What You Need to Know About Keyword Research Tools for Bing
Keyword research for Bing differs meaningfully from Google-focused approaches. Bing's search algorithm weights factors differently, user demographics skew older and more professional, and search intent patterns diverge in measurable ways. A keyword research tool designed for Bing must therefore surface Bing-specific search volume data, reflect Bing's ranking factors, and help you understand how Bing users actually search—not assume Google insights transfer directly.
When evaluating keyword research tools for Bing work, you should assess three core capabilities: whether the tool pulls search volume and trend data directly from Bing's systems or relies on estimates; whether it surfaces Bing-specific metrics like Bing Ads performance data; and whether it helps you understand Bing's content ranking preferences, which favor freshness, exact-match relevance, and authoritative domain signals differently than Google does.
Most general-purpose keyword research platforms include Bing data as a secondary feature, not a primary focus. This creates a practical choice: use a tool that treats Bing as a first-class search engine, or use a general tool and manually cross-reference Bing's own data sources. Neither approach is inherently wrong, but the decision shapes what data you'll access and how much manual work you'll do.
Identifying Your Actual Options
The keyword research landscape for Bing users includes three distinct categories of tools, and conflating them creates confusion.
Category 1: Bing Ads Keyword Planner
Bing Ads Keyword Planner is a native tool built into the Microsoft Advertising platform (formerly Bing Ads). It is not a standalone keyword research application—it is a planning feature within the advertising system itself. You access it by logging into a Microsoft Advertising account.
This tool provides search volume data, keyword suggestions, and bid estimates sourced directly from Bing's search query data. Because it draws from actual Bing Ads auction data and Bing's search index, the search volume figures reflect real Bing user behavior rather than estimates. The tool shows monthly search volume ranges, competition levels (low, medium, high), and suggested bid amounts for Bing Ads campaigns.
The primary limitation is scope: Bing Ads Keyword Planner is built for advertisers planning paid search campaigns. It does not include organic SEO metrics like domain authority, backlink data, or ranking difficulty assessments. If your work is purely organic keyword research, this tool provides search volume context but lacks organic-specific intelligence. If you run Bing Ads campaigns, it is the most direct source of Bing's own data.
Category 2: General-Purpose Keyword Research Platforms With Bing Data
Established keyword research platforms such as SEMrush, Ahrefs, Moz, and Ubersuggest include Bing search volume data alongside Google data. These tools aggregate keyword metrics from multiple sources and present them in unified dashboards.
For Bing research specifically, these platforms offer search volume estimates for Bing, keyword difficulty scores calibrated to Bing's ranking factors, and sometimes Bing-specific SERP analysis. However, the depth of Bing coverage varies. Most of these platforms were built around Google's search dominance, so Bing features are often secondary additions rather than core functionality. Search volume estimates for Bing may be modeled or extrapolated rather than pulled directly from Bing's systems.
The advantage is comprehensiveness: you get organic SEO metrics, backlink analysis, competitor tracking, and content recommendations alongside search volume data. The disadvantage is that Bing-specific insights may be less precise than what Bing's own tools provide.
Category 3: Bing-Specific or Bing-Focused Tools
A smaller set of tools explicitly markets Bing keyword research as a primary feature. These include Bing-specific SERP scrapers, Bing-focused keyword suggestion tools, and niche platforms that treat Bing as the primary search engine rather than a secondary market.
Tools in this category typically emphasize Bing's related searches feature (the "searches related to" suggestions at the bottom of Bing results), Bing's autocomplete suggestions, and Bing's unique ranking signals. Some are purpose-built for Bing SEO; others are general tools that happen to include robust Bing data collection.
Direct Comparison of Identified Options
Bing Ads Keyword Planner vs. General Platforms
| Capability | Bing Ads Keyword Planner | General Platforms (SEMrush, Ahrefs, etc.) | Bing-Focused Tools |
|---|---|---|---|
| Bing search volume data source | Direct from Bing Ads auction data | Estimated or modeled | Varies; some direct, some estimated |
| Organic SEO metrics (difficulty, backlinks) | No | Yes | Varies by tool |
| Bing SERP analysis | No | Limited | Yes |
| Keyword suggestions from Bing data | Yes | Yes | Yes |
| Paid campaign planning | Yes (primary purpose) | Secondary feature | Rarely |
| Requires paid subscription | Free to use; requires Bing Ads account | Most require paid subscription | Varies |
When to Use Bing Ads Keyword Planner
Use Bing Ads Keyword Planner if you meet any of these conditions:
- You run or plan to run Bing Ads campaigns and need accurate bid and volume data for campaign planning.
