Why three more profiles matter after Google
Most owners fix their Google profile and stop. That covers one search engine. Customers also use Apple Maps on the iPhone in their pocket, Bing, review sites like Yelp, and now AI assistants that pull local facts from several places.
BrightLocal’s Local Consumer Review Survey 2026 (1,002 US adults) shows the spread. Consumers use an average of six review sites when choosing a business. Google remains the main source, but its share fell from 83% to 71% year on year. AI tools such as ChatGPT rose from 6% to 45% as a source for local recommendations, and Apple Maps from 14% to 27%. The report is a consumer survey, so it measures what people say they use. Still, the direction is clear: your facts live in more than one place, and they should match.
This guide is part of the profile checks in our how customers see you review. Start with the Google Business Profile checklist if you have not done it, then use this guide for the other three.
What each directory is
| Directory | What it controls | Where it shows up (per the source) |
|---|---|---|
| Apple Business (formerly Apple Business Connect) | Your place card on Apple Maps: hours, photos, location details, action buttons | Maps, Siri, Wallet, Messages (Apple, 2023); Maps, Safari, Spotlight (Apple, 2026) |
| Bing Places for Business | Your listing on Bing | Bing search results and Bing Maps (Microsoft, 2025) |
| Yelp for Business | Your Yelp page: details, photos, replies to reviews | Yelp; ChatGPT use reported, details not published (2026) |
Apple Business Connect (now Apple Business)
Apple launched Business Connect in January 2023 as a free tool for businesses of all sizes to claim and customize their place cards. In March 2026 Apple announced Apple Business, which combines Apple Business Manager, Business Essentials and Business Connect, and launched it on April 14, 2026. Apple said existing Business Connect data would migrate automatically.
For a service business, only the Maps part matters. Per Apple’s 2026 announcement, you first claim your location on Maps, then you can customize the place card with photos, detailed location information and hours. You can add Custom Actions, buttons for things like ordering or reserving that send customers to your own website or app. Insights show how people find and interact with your location: searches, views and taps on actions.
How to do it:
- Search for your business in Maps on an iPhone, iPad or Mac and find your listing. Apple says businesses first claim their location on Maps.
- Sign in to Apple Business with your Apple Account. Apple verifies the business before you can claim a location and edit its place card, so keep your main business phone and email reachable.
- Fill in the name, address or service details, hours, phone, website and photos exactly as they appear on your Google profile.
- Add a booking or contact action if you have a booking link.
- Look at your card in Maps on a phone.
Apple’s 2023 announcement says place card information reaches Siri. Apple does not describe how Siri ranks one business over another, so the only thing you control is that the card is accurate. Apple also said ads in Maps would launch in the US and Canada in summer 2026. That is a paid product and not needed for a correct listing.
Bing Places for Business
Microsoft describes Bing Places for Business as a free online platform where businesses create and manage listings that appear in Bing search results and Bing Maps. In October 2025 the owner experience moved from bingplaces.com to bing.com/forbusiness, and existing listings migrated automatically.
The practical shortcut is import. Microsoft says the new import from Google is faster and more reliable and keeps details such as name, hours and contact information. If your Google profile is accurate, import it, then check each field instead of retyping. Microsoft also added a recommendation tool that suggests missing items such as photos, hours and a website.
After claiming, check the listing on Bing Maps on a phone and compare it with Google and Apple.
Yelp for Business
Yelp is the review site many customers still check, and it often holds a mismatch you did not create: an old phone number, a closed location, a business name from before a rebrand. Start at biz.yelp.com, find or add your page and claim it. Read what is free and what is advertising before you enter payment details. Then:
- Correct the name, address or service area, phone, hours, website and categories.
- Add real photos.
- Reply to reviews, including the unfair ones, in a calm, specific way.
Do not ask friends to post reviews, and do not offer discounts for them. Each platform has its own rules, and Google explicitly bans incentives for reviews.
What the sources show about Siri, Bing and ChatGPT
This is the part where it is easy to overclaim, so here is what is actually documented.
- Siri: Apple said in its 2023 Business Connect announcement that place card information reaches Siri. How Siri chooses between businesses is not published.
- Bing: Microsoft says Bing Places listings show in Bing search and Bing Maps. Confirmed.
- ChatGPT and Bing: OpenAI’s help page for ChatGPT Enterprise and Edu says those plans send search queries to Bing. For consumer ChatGPT, Yoast and others report the same, but OpenAI does not confirm it, and we found no OpenAI statement naming Bing Places as a source. Treat it as reported, not confirmed by OpenAI.
- ChatGPT’s own crawler: OpenAI documents OAI-SearchBot, which surfaces sites in ChatGPT’s search features. Sites that opt out of it will not be shown in ChatGPT search answers. Check your robots.txt does not block it.
- Yelp and ChatGPT: Yelp’s February 2026 results release says only that it “recently signed an agreement with OpenAI”. Trade coverage reports that the agreement lets ChatGPT show Yelp reviews, photos and business information in local answers and that more features are planned. Neither company has published how Yelp data is used, so treat the details as reported.
The honest summary: nobody controls what ChatGPT, Google AI Overviews, AI Mode or Perplexity recommend, and nobody can promise you a place in their answers. What you can do is make sure the directories behind them hold the same correct facts about you. That is cheap, it helps customers on Apple Maps and Bing today, and it removes contradictions an AI assistant would otherwise have to guess between.
A 45-minute setup checklist
- Write one master record: business name, address or service area, phone, hours, website, main category, a two-sentence description. Save it in a note.
- Claim Apple Business (Maps place card) and paste in the master record.
- Claim Bing Places. Import from Google, then check every field.
- Claim Yelp. Fix the same fields.
- Search your business name on a phone in Apple Maps, Bing and Yelp. Do the three show the same name, phone and hours?
- Add the same real photos to all of them.
- Set a calendar reminder to recheck every quarter and whenever hours, phone or prices change.
When the facts match everywhere, you remove a source of confusion for customers and for software. The local SEO checklist shows where the profiles fit among the other local tasks. For the review side, read do reviews affect AI recommendations. If you would rather have someone look at all of this at once, the free demo shows how customers and AI assistants see you today.
Published . Updated .