A contribution by Sophie Hundertmark.
Sophie Hundertmark is an expert in the practical use of artificial intelligence with a focus on chatbots, AI strategies and responsible technology integration. She is a researcher and lecturer at the Lucerne University of Applied Sciences and Arts and is currently writing her dissertation in the field of Conversational AI at the University of Fribourg. As a consultant, she supports companies, administrations and educational institutions in the introduction of effective AI solutions. Find out more about Sophie Hundertmark on Linkedin.
The era of pure keywords is over. As described in my article“AI chat management as the evolution of search: from keywords to context“, search is shifting towards intelligent dialogs in which users ask complex questions and AI systems provide contextual answers. In this new reality, it’s no longer just about ranking on Google, but about being present in the data sources used by these intelligent AI tools. A central, often underestimated component of this strategy is your company’s presence on Bing.
Bing is not just a search engine, but the foundation for a growing ecosystem of AI applications that harness the power of generative AI. From Microsoft Copilot to ChatGPT‘s web browse function, all of these tools access Bing’s index to process real-time information. To be visible in these new “chat searches”, your company must be present where the AI is looking for information. A well-maintained Bing entry is therefore a fundamental step in your overall AI chat management.
Why your Bing entry boosts AI visibility
- The data basis for AI answers: AI models aggregate information from various sources to provide precise answers. A listing on Bing Places for Business ensures that the AI can access accurate and up-to-date data about your business – from the address and opening hours to the services offered. Without this basis, the AI cannot generate well-founded answers about you.
- Local visibility and customer acquisition: Bing Places for Business increases your presence in local search queries. Since the AI gets the information directly from these entries, you increase the likelihood that your business will be prominently displayed in AI-generated local answers and on Bing Maps.
- Expand your reach – especially in a corporate context: Bing reaches a specific, often more affluent target group that is strongly integrated into the Microsoft ecosystem. Especially in many companies where Microsoft solutions are standard, Bing is often the first choice for search queries. A listing allows you to reach these B2B customers and professionals that you may not be able to cover via Google alone.
How to create your Bing entry: A how-to
To complete your AI chat management, it is crucial to control the AI’s data sources. Here you can find out how to create your Bing entry easily and efficiently.
Step 1: Visit Bing Places for Business
Navigates to Bing Places for Business. Here you have the option of creating a new company entry or claiming an existing one.
Step 2: Import data or enter it manually
You can enter all relevant company data manually. However, a major time advantage is the option of importing your entry directly from your Google Business Profile (formerly Google My Business). This saves you a lot of work. Please note that your Google entry must be up-to-date and complete for the imported data to be correct.
Step 3: Verify the entry
To confirm the authenticity of your company, you must verify the entry. This can be done by postcard, telephone call or e-mail. After verification, your company is officially visible to Bing and the connected AI services.
Step 4: Maintain and optimize your entry
Make sure that your entry is always up to date. Upload high-quality photos, encourage customers to leave reviews and use the opportunities for communication. Only a well-maintained entry can ensure the quality of the information that the AI generates about your company.
Conclusion: Your path to the future of AI
The transition from keyword-based search to AI chat management is in full swing. To ensure that your company not only survives but thrives in this new era, you need to be proactive.
A well-maintained Bing entry is more than just another online entry – it is a crucial component of your overall strategy. It ensures that your company is a trustworthy and accurate source of information for the AI systems that are increasingly being used. Use the simple option of importing your Google entry and take control of your data.
Any further questions?
Do you have any questions? I am happy to support you, act as a sparring partner and answer your questions. I am always happy to receive your messages, preferably by WhatsApp message or e-mail.
Even more input
In this report, you can find out how ChatGPT and co. have already changed the search behavior of your customers. The report examines various target groups based on age, sector, product, services and other characteristics.
And this video interview with Sophie Hundertmark and Prof. Dr. Nils Hafner discusses the content of this article in an exciting way.
