In this article · 8 sections
- Part 1: Bing Webmaster Tools
- Quick setup
- Useful reports
- Part 2: IndexNow
- Part 3: Bing Places for Business
- Why it matters for AI search
- Bing ranking basics
- Monthly checklist
- Frequently Asked Questions
- Is Bing worth the effort in India?
- Does Bing use my Google Search Console data?
- Do I need to verify Bing Places separately?
- Should I use IndexNow?
- Get found on every search engine
Most Indian businesses focus entirely on Google — understandably, since Google handles the large majority of searches in India. But Bing is not irrelevant. It's the default search engine on many Windows computers and in Microsoft Edge, and its index powers Microsoft Copilot. Bing's data has also been used by other search and AI tools. Setting up Bing properly takes less than an hour and costs nothing.
Part 1: Bing Webmaster Tools
Bing Webmaster Tools is Microsoft's equivalent of Google Search Console. It shows how Bing crawls and indexes your site, which queries you appear for, and technical issues.
Quick setup
- Go to Bing Webmaster Tools and sign in with a Microsoft, Google or Facebook account.
- Choose Import from Google Search Console. This imports your verified sites and sitemaps automatically — the fastest option.
- Alternatively, add your site manually and verify with an XML file, meta tag or DNS record.
- Submit your sitemap if it wasn't imported. See robots.txt and sitemaps.
Useful reports
- Search Performance: clicks, impressions and queries on Bing.
- URL Inspection: whether a page is indexed and any issues.
- Site Scan: a free crawl that finds SEO issues like missing titles and broken links.
- Backlinks: sites linking to you, including a comparison with competitors.
- Keyword Research: Bing search volume data.
Part 2: IndexNow
IndexNow is a protocol supported by Bing and some other search engines that lets your website notify them instantly when pages are added, updated or deleted. Instead of waiting for the crawler to find changes, you send a ping.
- Many CMS plugins and CDNs (including Cloudflare) support IndexNow with a toggle.
- For custom PHP sites, a developer can add a small function that sends the changed URL to the IndexNow endpoint when you publish or update a page.
Google does not currently use IndexNow, so keep your sitemap updated for Google.
Part 3: Bing Places for Business
Bing Places is Bing's local business listing — the equivalent of Google Business Profile. It powers local results on Bing and Bing Maps, and is a source of business information that Microsoft's assistants may use.
- Go to Bing Places for Business and sign in.
- Choose Import from Google Business Profile if available — this copies your business details and keeps them easier to manage.
- Otherwise, search for your business, claim it or create a new listing.
- Check name, address, phone, hours, categories and website.
- Complete verification as prompted.
Keep details identical to your Google profile. Consistency across platforms helps both search engines and AI tools trust your information. See local citations.
Why it matters for AI search
When people ask Copilot about local services, it often searches the web through Bing before answering. If your pages aren't indexed in Bing, or your Bing Places listing is missing or wrong, Copilot has less accurate information about you. See our Copilot SEO guide.
Bing ranking basics
Bing values many of the same things as Google — relevant, high-quality content, good technical health, and links — but it tends to rely more on clear on-page signals such as titles, headings and exact descriptions. Social signals and brand mentions are also mentioned in Bing's guidelines. Clean, well-structured pages perform well on both.
Monthly checklist
- Check Bing Search Performance alongside Google.
- Run Site Scan and fix new issues.
- Confirm important new pages are indexed.
- Update Bing Places when hours or details change.
Frequently Asked Questions
Is Bing worth the effort in India?
The setup is quick and free, and it helps Copilot visibility. For B2B businesses whose buyers use office computers, Bing traffic can be noticeable.
Does Bing use my Google Search Console data?
Only if you choose to import your sites. It then reads verification and sitemaps, not your Google traffic data.
Do I need to verify Bing Places separately?
Yes. Bing has its own verification process, though importing from Google can simplify it.
Should I use IndexNow?
It's helpful for sites that update often. For small static sites, a good sitemap is usually enough.
Get found on every search engine
Joboo Web sets up Google, Bing and AI search visibility together. See SEO services or contact us.