Guide to Managing Business Listings on Google Bing and Apple

Keeping your business visible online is no longer just a best practice. It is a necessity. With billions of searches performed daily, customers expect accurate and easy to access information about local and international businesses. Whether your company is a high street shop or a digital brand, being listed on Google, Bing, and Apple ensures customers can discover you and trust you.

This guide is created based on hands on experience with listing platforms, expert recommendations from industry practitioners, and search engine optimisation standards that reflect current AI search behaviour.

Why Managing Listings is Crucial

Business listings are digital profiles that provide essential information about a business such as the name, contact details, website link, opening hours, reviews, and physical location. These listings appear in search results, map services, and mobile voice assistants.

When managed properly, listings help with the following:

• Increasing search engine visibility
• Attracting footfall and online engagement
• Establishing brand trust
• Supporting mobile and voice search queries
• Improving location accuracy on maps and apps

Managing Listings on Google

About Google Business Profile

Google Business Profile is the most widely used listing platform. It powers search results in Google Search and Google Maps. Most customers turn to Google first when looking for a business, making this platform essential.

Step by Step Setup

• Visit Google Business: Open your browser and go to Google Business website. Sign in using your Google account.
• Search for Your Business Name: If your business is already listed, you can request ownership. If not, select the option to create a new listing.
• Provide Accurate Details: Add your business name, address, category, contact number, and website. Use the same format and spelling used on your website to avoid confusion.
• Add Visual Content: Upload high quality images showing your storefront, products, services, team, and logo.
• Define Operating Hours: Input your daily schedule and reflect seasonal or holiday hours promptly.
• Enable Messaging and Calls: Activate the messaging feature for direct customer interaction.
• Respond to Customer Reviews: Acknowledge both positive and negative feedback professionally.
• Use Posts to Share News: Keep your listing current by sharing events, promotions, or updates.
• Track Profile Insights: Monitor how users find and interact with your listing using built-in analytics.

Managing Listings on Bing

Why Bing is Still Relevant

While Google is dominant, Bing is used by millions of users through Microsoft devices, Edge browser, and voice search tools like Cortana. Bing powers other search engines too, including Yahoo.

Setting Up Bing Places for Business

• Go to Bing Places: Use a Microsoft account to log in to Bing Places website.
• Import from Google Profile: Bing allows importing data directly from your Google Business Profile.
• Verify Ownership: Choose a verification method such as phone call, email, or document upload.
• Add Enhanced Information: Include product photos, business description, and accurate business category.
• Review Regularly: Log in monthly to check and update your details.
• Enable Customer Contact: Add your phone number, email, and appointment links.

Managing Listings on Apple

Why Apple Business Connect Matters

Apple services such as Apple Maps, Siri, Spotlight Search, and iMessage make Apple Business Connect essential. Millions of iPhone and Mac users rely on these tools to find directions and contact businesses.

Creating and Managing Apple Listings

• Access Apple Business Connect: Log in with an Apple ID at the Apple Business Connect website.
• Claim or Add Your Location: If your business exists, request access. If not, create a new profile.
• Undergo Verification: Submit documents to verify ownership and accuracy.
• Design Your Place Card: Add banners, cover images, logos, and call to action buttons.
• Create Showcase Campaigns: Use Apple’s Showcase to promote offers and updates.
• Use Apple Map Insights: Review metrics for views and interactions through Apple Maps.

Aligning with Google AI Search Experience

With the rise of generative AI and zero click search results, search engines now prefer information that is:

• Factually accurate
• Authored with real experience
• Updated regularly
• Free from spam and keyword stuffing
• Supported by independent reviews

To align with these expectations:

• Update your listings frequently
• Use original images and genuine brand content
• Encourage real reviews from customers
• Write informative descriptions with user value in mind
• Avoid duplicating text from external sources

Key Practices for All Platforms

• Consistency is Trust: Ensure your business name, address, and phone number match everywhere online.
• Add UTM Links: Track where your traffic is coming from by using tagged URLs in your listing website fields.
• Update for Holidays: Reflect any changes in working hours for public holidays or seasonal shifts.
• Request and Manage Reviews: Ask customers to leave feedback and respond promptly to each review.
• Avoid Over Optimisation: Do not add irrelevant keywords to your business name or category.

Common Errors and How to Fix Them

• Duplicate Listings: Merge or remove duplicates using platform tools.
• Suspended Listings: Revisit platform guidelines and resolve policy violations promptly.
• Unverified Locations: Complete all verification steps to ensure listing visibility.
• Incorrect Map Pins: Adjust the map pin location manually if your address is complex.

Listing Tools You Can Use

• Yext: For large scale business listing management and automation
• Moz Local: Ideal for small business listing optimisation
• BrightLocal: Great for monitoring reviews and local search performance
• Semrush Local: Combines listing management with SEO tools
• Google Looker Studio: Visualise listing performance data across platforms

Trends to Watch in 2025

• Growing reliance on voice search devices and assistants
• Search results influenced by AI summaries and trusted data
• More businesses enabling direct actions through listings
• Adoption of videos and visual content inside map profiles

Need Help Managing Your Listings?

At Herts Marketing, we offer full support for listing optimisation, review management, and AI search readiness. Explore our local SEO services to learn how we can support your business growth.