Bing Places for Business is Getting a Major Update

Microsoft has confirmed that Bing Places for Business is finally receiving a much-needed upgrade in the coming weeks. As released via email on Friday 12th September, businesses will see a new dashboard, a smoother onboarding process and personalised recommendations designed to make the platform more useful and competitive with Google Business Profiles.

For years, Bing Places has looked and felt dated. The back end is clunky, the features limited, and the overall experience make it hard to take the platform seriously compared to Google’s offering. This new update signals a shift, and it’s one that businesses (particularly service-based companies) should be paying attention to.

What is Bing Places for Business?

Bing Places is Microsoft’s equivalent of Google Business Profile. It allows companies to manage how they appear on Bing Search, Bing Maps and Copilot controlling details like business name, contact information, service areas, opening hours, photos, and attributes.

For many businesses, it’s been a “set it and forget it” platform rather than something to actively optimise, but it looks like Microsoft are going toe-to-toe with Google’s counterpart in the battle of local search.

Why Does it Need Updating and What’s Changing?

Bing Places has long been criticised for lagging behind Google especially within the SEO community. The dashboard felt outdated and difficult to navigate, bulk editing tools were unreliable and integration with Google-syncing often caused more problems than it solved. Compared with Google Business Profiles, there was little incentive for businesses to keep logging in and making updates.

The upcoming update is designed to close this gap. Microsoft is introducing a modernised dashboard that makes navigation far easier, along with a clearer onboarding and claim process to help businesses get set up quickly. The platform will also start providing tailored recommendations, highlighting missing information or opportunities to strengthen visibility.

• A new dashboard design with a modern, easier-to-use interface.
• Improved onboarding and claim flows for faster setup.
• Custom recommendations tailored to each listing.

There will be a short transition period during migration when some features such as bulk uploads and Google-sync editing, won’t be available. These features should return, but in the meantime businesses should be prepared for some temporary limitations.

Why This Matters for Local SEO

This is more than a cosmetic upgrade, it shows that Microsoft is serious about local search and about using Bing Places data to power its AI-driven results. Google has already started pulling heavily from Google Business Profiles in its AI Mode, and Bing is likely to follow suit with Copilot and other AI features.

• Local listings power AI results
• More competition on Bing
• Service-based businesses benefit
• Future-proofing your presence

For service-based businesses in particular, the improvements to onboarding and recommendations are important. Accurate service areas, attributes and contact details are essential to being discovered locally, and the new Bing Places should make this easier to manage.

More broadly, the update is another reminder that businesses can no longer afford to focus on Google alone. Local visibility is becoming multi-platform, and those who optimise across both Google and Bing will be better positioned as AI continues to reshape the search experience.

How Businesses Can Prepare

The Bing Places update is rolling out soon, which makes now the perfect time to take stock of your profile and ensure you’re ready to benefit from the changes. Here are some key steps we recommend:

Claim and verify your listing

If your Bing Places profile has never been claimed or verified, you’ll be limited in what you can edit and unable to take advantage of the improvements Microsoft is introducing. Taking the time to complete verification not only unlocks the new tools but also signals trust to Bing, helping to establish your business as legitimate in local search.

Check for accuracy and consistency

Local SEO relies heavily on correct and consistent business information across all platforms, from search engines to directories. Review your business name, address, phone number, opening hours, and categories, and make sure they align with what’s shown on your Google Business Profile and other listings to avoid confusing customers or diluting your authority.

Prepare high-quality assets

Images, logos, and descriptions shape the first impression people have when they find your listing. By preparing professional, up-to-date photography and ensuring your branding is consistent, you give both users and search engines richer signals to work with, which can improve click-through rates and strengthen your credibility.

Back up your existing data

As Microsoft migrates Bing Places to the new system, features such as bulk editing may temporarily be unavailable, and in rare cases, information could be altered or lost. Exporting and safely storing your current data gives you a reliable reference point, ensuring you can quickly restore or re-upload details if needed.

Act on new recommendations

One of the most significant improvements in the update is the introduction of tailored recommendations based on your listing’s performance and completeness. Treat these insights as a valuable guide, using them to identify gaps and opportunities that can directly impact your visibility in Bing’s local and AI-driven results.

Keep your Google Business Profile up to date too

While this update makes Bing Places more competitive, Google Business Profiles still hold the lion’s share of search activity and remain central to Google’s AI-powered results. Optimising both platforms together creates a stronger, multi-platform presence, which is increasingly important as customers rely on different search engines and devices to find local services.

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