The business listing behind Copilot, Edge, Windows, and Yahoo. Most of your competitors never claimed it.
Bing Places for Business is Microsoft's version of Google Business Profile. One verified listing decides how you appear in Bing Search, Bing Maps, Yahoo, the Windows search bar, Microsoft Edge, and Copilot's local answers, and it is the record ChatGPT reads when it browses. Bing now holds its largest share of U.S. search ever, and the listing is free. We claim it, complete it, and keep it working for you.
Bing Places is the Microsoft half of a complete profile strategy. The Google half is Google Business Profile; the map layer is Google & Apple Maps.
Small search share. Large, unclaimed audience.
people reached monthly by the Microsoft Search Network (Bing, Yahoo, AOL, Edge, Copilot)
Microsoft Advertising[8]Bing users never chose Bing; they searched from the Windows taskbar or Edge
Microsoft UX research[8]surfaces fed by one listing: Bing, Bing Maps, Yahoo, Windows, Edge, Copilot
Bing Places documentation[1]It is the same job as Google Business Profile, for the audience Google does not reach.
If you have optimized a Google Business Profile, you already understand Bing Places. Same fields, same purpose: one verified record that tells a search engine who you are, where you are, what you do, and when you are open. The difference is where that record shows up. Bing's listing powers the search box built into every Windows PC, the Edge browser, Yahoo, DuckDuckGo, and, most importantly now, Microsoft Copilot's local answers.[1][3]
That last surface changed the math. When someone asks Copilot for "an electrician open now" the answer is assembled from Bing's local index, and analyses of those answers show Copilot overwhelmingly favors claimed, verified, complete listings with strong reviews.[4][12] ChatGPT's browsing runs on the same index.[5] An unclaimed Bing listing means those assistants describe your business from scraped, stale, or wrong data.
Bing Places is also one of the primary citations every engine and data aggregator checks when deciding whether your name, address, and phone are trustworthy.[3] A Google profile with no matching Bing record is a consistency gap that costs you on Google too.
- Name, address, phone
- Up to 10 categories
- Hours, services, photos
- FAQs and announcements
- Reviews from Yelp, Facebook, TripAdvisor
Parallel platforms. A few differences that decide rankings.
Roughly 80% of the work transfers directly from Google. The remaining 20% is where most imported listings quietly underperform.
| Element | Google Business Profile | Bing Places for Business | What we do |
|---|---|---|---|
| Reach | ~85% of U.S. searches; Google Maps, Android, Chrome; feeds AI Overviews, AI Mode, Gemini. | ~10% of U.S. searches (13% desktop, 18.7% with Yahoo); Windows, Edge, Yahoo, DuckDuckGo; feeds Copilot and ChatGPT browsing.[7][8] | Manage both from one master record so every surface agrees. |
| Ranking factors | Relevance, distance, prominence; prominence from Google reviews, citations, links, activity. | Relevance, distance, popularity; popularity explicitly counts Yelp and TripAdvisor reviews plus web and social signals.[2] | Build review velocity on Google and on Yelp/Facebook; strengthen social and citation signals. |
| Reviews | Google's own review system; owner responses on the profile. | No native reviews; ratings pulled from Yelp, Facebook, TripAdvisor. Responses happen on those platforms.[1][12] | Reviews & Reputation across the platforms Bing reads. |
| Categories & fields | One primary plus secondary categories; services, attributes, products, posts, Q&A. | Up to 10 categories; announcements (first 200 characters shown), owner-controlled FAQs, up to 100 photos; hours can default to 24/7 if unset.[2][11] | Map categories to Bing's taxonomy, set real hours, fill FAQs and photos. |
| Verification & sync | Postcard, phone, video, or instant for eligible accounts. | Import from Google verifies instantly; import is one-way and should not be assumed to stay in sync.[1][6] | Import, verify, then audit and maintain quarterly; merge duplicates from old data. |
| Reporting | Search terms, calls, directions, website clicks, photo views. | Impressions and actions only; Bing Webmaster Tools AI Performance shows Copilot citations.[4] | Independent Bing local rank tracking across your service area, reported beside Google. |
| Competition | Fiercely contested map pack in most categories. | Largely unclaimed; "almost none" of small businesses claim it, so top placements are attainable quickly.[1] | Win the open seats now, before competitors notice. |
The customer at a desk, and the assistant they ask.
