Alternative to Yandex.Webmaster: set up webmaster Google, Mail, Bing

Alternative to Yandex.Webmaster: set up webmaster Google, Mail, Bing

Search Engine Webmasters are a great and free tool for tracking website performance, tweaking, and identifying technical issues. We have already written in detail about how to set up a Yandex webmaster in this article. Today we will analyze the setup and tools of Google, Mail and Bing webmasters.

Google Search Console

Back in January 2018, Google launched a new version of Webmaster. Unfortunately, some features still remain in the old version of Search Console. Soon they promise to fix the situation and completely switch to the updated console, but for now we still need to maneuver from the old version to the new one.

First, to add a site to Google webmaster, you need to verify the rights to the site. Go to Search Console, select the resource type:

Welcome to Search Console

If you have access to DNS, I recommend choosing the “Domain resource” type. The rights to all subdomains of the site, mirrors, http and https protocol will be automatically confirmed. If there is no access, add all variants of the site address to the webmaster – with and without www. If an SSL certificate is installed, addresses with http and https.

To confirm the rights, download the created html file and upload it to the root of the site.

Google Verification

After confirming the rights, I recommend immediately downloading the sitemap. This will help the bot to index the site faster. Tab Index – Sitemaps… Add the sitemap address – Submit.

Google sitemap

Next, go to the old version of the console and select the main site mirror. Section Site Settings – Main Domain… If the site has already been indexed by Google, the main domain will be determined automatically.

Google site setup

After indexing and analyzing the data, the console will display information about your site. The main screen will display three main sections: Efficiency, Coverage, Improvements.

Website efficiency

Efficiency tab

The report displays the number of clicks and conversions to the site from Google search results. The average CTR of the site snippet and the average position in the search results are automatically calculated.

Data can be filtered by type and time, specific request, device and geography. All filters are located immediately below the “Efficiency” tab.

Site performance on Google

For example, for the query “birthday script” for 3 months on mobile devices, the site had 8.18 thousand impressions, of which 1.38 thousand clicks. The average CTR of a site snippet is 16.9%, the snippet itself is on average 5 in the search results.

Below is a list of requests with information on clicks and impressions. List of relevant pages on request and CTR indicators. By analyzing the information received, you can improve the clickability of the SERP snippet, work on optimizing key pages.


The report displays information about the number of indexed site pages, indexing errors, pages excluded from the index.

Google site coverage

All pages are categorized. This section is needed to keep track of which pages of the site are in the index, which are excluded and why. All indexing errors will be shown in the corresponding tab. If the page has not been indexed, you can send it for re-crawling – just click on the address in the list.

Google crawl errors

It is very convenient to keep track of the relevance of the sitemap. The console displays pages found in the search index but not in the sitemap.

Site crawl errors

These can be duplicate pages that are no longer relevant, but still available addresses, or new products that were not added to the sitemap by mistake.

All excluded pages are categorized.

Google Page Analysis

Each page in the section can be scanned separately and, for example, you can compare the registered canonical address with the real one.

Google page crawl

The report displays information from where the bot found this page, when, whether it is present in the sitemap.


The report displays errors in site optimization for mobile, errors in product markup, AMP pages and other recommendations for improving the site from Google.

The mobile friendly section will display a list of unadapted error pages. It is important to adapt all the pages from this list. The mobile index in Google has long been the main one, the site is losing positions in the search results.

Adaptation for mobile Google

Security concerns. Manual measures

The section displays reports on imposed sanctions, site security problems. Check back often.

Google's manual action


Detailed report on external and internal links to the site. The number of found links to the site, anchors, the most popular sites linking to you is displayed. It will come in handy when working on the site’s link profile.

Google external links

Webmaster’s office Mail.Ru

Search system the third in the ranking of search engines in the Russian market. Average monthly audience in search more than 4.5 million users… For correct and fast indexing of the site in, the site must be added to the webmaster’s office.

Webmaster's office Mail.Ru

We confirm the rights to the site in a convenient way.

verification of the site

Let’s start setting up a webmaster. In chapter Meta information we indicate the address of the sitemap. This will speed up the indexing of the site.


Filling out the section Sitelinks – an analogue of quick links from Yandex. Site links are shown in the site snippet and help users quickly navigate to the desired section. We recommend that you indicate the main sections of the catalog, important menu items or contacts, information about the company.


In chapter Phone, address we indicate the contact information of the company. If the search robot considers this information relevant to the query, it will be displayed in the site snippet.

Contact information Webmaster

After a while, information about the site will be displayed in the account. Let’s analyze the main tools of the webmaster.

