Despite ChatGPT Improvements, Google Is Where AI for Local Matters Most

We’ve been hearing a lot about AI’s transformation of the search landscape. Since ChatGPT’s 2022 launch, the AI market has become crowded with competitors like Perplexity, Claude, Meta AI, and Grok. In response, Google, Bing, and other major search engines have released their own AI features. 

Should your search strategies be changing? And how does all of this impact local search in particular?

Recent research from SparkToro helps us put things into perspective. Despite the growing popularity of newer AI tools, Google remains the dominant search engine for consumers. In fact, the search engine’s market share grew by a remarkable 22% year-over-year from 2023 and 2024. 

Yes, ChatGPT is the most popular AI platform by a significant margin, but only about 16% of queries on ChatGPT are truly “informational” (meaning search-engine-like). SparkToro estimates that ChatGPT’s share of the search market stands at just 0.25% — compared to Google’s 94%.

This is a critical insight for local marketers. While AI is evolving fast, only a small minority of consumers currently uses AI platforms to search for information about local businesses. 

That’s not to say AI isn’t having an impact on local brands and consumers. In fact, much of Google’s recent growth in search traffic can probably be attributed to its own AI advancements. 

We see this primarily with AI Overviews, which have recently started to return local results, as well as with a number of AI features specific to local search, such as AI-organized SERPs for restaurant searches, AI-generated business descriptions in Google Business Profiles, and an AI-powered answers section in the business profile that may end up replacing Google Q&A.

These developments demand  local marketers’ attention, because Google’s popularity guarantees its AI features will influence consumer behavior. And we know from Google’s own documentation that the company’s AI-powered answers are built on the same foundation as traditional search, including the Knowledge Graph. This means that that brands can influence their appearance in AI by optimizing many of the same sources that helped them stand out in search —primarily Google Business Profiles, business websites and landing pages, and supporting platforms like review sites and social networks. 

While Google still dominates local search, ChatGPT’s ability to handle local queries has significantly improved over the past several months. 

In SOCi’s May 2024 study measuring how AI platforms handled local queries, ChatGPT ranked last. Following its October search integration update, ChatGPT now generates maps and business profile “cards” for local queries, though it still struggles with accuracy and source transparency.

In this ChatGPT-generated local result, the first listing for La Palapa displays a 3.8 star rating with 18 reviews, citing TripAdvisor. But on TripAdvisor, the same restaurant actually has 4 stars and 133 reviews.

ChatGPT appears to be following Google’s lead by pulling information from business websites and review platforms like Yelp and TripAdvisor. Behind the scenes, it likely relies on Bing’s search index for local, just as it does for search in general. 

This means that optimizing your Bing presence, including the Bing business profiles for your brand, can help you show up well in local results on ChatGPT — just as Google-centric local SEO can influence your appearance in AI-powered results on Google. 

Keep in mind, though, that according to SparkToro’s research, Bing accounts for about 4% of total search volume, 16X higher than ChatGPT’s. So while optimizing for Bing can benefit your ChatGPT visibility, its primary value is in reaching Bing users.

This is a dynamic time for search, and ChatGPT’s role in local search and discovery will likely continue to grow, especially as the platform gets better at serving consumer needs. Whereas ChatGPT may not be most consumers’ first thought today for “Mexican restaurants near me,” some consumers have begun to use it in a more consultative, top-of-funnel fashion for searches that have local intent, such as “What factors should I consider when choosing a home remodeler?” The use cases will continue to grow.

While Google remains the clear priority, brands that stay ahead of AI-driven search trends (and know how to prepare for an increasingly AI-powered future) will have the competitive edge.

Keeping an eye on ChatGPT’s progress is smart. But focusing on the platforms that drive the most local traffic today is the strategy that will deliver the biggest impact.