Bing Webmaster Tools Backlink Report Explained
By Emily Redmond, Data Analyst at Emilytics · April 2026
TL;DR: Bing's Backlinks report shows who links to you. Use it to understand your link profile, find broken links to fix, and identify outreach opportunities.
Where to Find the Backlinks Report
Go to Backlinks in Bing Webmaster Tools (under "Crawl & Indexing").
You'll see:
- Linking domains – Total unique domains linking to you
- Linking pages – Total individual backlinks
- Most linked pages – Which of your pages get the most links
- Top referring domains – Domains linking to you the most
Understanding Backlink Data
Linking Domains vs. Linking Pages
Linking domains: Unique domains. If example.com links to you 50 times, it counts as 1 linking domain.
Linking pages: Individual links. If example.com links to you 50 times (from different pages), it counts as 50 linking pages.
Why it matters: A link from 10 different domains is more valuable than 50 links from one domain. Bing prefers links from diverse domains.
What the Backlinks Report Shows
| Metric | Meaning |
|---|---|
| Linking domains | Total unique domains pointing to you |
| Recent growth | Change in linking domains over time |
| Linking pages | Total backlinks to your site |
| Top pages | Which of your pages get the most links |
| Top domains | Which domains link to you most |
| Anchor text | Text used in links pointing to you |
How to Use the Backlinks Report
1. Understand Your Link Profile
Check the number of linking domains. A healthy site has:
- New site (0–6 months): 5–20 domains
- Established site (1–2 years): 50–200 domains
- Authority site (3+ years): 500+ domains
This varies by niche, but the trend matters more than the absolute number.
2. Find Broken Backlinks
Bing lists referring domains. Check if any are:
- Broken (404s)
- Redirects (pointing to wrong URL)
- Unrelated sites (spam links)
If you find spam links, note them for the disavow tool (see our article on disavowing links).
💡 Emily's take: A client had 200 backlinks from a single casino/gambling site. The links weren't visible (hidden in footer or redirects), but they existed. Bing was giving credit to questionable sources. I had to disavow them to improve the overall profile.
3. Find Link Opportunities
Look at top referring domains. Check if they link to:
- Your competitors (contact and ask for a link)
- Related topics (reach out and pitch your content)
- Broken resources (fix them, submit your content as a replacement)
4. Monitor Link Growth
Track the number of linking domains over time. Healthy growth is 10–20% per year (depending on niche).
Sudden growth might indicate:
- Successful content or campaign
- Directory submission
- News coverage
Sudden drops might indicate:
- Link removal (you or the linking site)
- Spam link disavowal
- Algorithm change
Comparing Bing and Google Backlink Data
| Aspect | Bing | Notes | |
|---|---|---|---|
| Shows backlinks | Yes | Limited (Search Console) | Use Ahrefs/Semrush for details |
| Linking domains count | Yes | No | Bing gives you this directly |
| Anchor text | Yes | No | Useful for optimization |
| Link quality assessment | Basic | N/A | Need third-party tools |
| Time-based data | Basic | No | Trends are hidden |
Google Search Console shows backlinks in Bing Webmaster Tools' links report, but Bing's report is more detailed.
Using Anchor Text Data
Anchor text is the visible text in a link. Example: If someone writes "best running shoes" and links to your site, "best running shoes" is the anchor text.
Why it matters: Bing uses anchor text to understand what your page is about. If 100 sites link with the anchor text "running shoes," Bing knows you're an authority on running shoes.
How to optimize:
- Check your anchor text in Bing's report
- Look for patterns (do you have good coverage of your target keywords?)
- If you control the link (guest post, directory listing), use relevant anchor text
- If 50% of your links are "click here," that's weak. Aim for 30–50% keyword-rich anchor text, 50–70% brand and generic anchors
Finding New Backlink Opportunities
Use Bing's backlinks data to inform outreach:
1. Competitor Backlink Analysis
Find a competitor site. Note their top referring domains. Reach out and pitch similar content.
Example: If a fitness blog links to 5 competitor sites, contact them about your fitness content.
2. Broken Link Building
Use Bing's data to find domains linking to you. Check their links:
- Do they have broken external links?
- Can you offer content to replace them?
3. Resource Page Opportunities
Look for "resource" or "tools" pages in your industry. Those are often link-friendly.
4. Industry Roundup Posts
Find authoritative sites that publish roundups ("Best running shoe brands," "Top SEO tools," etc.). Pitch your content.
Best Practices for Backlink Management
1. Monitor Monthly
Check your Backlinks report monthly. Watch for:
- Link growth trends
- New high-authority domains
- Potential spam links
2. Build Diverse Link Profile
Aim for links from:
- Different domains
- Different industries/niches
- Mix of high and medium authority
3. Create Linkable Content
Content that earns links naturally:
- Original research and data
- Comprehensive guides
- Infographics
- Tools and calculators
- Interviews with industry experts
4. Fix Broken Links Before They Hurt You
If a referring domain has broken links, fix them or redirect to relevant content. Don't leave 404s.
5. Disavow Bad Links
If Bing shows spam links or low-quality sites linking to you, use the Disavow tool (see our disavow article).
Supplementing Bing's Backlink Data
Bing's backlink report is useful but limited. For detailed link analysis, use:
- Ahrefs – Most detailed backlink database
- Semrush – Competitive link analysis
- Moz – Link research and domain authority
These tools show:
- Link quality scores
- Estimated traffic from links
- Anchor text variations
- Competitor link comparisons
Use Bing's report for: Quick overview, trend monitoring, link validation.
Use third-party tools for: Detailed strategy, competitive analysis, outreach.
Frequently Asked Questions
Q: Why does Bing show fewer backlinks than Ahrefs?
A: Bing shows backlinks it has crawled and confirmed. Ahrefs shows links from across the web (including some Bing may not have crawled yet). Both are useful.
Q: If I don't see a link in Bing's report, does Bing not count it?
A: Not necessarily. Bing may have seen the link but not counted it (if it's low quality, for example). Or Bing may not have crawled it yet.
Q: Should I focus on quantity or quality of backlinks?
A: Quality first. One link from Harvard.edu is worth 100 links from low-authority sites. Bing prioritizes quality, though some quantity helps.
Q: What if I have a broken backlink (the linking site has a 404)?
A: The link still counts unless Bing discovers the broken status. Check the domain and see if it's worth fixing (contacting the owner).
Q: Can I request backlinks from Bing?
A: No. Backlinks are earned through great content, outreach, or purchased (if you're willing to take the risk). Bing doesn't create links.
Q: Should I disavow all low-authority links?
A: No. Only disavow links that are clearly spam or harmful. If they're legitimate but low-authority, leave them.
The Bottom Line
Bing's Backlinks report gives you a quick snapshot of who links to you. Use it monthly to monitor growth, identify opportunities, and spot potential problems. For deep link analysis and strategy, supplement with a dedicated tool like Ahrefs. The goal: build a diverse, high-quality link profile over time.
Emily Redmond is a data analyst at Emilytics — the AI analytics agent watching your GA4, Search Console, and Bing data. 8 years of experience. Say hi →