- You need the most authoritative Bing search volume data available, sourced directly from Bing's systems rather than third-party estimates.
- Your keyword research is limited in scope and you don't need organic ranking difficulty or backlink analysis.
- You want to avoid paid subscriptions and are willing to use a tool built specifically for advertisers.
The tool is genuinely free to access once you have a Microsoft Advertising account. You do not need to spend money on ads to use the planner; you can create an account and use the keyword research features without running campaigns.
When to Use General-Purpose Platforms
Use SEMrush, Ahrefs, Moz, or similar platforms if you need:
- Organic SEO metrics alongside Bing search volume—domain authority, backlink profiles, ranking difficulty, and competitive analysis.
- A unified dashboard where you can research keywords across both Google and Bing simultaneously.
- Content recommendations, on-page SEO guidance, and technical SEO audits in addition to keyword research.
- Competitor tracking and SERP monitoring for both search engines.
- Keyword clustering, search intent classification, and other advanced analysis features.
These platforms require paid subscriptions, but they consolidate multiple research functions into one tool, which can reduce the total number of subscriptions you maintain.
When to Use Bing-Focused Tools
Use Bing-specific keyword research tools if:
- You specialize in Bing SEO and need tools optimized for Bing's unique ranking factors and user behavior.
- You want to extract keyword ideas from Bing's related searches and autocomplete suggestions at scale.
- You need Bing SERP analysis that reflects Bing's actual layout, featured snippets, and ranking patterns.
- You target specific Bing-dominant demographics (older users, professional/business searchers, enterprise audiences).
Bing-focused tools are less common than Google-focused alternatives, so your options are more limited. However, if Bing represents a significant portion of your search traffic, the specialized focus may justify the trade-off.
Key Differences in How Bing Search Data Works
Understanding why Bing keyword research differs from Google research helps you choose the right tool.
Search Volume and User Intent
Bing's search volume is substantially smaller than Google's. Bing captures roughly 3-5% of global search queries, with higher market share in specific regions and demographics. This means absolute search volumes are lower, but the user intent is often more specific. Bing users skew toward professional, enterprise, and older demographics, which affects what keywords are valuable and how search intent manifests.
A keyword with 1,000 monthly searches on Bing may represent more qualified, intent-driven traffic than a keyword with 10,000 searches on Google, depending on your business. Keyword research tools must account for this difference, not just report raw numbers.
Ranking Factors and Content Preferences
Bing's ranking algorithm emphasizes different signals than Google. Bing places higher weight on exact-match keywords in titles and content, domain age and history, social signals, and freshness. Bing also penalizes certain practices (like aggressive keyword stuffing) differently than Google does.
This means a keyword difficulty score calibrated to Google may not accurately predict how hard it is to rank on Bing. A keyword that is difficult on Google might be easier on Bing, or vice versa. Tools that provide Bing-specific difficulty scores account for these differences; tools that only provide Google-calibrated scores do not.
Data Source Reliability
Bing Ads Keyword Planner draws data directly from Bing's search queries and advertising auction data. This is the most reliable source of Bing search volume available to the public. General-purpose platforms estimate Bing search volume using statistical models, historical data, and extrapolation. These estimates are useful but inherently less precise than direct data.
If you need the most accurate Bing search volume figures, Bing Ads Keyword Planner is the authoritative source. If you need Bing search volume alongside other metrics, you accept some estimation in exchange for a more complete picture.
What to Look for in a Bing Keyword Research Tool
Direct Bing Data vs. Estimates
Determine whether the tool sources Bing search volume directly from Bing or estimates it. Direct data is more reliable but typically only available from Bing's own tools. Estimates are useful for comparison and trend analysis but should not be treated as definitive.
Bing-Specific Metrics
Look for tools that provide metrics specific to Bing's algorithm, such as Bing-calibrated keyword difficulty scores, Bing SERP layout analysis, and Bing-specific ranking factors. Generic metrics calibrated only to Google are less useful for Bing work.
