What happens when someone asks ChatGPT who they should hire?

That question is becoming a lot more important for local businesses.

For years, local search was mostly about Google.

A customer searched for something like:

“best injury lawyer near me”

or

“best plumber near me”

or

“HVAC company near me”

Then they looked at Google’s map pack, read reviews, clicked a few websites, and made a decision.

But AI search is changing that experience.

Now, instead of only getting a list of links, users can ask ChatGPT for a recommendation.

And that recommendation can feel a lot more personal, direct, and authoritative than a normal search result.

In the first episode of ChatGPT Anatomy, Gerald Huffman tested a local AI search for injury lawyers in Louisiana to see what ChatGPT would recommend, where it pulled its information from, and what businesses should learn from it.

The biggest takeaway:

Search is changing from rankings to recommendations.

That shift matters for law firms, local service businesses, medical practices, contractors, manufacturers, agencies, and any company that depends on online visibility.

ChatGPT Local Search Feels Different From Google

When you search on Google, you usually see a mix of map results, ads, organic links, reviews, and websites.

You still have to do a lot of the decision-making yourself.

ChatGPT feels different.

When Gerald searched for injury lawyers in Louisiana, ChatGPT produced a result that looked familiar in some ways. A map appeared. Ratings appeared. Business details appeared. Some of the information looked similar to what you would expect from Google Business Profile.

But the overall experience felt different.

Instead of simply listing links, ChatGPT started building a recommendation.

That matters because a recommendation carries more weight than a ranking.

A user may not interpret it as:

“Here are ten possible businesses.”

They may interpret it as:

“This is who ChatGPT thinks I should consider.”

That changes the value of showing up.

ChatGPT Is Pulling From More Than Your Website

One of the most important parts of the test was looking at where ChatGPT pulled information from.

The answer was not just company websites.

ChatGPT referenced sources like:

• Google Business Profile-style business information
• company websites
• Yelp
• Lawyers.com
• Better Business Bureau
• Super Lawyers
• injury attorney review sites
• maps
• third-party review platforms
• industry directories

That is a major difference between traditional local SEO and AI local search.

Your website still matters. It is still the source of truth for what your business does, who you serve, where you operate, and why someone should trust you.

But ChatGPT is also looking at the broader internet.

It is trying to form a complete picture based on what your business says about itself and what other sources say about your business.

That means your online footprint matters.

Your Website Is Still The Source Of Truth

Even though ChatGPT may pull from multiple sources, your website is still one of the most important assets you have.

Your website should clearly explain:

• what your business does
• who you serve
• where you operate
• what services you offer
• what types of cases, projects, or customers you handle
• what makes you credible
• how someone can contact you

For a personal injury law firm, that might include pages for:

• car accidents
• truck accidents
• workplace injuries
• wrongful death
• premises liability
• service areas
• attorney bios
• case results where appropriate
• FAQs
• reviews and testimonials

For other local businesses, the same idea applies.

A plumbing company needs clear service pages.

A contractor needs clear project and location information.

A manufacturer needs clear capabilities and industry pages.

A medical practice needs clear treatment and location pages.

AI needs clarity.

If your website is vague, outdated, or missing important service/location information, ChatGPT may not understand your business well enough to recommend it.

Google Business Profile Still Matters In AI Search

In the local search test, parts of the ChatGPT experience looked very similar to Google Business Profile.

The result showed business details like:

• star ratings
• open hours
• directions
• website links
• call buttons
• map information

That makes Google Business Profile extremely important for local AI visibility.

If you are a local or regional business, your Google Business Profile should be complete, accurate, and actively managed.

That means:

• correct business name
• correct address
• correct phone number
• correct website
• accurate hours
• correct categories
• updated photos
• strong reviews
• review responses
• service details
• location information

If ChatGPT is using or reflecting this type of business profile data, then your Google Business Profile is no longer just a local SEO tool.

It is part of how AI understands your business.

Third-Party Platforms May Influence AI Recommendations

One of the most interesting findings was how often ChatGPT referenced third-party platforms.

For law firms, that included sources like Yelp, Lawyers.com, Better Business Bureau, Super Lawyers, and other legal review or directory sites.

For other industries, those sources may look different.

A local contractor might need strong visibility on home service directories.

A manufacturer might need trade association listings.

A software company might need review platforms.

A medical practice might need healthcare directories.

A B2B company might need industry publications, partner pages, and credible third-party mentions.

The specific platforms will vary by industry.

But the principle is the same:

AI looks for confirmation beyond your own website.

If your website says you are the best, but no other source supports that, AI may not have enough confidence to recommend you.

If your website, reviews, directories, social profiles, and industry platforms all tell a consistent story, that gives AI a stronger picture.

Local Search Is Becoming More Personalized

Another important part of the test was location.

When a user asks for something “near me,” ChatGPT may ask for location access.

Once location is enabled, the answer becomes more personalized.

In the transcript, Gerald noted that ChatGPT understood he was in Central Louisiana and began tailoring recommendations around that location.

That is important for any business that depends on service areas.

AI search is not just asking:

“Who is good in general?”

It is asking:

“Who is relevant for this specific user, in this specific place, with this specific need?”

That means location pages, service-area content, map listings, and accurate local profiles are becoming more important.

If AI does not understand where you operate, it may not recommend you for local searches.

The Opportunity For Local Businesses

This shift creates a major opportunity.

Many local businesses still have:

• outdated websites
• incomplete Google Business Profiles
• inconsistent directory listings
• weak review strategies
• unclear service pages
• missing location pages
• little to no third-party validation

That means AI search is still early enough for businesses to improve their visibility before competitors fully catch on.

If ChatGPT is already making local recommendations based on the information it can find, then the businesses that clean up their online footprint now may have an advantage.

The goal is not just to exist online.

The goal is to be understandable, trustworthy, and recommendable.

What Businesses Should Do Now

If your business depends on local search, leads, phone calls, or service-area visibility, here is where to start.

1. Run The Search Yourself

Go to ChatGPT and search like a real customer.

Try:

“Who is the best [your service] near me?”

“Who is the best [your service] in [your city]?”

“What company should I hire for [specific problem]?”

Then review the answer.

Does your business show up?

Do your competitors show up?

What sources does ChatGPT cite?

Is the answer accurate?

Would the recommendation make someone want to contact you?

2. Clean Up Your Google Business Profile

Make sure your Google Business Profile is fully complete and consistent.

This is one of the strongest local signals for both traditional search and AI-powered local discovery.

3. Strengthen Your Website

Your website should clearly explain what you do, who you serve, where you operate, and why someone should trust you.

Your service pages and location pages matter.

Your homepage alone is not enough.

4. Identify Your Industry Directories

Every industry has its own third-party platforms.

For lawyers, that may include legal directories and review sites.

For other businesses, it may be trade associations, local directories, review platforms, chamber listings, marketplaces, or niche industry sites.

Find the platforms ChatGPT is using in your space and make sure your business is represented accurately.

5. Build Better Reviews

Reviews are not just for people anymore.

They are also trust signals for AI.

The best reviews are specific. They mention the service, the experience, the location, and why the customer trusted the company.

The Bottom Line

ChatGPT local search is already showing us where search is headed.

It is not just ranking businesses.

It is recommending them.

That means the question is no longer only:

“Do we rank on Google?”

It is also:

“Does ChatGPT understand, trust, and recommend our business?”

For local businesses, that question is going to matter more and more.

Your website matters.

Your Google Business Profile matters.

Your reviews matter.

Your directory listings matter.

Your broader online footprint matters.

Because when your next customer asks ChatGPT who they should hire, you want your business to be part of the answer.