Why should you connect your website to Google Search Console and Bing Webmaster Tools?
Once your site is connected to Google Search Console (“GSC” fka Webmaster Tools) you have access to LOADS of free data about how people find your website. It can provide search terms that people use when looking for your service or product, and where you rank for those terms. It can tell you when Google is experiencing problems understanding what your pages are about, whether there are issues with mobile usability, or speed issues that are hampering your performance. It can provide insights on pages Google can’t crawl, or pages that is has crawled but hasn’t indexed – maybe there is an error on your site that you’re not aware of – GSC will highlight broken links, server errors or warnings.
All this information is provided for free, and you’re then able to use it to steer your organic marketing strategy.
The above is true of Google Search Console, which highlights traffic from Google, and also for Bing Webmaster Tools (BWT), which highlight traffic from Bing. It is important to connect both, for a few reasons – not everyone uses Google as their main search engine of course. It can also be useful when your site sees fluctuations in traffic – if the fluctuation only shows in Google for example, it may be that you have been impacted (positively or negatively) by a Google Algorithm update, which would give you a steer in fixing the issue.