Bing's audience is not a smaller copy of Google's. It is the audience searching from work: Windows PCs in offices, clinics, schools, and government, where Edge and the taskbar default to Bing and a third of users never think about it.[8] Those users skew older and higher income, which is why professional services, medical specialists, financial advisors, attorneys, and premium home services see a larger Bing share than the national average.[10]
And the audience is growing for a reason that has nothing to do with bing.com: Copilot ships in Windows and Edge, ChatGPT browses through Bing, and both answer local questions from the Bing Places record. Nearly seven in ten brands are currently missing from AI recommendations altogether.[11] A complete Bing listing is one of the cheapest ways to change that.
From "unclaimed" to the record Copilot trusts.
A typical audit finding on the left; the same listing after our optimization on the right. Every row is a field Bing or Copilot reads.
Illustrative composite of common audit findings. Field limits and defaults per Bing Places documentation[2][11].
Claim, complete, corroborate, maintain.
The listing is the center. The signals Bing and Copilot weigh sit around it, and most of them are already part of what we do for your Google presence.
01Claim and verify
Import from your verified Google Business Profile for instant verification, or verify by phone or postcard. Find and merge duplicate and auto-generated listings so one record is authoritative.
02Complete every field
Up to ten categories mapped to Bing's taxonomy, real hours, services, descriptions with the terms customers use, owner-written FAQs, announcements, and a full photo set. Nothing left at Bing's defaults.
03Corroborate it
Character-exact NAP across Google, your site, and the aggregators through Local Citations; review generation on Yelp and Facebook, which Bing counts; social activity; and LocalBusiness schema on location pages indexed via Bing Webmaster Tools and IndexNow.
04Maintain and measure
Quarterly refresh so Bing never flags the listing as stale, Bing local rank tracking across your service area, Copilot citation data from Bing Webmaster Tools, and Copilot-attributed visits in Microsoft Clarity, reported beside your Google numbers.
Not sure whether your Bing listing even exists? Most owners aren't. Our free audit checks whether it is claimed, whether it matches your Google profile, and how you rank in Bing local results and Copilot answers for your key searches.
Bing gives you less data. We fill the gap.
Bing Places reports impressions and actions, without the search terms or competitor context Google provides. So we add independent Bing local rank tracking for your priority searches across your service area, and pull Copilot citation counts from Bing Webmaster Tools' AI Performance report.
The result is a Bing column next to your Google column every month: rank, coverage, actions, reviews, and AI citations, so you can see the second engine paying off. This is part of our AI Search Visibility reporting.
- Listing health: claimed, verified, complete, no duplicates
- Bing local rank and coverage per priority search
- Impressions and actions from Bing Places
- Copilot citations from Bing Webmaster Tools; Copilot visits in Clarity
- Yelp and Facebook review velocity and rating
Bing Places for Business, answered.
Bing Places for Business is Microsoft's free listing platform, the direct equivalent of Google Business Profile. One verified listing controls how your business appears in Bing Search, Bing Maps, Yahoo, Windows search, Microsoft Edge, and Copilot's local answers. The structure is nearly identical to GBP (name, address, phone, categories, hours, photos, services), and you can import your Google profile in minutes. The differences are in the details: Bing has no review system of its own and pulls ratings from Yelp, TripAdvisor, and Facebook; it allows up to ten categories; it weights social and web signals more; and stale listings decay. We manage it inside our Google Business Profile and Local Citations services.
Yes, because the listing reaches far more than bing.com. Bing holds about 13% of U.S. desktop search, its highest share ever, and about 18–19% when Yahoo is included;[7] the Microsoft Search Network reaches more than 700 million people a month.[8] More importantly, Bing's index is what Copilot uses for local answers and what ChatGPT searches when it browses, so an unclaimed Bing listing means those assistants work from scraped or stale data about you. Bing Places is also one of the primary citations every search engine and data aggregator checks to confirm your business details.
It is the prerequisite, not a guarantee. Microsoft describes Bing Places as the authoritative source of local business data for Bing and Copilot, and analyses of Copilot's local answers show it favors claimed, verified, complete listings with strong third-party reviews. ChatGPT's web browsing runs on Bing's index, so the same record informs it. Microsoft has not published a rule that a listing controls a recommendation, so we treat Bing Places as the data layer and track AI answers separately through AI Search Visibility.
