Just Finished the Report: What You Need to Know About ChatGPT’s Impact on Local SEO

After diving deep into a comprehensive report on ChatGPT’s evolving role in local search, I’m here to share the insights every service-based business owner needs to know. If you’re relying on local SEO to attract customers, this new player in the search game should be on your radar.

Let’s cut through the noise and focus on what matters: how ChatGPT Search is shifting the local search landscape and what you can do to stay ahead.

The Rise of ChatGPT Search: Why It Matters

If you’ve been keeping an eye on the latest SEO trends, you’ve probably heard about ChatGPT Search—a feature that enables real-time web search, bringing ChatGPT closer to the likes of Google and Bing. Unlike its earlier iterations, this tool doesn’t rely solely on outdated training data; it’s pulling current, live information.

Here’s why this matters:

1. ChatGPT’s Sources Are Different: ChatGPT relies on Bing’s index, but it’s also pulling data from business websites, mentions, and directories. This mix creates a unique opportunity for local businesses to shine.
2. Shift in Search Intent Understanding: Early tests show ChatGPT tends to prioritize business websites (58% of results), followed by business mentions (27%), and directories (15%). If you’re not leveraging these touchpoints, you’re missing out.
3. Emerging Competition for Visibility: With over 300 million active ChatGPT users weekly, this isn’t a small side project. Businesses need to consider how to optimize for AI-driven search now, not later.

Key Findings from the Report

Here are the big takeaways from our analysis:

1. Business Websites Dominate the Results

Your website is more than just a digital business card. For transactional searches (e.g., “plumber near me”), 72% of ChatGPT’s sources came directly from business websites. This reinforces the importance of a robust, optimized site.

2. Mentions Matter—Wikipedia and Local Blogs Lead the Way

Mentions of your business in credible sources like Wikipedia or local blogs account for 27% of ChatGPT’s search sources. This is significantly higher than Google’s reliance on business mentions (16%). Securing these mentions can boost your visibility.

3. Directories Are Underutilized—But Still Relevant

While directories like Yelp and Facebook are notably absent, platforms such as Three Best Rated and Expertise have gained prominence. These directories made up 15% of ChatGPT’s sources, providing another avenue for visibility.

Actionable Steps to Optimize for ChatGPT Search

Here’s how you can position your business to thrive in this new search environment:

1. Double Down on Website Optimization

Make your website the hero of your local SEO strategy. Ensure:

• Service-Specific Pages: Each service you offer has its own page optimized with local keywords (e.g., “Residential Plumbing in Richmond, VA”).
• Mobile-Friendly Design: Over 60% of searches come from mobile devices, and ChatGPT is no exception.
• Clear Contact Info: Include phone numbers, email addresses, and business hours in easy-to-find locations.

2. Secure High-Quality Mentions

Work on getting your business featured in:

• Wikipedia: This may sound daunting, but a Wikipedia entry can provide a significant boost.
• Local Blogs and News Sites: Build relationships with local publications to earn mentions and backlinks.
• Industry Trade Publications: For niche services, getting coverage in specialized outlets can drive authority.

3. Don’t Ignore Directories

Focus on platforms that ChatGPT currently prioritizes:

• Claim your business on Three Best Rated and Expertise.
• Keep your profiles updated with accurate and engaging information.

4. Optimize for Bing

Since ChatGPT is powered by Bing, optimize your presence on Bing Places:

• Claim and complete your Bing Places listing.
• Use Bing-specific tools to identify search trends and keywords.

5. Leverage Google Reviews

ChatGPT still pulls review data from Google. Encourage happy customers to leave reviews and monitor your ratings for accuracy and engagement opportunities.

What This Means for the Future of Local SEO

As generative AI tools like ChatGPT evolve, they’re reshaping how customers search for and interact with local businesses. While Google remains the dominant force, tools like ChatGPT introduce new considerations for:

• Search Intent: Understanding how AI interprets and prioritizes results.
• Brand Trust: Establishing credibility through mentions, reviews, and high-quality content.
• Early Adoption Advantage: Businesses that adapt early will reap the rewards of increased visibility.

Final Thoughts: Be Proactive, Not Reactive

The local search game is changing, but the fundamentals remain the same: prioritize your website, build trust, and create value for your audience. The businesses that adapt to tools like ChatGPT Search will be the ones leading their markets in the years to come.

Are you ready to optimize your marketing for the next wave of search? Let’s create a strategy that works for you. Reach out today, and we’ll help you stay ahead of the curve.