Every iPhone in your service area defaults to Apple Maps. Most local businesses have never claimed their listing there.
TL;DR Apple Business Connect powers Maps and Siri. Bing Places powers Alexa, DuckDuckGo, and Copilot. Both are free, both take under an hour, and Bing can import your Google data automatically.
Why this is not optional anymore
| Surface | Data source |
|---|---|
| Apple Maps, Siri, Spotlight | Apple Business Connect |
| Alexa | Bing and Yelp |
| DuckDuckGo maps | Apple and Bing |
| Microsoft Copilot | Bing |
| CarPlay navigation | Apple Maps |
If you have only claimed Google, you are absent from every one of those. On an iPhone, asking Siri for a plumber returns Apple Maps results, and an unclaimed business shows up with whatever scraped data Apple happens to hold, or not at all.
Apple Business Connect, step by step
Free. Go to business.apple.com.
- Create an Apple ID for the business if you do not have one. Use a shared business email, not a personal account, so you do not lose access when someone leaves.
- Search for your business. Apple usually already has a scraped record. Claim it rather than creating a duplicate.
- Verify. Options are a phone call, a document upload, or in some cases a postcard. Phone verification is fastest.
- Fix the core fields. Name, address, phone, hours, website, category. Match your canonical NAP exactly.
- Add your Showcase content. Apple lets you publish photos, promotions, and announcements directly to your Maps card. Almost nobody does this, so it is easy differentiation.
- Set your service area if customers do not come to you.
The detail people miss: Apple lets you add action links, including booking and ordering. If you have online scheduling, connect it. That turns a map card into a booking surface.
Bing Places, the fast path
Free. Go to bingplaces.com.
Import from Google. Bing offers direct import from your Google Business Profile. Choose it. It pulls your name, address, phone, hours, categories, and photos in one step, and turns a forty-minute job into ten minutes.
Then check three things the import gets wrong often:
- Categories. Bing’s taxonomy differs from Google’s. Re-pick.
- Photos. Sometimes only a few carry over.
- Service area. Frequently needs re-entering.
Verification is by phone, email, or postcard.
Why Bing matters more than its market share suggests
Bing’s search share is modest. Its distribution is not.
- Alexa devices query Bing for local business results.
- Copilot is built on Bing’s index, and Copilot is embedded across Windows.
- DuckDuckGo uses Bing for much of its results.
- Windows search surfaces Bing results on the desktop.
You are not optimizing for people who chose Bing. You are optimizing for people using devices that chose it for them.
DuckDuckGo, which you cannot claim directly
There is no DuckDuckGo business listing. It pulls from Apple Maps and Bing.
Which means fixing Apple and Bing fixes DuckDuckGo automatically. No separate work. Worth knowing so you do not waste an afternoon looking for a portal that does not exist.
Siri specifics
Siri pulls from Apple Maps and weighs a few things heavily.
- Correct hours, because “open now” is a common qualifier in spoken queries.
- Category accuracy, since Siri matches spoken service words to categories.
- Ratings, which Apple aggregates partly from Yelp.
- Distance, which you cannot change.
The Yelp connection. Apple has historically used Yelp data for ratings and reviews on Maps cards. If your Yelp listing is unclaimed or wrong, it can surface on iPhones through Apple Maps. Claim Yelp even if you have no intention of using it.
The 60-minute checklist
| Task | Time |
|---|---|
| Claim Apple Business Connect | 20 min |
| Complete Apple fields and photos | 15 min |
| Claim Bing Places via Google import | 10 min |
| Fix Bing categories and service area | 10 min |
| Claim Yelp listing | 10 min |
One hour, once, free. Then re-check hours before holidays alongside your Google profile.
Pick up an iPhone and ask Siri for your trade near you. If your business does not come back, you just found an hour of work worth doing before anything else on your marketing list.
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