Over the past year, I’ve been keeping a close eye on how AI tools, particularly ChatGPT, are reshaping the way we search for local businesses. While Google remains the dominant force in this space, ChatGPT has made some impressive strides—especially since it integrated Bing’s search index. What stood out to me is how differently ChatGPT compiles and presents local search results compared to Bing itself. I recently ran a few test queries side by side, and the differences were pretty eye-opening.
Let’s dive into how ChatGPT now handles local search—and more importantly, what local businesses can do to stay visible in this new kind of search experience.
How Does ChatGPT Handle Local Search?
Is ChatGPT the new local search engine? While Google still leads the pack, ChatGPT’s ability to deliver localized search results has evolved significantly. Since its integration with Bing’s search index, ChatGPT now pulls relevant data from Bing but organizes the results using its own AI-powered sorting process. Unlike traditional search engines, which rely heavily on their local profiles and maps, ChatGPT takes a different approach, creating its own curated results based on web content rather than local listings.
When I ran a query for “dry cleaners in Thane,” ChatGPT provided a set of listings that included business websites, local city guides, and review aggregators like Yelp, but the results were slightly different from those of Bing. Some businesses appeared on both platforms, while others were unique to ChatGPT’s list. The map view in ChatGPT wasn’t directly generated by the AI itself but was rather a feature in the ChatGPT interface, displaying structured data from sources like Yelp or Google.
ChatGPT Isn’t Just Repackaging Bing Results
Since integrating Bing search, ChatGPT has started delivering local results that often resemble what we expect from a Google-style “local pack.” You might see a short list of businesses, their websites, and even a map. At first glance, it may seem like it’s just pulling data directly from Bing.
But that’s not the whole story.
In one example, I searched for digital marketing agency in Thane. ChatGPT returned a map and three listings. When I ran the same search on Bing, I got a similar layout but with noticeably different results. One business ranked highly on both platforms, but others were reordered or missing entirely from Bing’s top listings.
So what’s happening here? ChatGPT is using Bing’s web data as a foundation but then applies its own system for sorting and selecting what to show.
How ChatGPT Builds Local Results
After some digging and direct questions to ChatGPT, I learned how it actually handles local queries. Here’s a rough breakdown of its process:
First, it pulls in the top 20 to 30 results from a Bing search. It looks through those for sources that seem trustworthy, structured, and relevant—like business websites, review aggregators (think Yelp), local directories, or niche blogs.
Next, it narrows that group down to five to eight sources that seem the most promising. These tend to have specific information such as business hours, reviews, or unique content.
Finally, ChatGPT filters those down even more, selecting three to five sources that meet its internal standards. This includes having clear star ratings, public-facing pages, and links that aren’t hidden behind paywalls.
So while Bing provides the raw material, ChatGPT is doing its own curation and decision-making.
Why the Map View Isn’t What It Seems
If you’ve noticed a map pop up in a ChatGPT response, it might look like something pulled from Bing. But it’s not quite that simple.
The map isn’t generated by ChatGPT itself—it comes from the OpenAI interface that organizes the results visually. The map is powered by the structured data that ChatGPT gathers, but it’s built into the front end of the ChatGPT user interface. That explains features like toggling between a list and map view or seeing pins for each business.
In short, ChatGPT compiles and delivers the data, and OpenAI’s interface displays it in an interactive format.
What ChatGPT Considers “Promising” Sources
One thing that stood out to me was how ChatGPT evaluates whether a source is worth including. It looks for:
- Titles that clearly relate to the search (like “Top 5 Coffee Shops in Denver”)
- Well-known or trusted domains (such as Yelp, a local magazine, or a retailer’s site)
- Structured metadata in the snippet (like operating hours or ratings)
- Unique and original content—not just a copied list from a directory
It avoids sources that are vague, unverified, or poorly maintained. That means outdated directories, anonymous forum posts, or pages with no contact information don’t make the cut.
So What Should Local Businesses Do?
If you want your business to appear in ChatGPT’s local recommendations, you’ll need to think beyond traditional SEO. Here are a few practical tips based on what I learned:
1. Keep your website updated and well-structured
Make sure your site includes clear contact info, hours, services, and testimonials. Use schema markup if possible, as structured data helps your site appear more trustworthy.
2. Optimize your Bing presence
Even though ChatGPT doesn’t access Bing Places directly, having a well-ranked listing in Bing increases the chances your website will be included in Bing’s organic results—the starting point for ChatGPT’s selection process.
3. Be active on reputable review sites
Pages on Yelp, Facebook, or industry-specific platforms with solid reviews are more likely to be picked up by ChatGPT. Keep those listings current and encourage satisfied customers to leave reviews.
4. Encourage public reviews on visible platforms
The more publicly available and positive reviews you have, the more likely it is that review content will show up in the web results ChatGPT examines.
5. Get listed in local blogs and directories
Mentions in “best of” roundups or local magazines can be powerful. These sources often include structured content and carry more weight in AI search filtering.
6. Ensure consistency across platforms
Use the same name, address, and phone number everywhere—on your website, listings, and social profiles. Consistency matters, especially in local SEO.
7. Create valuable, location-specific content
Blog posts like “How to Choose a Wedding Photographer in Austin” or “What to Expect from Eco-Friendly Dry Cleaning” help your site stand out and provide information ChatGPT may reference.
8. Monitor Bing’s organic search results
Since ChatGPT relies heavily on what ranks well on Bing, search your main keywords there. See what’s currently appearing and optimize your content accordingly.
Final Thoughts
I’ll admit I was skeptical at first, but after spending time testing and talking to ChatGPT about its approach, I’ve come away with a new respect for how it handles local queries. It’s not just scraping Bing and showing results—it’s analyzing, filtering, and curating its own version of what’s relevant.
For local businesses, this shift is a signal. AI-powered search is growing, and ChatGPT is quickly becoming part of the discovery journey for many users. By focusing on well-structured content, reviews, and Bing visibility, you can position your business to show up in these results—whether the user is searching on Google, Bing, or now, ChatGPT.
If you’re running a local business, now’s the time to treat ChatGPT as more than just a chatbot—it’s a new gateway for local discovery.
