ChatGPT leans on Bing, and you never set up Bing

The search engine ChatGPT reads is the one you never set up

When someone asks ChatGPT for a plumber, a dentist, or a roofer near them, it often searches the web before it answers. OpenAI doesn't say exactly which search engine it uses. Its help page says ChatGPT search "sometimes partners with other search providers" and points readers to Microsoft's privacy statement, and Microsoft runs Bing. One outside study found ChatGPT's sources line up with Bing's results more often than with Google's. So a big part of what the AI sees is your Bing version. And if you are like most owners, you have never once checked what that looks like.

This is the part that catches people off guard. You built your whole online presence on Google. You claimed your Google Business Profile, chased Google reviews, and paid someone to work on Google rankings. Bing never crossed your mind, because for years Bing sent you almost no customers. Back then, ignoring it made sense. The reason it stopped making sense is that Bing quietly took on a second job.

Very few humans go to Bing.com to find a roofer. The AI assistants are a different story. When ChatGPT's answer to a local question leans on Bing's results, Bing gets a real say in whether the AI names you or names the shop down the road, whether you ever planned it that way or not.

The number that should get your attention

In February 2025, the agency Seer Interactive took about 100 questions that made ChatGPT search the web and matched the 500-plus sources it cited against Google and Bing results for the same questions. More than 87% of those sources were in Bing's top 20 results. For Google, the match was 56%.

Two limits before you act on that. The questions were general ones, mostly with "best" or "top" in them, rather than local searches like "roofer near me", and Seer itself called the sample limited. ChatGPT has also changed a lot since early 2025. Still, the gap points one way. If you are strong on Google and thin on Bing, you are strong in only one of the places the AI checks.

It is worth being clear about what the study shows, because it is easy to get wrong. Seer matched ChatGPT's sources against Bing's normal web results, meaning the pages Bing has read and ranks. Nothing in it says ChatGPT opens your Bing listing. So the goal is to get your pages into those results. A claimed Bing listing is the free first step. The deeper step is making sure your website is readable to Bing in the first place.

Why your Google work does not carry over

You might assume a strong Google presence would translate. It only partly does, and the reason is simple. Google and Bing are two separate search engines with two separate lists of pages. Ranking well on one guarantees nothing on the other.

Think about a busy roofing company. Its Google profile is complete, it has 200 reviews, it ranks on page one for "roof repair" on Google. Over on Bing, the same company may have no listing at all, and a few thin pages Bing barely noticed. So when a homeowner asks ChatGPT "who does roof repair near me," and the sources it pulls track Bing, that company is nowhere near the top, and the AI names three others instead. The owner never sees it happen. All they notice is that the phone rings a little less.

This is the gap almost nobody is working on. Owners poured years into Google and skipped Bing because nobody used it. The tools changed. Bing is one of the places the AI looks now, and most of your competitors have not noticed either. That is the good news. The bar is low, and a free afternoon clears it.

The two-step fix, and both steps are free

You can close this gap in one sitting, from a phone or a laptop. Neither step costs money.

Step one: claim a free Bing listing. Go to Bing Places for Business and start a new listing. When it asks, let it import everything from your Google profile. It pulls your name, address, phone, hours, categories, photos, and description in one click, so you are not retyping a thing. That takes about 15 minutes and moves you from missing to present in Bing. Keep the goal straight here. The listing gets you into Bing at all, which is the floor you have to clear before anything else helps. It does not make ChatGPT read you directly.

Step two: put your facts in plain text on your site. This is the step that gets your pages into the search results ChatGPT draws on. Open your own website. Look at your services, your service area, and your hours. A photo of your hours, a PDF price list, or a design widget that loads funny will hide those facts from the machine.

Here is the rule. Bing reads text, so it can rank a page only for words that sit on the page as real words. Type your hours out. List each service by name. Write your service area in plain words, town by town. Boring, yes. It is also what gets your pages read and pulled into the results ChatGPT scans.

There is a simple way to test this yourself. Go to your services page and try to select your hours or prices with your cursor, the way you would to copy them. If the text selects, a machine can read it too. If it refuses to select, it is probably baked into an image, so move that fact onto the page as real words. That single check tells you most of what to fix.

What to do this week

Pick one afternoon. Claim the Bing listing with the Google import, which is the 15-minute part. Then spend an hour reading your own website the way a machine would. Every fact a customer might ask about should be plain text on the page, rather than trapped in an image.

No agency is required for any of this, and no budget either. What it takes is one sitting and a little patience. The owners who do it now give ChatGPT a better shot at naming them, while everyone else keeps pouring their whole effort into one search engine.

One last way to think about this. Bing the website barely matters here, since almost nobody visits it to find a local business. What matters is that the machines answering "who near me does this" lean on Bing. Set up the thing they lean on, and you stop being invisible to them. That is the whole move, and it costs nothing but an afternoon.

Corrected October 12, 2026: an earlier version said ChatGPT runs a Bing search for local questions and that Google plays no part, and described the Seer Interactive study as 500 answers. The study matched 500-plus citations from about 100 general questions and also found a 56% match with Google.