Why Bing Places Matters in 2025
How ChatGPT and AI Search Are Changing Local SEO
For years, local businesses have focused almost exclusively on Google Business Profile (formerly Google My Business). And for good reason: Google has dominated search, and a well-optimised Business Profile could easily convert 100 times more customers than other platforms.
But the landscape of search is changing rapidly. With the explosive rise of AI-driven tools like ChatGPT, powered in large part by Microsoft’s investment in OpenAI, ignoring Bing is no longer an option. Early research shows that while ChatGPT doesn’t simply repackage Bing Places listings, these listings influence the web results ChatGPT surfaces.
So, the real question for 2025 is this: If AI assistants like ChatGPT are shaping how people find businesses online, should your business be listed on Bing Places? The short answer: absolutely.
The Old Way: Google Business Profile as the Only Game in Town
For much of the past decade, digital marketers and business owners operated under one universal truth: if you wanted local customers, you had to optimise for Google.
- Google commanded over 90% of search market share in many regions.
- Customers looking for restaurants, plumbers, law firms, or fitness studios almost always started on Google Maps or Google Search.
- Tools like reviews, Q&A, photos, and posts inside Google Business Profile directly influenced purchasing decisions.
That’s why “Why bother with Bing?” became a fair – and even accurate – question just a few years ago.
But the ground beneath local SEO is shifting.
Enter AI Search: Microsoft, OpenAI, and ChatGPT
When Microsoft invested billions into OpenAI, the creators of ChatGPT, they weren’t just betting on a cool chatbot. They were positioning Bing as an integral piece of the next era of search.
Here’s why it matters for local businesses:
- ChatGPT relies on a blend of sources to answer questions, including Bing search results.
- While ChatGPT isn’t just scraping Bing Places, research suggests that Bing’s local listings influence what ChatGPT sees as trustworthy and authoritative.
- Consumers are increasingly turning to AI assistants instead of traditional search engines to find businesses, ask for recommendations, and make purchasing decisions.
In other words: Bing Places data is feeding into AI search. If you’re missing from Bing, you’re effectively invisible to a growing segment of search traffic.
Why Bing Places Matters More Than Ever
If you’re wondering whether listing your business on Bing Places is worth the effort in 2025, consider these benefits:
1. Increased Visibility in AI-Powered Search
AI search assistants like ChatGPT, Copilot, and other AI-powered tools often pull data influenced by Bing. Without a Bing Places listing, your business has a lower chance of being recommended when users ask:
- “What’s the best Italian restaurant near me?”
- “Who’s the top-rated dentist in [city]?”
- “Find a local electrician available this weekend.”
2. Diversified Traffic Beyond Google
Relying only on Google Business Profile is risky. Algorithms change, competitors can outrank you, and updates can disrupt visibility. Bing Places offers a way to diversify your local SEO strategy and capture customers from multiple entry points.
3. Microsoft’s Growing Market Share
With the integration of AI into Microsoft Office, Windows, and Edge, more consumers are defaulting to Bing-powered search. Microsoft’s Copilot AI assistant is now embedded across millions of devices and platforms. Each of those touchpoints increases Bing’s influence.
4. Competitive Advantage in Early Adoption
Most businesses still ignore Bing. By setting up and actively maintaining your Bing Places listing, you’re ahead of competitors who assume Google is enough. That early adoption could mean your business is recommended in AI responses when others aren’t.
Google Business Profile vs. Bing Places: A Quick Comparison
It’s not about replacing one with the other – it’s about leveraging both.
| Feature | Google Business Profile | Bing Places |
| Market Share | Largest by far | Growing due to AI integration |
| Visibility | Google Search + Maps | Bing Search + AI assistants (ChatGPT, Copilot) |
| Setup | Free, easy to optimise | Free, easy to sync with Google data |
| Customer Reviews | Central for conversions | Plays supporting role, but growing in influence |
| AI Integration | Integrated into Google’s SGE (Search Generative Experience) | Strongly tied to ChatGPT and Microsoft AI tools |
How to Optimise Your Bing Places Listing
Getting started with Bing Places for Business is straightforward – and if you already have a Google Business Profile, you can even import your data directly.
Here’s a simple process:
- Claim Your Listing
Visit Bing Places and search for your business. Claim it or create a new listing. - Sync with Google Business Profile
Bing allows you to import data from Google. This saves time and ensures consistency across platforms. - Fill Out Every Detail
Add accurate business name, address, phone number (NAP), hours, categories, services, and photos. - Encourage Reviews
While Bing reviews don’t carry the same weight as Google’s, they still matter for credibility and AI-driven trust signals. - Update Regularly
Keep your listing updated with holiday hours, service changes, and new photos. AI assistants favour fresh, accurate data.
The AI-Driven Future of Local SEO
Here’s what’s coming down the pipeline – and why Bing Places is part of a bigger local SEO picture:
- AI assistants as the new “search engine.” Consumers will increasingly talk to ChatGPT, Siri, Alexa, and Copilot instead of typing into a search bar.
- Multi-source ranking signals. AI will weigh data from Google Business Profile, Bing Places, Yelp, TripAdvisor, and even social media.
- Voice search growth. Devices like smart speakers and cars often pull data from Bing, not just Google.
For local businesses, the future of SEO isn’t just about ranking #1 on Google anymore. It’s about being discoverable wherever AI assistants look for information.
Frequently Asked Questions (FAQ) About Bing Places and Local SEO
1. Is Bing Places free to use?
Yes. Just like Google Business Profile, Bing Places for Business is completely free to set up and manage.
2. Do Bing Places listings really influence ChatGPT results?
While ChatGPT doesn’t directly copy Bing Places data, early research shows that Bing’s local listings influence the search results and sources ChatGPT considers.
3. Can I sync my Google Business Profile with Bing Places?
Yes. Bing Places allows you to directly import and sync data from your Google Business Profile, making it quick and easy to keep both listings updated.
4. Does Bing have enough users to matter for local SEO?
Yes. Thanks to Microsoft’s integration of Bing with Windows, Edge, and Copilot AI, its search market share is growing. Combined with ChatGPT’s reliance on Bing, visibility here matters more than ever.
5. What’s the future of local SEO with AI search?
AI assistants like ChatGPT, Siri, Alexa, and Copilot are becoming the new gateways to search. Local SEO will depend on maintaining consistent, accurate listings across Google Business Profile, Bing Places, and other directories.
Local SEO is evolving fast
Local SEO is evolving fast. AI is rewriting the rules of search, and what used to be an afterthought – Bing – is now a hidden opportunity.
If you want to future-proof your business, here’s the formula:
- Keep optimising your Google Business Profile.
- Claim, sync, and maintain your Bing Places listing.
- Add quality content on your website and social media.
- Stay ahead of the curve by watching how AI search assistants like ChatGPT shape consumer behaviour.
Because while Google may still convert more customers today, tomorrow’s buyers are asking AI, not search engines. And if your business isn’t visible there, someone else’s will be.
Book a Calendly meeting: https://calendly.com/blueskyseomarketing/30min
Call David on 07483 835646
