ChatGPT’s Local Search: How Dentists Can Optimize
If you’re only optimizing your dental practice for Google, you’re already falling behind. ChatGPT—yes, the AI chatbot everyone’s talking about—is now delivering surprisingly strong local search results, and it’s not just parroting Bing. Thanks to a deeper integration with Bing’s search index and its own unique ranking logic, ChatGPT has become another digital front door for new patients to find your practice. That means your dental marketing strategy needs to expand beyond traditional SEO and start thinking AI-first.
ChatGPT + Bing = A Local SEO Duo
You’ve probably heard that ChatGPT now has browsing capabilities, but what’s flying under the radar is how it’s using Bing’s search engine to serve up local business results, including dentists. That’s right: when someone asks ChatGPT, “Who’s the best dentist near me?” it pulls from Bing’s top 20–30 search results, then applies its own set of rules to choose what actually gets shown.
Here’s where it gets interesting: ChatGPT doesn’t use Bing Places profiles directly. It skips the structured local listings that Bing normally shows and instead scans webpages—like your practice’s website, Yelp page, Facebook profile, or even blog articles mentioning you—and organizes those using its own criteria. In short, it’s reading the internet like a very picky patient looking for a provider they can trust.
For dental practices, this means visibility in ChatGPT is all about your presence across the web, not just what you’ve filled out in your listings. Your website content, reputation on review platforms, and local backlinks are now part of a new kind of SEO game.
So even if your Google Business Profile is fully optimized, if you’re not showing up in Bing’s organic results (or if ChatGPT doesn’t “like” the content it sees) you may be invisible to a growing number of AI-assisted searchers.
How ChatGPT Picks Dental Practices to Show
Unlike traditional search engines that rely heavily on algorithms and structured business listings, ChatGPT acts more like a selective researcher. When it receives a local query—say, “best family dentist in Sacramento”—it scours the top Bing results and handpicks sources that feel credible, specific, and easy for users to verify.
So what exactly is ChatGPT looking for?
High-quality, relevant content
If your website includes clear service pages like “Dental Implants in Plano, TX” or educational blog posts like “How to Care for Your Invisalign Aligners”, you’re in the running. ChatGPT loves sites that explain things in detail and are easy to understand. (Psst, this is one reason why we keep telling you that a dental blog is super-duper important!)
Trusted review platforms and aggregators
Pages on Yelp, Facebook, or Healthgrades with visible ratings and reviews often get referenced, especially if those reviews are recent, detailed, and plentiful. A vague listing on a directory site like Yellow Pages? That’s usually ignored unless there’s nothing better available.
Locally relevant mentions
If your practice is listed in a “Best Dentist in Dallas” article or mentioned in a local lifestyle blog, you’ve just earned a credibility badge in ChatGPT’s eyes. Bonus points if the post includes your name, a publish date, and a link to your site.
Verifiable and linkable sources
ChatGPT avoids anything sketchy, like unlinked forum comments, incomplete business profiles, or content without clear attribution. It wants users to be able to click, read, and trust what it shows.
What it skips:
- Outdated directories
- Unverified listings with no physical address
- Pages hidden behind paywalls or subscriptions
- Fluff without structure (think: poorly formatted blogs or half-finished bios)
For dentists, this means your dental marketing presence needs to be well-rounded and publicly visible across multiple platforms. ChatGPT is essentially building a local recommendation list from a mix of quality content, strong reviews, and respected sources. If you’re not in that mix, your practice won’t make the cut.
8 Ways Dentists Can Improve Visibility in ChatGPT’s Local Search Results
Now that we know ChatGPT isn’t just regurgitating Bing listings, you need to think like an AI assistant AND a search engine. Here’s how your dental practice can show up when patients ask ChatGPT for a recommendation.
1. Polish Your Website (Structure Counts!)
ChatGPT heavily favors dental websites that are well-organized, informative, and marked up with structured data. That means:
- Include your NAP (Name, Address, Phone) on every page
- Use schema.org markup for local business info
- Publish service-specific pages (e.g., “Emergency Dentistry in Tempe”)
- Add FAQs, testimonials, and photos of your team and office
Why? ChatGPT looks for structured, “verifiable” content—it treats your site like a source, not just a homepage.
2. Optimize Your Bing Places Profile
Even though ChatGPT doesn’t directly access Bing Places data, Bing’s organic rankings influence what ChatGPT sees. So:
- Claim and complete your Bing Places listing
- Match your info exactly with your Google Business Profile
- Include updated hours, services, and a compelling description
Think of Bing Places as a gateway to Bing’s organic search, which then feeds ChatGPT.
3. Get on the Right Review Platforms
ChatGPT loves reputable, crawlable sources like:
- Yelp
- Healthgrades
- Zocdoc
- Local lifestyle blogs
Make sure your profiles are current, have real reviews, and are linked to your website.
4. Encourage Reviews on Public, Trusted Sites
Get dental reviews! High star ratings on Google or Facebook can influence ChatGPT if those ratings are embedded in your site or cited on another indexed page.
