Why Bing Places Matters More Than You Think (The ChatGPT Connection)
ChatGPT uses Bing, not Google, for real-time local business information. When someone asks ChatGPT for a business recommendation in your area, it searches Bing's index—which includes Bing Places listings. If you've only optimized your Google Business Profile, you're invisible to the AI platform with over 400 million weekly users.
If you're like most local business owners, you've invested significant time in your Google Business Profile. You've added photos, collected reviews, posted updates, and optimized every field. Google shows you prominently in local search results.
Then someone asks ChatGPT: "Who's the best plumber near me?"
Your competitor gets mentioned. You don't.
The reason is simpler than you'd expect: ChatGPT doesn't use Google. It uses Bing.
The Microsoft-OpenAI Connection Explained
Microsoft has invested billions of dollars in OpenAI, the company behind ChatGPT. As part of this partnership, ChatGPT's web browsing capability is powered by Bing's search infrastructure—not Google's.
When ChatGPT needs current information—like local business recommendations—it queries Bing's search index. This means:
| Data Source | Google Uses | ChatGPT Uses |
|---|---|---|
| Google Business Profile | ✓ Yes | ✗ No |
| Bing Places | ✗ No | ✓ Yes |
| Your Website | ✓ Yes | ✓ Yes |
| Yelp | ✓ Yes | ✓ Yes |
| Google Reviews | ✓ Yes | ✗ No |
The Data Gap
Your perfectly optimized Google Business Profile is invisible to ChatGPT. Meanwhile, your competitor who claimed their free Bing Places listing six months ago is getting recommended to hundreds of potential customers asking AI for help.
Why Bing Places Matters More in 2025
For years, Bing Places was an afterthought. Google dominated search with over 90% market share, so most businesses reasonably focused their efforts there.
But the rise of AI has changed the equation. ChatGPT now has over 200 million weekly active users. Many of those users ask questions like:
- •"Find me a good contractor for kitchen remodeling"
- •"Who's the best real estate agent in [neighborhood]?"
- •"Recommend an HVAC company that does same-day service"
- •"What's the highest-rated dentist near downtown?"
When ChatGPT answers these questions, it's pulling from Bing's index. Your Bing Places listing directly influences whether you get mentioned.
How to Claim Your Bing Places Listing (Step-by-Step)
Go to Bing Places for Business
Visit bingplaces.com and click "Get Started" or "Claim your business." You'll need to sign in with a Microsoft account—if you don't have one, you can create a free account in minutes.
Search for Your Business
Search your business name and address. Bing may already have a listing for you (pulled from various data sources). If so, you'll claim the existing listing. If not, you'll create a new one.
Pro tip: Even if Bing has your business info, it's often incomplete or outdated. Claiming your listing lets you control what information appears.
Import from Google (Optional)
Bing offers a "Import from Google" option that pulls your Google Business Profile data automatically. This saves significant time on data entry. You'll authorize Bing to access your Google Business account, and it imports your business details, categories, hours, and photos.
Important: Even if you import from Google, review every field. Some data may not transfer correctly, and you'll want to optimize specifically for Bing's format.
Complete Every Field
Fill in all available information. More complete profiles rank better in Bing results and provide richer data for ChatGPT to reference.
Essential fields:
- • Business name (exactly as it appears everywhere else)
- • Complete address with suite/unit numbers
- • Primary and secondary phone numbers
- • Website URL
- • Business hours (including holiday hours)
- • Business categories (choose all that apply)
- • Services offered (be specific)
- • Business description (use keywords naturally)
Add Quality Photos
Upload your logo, storefront photo (if applicable), team photos, and images showcasing your work. Photos help users recognize your business and provide context for AI systems analyzing your business.
Verify Your Listing
Bing requires verification to confirm you're authorized to manage this business listing. Options typically include phone verification, email verification, or a postcard mailed to your business address. Complete this step—unverified listings have limited visibility.
Maintain and Update
Set a quarterly reminder to review your listing. Update seasonal hours, add new services, refresh photos, and ensure all information stays current. Active, maintained listings perform better in search results.
Optimizing Your Bing Places Listing for AI
Simply claiming your listing isn't enough. To maximize your chances of being recommended by ChatGPT, optimize these key elements:
Business Description
Write a natural, detailed description that includes:
- • What services you provide
- • Areas/neighborhoods you serve
- • What makes you different
- • Your experience/credentials
Business Categories
Select all relevant categories:
- • Primary category: most specific match
- • Secondary categories: related services
- • Don't stretch—irrelevant categories hurt
- • Review annually for new options
Service Areas
Be specific about where you work:
- • List neighborhoods by name
- • Include suburbs/cities you serve
- • Mention landmarks if relevant
- • Set accurate service radius
Hours & Availability
Keep this current:
- • Regular business hours
- • Holiday schedule
- • Special hours (seasonal)
- • Emergency/after-hours if offered
Should You Still Maintain Your Google Business Profile?
Absolutely yes. Google still dominates traditional search. Your Google Business Profile directly impacts:
- •Google Search results — Still 90%+ of search traffic
- •Google Maps — Where most local searches end up
- •Google AI Overview — Google's own AI can read your GBP
- •Customer trust — Many people still check Google before contacting
The strategy is both, not either/or. Optimize Google Business Profile for Google visibility. Optimize Bing Places for ChatGPT and Microsoft Copilot visibility. Together, they cover the majority of how people discover local businesses in 2025.
The Visibility Stack for 2025
Frequently Asked Questions
Does ChatGPT use Bing for local business information?
Yes. ChatGPT's browsing functionality is powered by Bing's search index. When ChatGPT searches for local businesses, it retrieves information from Bing's index, which includes Bing Places business listings. This makes Bing Places a direct pathway to ChatGPT visibility.
How do I claim my Bing Places listing?
Visit bingplaces.com and sign in with a Microsoft account. Search for your business to see if a listing already exists. If it does, claim it. If not, create a new listing. You'll need to verify ownership through phone, email, or postcard. Complete all profile fields including business hours, services, and photos.
Is Bing Places the same as Google Business Profile?
Bing Places is Microsoft's equivalent to Google Business Profile. Both are free business listing services that help your business appear in search results and maps. The key difference: Google Business Profile feeds Google Search and Maps, while Bing Places feeds Bing Search, Bing Maps, and importantly, ChatGPT.
Can I import my Google Business Profile to Bing Places?
Yes. Bing Places offers a direct import feature from Google Business Profile. During setup, you can authorize Bing to pull your business information from Google, saving time on data entry. However, you should still review and optimize the listing specifically for Bing.
Why doesn't ChatGPT show my business when I have a Google Business Profile?
ChatGPT cannot access Google's data directly. It uses Bing's search index for real-time information. If you only have a Google Business Profile and haven't claimed your Bing Places listing, ChatGPT may not have accurate or complete information about your business to include in recommendations.
How long does it take for Bing Places to affect ChatGPT results?
After claiming and optimizing your Bing Places listing, it typically takes 2-4 weeks for the information to be indexed and potentially surface in ChatGPT responses. Verification must be completed first, and more complete profiles are indexed faster and more thoroughly.
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