Bing Webmaster Tools Keyword Research: Hidden Gem or Gimmick?

By Emily Redmond, Data Analyst at Emilytics · April 2026

TL;DR: Bing Webmaster Tools has basic keyword research data in the Search Keywords report. It shows queries you already rank for but misses high-volume keywords you don't rank for. Use it for quick wins. Use Semrush or Ahrefs for strategic keyword research.

Where to Find Keyword Research Data in Bing Webmaster Tools

Go to Search Traffic → Search Keywords in Bing Webmaster Tools.

You'll see:

• Keyword (query)
• Impressions (how many times it appeared in results)
• Clicks (how many clicks you got)
• Average position (where you rank)
• CTR (click-through rate)

This report updates daily. Data goes back 90 days.

What Bing Webmaster Tools Keyword Data Actually Shows

What it does show:

• Keywords you already rank for (position 1–100+)
• Click and impression trends over time
• Seasonal variations in your queries
• High-impression, low-click opportunities

What it doesn't show:

• Search volume for keywords you don't rank for
• Keyword difficulty scores
• Suggested keywords (related queries you're missing)
• Search intent analysis
• CPC data

This is important: Bing Webmaster Tools only shows keywords you already rank for. If you want to know if "running shoes for women" is a high-volume keyword you don't rank for, you won't find that information here.

💡 Emily's take: I tried building a content strategy entirely on Bing Webmaster Tools keyword data. Huge mistake. I was only optimizing for keywords I already ranked for, which meant I was competing in the same space repeatedly. Real keyword research shows you white space—the valuable keywords your competitors own but you don't. Bing Webmaster Tools is for fine-tuning, not strategy.

How to Use Bing's Keyword Research for SEO Wins

1. Find Quick Win Keywords

Filter for keywords where:

• Impressions are 100+ per month
• Position is 5–15 (page 1–2)
• CTR is below 5%

These are keywords where a title tag tweak or better copy can bump you to position 1.

2. Identify Gaps in Your Content

Look for high-impression keywords you rank for (position 1–3) but don't get many clicks. This often means:

• Your title tag is confusing
• Your meta description doesn't match the query
• Your content is good but the snippet isn't compelling

Fix: Rewrite the title and meta description to match the query more directly.

3. Monitor Seasonal Trends

Bing updates daily, so you can see real-time shifts. If searches for "winter boots" spike in September, you can create or optimize content before Google's seasonal data catches up.

4. Find Related Keyword Opportunities

If you rank for "best running shoes," check the next 50 keywords:

• Do you rank for "running shoes for flat feet"?
• Do you rank for "marathon running shoes"?
• Do you rank for "trail running shoes"?

If not, those are content opportunities (and quick wins if your domain already has authority for running shoes).

Comparing Bing Webmaster Keywords to Google Search Console

Bottom line: Use both. Google's Search Console is more feature-rich. Bing's data is fresher and includes the impressions metric by default.

The Right Way to Do Keyword Research

If you want real keyword research (not just analyzing the keywords you rank for), you need:

1. A keyword research tool (Semrush, Ahrefs, Moz, Ubersuggest)

   • Shows search volume
   • Shows keyword difficulty
   • Shows related keywords
   • Shows competitor rankings

2. Google Search Console

   • Shows queries you rank for
   • Shows Google-specific ranking positions
   • Shows Google-specific impressions and clicks

3. Bing Webmaster Tools

   • Shows Bing-specific ranking positions
   • Shows Bing-specific impressions and clicks
   • Helps you optimize for the differences between Google and Bing

The workflow:

1. Use Semrush to find high-volume, low-difficulty keywords
2. Check Google Search Console to see if you rank for any of them
3. Check Bing Webmaster Tools to see if you rank for them on Bing
4. Create or optimize content based on gaps

Advanced: Export and Analyze Bing Keyword Data

Bing Webmaster Tools doesn't have native data export, but you can:

1. Export the Search Keywords report as CSV (click the download button)
2. Load it into Google Sheets or Excel
3. Create a pivot table to analyze:
   • Total impressions by keyword
   • Average CTR by position
   • Biggest gainers/losers week-over-week

This takes 15 minutes per month but gives you a clear picture of your Bing performance trends.

Frequently Asked Questions

Q: Can I see long-tail keywords in Bing Webmaster Tools?

A: Yes, if you rank for them. The Search Keywords report includes everything from high-volume keywords to single-search queries. Filter for specific query patterns to isolate long-tail data.

Q: Does Bing Webmaster Tools show keyword difficulty?

A: No. You need a third-party tool like Semrush or Ahrefs for difficulty scores.

Q: How far back does Bing keyword data go?

A: 90 days. Data older than 90 days is removed. Export monthly if you want historical data.

Q: Can I see my competitors' keywords in Bing Webmaster Tools?

A: No, only your own keywords. Use a tool like Semrush to see competitor keywords.

Q: Is Bing Webmaster Tools keyword research enough for content planning?

A: Only if you're fine-tuning existing content. For strategic planning, you need a real keyword research tool to see white space and opportunities you're not currently ranking for.

The Bottom Line

Bing Webmaster Tools' keyword data is useful but limited. It's best for analyzing the keywords you already rank for and finding quick optimization wins. For strategic keyword research—finding the valuable keywords your competitors own but you don't—you need a dedicated tool. Use Bing's data as a supplement to your keyword research strategy, not as a replacement.

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 →