Bing and Microsoft Copilot: the search engine clinics forget

When clinics think about search, they think about Google. That makes sense: it’s where much of the attention is. But it also means Bing gets ignored, and with it a group of patients who use Microsoft’s search engine, its maps and, increasingly, Microsoft Copilot.

The fix is usually small. This guide explains why Bing matters for a clinic, how it connects to Copilot, and the few steps that get you set up properly.

Who finds clinics through Bing?

Bing is the search engine behind several everyday Microsoft experiences. It is the default search in the Microsoft Edge browser and on Windows search, which many people use without ever changing the setting. Patients who search from a work laptop, an office PC or a family computer may well be using Bing without thinking about it.

Bing also has its own maps and local results. When someone searches for a clinic on Bing, the listings shown come from Bing Places for Business, not from Google.

How Bing connects to Microsoft Copilot

Microsoft Copilot can look things up on the web when a question needs current information. Microsoft’s documentation explains that, when web search is enabled, Copilot may fetch information from the Bing search service to ground its responses. (Microsoft Learn: Data, privacy, and security for web search in Microsoft Copilot)

In practice, that means how your clinic appears on the web, as Bing sees it, can influence what Copilot is able to say about you. A clear website, accurate listings and genuine reviews give it better material to work with.

This is one more reason AI search visibility and traditional SEO go together. For more on that, see What is Answer Engine Optimization?

Step 1: Claim your Bing Places listing

Bing Places for Business is where you create and manage your listing for Bing search and Bing Maps. Microsoft relaunched it in October 2025 with a new home at bing.com/forbusiness and an improved import from Google. (Microsoft Bing Blogs: Introducing the New Bing Places for Business)

The quickest route for many clinics:

1. Get your Google Business Profile right first. The import copies what is there, so fix any errors before you import. Our Google Business Profile checklist for medical practices covers what to check.
2. Sign in to Bing Places and choose to import from Google. Microsoft says the new import is faster and better at carrying over details such as your business name, hours and contact information.
3. Review everything after the import. Pay particular attention to categories: Bing uses its own category list, so a category that is precise on Google may need adjusting on Bing.
4. Verify the listing using the method Bing offers for your business.

If you’d rather not import, you can create the listing manually. Either way, the goal is the same: an accurate, verified listing for each location.

Step 2: Check the details patients rely on

Once the listing exists, review it the way a patient would:

• Clinic name exactly as it appears on your signage and website.
• Full address, including suite number.
• Main phone number, the one your team answers.
• Opening hours, including upcoming holiday hours.
• Website link and, if available, a booking link.
• A short description of who you serve and what you offer.
• Real photos of the building, entrance and reception.

Microsoft’s relaunch also introduced a recommendation tool that suggests improvements such as photos, hours and website links. It is worth working through.

Step 3: Keep Bing and Google in step

A common Bing problem isn’t a missing listing. It’s an outdated one. A clinic updates its hours or phone number on Google, but the Bing listing still shows last year’s details.

Two simple habits prevent that:

• Whenever you change something on Google, make the same change on Bing the same day.
• Once a quarter, open both listings side by side and compare them.

Consistency matters beyond Bing, too. The same name, address and phone number on your website, Google, Bing and medical directories such as Healthgrades, Vitals, WebMD and Yelp make it easier for search engines and AI assistants to trust that they have the right clinic.

Step 4: Make your website easy for Bing to read

Most of what helps your website on Google helps on Bing as well:

• Clear pages for each service and location, written in the words patients use.
• An FAQ that answers practical questions: insurance, cost, first visits, availability.
• Structured data that labels your clinic, its hours, its practitioners and its FAQs, matching what the page visibly says.
• A fast, mobile-friendly site that is built to accessibility standards.

You can also connect your site to Bing Webmaster Tools, Microsoft’s equivalent of Google Search Console, to see how Bing crawls your site and which searches bring visitors.

Step 5: Watch your reviews on Bing, too

Bing’s local results may show reviews and ratings drawn from various sources. You don’t need a separate review strategy for Bing; you need a consistent one everywhere. Ask every patient, reply carefully without revealing that anyone is a patient, and never offer incentives. Our guide to getting more Google reviews without breaking HIPAA or Google’s rules applies just as well here.

A quick self-check

1. Search for your clinic by name on Bing. Does your listing appear, with the right details?
2. Search for your specialty plus your city. Are you in the map results?
3. Open Microsoft Copilot and ask who to see for your specialty in your area. What does it say, and which sources does it cite?
4. Compare your Bing and Google listings side by side. Do they match?

If any answer surprises you, start with Step 1.

The takeaway

Bing is not a replacement for Google, but it’s not a rounding error either. It has its own maps and local results, and it can feed Microsoft Copilot’s answers. Claiming and maintaining your Bing Places listing takes an afternoon, and it reaches patients your competitors may be overlooking.

Bing Places management and SEO on both Google and Bing are included in our Growth and Premium plans. To see how your clinic shows up on Google, Bing and AI search compared with your top three local competitors, request a Clinic Growth Plan.