Why Bing Matters More Than You Think
Most local businesses put all their effort into Google and ignore everything else. That's understandable given Google's market dominance, but Bing handles more local search volume than people give it credit for.
Bing is the default search engine on Windows 11, Microsoft Edge, and Xbox. It powers search within Outlook, Microsoft Teams, and other Microsoft products used by hundreds of millions of people. And with Microsoft rolling Copilot AI into its search experience, the way people interact with Bing search results is changing - including for local queries.
The exact market share numbers vary depending on who you ask (StatCounter puts Bing's US desktop share at roughly 7-10%), but the point isn't the percentage - it's that there are real customers searching on Bing for local services, and most of your competitors have done nothing to optimize for them.
How Bing Local Differs from Google
Bing's local ranking algorithm shares some DNA with Google's, but there are meaningful differences:
Yelp integration is tighter. Bing pulls Yelp reviews and ratings prominently into its local results. If you have a strong Yelp presence, it'll show up more visibly on Bing than it does on Google.
Social signals may carry more weight. There's long-standing industry speculation (backed by some correlation data from Moz's ranking factor studies) that social media presence factors into Bing's algorithm more than Google's. This hasn't been officially confirmed by Microsoft, but multiple practitioners have observed a correlation between strong social profiles and Bing local rankings.
Keyword matching tends to be more literal. Exact-match keywords in your business name and listing description appear to carry more weight on Bing than on Google, where the algorithm is more semantic. This means your listing copy matters more on Bing.
Setting Up Bing Places (5-Minute Version)
- Go to bingplaces.com and sign in with a Microsoft account.
- Import from Google. Bing offers a direct import option that pulls your GBP listing data over. This is the fastest way to get started.
- Verify via postcard, phone, or email. Similar process to Google verification.
- Add Bing-specific media. Upload photos directly to Bing Places rather than relying solely on the import.
- Ensure NAP consistency. Your name, address, and phone should match exactly what's on your Google listing and your website.
Don't Forget Apple Maps
While you're thinking beyond Google, Apple Maps is worth your time too. Apple Maps is the default mapping application on iOS, which holds roughly 55% of the US smartphone market (per StatCounter). When someone asks Siri for a nearby restaurant or taps a map link on their iPhone, Apple Maps is what opens.
Claim your listing at mapsconnect.apple.com. The process takes about 5 minutes. Apple pulls data from various sources, so claiming directly ensures accuracy.
The Low-Effort Win
Here's what makes this worth doing: once you've done the work to optimize your Google listing, adapting that information for Bing and Apple Maps is minimal effort. Same NAP, same photos, same business description. You're spending maybe 15-20 minutes total to cover two additional platforms that collectively serve a meaningful share of local searches. There's no good reason not to.