Bing Places for Business: The Free Listing Many Australian Businesses Skip
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Bing Places for Business is Microsoft’s free tool for listing your business in Bing search results and Bing Maps. If you already have a Google Business Profile, Bing can import it, so setting up a listing can take only a few minutes. It’s worth doing because it keeps your details accurate on another search engine, but it’s a small job, not a growth strategy.
What Bing Places is
Microsoft describes Bing Places as a free online platform where businesses can create and manage their listings, which help them appear in Bing search results and on Bing Maps (Bing blog, October 2025).
In October 2025, Microsoft rebuilt the tool. The business owner experience moved to bing.com/forbusiness, with existing listings migrated, and Microsoft said the new Google import flow is "faster, more reliable, and better at preserving key attributes" such as name, hours and contact details.
How to set up your listing
Go to bing.com/forbusiness and sign in.
Search for your business to see whether a listing already exists. If it does, claim it.
If you have a Google Business Profile, choose the option to import it. Otherwise, enter your details manually.
Check every field: business name, address or service area, phone, website, hours and categories.
Complete the verification steps Bing offers.
Add photos and use Bing's recommendations to fill any gaps.
Bing's interface changes over time, so the exact button names may differ.
Keep it consistent with Google
The main benefit is accuracy. Your business name, phone number, address or service area and hours should match your Google Business Profile and website exactly. When you change something on Google, such as holiday hours or a new phone number, update Bing too.
What Bing Places does and doesn't do for AI search
You may have read that a Bing listing gets you into ChatGPT. The evidence is thinner than that.
One industry test, published by Search Engine Land, found that ChatGPT's local answers drew on Bing's web search results, typically 20 to 30 of the top results, but reported that ChatGPT doesn't read Bing Places data directly (Search Engine Land). That test used a single local search in one US city, so treat it as an indication rather than a rule.
The practical takeaway: a Bing Places listing helps you on Bing and Bing Maps. Being visible in Bing's ordinary web results, through a clear website and mentions on other sites, is what that test suggests matters for ChatGPT.
Common mistakes
Importing from Google without checking the result
Leaving an old, unclaimed Bing listing with outdated details
Using a different business name or phone number from your Google profile
Forgetting to update Bing when hours or details change
Next step
If you'd like your Google and Bing listings set up and kept consistent, see Morphic's Google Business Profile set-up and management, or get a free quote.
Related services: Google Business Profile optimisation in Albanvale and local SEO for Melbourne businesses.
Related reading: How ChatGPT and Google AI Overviews Choose Local Businesses and Australian Business Directories That Matter for Local SEO (and Keeping Your Details Consistent).
Key Takeaways
Bing Places is Microsoft's free tool for listing your business on Bing search and Bing Maps.
You can import your Google Business Profile into Bing Places to set up quickly.
Microsoft moved the business owner experience to bing.com/forbusiness in late 2025.
Keep your Bing details identical to your Google profile and update both together.
One test found ChatGPT uses Bing's web results but doesn't read Bing Places data directly.
Emon Datta
Founder, Morphic Agency
Morphic Agency is a Melbourne-based UX design agency. We've shipped 50+ products across 15+ countries.
