While Google still dominates local search, ChatGPT has made notable strides.
Its local results, though not yet on par with Google’s, have improved significantly since we ranked it last among AI search tools less than a year ago.
The key change?
ChatGPT’s integration with Microsoft Bing’s search index last fall.
While it now pulls web content from Bing, it applies its own algorithm to organize results.
As a result, the best way to make your business visible in ChatGPT is to ensure it’s included in Bing’s index.
However, ChatGPT processes local queries differently than Bing does.
Here are several key differences I uncovered by running side-by-side queries and digging into how ChatGPT compiles local results.
When I asked ChatGPT to suggest dry cleaners in Red Hook, Brooklyn that are open on Sundays, I got back a map and three listings, not unlike a local pack on Google.
The cited sources include city guides like Best of Brooklyn, business websites, and sources like Reddit and Yelp.
When I perform the same search on Bing, I get a result that seems similar at first, but has several key differences.
For example, the top-ranked result, The Cobble Hill Cleaners and Laundry, is the same in both cases.
However, the second result from ChatGPT, Bridgestone Cleaners, is listed at rank position 14 on Bing as Bridgestone Dry Cleaners & Bridal Care.
In contrast, the third listing, Brooklyn Cleaner & Tailor, cannot be found in the Bing listings result at all.
There is a small overlap between the two results, but it’s clear ChatGPT is not merely repackaging Bing.
What’s going on here?
Dig deeper: How ChatGPT can help with local SEO
ChatGPT:
I confirmed all of this through a series of questions with ChatGPT, where I delved into its process for creating local results (more on that below).
ChatGPT performs a Bing search for the relevant local query, gathers 20-30 of the top web results returned by Bing, and organizes those results using its own logic.
And some of ChatGPT’s priorities are quite different from those of a search engine.
For instance, ChatGPT told me that it follows this process when answering a query about top-rated local businesses in a certain category:
I quoted two phrases from ChatGPT’s response in the section above that struck me as needing explanation.
First is the phrase “most promising,” mentioned in the “Deeper dive” phase of the sorting process.
I asked ChatGPT what “most promising” means in this context, and the answer was fascinating.
ChatGPT said that, for a query like “best store for snow gear in Eugene Oregon,” it tries to identify “sources that look like they’ll contain trustworthy, specific, or structured information to answer your question well,” with criteria that include:
As for what ChatGPT means by “verifiable and linkable,” it said that “verifiable” means the following:
It listed the following examples:
It also listed examples of sources that would not pass the “verifiable” test:
As for “linkable,” ChatGPT said that this means the page has a direct URL the user can visit that is not hidden behind a paywall or subscription service.
This answer took some digging.
In several of its responses, ChatGPT mentioned pulling data for local queries from various sources, including Google Search and Google Maps.
But when pressed, ChatGPT clarified that it does not have direct access to Google.
In some cases, ChatGPT may reference a business’s average rating on Google or provide a link to Google Maps, but this is only when a website indexed by Bing cites Google’s information.
A pertinent example occurred when I asked ChatGPT the average Google rating of Bridgestone Cleaners in Brooklyn.
It provided an answer, using the business website – which contained structured review data from Google – as its source.
If ChatGPT is applying its own logic to reorganize web results sourced from Bing, why do its results resemble a local pack with a map, as seen in Bing’s own local results?
I asked ChatGPT about this, and at first, it confidently replied that it does not generate any maps, but may sometimes copy a map from a web page in a Bing search result.
But this clearly wasn’t what I saw in my local query examples.
When I pointed out to ChatGPT that the maps in its responses had special features like a “List/Map” toggle and a carousel of business listings, it clarified that the map is not generated by ChatGPT itself, the LLM, but rather by the interface layer of the ChatGPT website, or “OpenAI’s front end” as ChatGPT put it.
ChatGPT states:
I asked ChatGPT:
ChatGPT offered eight tactics, which I summarize below with some commentary.
ChatGPT frequently references business websites when they appear in Bing search results.
Make sure your website has structured content, preferably using schema.org markup, including business contact info, hours, and customer testimonials.
