What Is Bing Places and Should Your Business Be Listed?

Bing Places for Business is Microsoft’s equivalent of Google Business Profile — a free tool that lets you create and manage your business listing on Bing’s search engine and maps. It controls how your business appears when someone searches for you or your services on Bing.

You might be wondering whether Bing is still relevant enough to be worth your time. The answer is yes — more than many business owners expect. Bing holds around 6-8% of the UK search market, which translates to millions of searches every month. It also powers search on Microsoft Edge, Cortana, and a growing number of AI-driven tools. The effort to set up a listing is minimal and the potential upside is real.

How Bing Places works

Bing Places allows you to claim or create a business listing that appears in Bing Search and Bing Maps results. The listing includes your business name, address, phone number, website, opening hours, description, photos, and categories. It functions very similarly to Google Business Profile in terms of what information it displays and how it influences local search visibility on Bing.

One notable feature of Bing Places is its import tool. If you already have a fully set-up Google Business Profile, you can import your information directly into Bing Places with a few clicks. This makes the setup process extremely quick for businesses that have already invested time in their GBP.

Bing Places listings are verified either by postcard (a code sent to your business address) or by phone, similar to the GBP verification process. Once verified, you can manage your listing through the Bing Places dashboard, where you can update details, add photos, and monitor how your listing is performing.

Who benefits most from Bing Places

Bing’s audience skews slightly older than Google’s, and it tends to attract users who are active on Windows devices and Microsoft products. For businesses targeting older demographics or B2B customers who often work on Windows machines and use Microsoft Edge, Bing is particularly relevant.

Bing Places listings also feed into Microsoft’s AI features and tools — including Copilot, Microsoft’s AI assistant. As AI-powered search grows, having your business correctly listed in Bing’s data becomes increasingly valuable beyond just traditional search results.

Even if your Google rankings are strong, a Bing Places listing is a citation in its own right. Being listed accurately on Bing adds to the web-wide trust signals that reinforce your overall local SEO, including on Google. The effort is so small relative to the benefit that there’s little reason not to do it.

Setting up and maintaining your Bing Places listing

Go to bingplaces.com and sign in with a Microsoft account. Search for your business — if it already exists in Bing’s database, you’ll claim it; if not, you’ll create it from scratch. Use the GBP import tool if you have an existing Google listing, as it will pull through most of your details automatically.

Check every field carefully after importing — the import isn’t always perfect, and you’ll want to verify that your business name, address, phone number, and categories are exactly right. Add photos, a business description, and set your opening hours. Choose categories as accurately as you can, since Bing uses them to determine what searches your listing should appear for.

Keep your Bing Places listing up to date just as you would your GBP. If your address, phone number, or hours change, update Bing Places promptly. An inconsistent or outdated listing will confuse customers who find you through Bing and can erode the citation value of the listing.