ChatGPT’s ability to return useful local business listings has improved a lot over the past year. While Google still leads the pack when it comes to local search, ChatGPT has started producing results that are more accurate, structured, and location-specific.
A key reason for this shift?
ChatGPT now uses Microsoft Bing’s search index to pull in web results—then reorganizes them using its own internal logic.
This article breaks down how that works, how it differs from both Google and Bing, and what local businesses should do to stay visible in this new AI-powered search landscape.
Why ChatGPT Uses Bing Data
ChatGPT is developed by OpenAI, but starting in late 2023, it began retrieving local search results from Microsoft Bing.
Why Bing?
OpenAI and Microsoft have a deep partnership:
- Microsoft has invested heavily in OpenAI and powers its tools through Azure cloud infrastructure.
- Microsoft also integrates ChatGPT into its own products—like Bing, Edge, and Copilot.
So while OpenAI remains its own company, its close partnership with Microsoft helps explain why ChatGPT has access to Bing’s search data—and not Google’s.
That said, ChatGPT doesn’t just copy and paste Bing’s results. It uses Bing’s web index as a starting point, then applies its own AI to filter and organize what it shows.
How ChatGPT Uses Bing to Power Local Search
When ChatGPT is asked to find local businesses—like dry cleaners in Brooklyn or coffee shops in Austin—it starts by running a query through Bing. From there, it pulls in the top 20–30 search results, including business websites, review pages, blogs, and directories.
But ChatGPT doesn’t return those results as-is. It reorganizes them using its own internal system:
- It scans for relevance.
- It filters for credibility and structure.
- Then, it assembles a final response based on its own standards—not Bing’s rankings.
This is why the results from Bing and ChatGPT can look similar at a glance, but differ on closer inspection.
The Results Aren’t Always the Same
For example, in a search for dry cleaners in Red Hook, Brooklyn, ChatGPT returned three listings—complete with a map interface that looked very similar to Bing’s local pack.
The references span a mix of city guides such as Best of Brooklyn, business directories, and user-generated
platforms like Reddit and Yelp.
Running the same search on Bing initially yields a similar-looking result, but closer inspection reveals several
important differences.
However:
- The first result appeared in both Bing and ChatGPT.
- The second result was much lower in Bing’s rankings.
- The third listing didn’t appear in Bing’s results at all.
That tells us something important: ChatGPT isn’t just copying Bing. It uses Bing’s data, but filters it differently.
What ChatGPT Does Not Use from Bing
Despite sourcing results from Bing, ChatGPT doesn’t use some of Bing’s most powerful local features. Specifically:
- It does not use data from Bing Places for Business.
- It does not pull in user reviews from platforms like Yelp or Facebook (unless those pages are independently indexed).
- It does not access Bing’s interactive map features, even though the ChatGPT interface may include map-like visuals.
These limitations are based on testing and direct clarification from ChatGPT itself.
So even though Bing powers the search, the final answer is entirely shaped by ChatGPT’s reasoning process.
How ChatGPT Filters and Chooses Listings
Here’s a step-by-step breakdown of how ChatGPT narrows down local search results:
Step 1: Scan
ChatGPT collects around 20–30 search results via Bing.
Step 2: Evaluate
It reviews these pages looking for:
- Specific titles like “Best Sushi in Seattle” or “Top 10 Plumbers in Denver”
- Trusted sources like Yelp, REI.com, or local blogs
- Clear business data: hours, ratings, addresses
Step 3: Select
From there, ChatGPT picks 3–5 sources that:
- Are easy to verify (accurate, cited, and attributed)
- Are freely accessible (no paywalls)
- Appear well-maintained and up-to-date
ChatGPT avoids low-quality content—especially pages with missing contact info, anonymous authorship, or outdated listings.
What “Verifiable” and “Linkable” Means
ChatGPT prefers sources that a user can check independently. That means:
- The facts match what’s publicly available
- The source includes dates, author names, and clear ownership
- The page can be opened directly without signing up, subscribing, or navigating through pop-ups
Pages that don’t meet these standards are usually filtered out—even if they appear high in Bing’s results.
So Why Does ChatGPT Still Show a Map?
Even though ChatGPT says it doesn’t generate maps, some results show an interactive map with business listings.
Turns out, that’s part of the ChatGPT interface, not the model itself. The front end of the ChatGPT site uses structured data from the results and plugs them into a map tool—kind of like a visual aid.
This is handled by OpenAI’s UI layer, not by ChatGPT’s underlying logic.
How Local Businesses Can Improve Their Visibility in ChatGPT
Here are 8 actionable ways to increase your chances of appearing in ChatGPT’s local results:
1. Keep Your Website Accurate and Easy to Navigate
Make sure your site includes your location, hours, services, and contact info. Use schema.org markup if possible to help search engines interpret your site correctly.
2. Claim and Optimize Your Bing Places Listing
Even though ChatGPT doesn’t use Bing Places directly, high-ranking Bing listings tend to improve the visibility of your business website in Bing’s web results—and that matters.
3. Get on Trusted Review Sites
Maintain strong profiles on Yelp, Facebook, and other public review platforms. ChatGPT often references these when they appear in Bing’s index.
4. Boost Your Online Reputation
Encourage customers to leave recent, positive reviews on major platforms. These show up in trusted directories and blogs ChatGPT may cite.
5. Get Featured in Local Guides
Appear in “Best of” blog posts, chamber directories, or city magazines. These types of sources are often referenced by ChatGPT.
6. Be Consistent Across Platforms
Keep your business name, address, phone number, and hours consistent across your website, social media, and listings.
7. Create Targeted Local Content
Write helpful content like “How to Choose a Carpet Cleaner in Omaha” or “Top 5 Lunch Spots in Midtown.” These increase your odds of being found in Bing and cited by ChatGPT.
8. Track What’s Ranking in Bing
Regularly check Bing’s top 20–30 results for your keywords. These are the same results ChatGPT pulls from.
The Bottom Line
If your business is visible in Bing’s search results, it’s easier for ChatGPT to find and feature you. But it’s not just about being there—it’s about being credible, well-organized, and trustworthy.
As AI continues to shape how people search, small improvements in how you present your business online can make a big difference—especially in new spaces like ChatGPT.
Want to Show Up in AI Search?
We can help make sure your business is easy for tools like ChatGPT and Bing to find—and even easier for customers to choose.
Let’s talk about how a focused local SEO strategy can get you there.
