Is Microsoft Copilot really worth optimizing for if most people use Google?

Yes — for two reasons. First, Copilot's reach is larger than Bing's market share suggests, because it's embedded in Windows 11, Edge, and Microsoft 365. Any business user on a Windows computer can ask Copilot a question without opening a browser. Second, because local businesses have almost universally ignored Copilot optimization, the competitive landscape for Copilot local recommendations is nearly empty. You can become the default Copilot recommendation for your business type in your town with a fraction of the effort it would take to compete on Google.

How is Bing Places for Business different from Google Business Profile?

They're functionally very similar: both are free business listing platforms where you claim your business, add your information, and manage your presence. The key difference is that GBP feeds Google AI Overviews and Google Search, while Bing Places feeds Copilot and Bing Search. GBP is more important because Google's search volume is higher — but Bing Places is worth claiming because it costs nothing and takes less than an hour. Many businesses don't know Bing Places exists, which is exactly why claiming it gives you an advantage.

Does having a LinkedIn profile actually help my local business show up in Copilot?

It does — and this is specific to Copilot, not other AI platforms. Microsoft owns LinkedIn, so Copilot is naturally trained to treat LinkedIn presence as a professional legitimacy signal. For a local business, this means having a LinkedIn Business Page with accurate information (name, location, industry, website) and any employees with their workplace listed. You don't need to post on LinkedIn regularly for this to help. The page simply needs to exist and be accurate.

How do I check if my business shows up when someone asks Microsoft Copilot for a local recommendation?

The simplest method: open Edge or go to copilot.microsoft.com and ask exactly what a customer might ask — "best plumber in Barrie," "chiropractor Orillia accepting new patients," "gift shop Muskoka open weekends." See whether your business appears and what sources Copilot cites. If it doesn't appear, check whether you have a Bing Places listing and whether your website is indexed in Bing Webmaster Tools. Those two gaps account for the majority of Copilot invisibility for local businesses.

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Microsoft Copilot

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Microsoft Copilot and Bing: What Local Businesses Need to Know

Wesley Aulbrook, Founder, 705aiNovember 11, 20258 min read

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