Ease of Access to Bing Data
Some tools require you to toggle between Google and Bing views or manually request Bing data. Others integrate Bing data into the main interface. If Bing is your primary focus, integration matters.
Integration With Your Workflow
Consider whether you need the tool to integrate with other platforms you use—CMS systems, content calendars, analytics platforms, or advertising accounts. Standalone tools are simpler but may require manual data transfer.
Cost and Commitment
Bing Ads Keyword Planner is free but limited to advertising-focused metrics. General platforms require subscriptions but offer broader functionality. Bing-focused tools vary in cost and feature set. Assess whether the cost aligns with how much Bing traffic matters to your business.
Common Misconceptions About Bing Keyword Research
Misconception: All keyword research tools include Bing data equally. In reality, Bing data coverage varies widely. Some tools include it as a core feature; others add it as an afterthought. Check the tool's documentation to understand how deeply it covers Bing.
Misconception: Bing search volume is always lower than Google, so Bing keywords are less valuable. Lower volume does not equal lower value. Bing's smaller user base often means less competition and more qualified intent. A lower-volume Bing keyword can drive more profitable traffic than a higher-volume Google keyword.
Misconception: Bing Ads Keyword Planner is only for advertisers. While it is built for campaign planning, organic SEO professionals can use it to understand what Bing users actually search for. The search volume data is useful regardless of whether you run ads.
Misconception: You need a separate tool for Bing keyword research. You don't necessarily. A general-purpose platform with solid Bing coverage can serve most needs. Specialized Bing tools are useful if Bing is your primary focus, but they're not required.
Detailed Breakdown of Keyword Research Tools for Bing
The landscape of keyword research tools designed for or compatible with Bing search encompasses several distinct categories: native Bing advertising platforms, third-party SEO software that indexes Bing data, and general-purpose keyword research platforms. Understanding what each option actually delivers—and where its boundaries lie—requires examining them individually rather than accepting marketing claims at face value.
Bing Ads Keyword Planner (Microsoft Advertising)
What it is: Bing Ads Keyword Planner is the native keyword research tool built into Microsoft Advertising, the platform formerly known as Bing Ads. It is available to anyone with a Microsoft Advertising account, whether active or not, and provides search volume data, competition levels, and suggested bids based on Bing's own search network.
How it works: Users enter a keyword, product, or website URL, and the tool returns related keywords with estimated monthly search volume, competition indicators (low, medium, high), and suggested bid ranges for paid search campaigns. The data reflects actual Bing and Yahoo search traffic, since Microsoft operates both networks. The tool integrates directly with campaign management, allowing users to add keywords to ad groups without leaving the platform.
What it does well: The primary strength of Bing Ads Keyword Planner is accuracy for Bing-specific search behavior. If your target audience uses Bing or Yahoo, this tool provides direct insight into their actual search patterns rather than estimates. The bid data is actionable for anyone planning paid search campaigns on the Microsoft Advertising network. The tool is free to use and requires no credit card to access basic features. For businesses already running Bing ads, it integrates seamlessly with campaign workflow, eliminating the need to switch between platforms.
Who it's for: This tool is most valuable for advertisers committed to or testing the Bing and Yahoo advertising networks. It serves businesses whose audiences skew toward older demographics, enterprise environments, or specific geographic regions where Bing maintains stronger market share. It is also appropriate for researchers specifically studying Bing search behavior rather than Google trends, and for companies that want to understand search demand on a network with less saturation and often lower cost-per-click than Google.
Limitations: Bing Ads Keyword Planner provides data only for Bing and Yahoo, not Google. This means it cannot be used to research the much larger Google search network, which accounts for approximately 90 percent of global search traffic. The search volume data is less granular than some third-party tools; it groups searches into ranges rather than providing exact monthly volumes. The tool's keyword suggestion algorithm is narrower than Google's Keyword Planner, sometimes returning fewer related terms. Additionally, the interface is designed primarily for advertisers rather than organic SEO researchers, so features like keyword difficulty scoring or backlink analysis are absent. Users must create a Microsoft Advertising account to access it, which adds a small friction point for those not already invested in the platform.
SEMrush
What it is: SEMrush is a comprehensive SEO and SEM platform that includes keyword research functionality covering multiple search engines, including Bing. It is a subscription-based software-as-a-service tool with a free tier offering limited access.
