Bing Places for law firms is Microsoft's free business listing, the record that decides how your firm appears in Bing search results and on Bing Maps.
Apple's counterpart was Apple Business Connect, and as of September 2026 it lives inside a product Apple calls Apple Business.
Neither replaces your Google Business Profile, and neither needs to: they catch the searches Google doesn't, for about an hour of setup each.
This page is that setup, as one piece of the broader work in local SEO for law firms.
Do Bing and Apple matter for a law firm?
Start with what Microsoft says about its own product: Bing Places for Business is a free listing, and Microsoft says Bing has more than 140 million daily active users, a count that spans every kind of search, not legal searches.
The demand underneath is real: in Clio's 2019 Legal Trends Report, 57% of legal clients searched on their own during the hiring process, nearly matching the 59% who asked for a referral, and that consumer study doesn't break the search down by engine.
Neither Microsoft nor Apple publishes how many prospective clients reach a law firm through its listings, so the honest case for both is coverage: being correct everywhere a prospective client might look, at a cost of about an hour each.
The priority still runs Google first, because Google says local results are mainly based on relevance, distance and prominence, and that no one can request or pay for a better local ranking.
The field-by-field Google setup is in Google Business Profile for lawyers, and the rest of this page works best once that record is right.
How to set up Bing Places for your firm
The setup is short because Bing copies your Google record: Bing Places lets a business link its Google account, import the Google listing, and update matched listings with Google's data on sync, per Bing's help pages as of October 2026.
Correct the Google profile first
Whatever is wrong in Google copies into Bing on the next sync, so the name, address, phone, hours and categories need to be right at the source.
Claim the listing and import
Open Bing Places for Business, link your Google account when prompted, and let Bing import the listing it matches to your firm.
Review the import field by field
The checklist below is that review: the details worth a second look are name, address, phone, hours, category and website.
Leave sync on
On sync, Bing updates matched listings with Google's data, so a corrected hours entry on Google carries over instead of drifting.
Work the import against this list before you call it done.
- Name: exactly the name on your Google profile, which should already match your signage.
- Address: the office address, suite number included, character for character.
- Phone: the line that rings at the office, not a number that forwards somewhere else.
- Hours: the hours someone actually answers.
- Category: the practice-area category that carried over from Google.
- Website: pointed at the page a prospective client should land on.
- Photos: the same office photos you use on Google, so the two listings read as one firm.
Apple Maps: the place card in Apple Business
Apple Business Connect no longer exists as its own product: Apple's guide, published September 14, 2026, says Apple folded Apple Business Connect, Apple Business Manager and Apple Business Essentials into one product called Apple Business.
Guides and search results still use the old name, and the old businessconnect.apple.com address now redirects to business.apple.com, which is where the setup happens.
Through Apple Business, a firm customizes its Apple Maps place card per location, adds photos and showcases, and can hand ongoing management to a third-party partner, with content approved by Apple before it appears.
That "per location" is the phrase multi-office firms should note, and coordinating place cards across offices is part of multi-location law firm marketing.
Apple also sells placement on Maps: ads there are available in the US (excluding American Samoa and the Northern Mariana Islands) and Canada, per Apple's guide.
Two things Apple's pages don't answer are what a listing costs and how its ad rules treat legal services, so treat any claimed price as unverified and run any paid placement past your state bar's ethics counsel or an ethics lawyer before switching it on.
The place card is worth the hour mainly because of reviews: in BrightLocal's Local Consumer Review Survey 2026, 97% of consumers said they read reviews for local businesses.
Apple Maps is where that reading is growing: 27% of consumers used Apple Maps as a review source for local businesses, up from 14% in BrightLocal's prior survey, while Google stayed the top source at 71%.
Review sources consumers use
What the two listings can't do for you
Neither listing answers the phone, books the consultation or follows up on the form fill, so the coverage only pays off if the intake behind it holds up.
A Bing listing that sends a prospective client to a phone that rings out feeds the same leak as an unclaimed profile anywhere else, and the consultation to signed case rate is where that leak shows up in your numbers.
In citation terms, both are tier two: the Google record is the original, Bing is a synced copy of it, the Apple place card should match it, and the directories sit below, as covered in law firm citations.
Set both up in an afternoon, leave the sync running, and judge them the way you judge every other channel: by the calls and consultations they hand your firm.
Frequently asked questions
What is Bing Places for Business?
Microsoft's free business listing service: the listing controls how a firm appears in Bing search results and on Bing Maps, and Bing can import and sync the data from a firm's Google Business Profile.
Is Bing Places free for a law firm?
Yes. Microsoft offers free business listings through Bing Places for Business, and says Bing has more than 140 million daily active users.
What does Apple Business do for a law firm's Maps listing?
The firm customizes its Apple Maps place card per location, adds photos and showcases, and can use a third-party partner to manage locations, with content approved by Apple. Apple's pages do not publish a price for the listing.
Do prospective clients read reviews on Apple Maps?
More of them each year: in BrightLocal's 2026 survey, 27% of consumers used Apple Maps as a review source for local businesses, up from 14% in the prior survey, while Google led at 71%. The survey covers all local businesses, not law firms.
Should a law firm set up Bing and Apple before Google?
No. Google says local results are mainly based on relevance, distance and prominence, and Bing's sync copies Google's data, so the Google profile gets corrected first, and the Apple place card should match it.