In the first five parts of Bing's Webmaster Tools series, I tackled both publicly available tools and tools requiring a Webmaster Tools login and account. With all these tools at your fingertips, have you ever wondered how often you need to log in to manage your website or access data?
When I took over the management of search engine optimization for the Windows team, I know I did it. I connected almost every day to see what was happening and almost drove me crazy! But now? I do not log in to the Webmaster tools every day, but I log in several times a month. It's not that I'm crazy, I do not care anymore, but I've set up my webmaster tools so I can quickly pinpoint what I need.
I could write a novel about how I'm using Bing's Webmaster Tools because the program has many features, but here's an overview of the regular use of Webmaster Tools for manage my sites.
SEO is like chess, the strategy of the game is long
SEO is a long-term strategy, not fast and fast, and it often takes weeks or months to see the results.
The results are not guaranteed, I could have the most optimized site with amazing content, but not appear at the top of the page, one of the search results for various reasons. SEO is like chess where all the updates and link building efforts are part of a well-planned strategy to improve long-term performance. Bing Webmaster Tools is a platform for knowledge and diagnostics. They must be checked repeatedly throughout the month, not daily, to see if the improvements have an impact on performance.
Daily management. Monitor daily messages from Bing Webmaster Tools that report unusual activities or events. Bing will send notifications if issues have arisen while crawling and indexing your site if your site does not follow the Webmaster Tools guidelines, or if you're having spam issues, malware or phishing on your site.
If you make important changes to your sites, such as a site migration you will want to connect or access performance data through the Webmasters application program interface, plus frequently to check the impact on traffic.
Monthly management. Check performance dashboards on a monthly basis for all that is unusual and use data from webmaster tools to complement your SEO strategy and reports. I start with the site activity report that displays a snapshot of search clicks, appearances in search, pages scanned, crawl errors, and indexed pages.
In the website activity report, I check the clicks and appearances of the search. How are they? Are there unusual increases or decreases?
In all the companies I worked on, I was waiting at a weekly pace of peaks and pits of clicks from the search, but I will check if there is something unusual. Take into account the seasonality (if any) and the potential impact of the holidays. If something is still unusual and you want to deepen your search, click on the traffic report or the search keyword report.
Next, I monitor the crawl errors and the pages scanned. If the number of crawl errors is high, I go to the information report for further analysis of the type of crawl errors. In the snapshot above, analysis errors of more than 35 KB are reported, but when I logged in to the analysis information report, I found that 98% errors in the analysis concern the 301 redirects . I now have to spend a little more time understanding and handling (if possible) the 2% 400-499 error.
Next, I check sitemap submissions to ensure that they are always indexed and analyzed regularly, and then I quickly review the totals of indexed pages for m & # 39; to ensure that they meet my expectations. .
If everything is from a traffic and analytics perspective, the next step is to prepare monthly reports and consolidate data for my internal performance dashboards. To do this, you have two options. First, if you have the necessary resources, you can use the API Bing Webmaster Tools to automate data extraction and aggregation. Otherwise, you must manually navigate from the report to create a report to retrieve data from the Reports and Data section of Webmaster Tools.
Before exporting data, check the date range in the upper right corner of the page. Here's what I track and the questions I usually answer with my data.
SEO reports, questions to ask.
Is the number of errors reported and the number of pages with errors changing?
Access the SEO Analysis Details page by clicking the SEO Suggestion link. From there, it will highlight up to 50 pages that do not conform to this best practice. Check your SEO Reports to see if you are progressing against the issues identified by Bing. If you would like to view a specific page of your website, go to the Analyzer SEO Analyzer and scan a specific URL.
Traffic report and report on research keywords, questions to ask.
What are my top keywords and pages on my site? How are they?
How many pages or unique keywords do I get traffic?
Next Steps and Elements of Action.
Pull the data from an analytics account to merge them with the tools data of the webmaster to get a complete picture of the performance (final actions in addition to the actions of the site).
Check pages and keywords that have shown an unusual decrease in activity – both in terms of clicks and end actions.
If there are fewer clicks, look at changes to rank, inbound links, and the number of keywords that drive traffic to the page, or the number of pages that trigger clicks on keywords. Dig to investigate further from there.
If there is a decrease in final actions, look for changes that occur on the site that may have an impact on performance.
Report of Inbound Links, Questions to Ask:
Are there any major changes in my backlink profile?
Are there any changes in the number of nofollow links pointing to my site?
Next Steps and Elements of Action.
Check if you are making progress with creating your backlink profile . At the end of the quarter, I gather trend reports that summarize each report, allowing me to step back and monitor trends. For traffic and conversions are the top and the right, the flat or the bottom. This gives me an idea of the elements of the site management toolbox that I need to look at and possibly act on.
Action Based Management Checklist
There are also events, such as a site migration, that are not time limited, but rely on specific actions that you perform on your site. You will want to check in the Webmaster Tools to see the progress. This is not a complete list of everything you can and should do, but you can use it as a starting point or as a reminder. When you make changes to your website (site migration, site hierarchy change) or content:
Use Fetch as Bing to make sure we can access your website.
Tell Bing where your URLs are moved: Use the Site Move feature .
Tell Bing what to explore: Update your sitemap .
Tell Bing not to explore: Noindex tags and robots.txt files.
Check if the content is compatible with mobile devices.
Check for missing search errors and 301 potential redirects.
Check inbound links pointing to 404 error pages.
Check if the number of indexed pages is changing.
When updating international content, search for:
When you find URLs in the index or cache that no longer exist:
When adding or updating structured data on your site:
So while this Webmaster Tools Management Guide is not a definitive guide, it will hopefully serve as a Swiss Army knife to guide or guide you to get started.
About the author
Christi Olson is a research evangelist at Microsoft in Seattle, Washington. For more than a decade, Christi has been a student and practitioner of SEM. Prior to joining the Bing Ads team at Microsoft, Christi worked in internal and agency marketing at Point It, Expedia, Harry & David, and Microsoft (MSN, Bing, Windows). When she's not talking about digital search and marketing, she can be found with her husband at the ACUO crossfit and run races across the PacificNW, brewing and trying to find the perfect beer, and wander with their two schnauzers and pug.