1.
Technical SEO
Case Study
By: Greg Kristan

2.
Table of Contents
Why Bing
Maters?
Bing
Webmaster
Tools Reports
Submit
Sitemap
Block Query
Parameters
Lower Indexed
Pages
Disavowing
Bad Links
Results

3.
Bing Makes up
about 20% of U.S
Desktop Share
• Bing powers Yahoo Search,
MSN, DuckDuckGo Ads, and
AOL
• Bing also powers Cortana that
has over 150 Million active
members each month
• Bing is built into Windows 10
which has over 500 Million
users

4.
ComScore puts it at 33% Desktop searches

5.
SEO Meaning
That means you could receive up to
33% of U.S desktop searches if you
optimize on Bing

6.
Bing Webmaster Tools

7.
Before Any Technical Fixes
• Traffic up 6% YoY
Before major fixes
• These are *Fiscal
Weeks*
2,500
3,000
3,500
4,000
4,500
5,000
5,500
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21
Bing Organic Traffic
2016 2017

8.
Look for Critical Crawl Errors within Bing

9.
Query Parameter Fix

10.
404 Cleanup by Manual + Automatic Redirects

11.
Lowered Unnecessary Indexed Pages

12.
Disavow Bad Links

13.
After Technical Fixes
Traffic up 10% YoY
From Fiscal Weeks 22-36
Traffic up 16% YoY
2,500
3,000
3,500
4,000
4,500
5,000
5,500
1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 33 35
Bing Organic Traffic
2016 2017

14.
Non Brand Terms Positive Movements

15.
Use Log Files to Review Bing’s Crawl Pattern

16.
Conclusion
• First, you can’t just ignore working on Bing if you are an SEO. It’s
worth working on and chances are your competition is not actually
working on this, so it’s an opportunity for more traffic
• Second, you need to address the technical errors. Look for the
messages + SEO reports in BWT to see what can be worked on
• Third, you should measure your log files. See if Bing is able to get to
your main pages. Try fetching as BingBot to see if you can get Bing to
crawl a page after making SEO changes to it.