Bing knowledge panels for companies: what Microsoft documents

A Bing knowledge panel is the box of facts Bing can show beside or above its results for a search about a business, a sports team or a landmark.¹ Microsoft documents very little about it. As of November 2026, we found no Microsoft page that explains how a company gets one, claims one or edits one.

Microsoft does document two nearby things: Bing Places for Business, which covers local listings, and general rules for structured data. This guide sets out what those pages say, where they stop, and how Bing compares with Google's company knowledge panel.

We haven't captured a Bing result for this guide, so it has no screenshot. Everything about Bing below comes from Microsoft's own pages.

What Bing shows for a company search

Microsoft calls these displays “answers”: enhanced results shown “often at the top or side of search results.”¹ Its examples include “a sidebar pane” of facts about the Eiffel Tower and “a snapshot with more info about the team” when someone searches a team's name.¹

For a question such as the Eiffel Tower's height, Microsoft says Bing summarizes results from across the web and links to its sources. Some answers may use generative AI.¹ It doesn't say whether a sidebar pane about a company is built the same way.

For businesses, Microsoft says Bing “may return relevant information about the business, such as store hours and location.”¹ Our interpretation: that describes a local listing more than a profile of the company itself.

The most detailed public account we found of Bing's entity system is a 2013 blog post. It said Bing's Snapshot feature, launched in June 2012, runs on technology called Satori, which models people, places and things and the relationships between them.⁶

The post said facts about people came from public information on LinkedIn and Wikipedia. For celebrities, Bing also showed “what else people searched for,” similar to Google's People also search for section.⁶

Microsoft's developer documentation gave a few more clues. Its Entity Search API returned information “for well-known entities only” and counted organizations among places.⁷

A sample response credited an entity's description to Wikipedia under a CC BY-SA license, and the documentation said entity information “typically comes from third parties.”⁸

Microsoft retired its Bing Search APIs on August 11, 2025, and the Entity Search documentation now sits among its previous versions.^9,17 Our interpretation: Bing's company panes probably draw on a similar entity graph and on sources such as Wikipedia, and favor well-known organizations. Microsoft hasn't documented how current panes are built, so treat this as inference.

Bing Places for Business

Bing Places for Business is Microsoft's tool for local listings. Microsoft describes it as a free platform where businesses “create and manage their listings to appear in Bing search results and Bing Maps.”³

As of November 2026, Microsoft's support page on it runs to two sentences: use Bing Places to claim or update your listing in Bing Maps results, and some features may not be available in your country or region.² Its search overview adds that owners can claim and verify existing listings, “available in limited markets.”¹

The listing covers what a map needs. Microsoft says Bing Maps uses licensed and publicly available location data, and that businesses can make results more accurate by registering with Bing Places and keeping their location, contact information and hours current.¹

In October 2025, Microsoft relaunched the tool and said its address would move from bingplaces.com to bing.com/forbusiness. It also said imports from Google now better preserve details such as business name, hours and contact information.³

Our interpretation: Bing Places is Bing's counterpart to Google Business Profile, not to a company knowledge panel. Microsoft ties listings to details such as hours and location, and doesn't say a listing controls a broader pane about the company.¹ Google separates the two in a similar way, as the knowledge panel vs Business Profile guide explains.¹⁰

Can a company claim a Bing knowledge panel?

Not through any route Microsoft documents. As of November 2026, the Microsoft pages we read describe claiming only for Bing Places listings.^1,2 We found no Bing equivalent of Google's “Claim this knowledge panel” button¹¹ and no help page on editing an entity pane.

For an entity pane, the only documented option we found is general feedback. “At the bottom of every Bing page, you'll see a Feedback link,” Microsoft says, and it shares that feedback with teams across Bing.¹

Our interpretation: to change a fact in a Bing pane, correct the public sources it probably draws on, then send feedback.

For Wikipedia, the conflict-of-interest guideline asks connected editors to disclose the connection and strongly discourages them from editing affected articles directly. They can propose changes on the article's talk page instead.¹⁶ See Wikipedia and Wikidata for companies.

Structured data and Bing

Bing supports Schema.org markup in JSON-LD or Microdata, along with Microformats, RDFa and Open Graph. It lists “Businesses and organizations” among the cases it supports.⁵ Microsoft says it uses this markup to improve how results look, or “to supplement and validate our data sources.”⁵

Bing's Webmaster Guidelines cover Bing search, Copilot and grounding results, where AI answers draw on web pages. They say structured data “may support clearer grounding” but doesn't promise visibility, and markup “must accurately reflect visible content.”⁴ Misleading markup “may be ignored.”⁴

The guidelines also ask for “clear and consistent naming for people, organizations, products, and locations.”⁴ Our interpretation: the Organization markup a company adds for Google, with its name, logo, website and profile links, is also a documented way to describe itself to Bing. The Organization schema guide shows how to write it.

Differences from Google's company panel

Google documents its company panels in far more detail. The table sets the two side by side, as each company described them in November 2026.

Our interpretation: the biggest practical difference is control. On Google, a verified representative has a documented route for suggesting changes. On Bing, outside Bing Places listings, a company has the same Feedback link as any searcher.

What a company can do on Bing

Our interpretation, built from what Microsoft documents:

• Claim and update Bing Places listings for locations that serve customers, where Microsoft supports the market.^1,2
• Use the same company name everywhere, as Bing's guidelines ask.⁴
• Keep Organization markup accurate and in line with what the page shows.^4,5
• Report facts that need correcting through the Feedback link.¹ Adding a public source that shows the right fact is our suggestion, not a Microsoft instruction.

Microsoft doesn't say that any of these steps leads to a panel. For what Google documents about how panels appear, see how a company gets a knowledge panel.