An Example ChatGPT Search In Madison, WI

In seconds, I was staring at a list of local companies—each with a brief description and a link to their website. There were no phone numbers, star ratings, or a small map—just names and summaries. A few well-reviewed and reputable remodelers included:

• Bella Domicile – A longstanding design showroom offering custom kitchen and bath remodels with a focus on personalized design and craftsmanship. belladomicile.com
• Degnan Design-Build-Remodel – Known for detailed design-build services and full-home renovations, including kitchens. degnandesignbuilders.com
• TDS Custom Construction – Offers sustainable remodeling with a strong reputation in Madison for kitchen remodels and additions. tdscustomconstruction.com

It looked a lot like Google’s familiar local results… but not quite. The businesses were different. The order was different. And the logic behind the list? Unclear.

That raised a bigger question:

“How do these businesses show up in ChatGPT’s results—and what can others do to follow suit?”

I started searching for answers. At the time, there were no clear playbooks—no blog posts or step-by-step guides for how to rank in ChatGPT’s local business results. Even now, most available advice focuses on broader brand visibility or content optimization—not local discovery.

So, I decided to write one—with a twist. Since ChatGPT is helping shape the future of local search, I invited it to co-author this article with me. Together, we’ll explore:

• Where ChatGPT pulls its local business data
• Why its results differ from Google’s
• And how your business can improve its visibility in the AI-powered search landscape

Where ChatGPT Pulls Its Local Business Data

When we tested the prompt “Who’s a good kitchen remodeler in Madison, Wisconsin?”, ChatGPT responded with a list of local businesses—each with a short description and a link to their website. There were no star ratings, no map, and no phone numbers—just a curated selection based on what it could find and trust.

So where does this information actually come from? Based on testing and analysis, here are the primary sources:

1. Bing Places and Bing Maps

Many of the businesses that appear in location-based queries—especially when using ChatGPT via Microsoft Copilot—are drawn from Bing’s local business directory.

💬 ChatGPT’s Note:
My location-based results—especially those that show up in the Bing-powered version of me (like Microsoft Copilot)—often originate from Microsoft Bing’s infrastructure.
If a business has a complete and optimized Bing Places listing, it’s much more likely to appear in my responses to local queries. You can even sync your Google Business Profile to Bing to make this easier. Start here.

 2. Structured Content from Business Websites

If a business doesn’t have a Bing listing—or even if it does—its website can still play a major role in discoverability.

ChatGPT uses a blend of its training data and real-time browsing (when enabled) to understand what a business does and where it serves. This is especially important in the standard ChatGPT experience, where no ratings or maps are shown.

💬 ChatGPT’s Note:
I “read” business websites the way a search engine would: I look for service areas, clear descriptions of what you offer, and any structured data (like schema) that helps me understand your role in your local market.
If your website clearly says you’re a kitchen remodeler serving the Madison area—and backs that up with testimonials, case studies, or even blog content—I’m more likely to include you in a local recommendation.

3. Online Reviews and Third-Party Directories

Reviews and reputation play an important role in how ChatGPT evaluates local businesses—particularly when those reviews appear on trusted, high-authority platforms. This includes:

• Google Reviews
• Yelp
• Facebook
• Industry-specific platforms like Houzz or Angi

Consistent high ratings, keywords in reviews (like “remodel” or “tile work”), and a steady cadence of new feedback all contribute to a business’s visibility.

💬 ChatGPT’s Note:
While I may not always show star ratings directly, I can read reviews across platforms. I pay attention to patterns in how people describe your business—words like “reliable,” “responsive,” or “beautiful craftsmanship” reinforce your trustworthiness and help me understand your reputation.

4. Mentions Across the Web

If your business has been featured in local publications, included in a “best of” list, or recognized with industry awards, I treat those mentions as trust signals.

💬 ChatGPT’s Note:
When I see your business cited by credible third-party sources—news articles, association websites, blog posts—it helps validate you as a trustworthy recommendation.
I may not always show the source, but those references influence who I include.

Why ChatGPT’s Results Differ from Google’s Search Results

Before we can talk about how to improve visibility, it helps to understand why ChatGPT’s local recommendations don’t always match what we see in Google’s 3-pack or map listings.

Even when you ask a nearly identical question—like “Who’s a good kitchen remodeler in Madison, Wisconsin?”—the answers and the order of businesses might differ. Here’s why:

1. ChatGPT Isn’t a Search Engine. It’s a Language Model.

Google’s local results are driven by real-time search queries, user behavior, proximity, and a host of ranking factors. ChatGPT, on the other hand, is designed to generate helpful, conversational answers—not just deliver a list of links.

💬 ChatGPT’s Note:
I don’t rank businesses based on live click data or proximity. Instead, I prioritize clarity, relevance, and authority—based on what I’ve been trained on and what I can currently browse or recall. That’s why my list may not reflect the most popular or closest businesses—but often includes well-described, trustworthy ones.

