Microsoft’s general Bing Search APIs were retired on August 11, 2025, and Microsoft did not offer a like-for-like replacement. If you need Bing rank data today, you have three different options, and they answer different questions: the Bing Webmaster API returns data about your own verified site; a third-party Bing SERP API returns structured results for queries your application submits; and a managed rank tracker monitors a keyword list over time, provided it covers Bing. Choose by the question you need answered, not by the product name.
What happened to the Bing Search APIs
Microsoft’s lifecycle notice states: “Bing Search APIs will be retired on August 11, 2025. Any existing instances of Bing Search APIs will be decommissioned completely, and the product will no longer be available to be used or new customer signup.” (Microsoft Learn lifecycle announcement, last updated May 16, 2025.) Any code that still calls the old endpoints will fail, so an existing integration needs to be replaced rather than patched.
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For customers looking for a successor, Microsoft pointed to Grounding with Bing Search in Azure AI Agents for LLM use. Microsoft describes it as a way for Azure AI Agents to incorporate real-time public web data when generating model responses. That is a different output shape from a conventional results list with positions, so it should not be treated as a drop-in SERP endpoint. Before using it, confirm the data access, response structure, control options, and terms your application requires.
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The Bing Webmaster API is a separate service. Microsoft describes it as a way for webmasters to “programmatically access information about their website on Bing search and index.” (Microsoft Learn, Bing Webmaster API, last updated August 7, 2026.) The documented data covers:
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- rank and traffic statistics for your registered site
- link details
- keyword details for your site
- crawl statistics
- URL and sitemap submission
It is therefore a first-party tool. It can show how your own site is performing on Bing, but it is not documented as a way to check where an arbitrary domain ranks for an arbitrary public query. If your question is “where does a competitor rank for this term,” the Webmaster API is the wrong tool.
Authentication and access
Microsoft recommends OAuth 2.0 for the Webmaster API and documents API-key access as another method. The API-key route, described in Microsoft’s access guide (Getting Access to the Bing Webmaster Tools API, last updated October 13, 2022), works like this:
- Sign in to Bing Webmaster Tools with the Microsoft account that manages the site.
- Add your site and complete verification.
- Open API Access settings and generate an API key.
The key is generated for a user and can be used for that user’s verified sites. Microsoft warns against sharing it with any untrusted party, so store it in a secrets manager or environment variable rather than in client-side code or a shared repository.
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The legacy migration deadline has passed
Microsoft’s API overview states that legacy SOAP and POX APIs would retire on August 31, 2026, and advises migrating to the REST APIs to avoid service disruption. That date is now past. The announcement alone does not tell you which legacy endpoints still respond, so test each call your client makes. If a SOAP or POX call fails or returns an error, move that call to REST before relying on it.
Third-party Bing SERP APIs
If your application needs structured Bing search results for queries you choose, the realistic route is a third-party SERP provider. Two vendors document Bing support. Their claims are vendor documentation, not independent evidence of accuracy, uptime, or parity with Microsoft’s retired service.
SerpApi
SerpApi documents a Bing Search Engine Results API with a Bing engine endpoint (SerpApi Bing Search Engine Results API). Its documentation says the JSON output includes structured organic and advertising results. It also provides a location parameter for the origin of a search and recommends specifying a city-level location to simulate a real user’s search. Check the current supported geographies, returned fields, usage limits, and commercial terms against your use case before you commit.
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DataForSEO
DataForSEO’s SERP API lists Bing and Bing Organic Search among its supported engines and types (DataForSEO SERP API). Its documented use cases include rank tracking, keyword research, competitive SERP monitoring, and search visibility analysis. That makes it a candidate if you need several search engines through one integration. The page does not compare DataForSEO against SerpApi, and it does not show that its Bing data matches Microsoft’s retired service.
How to evaluate a SERP API before committing
No independent accuracy benchmark or workload-specific price comparison of these providers is available in the sources, so decide on your own test. Run a representative set of target queries and locations through each candidate and compare:
- engine and result-type coverage (organic, ads, and SERP features)
- country, language, city, device, and personalization controls
- which fields each response returns and how consistently they are populated
- response format and integration effort
- request limits, latency, uptime history, and error handling
- data freshness and how long you may retain results
- cost at your expected query volume
- permitted use and display terms
Rank tracking versus a SERP API
A SERP API returns results for queries your application sends, and your team decides how to store, normalize, and analyze them, subject to the provider’s terms. A managed rank tracker is built around the monitoring workflow: you configure a keyword set, competitors, locations, and devices, and the product checks them on a schedule and reports changes. The two overlap, but a tracker is usually the better fit when non-developers need dashboards and alerts.
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Coverage is the main risk with trackers. Semrush’s rank-tracking page (Semrush rank tracking), checked in early October 2026, describes daily visibility tracking and competitor monitoring but does not name Bing among its supported search engines. Do not treat it as a Bing option until the vendor confirms Bing engine coverage in writing.
| Need | Bing Webmaster API | Third-party Bing SERP API | Managed rank tracker |
|---|---|---|---|
| Primary data | Rank and traffic stats, link, keyword, and crawl data for your verified site | Structured search results for queries you submit | Visibility of tracked keywords over time |
| Typical user | Site owner or webmaster | Developer or data team | SEO team or agency |
| Bing coverage | Your own verified site only, per Microsoft’s documentation | Documented by SerpApi and DataForSEO | Not confirmed; Semrush’s page does not name Bing as a supported engine |
| Competitor or arbitrary-domain data | Not documented | Yes, for queries you submit | Yes, if the product tracks the engine you need |
| Key checks before use | Authentication method, site verification, REST migration status | Geography, fields, limits, cost, terms, retention | Bing engine, location and device coverage, export or API access, refresh cadence, price |
Terms, scraping, and the Bing Search API legal page
Microsoft’s terms for the Bing Search APIs (Bing Search APIs, with your LLM – Legal Information) restrict how results may be used and displayed. They state that returned data must not be copied, stored, or cached, and they include special rules for LLM use and source attribution. These terms governed Microsoft’s API. They are not the terms of any third-party provider, so read each provider’s current agreement before you build on it.
The retirement does not make scraping Bing result pages permissible, and it does not make scraping a stable or supported replacement. Without a separate legal and technical review, do not build a rank pipeline on scraped pages.
Choosing an approach
- Your own site’s Bing performance: use the Bing Webmaster API. Verify the site, choose OAuth 2.0 or an API key, and confirm that legacy SOAP or POX calls have moved to REST.
- An application that needs structured Bing results for queries you select: use a third-party SERP API, and run your own query and location test before you commit.
- Recurring keyword and competitor reporting for a team: use a managed rank tracker, but only after the vendor confirms Bing engine, location, and device coverage plus export or API access.
- LLM answers grounded in public web data: evaluate Grounding with Bing Search in Azure AI Agents on its own terms, not as a rank-data substitute.
Keep the Webmaster API and the public-results tools separate in your reporting. Their numbers measure different things, and combining them in one dashboard will mislead anyone reading it.
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