Site structure

The section displays the number of downloaded and indexed pages.

site structure


Here we select the main mirror of the site, with or without www. The protocol is https or http.


For large sites, allocates quotas for indexing. A quota is allocated for indexing each segment of the site, the number of pages depends on behavioral factors. If the site is small, the quota is allocated to the entire site.

External links

Information about the page and the number of external links found. The information can be used to analyze the link profile of the site.

external links


Information about the indexing of a site by a search robot. Number of pages and time taken to load. If the site loads slowly, it may be downgraded in search results.


You can tell the bot that your site needs to be re-indexed. It is impossible to select only a few main pages, the site will be indexed from scratch.

There is a limitation – no more than once every 7 days for a domain.

Sitesecure check

Website security check for viruses and malware.

Recent requests

The table will show the last queries and average positions for which the site was shown in the search results.

Behavioral information

The list will display the most suitable queries for the section of the site.

My inquiries

The tool allows you to track display statistics for selected queries. You can add up to 1000 requests for one site.

Bing Webmaster

If the webmaster’s office is still quite at the initial stage of its development, then the Bing webmaster is a whole combine with a large number of useful, but somewhere useless tools for specialists. Let’s figure it out.

Even when adding a site, the Webmaster will immediately offer to specify the sitemap address and the peak load time in order to select the optimal time frame for scanning the resource.

Adding a Bing Webmaster Site

After confirming the rights, we get to the first screen of the Webmaster

Bing Webmaster

On the left there is a menu where all the webmaster’s tools are presented. The menu can be divided into 4 main items: Site Configuration, Reports & Data, Diagnostic Tools, Security… Let’s analyze each in more detail.

Site setup

This section contains all the important parameters that are responsible for indexing a site in Bing search. The first step is to add a sitemap – this will start indexing the site faster in Bing.

Setting up a Bing site

Subsection Submit URLs responsible for indexing and re-indexing important pages of the site. Here you can add the desired content for priority indexing by the bot. Limit per day – up to 250 addresses.

crawling Bing pages

In the next subsection Skip these url parameters you can specify url parameters that the Bing Robot will skip. For example, these can be filtering pages.

Section Bypass control is responsible for the speed at which the Bing bot will crawl the site. If the server is under heavy load, I recommend lowering the crawl speed.

External links… A list of found external links linking to the site is displayed.

If you have pages that should not appear in search results, you can block them in the section Block URLs… The block will be valid for 90 days, after which it can be extended. Here you can add pages in development, pages that do not yet have content.

In point Unlink links you can select external links that Bing should not count when ranking your site. Useful if competitors have purchased spammy links to your resource.

In chapter Geo targeting you can configure the region for the entire domain, for a specific section or even a separate page. This parameter is useful for large resources with a large geography of promotion. For example, an online store.

If the site has groups in social networks, it is important to indicate them in paragraph Related Pages

related Bing pages

After adding, it will be possible to track the activity of groups in the search results.

Report and data

The section displays data on interaction with the site in the search engines Bing and Yahoo.

Bing report and data

Provides information on the number of page impressions for a key request, the number of clicks.

Parameter Page traffic displays information about the request for which the site page was displayed in the Bing SERP. As well as the average position of the page, the CTR of the site snippet.

Bing page traffic

Index Browser displays the complete site structure obtained by the Bing search bot.

Bing Index Browser

Pages can be filtered by various parameters. A useful tool for tracking the structure of a site.

In chapter SEO reports provides information on the site’s compliance with the SEO parameters of the Bing webmaster. Scanning automatically starts every two weeks. Use these guidelines to optimize your site.

In subsection Workaround Details collected complete information about the status of site addresses when scanning Bingbot. Excluded pages from search, 301 redirects, site crawl failures, etc.

Workaround Details

Diagnostic tools

In the section collected webmaster tools for site analysis.

Bing Diagnostic Tools

Adaptation for mobile devices in Bing is as important as in Yandex and Google. Responsive sites rank higher in search results.

Section Keyword Research – analogue of Wordstat from Yandex. Allows you to understand the volume of search queries for key phrases.

SEO Analysis Tool – a tool for basic SEO audit of a website page. Shows the main problems and optimization notes.

Bing SEO analysis

Tool Moving a site necessary when changing page addresses within the site or when moving a resource to a new domain.


Site security section. The tool allows you to find infected pages, malware, etc.

Bing Site Security

A webmaster is an important tool for successful website promotion in search engines. It helps to inform search engines about your site, set up indexing, check the site for viruses and responsiveness for mobile devices. Correct setting of a webmaster is the basis of successful website promotion in search engines, do not forget about it.

If you have any questions, write to us, we will show you how to set up a Webmaster in a particular search engine.

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