As a business owner, you’re probably already familiar with Google Business Profile, but did you know that Bing Places for Business is another powerful tool that can boost your local search visibility? While Google may dominate the search engine market, Bing still captures a significant audience, especially since it powers Yahoo search and integrates deeply with Microsoft products like Windows, Office, and Edge. Plus, with Microsoft’s integration of AI and ChatGPT into Bing search, optimizing your Bing Places listing has never been more important.
At Magnet Marketing SEO, we help businesses maximize visibility across all search platforms. This guide walks you through everything you need to know about Bing Places—why it matters, how to set it up, and how to optimize it for maximum impact.
Why Bing Places Matters for Local SEO
Bing might not have Google’s market share, but here’s why it should still be part of your SEO strategy:
- Growing AI influence: Microsoft has heavily invested in AI-powered search. Bing is becoming a stronger competitor, driving traffic from sources other than Google.
- Cross-platform integration: Bing powers search across Microsoft devices, LinkedIn, Yahoo, and even Amazon Alexa.
- Local business visibility: A fully optimized Bing Places listing increases your chances of appearing in Bing Maps, local packs, and organic results.
- Demographics: Bing users often skew older, more affluent, and more likely to make purchases online.
Simply put, optimizing for Bing Places means expanding your reach beyond Google.
Who Is Eligible for a Bing Places Listing?
Most businesses with a physical presence or service area can create a Bing Places profile. Eligibility includes:
- Local brick-and-mortar businesses (restaurants, salons, offices)
- Multi-location businesses (chains and franchises)
- Service-area businesses (SABs) (plumbers, electricians, landscapers, etc.)
Key Guidelines
- Businesses must provide accurate, real-world information.
- If you serve customers at your address, you must display it.
- If you’re a service-area business, you can hide your address while specifying the service regions.
- Violating Bing’s Data Quality Guidelines (like keyword stuffing your business name) can result in suspension.
Bing Local Ranking Factors
Just like Google, Bing considers three main signals when ranking local businesses:
- Relevance – How well your business matches what the searcher is looking for. Complete, keyword-rich listings help here.
- Distance – How close your business is to the user’s location or the location specified in the search.
- Prominence – How well-known and trusted your business is. Reviews, online mentions, and directory listings all contribute.
Pro Tip from Magnet Marketing SEO
Strengthen your prominence by building consistent citations across the web, earning reviews, and maintaining an active social media presence.
Setting Up or Claiming Your Bing Places Listing
Step 1: Sign in with a Microsoft Account
You’ll need a Microsoft account to manage your Bing Places listing.
Step 2: Check for Existing Listings
Search for your business on Bing Maps. If a listing exists, claim it. If not, create a new one.
Step 3: Import from Google Business Profile
Save time by importing your existing Google Business Profile directly into Bing Places. This ensures consistency across both platforms.
Step 4: Verification
Bing requires verification to prove ownership. Options include:
- Phone call or SMS
- Email
- Postal mail (PIN postcard)
Bulk verification for multi-location businesses
Optimizing Your Bing Places Listing
Here’s how to make your Bing listing as effective as possible:
1. Business Name
- Use your real-world business name as displayed on signage and branding.
- Avoid adding unnecessary keywords like “best” or “cheap.”
2. Phone Number
- Use your primary local phone number.
- Avoid call centers, resellers, or third-party tracking numbers.
3. Address and Map Pin
- Enter your full, accurate address.
- Check the map pin placement to ensure accuracy.
- If you’re a SAB, hide your address and add service areas instead.
4. Website URL
- Link directly to your business website.
- Multi-location businesses should link to the most relevant location page.
- Use UTM tracking to measure Bing Places traffic in Google Analytics.
5. Business Hours
- Set regular hours and keep them updated.
- Add special holiday or seasonal hours to avoid confusion.
6. Categories and Description
- Choose the most relevant primary category.
- Add supporting secondary categories where applicable.
- Write a keyword-rich, customer-focused description that explains your services and what makes you unique.
7. Additional Business Details
- Add attributes like parking, wheelchair accessibility, or payment methods.
- Include links to your social media profiles.
8. Photos
- Upload high-quality images (minimum 480×360 pixels, under 10MB).
- Include exterior, interior, staff, and product/service photos.
Start with at least 10 photos to build trust and appeal.
Advanced Features in Bing Places
Announcements
Similar to Google Posts, Bing allows you to publish announcements. Use these for:
- Promotions
- New product or service launches
- Seasonal updates
Related Images
Bing sometimes pulls in images from around the web. Review them periodically and report any incorrect or irrelevant ones.
User Management
Give access to team members or agencies to manage your listing collaboratively.
Business Closures
If you move or close permanently, mark your listing accordingly to avoid confusing potential customers.
What Bing Places Lacks (For Now)
While Bing is improving, there are still some gaps compared to Google:
- No dashboard control over Q&A (it appears in search, but you can’t manage it).
- User interface and support documentation aren’t as polished as Google’s.
- Some updates take longer to publish.
Still, Bing Places is free and continues to evolve—making it a must-have for well-rounded SEO.
How Magnet Marketing SEO Can Help
Optimizing your Bing Places listing isn’t just about filling in the blanks. It’s about:
- Ensuring consistency across all platforms
- Leveraging keywords strategically
- Using UTMs to track ROI
- Building citations and reviews to strengthen authority
- Staying ahead of algorithm changes
At Magnet Marketing SEO, we specialize in helping businesses dominate local search—not just on Google, but across all search engines, including Bing. A well-optimized Bing Places listing can help you reach new customers, boost your credibility, and gain an edge over competitors.
Final Thoughts
If you’re ignoring Bing Places, you’re leaving potential leads and visibility on the table. With Microsoft’s growing influence in AI search, Bing’s importance in local SEO is only going to increase. By setting up and optimizing your Bing Places listing today, you position your business for long-term success.
