You Need a Bing Business Profile—Yes, Really
If you’re like most small business owners, you probably haven’t thought much about Bing since you bought your first PC and saw that little blue “e” icon sitting in the corner. But here’s the thing: Bing is quietly making a comeback—and you don’t want to miss this wave.
Here’s why.
Microsoft has a massive partnership with OpenAI, the makers of ChatGPT, and the underlying search engine powering many of ChatGPT’s live internet searches is—you guessed it—Bing. As more people turn to ChatGPT to ask questions, get recommendations, or find businesses, it’s Bing data that’s doing the heavy lifting behind the scenes.
So if you’re not on Bing? You’re missing out on visibility in a fast-growing channel that feeds into AI-driven search experiences.
What is a Bing Business Profile?
Think of it like your Google Business Profile’s slightly nerdier sibling. It’s a free listing that allows you to manage how your business shows up across Microsoft platforms, including Bing, Windows Maps, and now—indirectly—ChatGPT.
And just like with Google, having an optimized Bing Business Profile can help you:
- Show up in local search results
- Be discoverable on desktop searches and ChatGPT searches
- Enhance your credibility with accurate business info, photos, and customer reviews
How to Set It Up in 5 Easy Steps
- Go to Bing Places
This is the Bing version of Google Business Profile Manager. - Claim Your Business
If your business already exists in Bing’s database, you can claim it. If not, click “New Business” and enter your details manually. - Add Accurate Info
Include your name, address, phone number, hours, website, and a detailed description. Make sure it matches your Google profile and website (consistency matters for SEO). NOTE: You can link Bing with your Google Profile so that these stay in sync with each other. - Upload Photos
Add your logo, storefront, interior shots, and product/service photos. Real images = real trust. - Verify Your Listing
Just like with Google, you’ll need to verify your business, either by phone, email, or postcard.
Pro Tip: Don’t Set It and Forget It
Keep your info updated, respond to reviews, and post updates periodically. A well-maintained profile sends a strong signal that you’re active and trustworthy—something both Bing and customers appreciate.
Why This Matters Now More Than Ever
Here’s the bottom line: The search game is changing. AI-powered assistants like ChatGPT are becoming people’s go-to source for answers. And if Bing is the backend for those answers, your business better be in the game.
So yes, Google still reigns supreme in many ways—but Bing is your quiet shortcut into the AI-powered search future. Get your business listed, optimized, and ready to be found where the future is searching.