Note that structured content apparently acts as a signal that your site is trustworthy.
I was surprised to see this as a top tactic, since ChatGPT had previously explained that it did not look at Bing Places information.
However, after some further questioning, ChatGPT clarified that Bing Places listings influence the web results ChatGPT looks at.
For instance, a highly ranked business in Bing local listings will more likely have its website appear in organic results.
Accurate profiles on sites like Yelp and Facebook that are public and contain positive, recent reviews will help you stand out.
This is a no-brainer for many reasons, and ChatGPT is now one of them.
In particular, ChatGPT mentions local magazines, “best of” blog posts, and local chamber of commerce directories.
ChatGPT mentions having consistent data across your website, local listings, and social profiles.
However, many other best practices seem to apply to ChatGPT as already indicated above.
“If your site includes helpful info like ‘How to choose ski boots’ or ‘Why eco-friendly dry cleaning matters,’ those pages can become entry points that I may find and reference.”
Check what appears in the first 20 or 30 Bing organic results for queries relevant to your business.
Look for opportunities to optimize your presence in the results ChatGPT will most likely reference.
In summary, ChatGPT says:
Dig deeper: Top SEO tips for location-specific websites
Yes, I did use ChatGPT to help me write this article, and we should take these explanations and suggestions with a grain of salt – or rather, in the words of its own footer, “ChatGPT can make mistakes. Check important info.”
Still, on the whole, the info ChatGPT provided correlates with the results I see for its local queries, and offers a more cogent explanation for how ChatGPT answers local queries than any I’ve previously seen.
While Google still dominates local search, ChatGPT has made notable strides.
Its local results, though not yet on par with Google’s, have improved significantly since we ranked it last among AI search tools less than a year ago.
The key change?
ChatGPT’s integration with Microsoft Bing’s search index last fall.
While it now pulls web content from Bing, it applies its own algorithm to organize results.
As a result, the best way to make your business visible in ChatGPT is to ensure it’s included in Bing’s index.
However, ChatGPT processes local queries differently than Bing does.
Here are several key differences I uncovered by running side-by-side queries and digging into how ChatGPT compiles local results.
When I asked ChatGPT to suggest dry cleaners in Red Hook, Brooklyn that are open on Sundays, I got back a map and three listings, not unlike a local pack on Google.
The cited sources include city guides like Best of Brooklyn, business websites, and sources like Reddit and Yelp.
When I perform the same search on Bing, I get a result that seems similar at first, but has several key differences.
For example, the top-ranked result, The Cobble Hill Cleaners and Laundry, is the same in both cases.
However, the second result from ChatGPT, Bridgestone Cleaners, is listed at rank position 14 on Bing as Bridgestone Dry Cleaners & Bridal Care.
In contrast, the third listing, Brooklyn Cleaner & Tailor, cannot be found in the Bing listings result at all.
There is a small overlap between the two results, but it’s clear ChatGPT is not merely repackaging Bing.
What’s going on here?
Dig deeper: How ChatGPT can help with local SEO
ChatGPT:
I confirmed all of this through a series of questions with ChatGPT, where I delved into its process for creating local results (more on that below).
ChatGPT performs a Bing search for the relevant local query, gathers 20-30 of the top web results returned by Bing, and organizes those results using its own logic.
And some of ChatGPT’s priorities are quite different from those of a search engine.
For instance, ChatGPT told me that it follows this process when answering a query about top-rated local businesses in a certain category:
I quoted two phrases from ChatGPT’s response in the section above that struck me as needing explanation.
First is the phrase “most promising,” mentioned in the “Deeper dive” phase of the sorting process.
I asked ChatGPT what “most promising” means in this context, and the answer was fascinating.
ChatGPT said that, for a query like “best store for snow gear in Eugene Oregon,” it tries to identify “sources that look like they’ll contain trustworthy, specific, or structured information to answer your question well,” with criteria that include:
As for what ChatGPT means by “verifiable and linkable,” it said that “verifiable” means the following:
It listed the following examples:
It also listed examples of sources that would not pass the “verifiable” test:
As for “linkable,” ChatGPT said that this means the page has a direct URL the user can visit that is not hidden behind a paywall or subscription service.
