Uberall: 48% of Bing business listings contain errors that hobble voice search readiness

Research by location management firm, Uberall, shows that nearly half (48%) of business locations listed on Bing contain key errors. The finding, which was uncovered in Uberall’s recently released 2019 Voice Search Readiness (VSR) Report indicates that many businesses are underestimating the influence that Bing listings have on voice search rankings.

Bing is being ignored by businesses and brands

Although Microsoft’s Bing may not be the biggest search engine by volume, it is critical for search results from Windows, including via Cortana, Microsoft’s virtual, voice-based assistant. In addition, Bing’s listings also feed other voice search platforms, most notably Alexa. However, of the three key online directories for voice search readiness – Google, Yelp, Bing – Bing listings contain the most inaccuracies, with 35,095 total errors across all 73,000 business locations.

Nearly 25% of listings have name errors

After analysing 73,000 business locations across 37 platforms, totalling 2.1 million possible listings for each business information type – including opening hours, location name, address – Uberall’s research found that one of the worst business listing errors related to the location name. In fact, almost one quarter of all listings featured name errors or missing data.

Businesses engaging third-party suppliers most likely to be voice search ready

Across the 73,000 business locations analysed, only 3.82% had no critical errors. Of those business locations with perfect citations on Google, Yelp and Bing, enterprise businesses were most likely to have completely accurate listings (39.1%), followed by mid-market firms (36.4%) and then SMBs (24.6%).

The research also found that enterprises were most likely to use a third-party supplier to help manage their online directory listings. In fact, 93% of enterprise locations that are voice search ready are using an external supplier to help achieve this.

Our findings suggest that as the number of business locations increases, so too does the need to engage with a third-party supplier. Our study found that while 76.5% of optimised business locations are using an external supplier, that figure rises to 93% for enterprise locations. It is therefore extremely unlikely for brands with ten or more locations to reach voice search optimisation without a little help.