Bing is the second-largest search engine after Google, with a market share of nearly 12.31%. It’s owned by Microsft and includes similar features and products you’d expect from Google. One such product is Bing Places for Business. This guide will explain what it is and why you should consider adding your business to Bing.
Bing Places for Business – A Brief History
In April 2013, Bing announced that it was renaming its Local Business Listing product to simplify the user experience for businesses. It was replaced by “Bing Places for Business” and users were allowed to claim their physical location at Bing.com/places. The new product made it easier to claim, improve and promote businesses on the search engine. Since then, Bing has rolled out this feature globally, making everything easier for businesses.
How it works?
Well, your Bing listing can appear in two main places. The first is search results, and the second is Bing Maps. To update your business listing on Bing, you need the following information:
- Enterprise NAP
- work address
- Phone number
- A primary category
- Working hours
Once you’ve gathered everything in Bing Webmaster Tools, it takes 3-5 business days for Bing to update your listing. However, if you have a verified Google Business Profile, you can instantly verify your listing on Bing Places for Business.
In that sense, it works much like Google Business Profile. It displays your business information on its “Knowledge” or local panel. If the search query is a broad term, your Business Profile may also appear at the top of organic search results.
However, if your business does not have a physical location, you cannot create a BPB listing for your business.
Ranking on Bing
Unlike Google, Bing prioritizes exact keyword matches on title tags, meta descriptions, and web content before ranking them. This means that your business listing will depend on the veracity of information contained in other internet citations, social media and websites.
For example, if you have a pizza place, you need to make sure that all of your online ads show the same information. These include websites, social media pages, Google Business Profile, TripAdvisor, etc. This will signal to Bing that all information is up-to-date and true.
Key Features, Notable Limitations
Although it looks exactly like the GBP at first glance, there are several notable differences. For example, it aggregates user review data not from a single source but from multiple sources. It automatically combines them in one place. No need to ask people to write you a review. Its biggest advantage is that users do not have to search for reliable reviews from other sources.
However, the biggest limitation of Bing Places for Business is that businesses don’t have a lot of features to customize. You may not post updates about your business or promote events and new offers. Despite these limitations, verifying your Bing listing has several benefits.
2nd most popular search engine after Google
As mentioned earlier, Bing is the second most used search engine. It is particularly popular in the United States, United Kingdom and Europe. Therefore, if you are planning to expand in these regions, Bing offers the best visibility after Google.
Bing Maps… is everywhere!
According to the latest Bing Maps usage statistics, 26,605 websites are using the service. From navigation software to real estate and business marketing, many businesses use Bing maps for accurate mapping. Plus, you get much better visibility if your physical location is near one of these businesses.
Bing has a different target audience
If your target audience is less tech-savvy, they should choose the browser that came with their Windows machine. For most users, it’s not Google Chrome or Opera. Since Microsoft owns Bing, it is the default search engine for all Microsoft Edge browsers. So they may just be happy browsing Bing instead. In fact, it’s one of the reasons why some SEO professionals prefer Bing’s image and video search over Google.
Also complements Google SERPs
You read correctly. Bing Places for Business also works wonderfully with Google. Of course, they are competitors. Having a listing on Bing also improves your ranking on Google. Indeed, Google takes into account all the listings of your company that it can find. As Bing is the second largest search engine in the world, having a listing there helps you rank higher on the SERPs.
Google Business Profile vs. Bing Places for Business
Let’s compare the two search engines to see the advantages and limitations of each.
Google Business Profile
Undoubtedly, Google Business Profile is more effective than Bing Business Profile. It has a much larger market share than Bing. GBP drives more traffic to your business (online and offline), offers better features to improve visibility, and gives you better control over your profile.
Bing Places for Business
Despite a small market share, BPB offers enough visibility for your business. Small Internet traffic is still “Internet traffic, after all.” Although it has limited features, you can still get moderate visibility on its search engine and maps with your business information. More importantly, reviews on Bing sites are much more accurate and reliable, while Google reviews can be easily manipulated.
You really need both
If you’re already working on your own GBP, that’s fine. However, BPB can help you expand your reach. You wonder how? When you have a business listing on Bing, it complements all of your online listings. As Google views your business listings globally, the BPB listing helps improve your rankings on Google search queries.
Frequently Asked Questions
Is there a Google My Business for Bing?
Yes, the Bing Places for Business app is equivalent to Google My Business. This is Microsoft’s free business directory, which also appears in local search results. If you have a listing on Bing, you can expose your business to over a billion monthly users.
How do businesses use Bing Places?
Getting started with BPB is child’s play. Just create your Microsoft account, go to bingplaces.com and sign in. You can then add your business listing or claim an existing one. You can also add a category and description to your ad. The last step is verification, which can take 3-5 business days, but it takes a snap if you already have a GBP profile.
Where does Bing pull business information from?
Bing pulls business information from Bing Places for Business, which pulls this data from various sources such as Bing Maps, Bing Voice Devices, Bing Search Results, and more.
How do I search for a business on Bing?
To find a business on Bing, simply enter any of the business details such as:
- Business phone number
- Company Name
- Trade area
Is Bing Places for Business free?
Yes, Bing Places for Business is a completely free service.