Why Businesses Can’t Ignore Bing (Thanks to ChatGPT)

Bing Logo and search bar with an arrow showing the search driving ChatGPT results

We all know Google is still the king of search. But there’s a quiet shift happening: more people are using ChatGPT and other AI tools to search for businesses, compare options, and get quick answers.

A recent TechRadar survey found 27% of U.S. consumers use AI tools like ChatGPT instead of traditional search engines for at least some queries. And according to BrightLocal, when people ask ChatGPT about local businesses, it often pulls from business websites (58%) and business mentions (27%).

So where does ChatGPT get this information? Here’s the kicker:

How ChatGPT Uses Bing

When you ask ChatGPT a real-time question (like “roofers near me”), it doesn’t just invent answers. Instead, it:

  • Queries Bing’s search index behind the scenes
  • Re-ranks, summarizes, or reformats the results
  • Serves up a conversational, “AI-styled” answer

Translation: If your business is optimized for Bing search, you’ve got a better chance of being mentioned in ChatGPT results.

How Local Businesses Should Optimize on Bing

Most small businesses ignore Bing. That’s a mistake — and an opportunity. Here’s how to get ahead:

  1. Claim & Optimize Your Bing Places for Business Profile
    Add accurate hours, service areas, photos, and reviews.
  2. Adjust Content & SEO for Bing
    • Bing favors keywords in titles/headlines more than Google.
    • Bing also leans on social signals (LinkedIn, Facebook) for ranking.
  3. Polish Your Reviews
    Bing pulls from Yelp and Facebook reviews, so keep them fresh and positive.
  4. Track AI Mentions
    Test local queries in ChatGPT or Bing Copilot. See who gets mentioned. Learn from competitors’ profiles and content.

The Takeaway

If ChatGPT is piggybacking off Bing, then Bing SEO + Bing Ads = AI visibility insurance.

  • Google is still king, but Bing has become the feeder system for AI-driven answers.
  • Local businesses that optimize for Bing now will have an edge when AI tools push more search volume their way.

Truly Local Marketing helps local businesses stay visible in Google, Bing and AI search. Contact us today to stay visible and relevant.