​New site optimization feature helps brands inform Bing about any site architectural change.

​With businesses focused on creating optimized websites to expand web reach, many companies have redesigned their sites’ architecture to improve the overall user experience. In some instances, revamping a web presence requires a complete overhaul of its structure, and web pages might move to different URLs. This creates problems for brands with established SEO presences, as built up value can go missing with a simple transition.

Fortunately for webmasters, Bing recently announced a new tool that helps site owners preserve authority in the face of any structural changes. The Bing Site Move Tool provides webmasters with three levels of flexibility: domain, subdomain and directory options.

Bing writes in its release, “Whereas other Webmaster Tools only allow a ‘Change of Address’ from one domain to another, we wanted to allow web publishers more flexibility.”

Webmasters looking to improve the search visibility of their websites should consider how back-end SEO tactics and branded content can enhance their companies’ reach online. As search marketing becomes an even greater priority for companies across all industries, webmasters must understand and use any new features released by Bing or Google to help their brands have the biggest possible impact online.

Ted Karczewski is an Executive Communications Associate at Brafton. He works to develop his own voice and apply his passions to the evolving world of SEO and content marketing, but he doesn't shy away from writing for fun. After graduating from Suffolk University, Ted used his Communications degree to test out Sports Journalism before Marketing at Brafton.