How it works: SEMrush aggregates keyword data from multiple sources, including Bing, Google, and other search engines. Users can enter a keyword and receive search volume trends, keyword difficulty scores, cost-per-click data, and related keyword suggestions. The platform also provides competitive analysis, showing which keywords competitors rank for and how they structure their content. Bing data is available within the same interface as Google data, allowing side-by-side comparison.
What it does well: SEMrush excels at providing a unified view of keyword performance across multiple search engines. Researchers can compare Bing search volume against Google volume for the same keyword, which is useful for understanding where demand actually exists. The keyword difficulty metric helps prioritize which terms are realistic to target based on ranking competition. The platform's competitive analysis features allow users to see which keywords drive traffic to specific websites, providing context that isolated keyword research cannot offer. The free tier provides enough functionality for basic research, making it accessible to small businesses and individual researchers without payment.
Who it's for: SEMrush is designed for SEO professionals, content marketers, and digital agencies who need to research keywords across multiple search engines and understand competitive landscapes. It serves organizations that run campaigns on both Google and Bing and need to allocate resources effectively between them. It is also appropriate for businesses building content strategies where understanding search demand across platforms informs editorial decisions.
Limitations: SEMrush is a premium tool, and the free tier has significant restrictions on the number of searches, keyword exports, and data freshness. The subscription cost may be prohibitive for solo practitioners or very small businesses. Bing data within SEMrush is not as deep or frequently updated as Bing's own Keyword Planner, since SEMrush aggregates data rather than receiving it directly from Bing. The tool's primary focus remains Google search, and Bing features are secondary. Additionally, SEMrush's keyword difficulty scoring is based on ranking factors that may not directly apply to Bing's ranking algorithm, which differs from Google's in meaningful ways.
Ahrefs
What it is: Ahrefs is a subscription-based SEO platform known primarily for backlink analysis, but it also includes a keyword research tool that covers multiple search engines including Bing.
How it works: Ahrefs' Keywords Explorer allows users to enter a seed keyword and receive search volume data, keyword difficulty, click metrics, and related keyword suggestions. The platform can filter results by search engine, including Bing. Users can also analyze which keywords drive traffic to specific websites and identify content gaps where competitors rank but the user does not.
What it does well: Ahrefs' strength lies in combining keyword research with backlink and competitive analysis. Users can identify high-value keywords and simultaneously understand the backlink profile of pages ranking for those terms, providing a complete picture of what it takes to rank. The platform's content gap analysis is particularly useful for identifying Bing keywords that competitors target but the user has not yet covered. Ahrefs data is known for accuracy and freshness, with frequent crawls of the web providing up-to-date information.
Who it's for: Ahrefs serves SEO professionals and agencies that need deep competitive intelligence alongside keyword research. It is most valuable for organizations with budgets for premium SEO tools and teams that can extract value from the platform's full feature set. It works well for businesses targeting both Google and Bing where understanding the link profiles of ranking pages is strategically important.
Limitations: Ahrefs is exclusively subscription-based with no free tier, making it inaccessible to budget-constrained researchers. The learning curve is steep; the platform is feature-rich but complex. Bing keyword data is available but not emphasized in the product; the platform's architecture and documentation prioritize Google. Like SEMrush, Ahrefs aggregates Bing data rather than sourcing it directly, so it may lag behind Bing's own Keyword Planner in terms of data recency and granularity. The cost is higher than many competitors, and the full value of the platform requires expertise in interpreting backlink data and competitive metrics.
Moz Keyword Explorer
What it is: Moz Keyword Explorer is Moz's keyword research tool, part of the Moz Pro subscription suite. It provides search volume, keyword difficulty, and opportunity scoring for keywords across search engines.
How it works: Users enter a keyword and receive monthly search volume estimates, Moz's proprietary difficulty score, and priority scores that combine volume and difficulty. The tool suggests related keywords and allows filtering by search engine. Bing is available as a search engine option alongside Google and others.
What it does well: Moz Keyword Explorer is known for user-friendly interface design and clarity. The priority score is particularly useful because it automatically weighs search volume against difficulty, helping users identify keywords worth pursuing without requiring manual analysis. Moz's educational resources and documentation are comprehensive, making the tool accessible to users new to keyword research. The platform integrates with other Moz tools like Site Crawl and Rank Tracker, providing a cohesive SEO workflow.
