Which is more effective for local SEO, Google My Business or Bing Places?

Google My Business (now Google Business Profile) is more effective for local SEO in almost every market, but Bing Places remains useful as a lightweight supplement where Bing/Yahoo traffic matters.

Why Google Business Profile (GBP) is more effective

1. Search volume and market share: Google handles roughly 85–90% of global desktop and a similar share of mobile searches; more impressions and clicks equal more local visibility.
2. Local SERP dominance: Google’s local pack, Maps, and Knowledge Panels are deeply integrated into search results and are primary drivers of phone calls, directions, and visits.
3. Feature richness: GBP supports reviews, Q&A, attributes, products/services, posts, bookings, menus, and performance insights—features that directly influence ranking and user engagement.
4. Ranking signals and integrations: GBP signals (reviews, proximity, relevance, categories, citations, photos, engagement metrics) are core local-ranking inputs. Google’s ecosystem (Maps, Search, Ads) amplifies visibility when GBP is optimized.
5. Speed of impact: Optimizing GBP (complete profile, categories, NAP consistency, reviews, photos, local posts) typically delivers measurable local traffic faster than organic on-site changes alone.

When Bing Places matters

1. Local audience segments: Markets or demographics that disproportionately use Microsoft products (Windows default search, Edge browser, Cortana) produce meaningful Bing share in certain regions, enterprise environments, or older demographics.
2. Cost and effort: Bing Places uses information from GBP and other data sources; setup and maintenance are quick. Syncing citations to Bing is low-effort insurance.
3. Voice/search integrations: Bing powers some voice assistants and certain third-party search experiences; for niche verticals or B2B, Bing visibility can matter.
4. Local pack differences: Bing’s local results and ranking signals differ slightly; in some small markets or for specific queries, Bing can return different competitors.

Practical recommendation (concise playbook)

a. Priority: Fully claim and optimize Google Business Profile first.

• Complete profile fields, choose precise categories, add accurate NAP, business hours, service areas.
• Solicit and respond to reviews; add high-quality photos and product/service entries.
• Use GBP posts, booking links and messaging where applicable.

b. Secondary: Create/sync Bing Places.

• Import from GBP where possible, verify listing, and ensure NAP consistency.
• Monitor Bing insights and respond to reviews.

c. Citation and site alignment:

• Maintain consistent NAP across major directories (Apple Maps, Facebook, Yelp, industry sites).
• Implement local schema (Organization/LocalBusiness) on the website and ensure mobile-first site speed.

d. Measurement:

• Track calls, directions, clicks and website sessions attributed to GBP and Bing via each platform’s insights and Google Analytics. Focus resources where incremental return appears.

e. Ongoing:

• Keep both listings current, proactively manage reviews, and build local citations/backlinks. GBP will give the biggest local ROI; Bing is low-cost supplemental coverage.

Exceptions where Bing could be prioritized

1. Enterprise intranet/Windows-heavy workplaces where internal search relies on Bing.
2. Specific geographic markets or verticals with higher Bing share.
3. Compliance or platform requirements that mandate presence on Microsoft properties.

Bottom line: Optimize Google Business Profile as the primary local SEO lever; maintain Bing Places and other citation sources to capture incremental audiences and reduce risk.