If you're a local business owner or agency managing local clients, you've likely poured most of your effort into Google Business Profile. That's smart—Google dominates local search. But it's also a crowded battlefield. Meanwhile, there are five other free profiles that most competitors ignore, and one of them directly feeds AI answers. Claiming these can put you in front of customers with less competition and build trust signals that both people and AI notice.
Here's the reality: Google is not the only place where customers look for local businesses. Apple Maps powers navigation on billions of iPhones. Bing powers a significant chunk of desktop search and is the source behind many AI chatbots' recommendations. Nextdoor is where neighbors ask for plumbers and dog walkers. The BBB is a trust badge that many consumers and AI models respect. And Yelp—despite its reputation—still drives phone calls and feeds data to Apple Maps.
Let's break down each profile, why it matters, and how to claim it.
Apple Business Connect
Apple Maps is the default mapping app on every iPhone, iPad, and Mac. That's a massive user base, yet many businesses don't claim their listing. Apple Business Connect is free and gives you control over your name, address, phone number, hours, and photos. It also lets you respond to customer reviews on Apple Maps.
Why bother? If you serve a demographic that skews toward iPhone users—which is most urban and affluent customers—you want to appear when they search "near me" on Apple Maps. Plus, Apple's ecosystem is growing with CarPlay, so a claimed listing ensures accurate directions and contact info.
Bing Places
Bing might seem like an afterthought, but it's the search engine behind ChatGPT's browsing feature. When users ask ChatGPT for a local recommendation, it often pulls from Bing's index. If your business isn't on Bing Places, you're invisible in those AI answers.
Bing Places is also free and easy to set up—you can import your Google Business Profile data directly. Once claimed, you manage your listing in Bing Places for Business, and it syncs with Microsoft's ecosystem, including Cortana and Microsoft Maps.
Nextdoor
Nextdoor is a hyper-local social network where neighbors share recommendations and warnings. It's a goldmine for local businesses like contractors, cleaners, tutors, and restaurants. People post questions like, "Can anyone recommend a reliable electrician?" and businesses with claimed pages can respond.
Setting up a Nextdoor business page is free. You can post updates, share offers, and engage with your neighborhood. It's not a traditional search engine, but it's where local trust is built. And because the competition is low—many businesses don't bother—you can dominate your area with minimal effort.
Better Business Bureau (BBB)
Many business owners assume the BBB is a paid service, but a basic listing is free. You can claim your business profile and add your contact details, hours, and website. The BBB accreditation program is paid, but you don't need it to have a listing.
Why claim it? The BBB is a long-standing trust signal. Consumers and AI models often reference BBB ratings when evaluating a business's credibility. A claimed profile with accurate information and a good rating can boost your reputation. Plus, if someone searches your business name plus "BBB," you want that listing to be accurate.
Yelp
Yelp gets a lot of flak from business owners, but it's still a major player. It drives real phone calls and foot traffic, especially for restaurants, home services, and retail. And here's the kicker: Apple Maps pulls much of its business data from Yelp. So if you're not on Yelp, your Apple Maps listing might be incomplete or inaccurate.
Claim your Yelp business page for free, fill out all the details, and encourage happy customers to leave reviews. You don't have to love Yelp, but ignoring it means giving up a channel that your competitors might be using to win customers.
Why This Matters for AI Search
The rise of AI-powered search assistants—like ChatGPT, Perplexity, and Google's own AI Overviews—means that your business's online presence is being read by machines, not just humans. These AI models scrape data from various sources, including Bing, Yelp, and BBB, to answer questions like "best pizza near me." If your business isn't in these directories, you're missing out on being recommended by AI.
Moreover, these platforms are less saturated than Google. Your competitors are fighting over the top three spots in Google Maps, but they're ignoring these five. That means you can get found in more places with less effort. It's a classic blue ocean strategy.
How to Get Started
Claiming these profiles is straightforward. Start with Apple Business Connect and Bing Places, since they're the most impactful for search and AI. Then move to Nextdoor, BBB, and Yelp. For each, use your NAP (name, address, phone) consistently across all platforms—this consistency is a ranking factor for local SEO. Add high-quality photos, accurate hours, and a link to your website. Once claimed, monitor and update them regularly, especially if your business details change.
A note for agencies: these platforms are also an opportunity to offer a differentiation service to clients. Many agencies focus solely on Google, so adding these profiles as part of your local SEO package can be a selling point.
Conclusion
Google is important, but it's not the only game in town. Claiming these five free profiles—Apple Business Connect, Bing Places, Nextdoor, BBB, and Yelp—gives you visibility where your competitors aren't, builds trust signals, and positions you for AI-driven search. The effort is minimal, and the payoff can be significant, especially for local businesses looking to stand out.
Start claiming these profiles today, and you'll be ahead of the curve. And if you want to see how your online presence stacks up, there's a tool that can help you audit and improve your local SEO.