Who it's for: Moz Keyword Explorer is well-suited for small to mid-sized businesses, freelance SEO consultants, and teams that value ease of use and integrated SEO tools. It serves organizations that want solid keyword research without the complexity of platforms like Ahrefs or SEMrush. It is particularly appropriate for users who are building SEO knowledge and appreciate Moz's educational approach.
Limitations: Moz Keyword Explorer is subscription-only with no free tier. The platform is less comprehensive than Ahrefs or SEMrush in terms of competitive analysis and backlink data. Bing keyword data is available but not a primary focus; the tool is optimized for Google research. The search volume data is estimated rather than directly sourced from Bing, and the estimates may vary from actual Bing Ads data. For organizations needing deep Bing-specific insights, this tool is less specialized than Bing Ads Keyword Planner itself.
Ubersuggest
What it is: Ubersuggest is a subscription-based SEO tool offering keyword research, content ideas, backlink analysis, and rank tracking. It provides keyword data across multiple search engines including Bing.
How it works: Users enter a keyword and receive search volume, SEO difficulty, paid difficulty, and related keyword suggestions. The tool can filter results by search engine. Ubersuggest also offers content ideas based on top-performing pages for a given keyword and competitor analysis features.
What it does well: Ubersuggest is positioned as an affordable alternative to premium SEO platforms. The pricing is lower than Ahrefs or SEMrush, making it accessible to small businesses. The content ideas feature is genuinely useful, showing users what types of content rank well for their target keywords. The platform includes site audit and rank tracking features, providing a more complete SEO toolkit than keyword-only solutions. The interface is straightforward and not overwhelming for beginners.
Who it's for: Ubersuggest serves small businesses, freelancers, and content creators with limited SEO budgets who need a multi-function tool rather than specialized keyword research alone. It is appropriate for teams building content strategies and wanting to understand both keyword demand and content performance patterns.
Limitations: Ubersuggest's keyword data is aggregated from third parties rather than directly sourced from Bing, so accuracy and freshness may lag behind Bing's native tools. The platform is less established than Ahrefs or SEMrush, and user reviews are mixed regarding data reliability. Bing research is supported but not emphasized; the platform is primarily Google-focused. The free tier is extremely limited, and meaningful access requires a subscription. For organizations specifically optimizing for Bing, this tool provides less specialized insight than Bing Ads Keyword Planner.
Google Keyword Planner
What it is: Google Keyword Planner is Google's native keyword research tool, built into Google Ads. While not designed for Bing research, it is included here because many organizations use it as their primary keyword research tool and need to understand its relationship to Bing research.
How it works: Users enter a keyword, product category, or website URL, and Google Keyword Planner returns related keywords with estimated monthly search volume, competition levels, and suggested bid ranges for Google Ads campaigns. Data reflects Google search traffic.
What it does well: Google Keyword Planner provides accurate data for Google search, which represents the majority of search traffic globally. The tool is free to use for anyone with a Google Ads account. The bid data is directly actionable for Google Ads campaigns. Integration with Google Ads is seamless.
Who it's for: Organizations researching Google search behavior and planning Google Ads campaigns.
Limitations: Google Keyword Planner provides no Bing data whatsoever. It cannot be used for Bing research. For organizations with significant Bing audiences, relying solely on Google Keyword Planner will miss important search demand data. This tool is included in this guide only to clarify that it is not suitable for Bing keyword research.
Bing-Specific Considerations Across All Tools
When evaluating any keyword research tool for Bing research, several factors distinguish native Bing data from aggregated data sourced by third parties. Bing Ads Keyword Planner provides direct access to Bing's search volume and competition data because it is operated by Microsoft, which owns Bing. All other tools aggregate data from various sources, and their Bing data may be less current, less granular, or based on different methodologies than Bing's own measurements.
For organizations where Bing represents a meaningful portion of target traffic—such as those serving enterprise audiences, older demographics, or specific geographic regions—using Bing Ads Keyword Planner as a primary source is justified. For organizations researching Bing as a secondary channel, third-party tools offering multi-engine comparison may be sufficient and more efficient than switching between platforms.