Since its earliest days, Bing Places for Business has lived in the shadow of the more successful Google Business Profile (GBP). And while Google is undoubtedly the dominant force in search – and the main priority for any local business listing management strategy – Bing has recently gained attention after some significant updates. Let’s take a look at why a local business needs a Bing Places presence, and the best approach to optimize a listing.
The Benefits of a Bing Places Listing
Does your business have a Bing Places listing? If not, now’s the time to claim it. Here are some of the main benefits you can expect.
Take Control of Business Data
Business data is collected and syndicated across numerous platforms. However, when a business doesn’t claim the listing, the data can easily be outdated and incorrect. By claiming and optimizing the listing, you can maintain control to ensure users get up-to-date and accurate information.
Increase Search Visibility
A comprehensive Bing Places listing increases the chances of being discovered across a range of local industry keywords. If your business can demonstrate trust, authority and geographical relevance, Bing will likely display the listing to searchers.
Leverage Bing’s Substantial User Base
According to The Verge, Bing has 100 million daily active users. While this number falls short of Google’s more than one billion daily active users, it absolutely represents a significant number of engaged consumers.
Build a Local Search Network
We have certainly proclaimed the benefits of a Google Business Profile. But to maximize search visibility on Google, businesses need a network of platforms to fully thrive. Placements with Bing Places, GBP, Yelp, Facebook and many others all help to grow a business’ local footprint.
Take Advantage of Bing’s AI Push
Bing recently gained significant attention – and an uptick in users – after Microsoft integrated AI into the search engine. As recently discussed in the webinar posted below, AI could have major implications for local SEO, and staying at the cutting edge will be critical to stay ahead of the competition.
How to Optimize a Bing Places Listing
Optimization is the key to increasing search visibility with a Bing Places listing. Follow these optimization tips to create a strong foundation.
Claim the Listing
Start by adding a business listing – or claiming it if the listing already exists. Before the profile goes live, business owners will need to complete the verification process.
Update Business Details
Basic business details include the name, address, phone number, website link, categories and opening hours. In addition, add links to Facebook, Twitter, Yelp, TripAdvisor and other sites, as this helps Bing associate the listing with other data sources.
Add Images
Add a broad selection of high-quality images that help promote the business. Along with product pictures, images will typically include shots of the exterior and interior of the building.
Integrate Keywords
Similar to Google Business Profile optimization, adding keywords helps with search discoverability. Bing actually states that their AI uses the information provided to match businesses against customer searches.
Monitor Reviews
Reviews are an important way to develop consumer trust, as a positive star rating will likely increase the click-through rate from a local search. Unlike Google, Bing Places displays reviews from third-party sites like Facebook and Yellowpages, as well as from niche-specific platforms like Lawyers.com. Building an active Facebook community – while also monitoring reviews on other platforms – is key to getting a consistent flow of positive reviews that drives users to your profile.
Add Offers
Take advantage of user interest by adding promotions to your Bing Places. Promoting offers to consumers is a valuable way to increase engagement and turn searchers into buyers.
Audit How Your Bing Places Listing Appears in Search
With Microsoft recently integrating AI into Bing, adapting to the changing landscape is a must. For example, as part of optimizing your Bing Places listing, examine the elements that show in search results on your listing.
The Bing Optimization video below shows how Bing is using AI to identify information on business websites, and adds information such as frequently asked questions, service buttons, appointment buttons (and more) into Bing listings.
Even with AI taking action, there’s good news – you can suggest edits to button links on the listing, and implement strategies to optimize the pages on your website from which Bing is pulling information.
Expert Business Listing Management and Bing Places Optimization
Rocks Digital helps businesses increase their local presence with a collection of specialized tools and services. From local SEO and listing management to web development and content marketing, we’ve got you covered. For more information, call (214) 989-7549 or request a website evaluation.
