All the data that will be gathered from this keyword research tool will be focused on SEO, not PPC, and there is no rounding or averaging when it comes to results.

How the Bing Keyword Research Tool Works

If you are familiar with the Google’s keyword research tool, you will find that Bing has many similarities. Below is a step by step guide to help you get started:

            Step #1: Sign up for a Windows Live ID

The first thing you need to do is sign up for a Windows Live ID. If you have strictly been using Google for all things SEO, you likely do not have an ID for Bing. Fortuantely, signing up is very easy. Visit the sign up page and then you’re ready to get started. It will then ask you if you have an email address, in which case you just type in whatever address you want to use for your Windows Live ID account. You will then be prompted to fill in information including a password and a security question.

You will then have to verify your email address, and then you will have the option of reading the terms and agreements. If you accept, you simply type out your email address and hit accept. Signing up is as easy as that!

Step #2: Type in your keyword and select the country and/or language you want to be part of your results.

You will have the option to choose the country and the language that you want to be included in your results. You then type in the keyword and will get information that looks like this:

As you can see the interface is clear and quite similar to Google. Many businesses find that the option to choose the country and the language helps provide more meaningful results, and clicking the “history” button will show someone the last 25 search queries performed and give the option of generating them once again.

            Step #3: Consider using the “Strict” button for filtered results.

Bing gives you the option of filtering results that are specific to that exact phrase. If this is something you’re interested in, you must click the “strict” button shown above. For example, if I searched for credit card processing without checking the strict button (like I did above), then I am going to get the total query volume number that includes all of the phrases containing the words credit card processing.

Step #4: Hover over the results to see what your average bid and resulting CEPC would have to be if you were going to advertise.

On the left hand side of the screen, Bing provides users with a little box on the left hand side of the screen that changes as you hover over each keyword result. This will tell you how much you would need to bid and what your CPC would have to be if you wanted to advertise for that keyword. Below is a screenshot of this little box when my cursor is hovering over square credit card processing:

This tool uses the terms MainLine to discuss the ads that appear above the organic results and SideBar to talk about an ad that appears on the right side of the results.

The biggest problem with Bing’s keyword research tool is the idea that you can only search one phrase at a time. This isn’t a huge problem for very small companies, but this has many larger corporations frustrated. However, finding a way to make this tool work and help your content rank well on Bing could potentially become important in the near future.

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Amanda DiSilvestro gives small business and entrepreneurs SEO advice ranging from keyword density to recovering from Panda and Penguin updates. She writes for Highervisibility, a nationally recognized SEO firm that offers online marketing services to a wide range of companies across the country.

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  • Vincent Tobiaz says:

    I think a link to the actual tool is missing, so here you go 😉

  • Carmen says:

    It was an informative post. Thanks that you’ve shared..

  • Mark

    Hey Amanda great post and useful for those deciding to try out Bing. It is important to remember that not all Search Engines want the same things with regard to SEO so it is always a good idea to check out what they are looking for and try to combine a mixed match so you can rank higher in them all.
    The trouble is you can please only some of them some of the time as their ranking calculations are so different and in some cases directly conflict with each other.

    • I think that is a great point to make. Although many of the larger aspects of SEO, such as original content, apply to almost every search engine, there are little differences that really matter. It’s definitely important to realize that Bing has different requirements and mixing and matching is really the only way to give ranking on both engines a go. Thanks for reading!

  • Greg Langdon says:

    This is a great tutorial. I think this is a great tool.

    Thanks for sharing.


  • Pete Goumas says:

    Hi Amanda,I have been using bing keyword research tool for a long time and it’s really good in improving seo while its drop-x that we can only search one phrase at a time is little bit frustrating for me.

  • Debbie says:

    I don’t have much traffic from Bing. Most of the readers come from Google. However, I think this tool is very useful.

  • Richard says:

    Hi Amanda,
    This is nice idea to help novice SEO’s by providing snapshots of steps needed to work on Bing keyword tool. It will help far more better than simply writing textual steps to follow. Also nowadays Bing is emerging as a demanded search engine after Google. So one should also consider it while practicing any SEO activities.

    • I sometimes get so tired of reading about Google (as important as it is), and I agree with you: Bing is emerging as a demanded search engine. It has a ways to go, but I think someday it will get there (and the privacy changes Google made only help). Also glad you enjoyed my screenshots…I always use them when I can! Thanks for reading.

  • biobank says:

    This is nice concept to help novice SEO’s by providing snapshots of steps necessary to work on Bing keyword tool. It will aid far more better than simply writing textual steps to follow. Also nowadays Bing is planned as a demanded search engine after google. So one should also consider it while practicing any SEO activities.

  • “All the data that will be gathered from this keyword research tool will be focused on SEO, not PPC”. It’s nice to have a tool that differentiates between organic and PPC. And I agree with Mark’s comment about search engines not wanting the same thing.

  • AmandaD

    Totally! That is an important distinction. And I think it’s great that we have two search engines, both with different goals, for us to choose from; however we need to start thinking about the search engines we want to use! It’s great for a company to incorporate Bing, but users need to also see the value in something other than Google. I think slowly but surely we’re making it happen 🙂 Thanks for reading!

  • Jamesford says:

    I have developed website but it didnt work in bing search egine, also there is problem in rank pages like , properly not visible in search engine