Bing publishes three factors: relevance (how well the listing and your website match the search), distance from the searcher, and popularity, which Bing estimates from web signals and explicitly includes positive reviews on Yelp and TripAdvisor. In practice listing completeness, exact NAP consistency across the web, third-party review volume and rating, social activity, and your site's Bing SEO decide the order. Our Reviews & Reputation program covers Yelp and Facebook for this reason, and Schema Markup makes your location pages legible to Bing.
Import is the right first step: a verified Google profile usually verifies instantly on Bing and copies your core data. It is not the finish line. The import is one-way, it should not be assumed to stay in sync, Bing's categories and hours defaults need checking (Bing may default to 24/7), duplicates from old data need merging, and Bing-specific fields such as up to ten categories, announcements, FAQs, and up to a hundred photos are left empty. We complete and then maintain the listing quarterly, because Bing treats untouched listings as possibly closed.
Anyone whose customers search from a desk. Bing is the default on Windows and in Edge, and a third of Bing users never chose it, so B2B services, professional firms, healthcare, legal, financial, and home services selling to homeowners at work see a larger Bing share than the national average. Bing users also skew older and higher income. Service-area businesses without a storefront qualify, as do multi-location brands; see Enterprise & Multi-Location.
Bing Places provides impressions and actions, and we add independent Bing local rank tracking across your service area since Bing reports far less than Google. Bing Webmaster Tools' AI Performance report (launched February 2026) shows how often your pages are cited in Copilot answers, and Microsoft Clarity attributes visits from Copilot. We report these next to your Google map pack data so the two are comparable. See how it works.
Verification via Google import is usually instant; manual verification by phone or postcard takes one to three days. A complete listing typically appears in Bing local results within a few weeks, and because Bing local is far less contested than Google's map pack, top placements come faster. Copilot and ChatGPT reflect corrected data as their indexes refresh, generally within four to eight weeks. Reviews and citations compound from there.
Sources and notes
- Bing Places feeds Bing Search, Bing Maps, Yahoo, Windows search, Edge, and Copilot local answers; one-way Google import with instant verification; Bing weighs completeness, NAP consistency, Yelp/TripAdvisor reviews, and social signals; stale listings decay
- Bing's published local ranking factors: relevance, distance, popularity (including Yelp and TripAdvisor reviews); up to 10 categories, 100 photos; service-area businesses eligible
- Bing Places is one of the three primary citations search engines and aggregators check; Bing powers Windows search, Edge, Copilot local results, DuckDuckGo, and Yahoo
- Microsoft: Bing Places is the authoritative source of local business data for Copilot answers; complete profiles are eligible for citation, incomplete ones may be excluded; Bing Webmaster Tools AI Performance report launched Feb 9, 2026
- ChatGPT browsing and Copilot local queries run on Bing; Bing Places is the upstream source for multiple AI surfaces
- Microsoft relaunched Bing Places (Oct 2025) with an improved Google import; ongoing sync should not be assumed; Microsoft does not guarantee a listing controls Copilot recommendations
- StatCounter (May 2026): U.S. desktop search Bing 13.16%, Yahoo 2.99%; U.S. all-device Bing 9.65%
- Microsoft Advertising: Microsoft Search Network reaches 724 million unique monthly users; Bing + Yahoo = 18.7% of U.S. desktop search; 34% of Bing users search via the Windows taskbar or Edge without choosing Bing
- Bing: 100M+ daily active users, ~1.1 billion searches a day; Bing hit its all-time-high U.S. share in 2026
- Bing users skew older and higher income; relevant for professional, medical, and premium home services
- Uberall (Aug 2026): nearly 7 in 10 brands missing from AI recommendations; complete Bing listings improve AI visibility; optimize like Google (accurate NAP, real hours not Bing's 24/7 default, clear categories)
- Copilot uses review sentiment and volume from Yelp, TripAdvisor, and Facebook as quality signals; Bing Places FAQ section is owner-controlled
Market-share figures are StatCounter and Microsoft Advertising measurements as reported through mid-2026 and vary by month and methodology. Microsoft has not published a rule tying Bing Places listings to Copilot recommendations; statements about Copilot reflect Microsoft's documentation and independent analyses of its answers.
Find out whether Bing, Copilot, and ChatGPT have the right facts about your business.
We check whether your Bing listing is claimed and accurate, how you rank in Bing local results, and who Copilot names instead of you, then show you the fastest fix. Free, no commitment or hard sales pitch.