Article 4 min read
There Is Search Traffic Outside Google, and It Has a Panel of Its Own
by Daniel Sócrates published
At a client of ours in the health sector, in Brazil, Bing and Yahoo together brought in more people than Google over the same period.
That is not the normal case. It is enough to justify ten minutes opening a panel almost nobody opens.
What Search Performance shows
Inside Bing Webmaster Tools, the first screen on the menu is Search Performance. It carries three numbers at the top and a list below.
I am using a client property here, with permission on record. On the three-month filter, the top showed: 1
Total Clicks 2K
Total Impressions 132.5K
Avg. CTR 1.5%Below that, the listing alternates between four views: Keywords, Pages, Device, and Country.
The page view is the most direct one. It lists each address with impressions, clicks, CTR, and average position. In the example, the page with the most impressions had 4,500 impressions and a CTR of 0.92%, at an average position of 6.82. 2
High impressions, low clicks, first page. That trio is a diagnosis: the content shows up and the title does not convince.
Picture a display window on a busy street where nobody walks in. The street has people, the product is there, and the sign says nothing. This is called the click gap.
The warning that changes how you read the whole panel
Right below the chart, Bing displays a line almost nobody reads:
“Keywords and Pages data is only available for Web traffic and not applicable to Chat and other verticals.” 3
What that means in practice: the keyword and page tabs cover traditional search only. What happens inside Copilot is not there.
Plenty of people open this report looking for AI performance and walk away thinking they have none. They are on the wrong screen. AI performance lives in another report in the same panel, AI Performance, and that one is the subject of another piece.
Two questions, two reports. Mixing them produces a wrong conclusion in both directions.
Keyword Research, and what makes it different
Bing has a keyword research tool inside the panel itself, free of charge.
What it shows is impression volume from Bing’s own network, not a market estimate. In the
health-sector example, terms like amil, a large Brazilian health insurer, came up with 66.7K,
and nip with 52.7K. 4
That is useful for one specific reason. The Bing audience is not the Google audience. The age and device distribution is different. Terms that look small in a market tool sometimes carry real volume there.
IndexNow, and why it belongs here
Further down the side menu there is IndexNow, which lists the URLs submitted to the index, with the date and the source of each submission.
In the example, the source column showed Rankmath, which means the site’s own plugin was
sending the URLs automatically. 5
That list is worth checking for a practical reason: it shows what your site is telling Bing, and how often. If the list is empty on a site that publishes every week, automatic submission is not working.
What to do in the first ten minutes
Compare Bing’s total clicks with Google’s over the same period. If the ratio passes ten percent, you have a channel that deserves attention of its own.
Open the Pages tab and look for high impressions with low CTR. That is your list of titles to rewrite.
Check IndexNow. If it is empty, your site is not telling Bing when it publishes.
And do not look for AI on that screen. The panel’s own warning says it does not cover chat.
Frequently asked questions
Is Bing worth a look if my traffic is almost all Google?
Check the ratio before answering. At one client of ours in the health sector, in Brazil, Bing and Yahoo together passed Google over the same period. That is not the normal case, and it only turns up by measuring.
Do Bing’s keywords include Copilot?
No. The panel warns that keyword and page data applies to web traffic and does not apply to chat and other verticals. 3
Does Bing’s Keyword Research replace a paid tool?
It does not replace it. It shows something else: volume inside the Bing network, and not a market estimate for Google. The two readings live side by side. 4
Do I have to pay for any of this?
No. Bing Webmaster Tools is free, including Keyword Research and IndexNow.
Notes and sources
- Bing Webmaster Tools, Search Performance, three-month filter. Property of a client of the house, with permission on record. Capture of September 1, 2026. The client operates in Brazil, in the health sector, and is not named.
- Same source as note 1, Pages tab.
- Warning displayed inside the Search Performance report of Bing Webmaster Tools, captured on September 1, 2026. Literal quotation reproduced in the body.
- Bing Webmaster Tools, Keyword Research, same property and capture as note 1. The numbers correspond to impressions inside the Bing network.
- Bing Webmaster Tools, IndexNow, list of submitted URLs with date and source. Same capture as note 1.
Let us look at what the machine understands about your company
A diagnostic conversation, with no slide deck. You bring your website address. We bring what Google and the AI assistants already know about it today.