- Ask happy patients for reviews
- Showcase those reviews on your website using proper schema markup
- Avoid gated reviews or platforms that hide data behind logins
ChatGPT won’t trust what it can’t verify.
5. Earn Local Backlinks
If you’re featured in a local article like “10 Best Dentists in Salt Lake City,” that’s gold. Target:
- Local chamber of commerce directories
- “Best of” contests and city blogs
- Interviews or Q&A features on neighborhood websites
- Sponsorship pages for local schools or events
Pro tip: These mentions make you appear trustworthy and relevant in ChatGPT’s “most promising sources” filter.
6. Stick to Local SEO Best Practices
This isn’t just for Google anymore. Make sure:
- Your NAP is consistent across all listings
- You have location-specific service pages
- You’re active on platforms like Facebook and Instagram (they rank!)
- Your business appears in local directories that Bing indexes
7. Create Unique, Searchable Content
ChatGPT scans for helpful content that answers common questions. That means:
- Blog posts like “What To Expect at Your Child’s First Dental Visit”
- Pages like “5 Signs You Might Need a Root Canal”
- Videos embedded with transcripts and clear headings
The more helpful your content, the more likely it is to be selected.
8. Monitor What’s Actually Ranking on Bing
If you want to know what ChatGPT sees, just search your own keywords on Bing.
- Check where your practice lands
- See what other pages are ranking (those are your content competitors)
- Make improvements to match or beat them
Don’t Ignore ChatGPT’s Local Search
We know, we know. Google still dominates local search, especially for “dentist near me” queries. But that doesn’t mean you can afford to ignore what ChatGPT is doing. Why? Because this isn’t just about web searches anymore, it’s about how people interact with AI tools to discover local services.
Patients Are Asking AI, Not Just Searching Google
Whether it’s ChatGPT, voice assistants powered by Bing, or tools like Copilot integrated into Microsoft products, more people are getting local recommendations through AI interfaces. That means a prospective patient could ask:
- “Who’s the best pediatric dentist near me?”
- “What dentist in Scottsdale has the best Invisalign reviews?”
- “Find a dentist open Saturday in St. George.”
And the answer might not come from Google, but from ChatGPT, using Bing-fed data repackaged through a whole new filter.
Being AI-Visible Is the New Competitive Edge
Most dental offices still focus 100% of their SEO energy on Google. That’s a problem, because if your competitors start getting picked up by ChatGPT and Bing, they’re going to show up in more search experiences, especially among younger, AI-native users.
The smartest dental practices are preparing for a future where Google, Bing, and ChatGPT all work together (and separately) to influence how patients choose a dentist.
Final Takeaway: Be Bing-Friendly, AI-Readable, and Locally Loved
The rules of local search are evolving fast. While Google is still king, ChatGPT’s local search is quietly becoming a powerful gatekeeper, especially for patients using AI tools to make quick, informed decisions.
This isn’t about chasing another algorithm. It’s about making sure your practice is present, visible, and appealing wherever patients are asking for recommendations—whether that’s Google, ChatGPT, Siri, or the next wave of AI-powered search.
So while your competitors are still optimizing for just one search engine, you’ll be ready to own the dental AI spotlight. Because in the world of modern dental marketing, if ChatGPT can’t see you, your patients won’t either.
Frequently Asked Questions
How can I get my dental practice to show up in ChatGPT search results?
To increase your visibility in ChatGPT’s local search answers, focus on improving your presence in Bing’s organic search results, since ChatGPT pulls data from Bing and reorganizes it using its own logic. Make sure your website includes structured data (using schema markup), publish location-specific service pages, and earn backlinks from trusted local sources like review sites, blogs, and chamber directories. Don’t forget to maintain accurate and complete listings on platforms like Yelp and Facebook, as ChatGPT often references them.
Does ChatGPT pull reviews from Google for dental practices?
Not directly. ChatGPT doesn’t access your Google Business Profile or live Google Maps data. However, if your reviews are displayed on your website using structured data (or cited on another indexed website), ChatGPT may use them if they’re “verifiable and linkable.” This means that your Google rating could appear in ChatGPT’s response if, for example, your site says “Rated 4.8 stars on Google from 220+ reviews” and it’s formatted clearly and publicly.
Is Bing Places important for dentists trying to rank in ChatGPT?
Yes—indirectly. While ChatGPT doesn’t look at Bing Places listings directly, those listings impact how your website ranks in Bing search results. And since ChatGPT uses Bing’s top-ranked organic content as its source, optimizing your Bing Places profile helps your practice become more discoverable. Make sure your listing is claimed, consistent with your other profiles, and includes current information like business hours, services, and contact details. Make sure your dental website matches all of this information, too!
Who is the AI receptionist for dentists?
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About the Author: Megan Nielsen is an SEO strategist and the Grand Overlord of copywriting at My Social Practice. My Social Practice is a dental marketing company that offers a full suite of dental marketing services to thousands of dental practices throughout the United States and Canada.
