Bing Places for Business: Create, Import and Verify Your Listing in 2026

Bing Places for Business is the Microsoft counterpart of Google Business Profile. Since a redesign announced in October 2025, it lives at bing.com/forbusiness (the old bingplaces.com address redirects there) and existing listings were migrated automatically. Most businesses set up Google first and forget Bing. That leaves a free channel either empty or filled with outdated data.

Why does a Bing listing matter?

Bing is smaller than Google, but its audience is not negligible. According to StatCounter, Bing held 5.29% of the worldwide search market in September 2026, and 14.62% on desktop, where it ranks a clear second behind Google (StatCounter, 2026). Desktop is where many professional searches happen, since Bing is the default engine in Windows and the Edge browser.

The listing also feeds other Microsoft surfaces. Bing Maps uses it, and Microsoft Copilot relies on Bing results to ground many of its answers. When someone asks Copilot for a plumber or a restaurant nearby, the data available about your business on Bing is part of what it can draw on. Bing data has also been used by other services over the years, so an accurate listing reduces the risk of wrong hours or an old address spreading elsewhere.

How do you create a Bing Places listing?

You need a Microsoft account (a personal Outlook account works, but a company account is easier to hand over later). Then choose one of three paths.

1. Import from Google Business Profile

On bing.com/forbusiness, choose the import option, sign in with the Google account that manages your profile and select the locations to bring over. Bing copies the business name, address, phone, hours, categories and photos. When the Google profile is already verified, the import usually lets you skip Bing's own verification step. This is the recommended path for most businesses, and the only sensible one for chains with many locations.

2. Claim an existing listing

Bing often creates listings automatically from public data. Search for your business name and city in the tool: if a listing exists, claim it instead of creating a duplicate, then correct what is wrong.

3. Create a new listing manually

If nothing exists and you have no Google profile, enter the details yourself. Choose whether customers come to you (a shop, an office) or whether you serve an area (a trade working at clients' homes), in which case you can hide the street address.

How does verification work?

A listing created or claimed manually must be verified before it is fully published. Depending on the business and the country, Bing offers verification by phone, by email or by postcard sent to the address; the options shown in your dashboard are the ones that apply to you. Postcards take several days to arrive, so start early. Agencies managing many clients can open an agency account and handle listings in bulk.

Verification proves that you control the business. Without it, your edits may not appear, and a third party could suggest changes that Bing accepts.

Which fields should you fill in?

A complete listing is more useful to searchers and gives Bing and Copilot more to work with. The redesigned dashboard includes a recommendation tool that flags missing fields.

Why is NAP consistency so important?

NAP stands for name, address and phone. Bing, Google, Apple and the AI compare what they find about your business across your website, directories and social profiles. When the details match, they trust them; when they conflict, they may show the wrong version or rank you lower in local SEO results.

Write your NAP once, in a reference format (same abbreviations, same phone format), and reuse it everywhere: your site's footer and contact page, Bing Places, Google, Apple and the main directories. Our guide to local citations explains how to audit them, and our list of business directories shows where to be listed.

How do reviews work on Bing?

Bing displays ratings and reviews alongside listings, and these often come from third-party sites (such as Tripadvisor or Yelp, depending on the sector and country) rather than from Bing itself. You therefore manage your Bing reputation mostly where the reviews are posted. Ask satisfied customers for reviews on the platforms that matter in your sector, reply to every review, positive or negative, and fix the issues that come up repeatedly.

Bing Places vs Google Business Profile vs Apple Business Connect

The three free tools do the same job for different ecosystems. A local business should be on all three.

Set up your Google Business Profile first, import it into Bing, then create your listing on Apple Business Connect.

How do you keep the listing up to date?

• After every change (hours, phone, address, new location), update Google, Bing and Apple the same day. The import from Google is not always a continuous sync, so check that the change reached Bing.
• Every quarter, search your business on Bing and Copilot and read what they say: hours, address, category, photos.
• Watch suggested edits: anyone can propose changes to a public listing. Review them in the dashboard.
• Connect Bing Webmaster Tools: Bing Webmaster Tools shows how Bing crawls and ranks your website, which complements the listing data.

How does Bing Places fit into SEO and GEO?

A listing answers "where" and "when". To appear when people ask Bing, Copilot or ChatGPT "what is the best [trade] in [city]", AI assistants also need to understand "why you": that comes from your website content, your location pages, your reviews and the articles that mention you. A consistent listing on every map, plus a site that explains your services in detail, gives both search engines and AI the same clear picture.

Sorank, our software, handles the content side in autopilot: it finds the local and service keywords you can rank for, writes and publishes optimized articles on your site, and tracks whether ChatGPT, Gemini or Claude cite your brand.

Import your Google profile into Bing Places, verify it and keep the same details everywhere: it takes less than an hour and covers a channel your competitors often neglect. To grow the organic traffic that goes with it, try Sorank free for 3 days.