This answer took some digging.
In several of its responses, ChatGPT mentioned pulling data for local queries from various sources, including Google Search and Google Maps.
But when pressed, ChatGPT clarified that it does not have direct access to Google.
In some cases, ChatGPT may reference a business’s average rating on Google or provide a link to Google Maps, but this is only when a website indexed by Bing cites Google’s information.
A pertinent example occurred when I asked ChatGPT the average Google rating of Bridgestone Cleaners in Brooklyn.
It provided an answer, using the business website – which contained structured review data from Google – as its source.
If ChatGPT is applying its own logic to reorganize web results sourced from Bing, why do its results resemble a local pack with a map, as seen in Bing’s own local results?
I asked ChatGPT about this, and at first, it confidently replied that it does not generate any maps, but may sometimes copy a map from a web page in a Bing search result.
But this clearly wasn’t what I saw in my local query examples.
When I pointed out to ChatGPT that the maps in its responses had special features like a “List/Map” toggle and a carousel of business listings, it clarified that the map is not generated by ChatGPT itself, the LLM, but rather by the interface layer of the ChatGPT website, or “OpenAI’s front end” as ChatGPT put it.
ChatGPT states:
I asked ChatGPT:
ChatGPT offered eight tactics, which I summarize below with some commentary.
ChatGPT frequently references business websites when they appear in Bing search results.
Make sure your website has structured content, preferably using schema.org markup, including business contact info, hours, and customer testimonials.
Note that structured content apparently acts as a signal that your site is trustworthy.
I was surprised to see this as a top tactic, since ChatGPT had previously explained that it did not look at Bing Places information.
However, after some further questioning, ChatGPT clarified that Bing Places listings influence the web results ChatGPT looks at.
For instance, a highly ranked business in Bing local listings will more likely have its website appear in organic results.
Accurate profiles on sites like Yelp and Facebook that are public and contain positive, recent reviews will help you stand out.
This is a no-brainer for many reasons, and ChatGPT is now one of them.
In particular, ChatGPT mentions local magazines, “best of” blog posts, and local chamber of commerce directories.
ChatGPT mentions having consistent data across your website, local listings, and social profiles.
However, many other best practices seem to apply to ChatGPT as already indicated above.
“If your site includes helpful info like ‘How to choose ski boots’ or ‘Why eco-friendly dry cleaning matters,’ those pages can become entry points that I may find and reference.”
Check what appears in the first 20 or 30 Bing organic results for queries relevant to your business.
Look for opportunities to optimize your presence in the results ChatGPT will most likely reference.
In summary, ChatGPT says:
Dig deeper: Top SEO tips for location-specific websites
Yes, I did use ChatGPT to help me write this article, and we should take these explanations and suggestions with a grain of salt – or rather, in the words of its own footer, “ChatGPT can make mistakes. Check important info.”
Still, on the whole, the info ChatGPT provided correlates with the results I see for its local queries, and offers a more cogent explanation for how ChatGPT answers local queries than any I’ve previously seen.
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It is a long established fact that a reader will be distracted by the readable content of a page when looking at its layout. The point of using Lorem Ipsum is that it has a more-or-less normal distribution of letters, as opposed to using ‘Content here, content here’, making it look like readable English. Many desktop publishing packages and web page editors now use Lorem Ipsum as their default model text, and a search for ‘lorem ipsum’ will uncover many web sites still in their infancy.
The point of using Lorem Ipsum is that it has a more-or-less normal distribution of letters, as opposed to using ‘Content here, content here’, making
The point of using Lorem Ipsum is that it has a more-or-less normal distribution of letters, as opposed to using ‘Content here, content here’, making it look like readable English. Many desktop publishing packages and web page editors now use Lorem Ipsum as their default model text, and a search for ‘lorem ipsum’ will uncover many web sites still in their infancy.
It is a long established fact that a reader will be distracted by the readable content of a page when looking at its layout. The point of using Lorem Ipsum is that it has a more-or-less normal distribution
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