Bing Places: What, How, and Why

Bing Places: What It Is, How to Set It Up, and Why It Matters

Bing Places is a free local business listing platform from Microsoft that helps brands appear in Bing search results. It works similarly to Google Business Profile and is available to any business at no cost. With Bing remaining the default search engine on Windows devices and used by millions daily, Bing Places is a straightforward way to reach customers you may otherwise miss.

What Is Bing Places for Business?

Bing Places for Business is Microsoft’s equivalent of Google’s local business listing tool. It is free to use and allows businesses to manage how they appear in Bing’s local search results. Bing Places is not a replacement for Google — it is a complementary listing that strengthens your overall local search presence.

Bing Places is a genuine local SEO asset. Getting listed on Bing Places will boost your local search performance on Google — Google looks beyond its own ecosystem when ranking sites, and a Bing Places listing contributes to that broader signal. Bing Places is not something to dismiss simply because Bing has a smaller market share than Google.

How to Set Up Bing Places for Business

Bing Places setup is quick and straightforward. Bing may already have some details for your business in its system, which means you could be verified and live faster than you expect. Follow these steps to get your business listed on Bing Places for Business:

1. Find or add your business. Enter your phone number or business name and location. If Bing already has your business in its system, you will be asked to review and moderate the existing information. If not, select “Add New Business” to enter your details manually.
2. Complete your listing. Once you have claimed your business, fill out all available fields as thoroughly as possible. Bing advises being as complete as possible — include your contact details, photos, services offered, opening hours, and any other relevant information.
3. Verify your business. Bing will send a personalised PIN via post, phone, or email. Phone and email verification are the fastest options. Postal verification takes approximately 3–5 days.

Why Bing Places Matters for Local SEO

Bing Places matters for local SEO because it signals business legitimacy to multiple search engines simultaneously. Bing remains the default search engine on all newer Windows OS computers, tablets, and devices, meaning a significant portion of internet users encounter Bing as their first option. According to Statista, Bing’s UK search market share stood at 12.1% in July 2018 — a segment worth capturing at zero cost.

Beyond direct Bing traffic, the local SEO benefit extends to Google. Although Bing may deliver limited traffic on its own, a verified Bing Places listing contributes to your local search performance across search engines. For businesses already investing in SEO, Bing Places is a low-effort addition with measurable upside.

Bing Places Analytics

Bing Places includes analytical functionality that goes beyond basic listing management. Bing provides useful snapshots of your local search performance compared to nearby competitors, giving you insight into how visible your business is within your local market. For businesses that want to monitor their Bing presence, this data is available directly within the Bing Places dashboard at no additional cost.

Frequently Asked Questions About Bing Places

Is Bing Places free to use?

Yes. Bing Places for Business is completely free to set up and maintain. It requires only your time to create and verify your listing.

How long does Bing Places verification take?

Verification by phone or email is near-instant. If you choose the postal PIN option, verification typically takes 3–5 days.

Does Bing Places help with Google rankings?

Yes. A verified Bing Places listing contributes to your local search performance on Google. Google considers signals from beyond its own platform when determining local rankings, and a Bing Places listing is one such signal.

What information should I include in my Bing Places listing?

Bing advises completing your listing as fully as possible. This includes your business name, address, phone number, opening hours, photos, and a description of your services.

Is Bing Places worth it for small businesses?

Yes. Because Bing Places is free and quick to set up, it represents a low-effort way to increase your business’s visibility — both on Bing and indirectly on Google. For any business already investing in local SEO, it is a straightforward addition to the strategy.