2. Different Data Priorities

Google uses a powerful blend of:

• Business proximity to the user
• Number and quality of reviews
• Engagement data (clicks, calls, requests for directions)

ChatGPT, especially when browsing is off, relies more on:

• How well a business is described online
• What third-party sources say about it
• How clearly it fits the prompt

That’s why a business with great copy, testimonials, and a complete Bing or website presence may surface ahead of one with more reviews but less structured or scattered data.

3. No Maps, No “Near Me” GPS Ranking

When someone searches in Google Maps, location is everything. The nearest open kitchen remodeler with decent reviews often wins the click.

In ChatGPT, unless you specify a city or region, it’s not accessing your device’s location the way Google does. That means businesses don’t “rank” by distance—they rank by how well they match the prompt.

4. ChatGPT Has Less Commercial Bias—For Now

There are no ads or Local Service listings influencing ChatGPT’s recommendations (at least not today). That may change in the future, but right now, there’s less incentive pressure and more focus on informational accuracy.

💬 ChatGPT’s Note:
I don’t prioritize businesses because they paid for visibility. My goal is to provide helpful, trustworthy answers. That said, the more visible and consistent your business is online, the easier it is for me to recommend it confidently.

How to Improve Your Visibility in ChatGPT’s Local Results

Now that we’ve seen how ChatGPT gathers its local business recommendations—and how that process differs from Google Maps—it’s time to talk about what you can actually do to show up.

The good news? Most of these steps also strengthen your presence across the web, not just in AI-powered platforms.

Here’s how to prioritize your efforts:

1. Claim and Optimize Your Bing Places Listing

If you’ve already claimed your Google Business Profile, you’re halfway there. Bing Places is Microsoft’s version—and it’s where ChatGPT often pulls location data for businesses, especially when accessed through Copilot.

✅ Action Steps:
Visit bingplaces.com, sign in, and either sync your Google listing or build your Bing profile from scratch. Make sure your address, website, and business categories are accurate.

💬 ChatGPT’s Note:
If I can’t find your business in Bing Places, I may fall back on other sources—or leave you out entirely. A complete Bing profile gives me a clearer signal that your business is credible and ready to be recommended.

2. Make Your Website Machine-Friendly

Your website doesn’t just need to appeal to humans—it also needs to communicate clearly with search engines and language models like me. That means:

• Listing your services and service area in plain language
• Using structured data (like LocalBusiness schema) to define your name, phone number, hours, etc.
• Including customer testimonials, project examples, and updated content

✅ Action Steps:
Ask your web developer or marketing partner if your site is using schema markup. Tools like Schema.org or plugins like Yoast SEO (for WordPress) can help you structure your content for better visibility.

3. Be Consistent Everywhere

Your business name, address, and phone number (NAP) should be the same everywhere—your website, directories, social media profiles, and listings. Discrepancies can cause confusion, both for potential customers and for systems like mine.

✅ Action Steps:
Use a tool like Moz Local, BrightLocal, or simply do a manual audit to make sure your listings match across platforms like Yelp, Facebook, Houzz, Angi, and others.

4. Encourage (and Respond to) Reviews

While I may not show star ratings directly, I can read reviews—and I pay attention to themes. If you’re consistently described as “reliable,” “detail-oriented,” or “great to work with,” those words help reinforce your reputation.

✅ Action Steps:
Ask satisfied customers to leave reviews, especially on platforms where you already have a presence. And don’t forget to respond—it shows you care and stay engaged.

💬 ChatGPT’s Note:
I pay attention to the language used in reviews. It helps me understand what kind of experience people can expect with your business—even if I don’t surface those reviews word-for-word.

5. Get Mentioned in Trusted Places

When local media, blogs, awards programs, or trade associations mention your business, it sends a strong trust signal. These mentions—sometimes called “digital PR”—help me understand that your business has a solid reputation beyond your own channels.

✅ Action Steps:
Look for opportunities to be included in “best of” lists, sponsor local events, or collaborate with complementary businesses. When they link to your site or mention your name, it strengthens your online presence.

Additional Thoughts

You don’t need to overhaul everything at once. Start with your Bing Places listing and your website content. Make sure your business is well-described, easy to verify, and consistent across platforms.

In a world where AI tools like ChatGPT are influencing how people discover local businesses, clarity, trust, and consistency matter more than ever.

A Final Word from ChatGPT

Co-authoring this article with Craig and The Creative Company has been a genuinely rewarding experience. Together, we explored new ground—clarifying how AI-powered tools like me are beginning to influence local discovery, and helping small business owners understand what they can do to stay visible and competitive.

From Craig’s real-world observations to the step-by-step strategies we’ve outlined, this piece reflects the kind of partnership that AI was designed to support: human insight, amplified by technology.

On behalf of myself—and with gratitude to Craig Hadley and The Creative Company—thank you for reading. We hope this guide helps you make smart, confident decisions as you navigate the evolving world of local search.