If you've been in business long enough, you may remember when Google first invited businesses to claim their listing on Google Maps. Back then it was called Google Places, it later became Google My Business, and it's now Google Business Profile. At the time, plenty of owners didn't see the point. Those who claimed early had a head start that, in some cases, they still enjoy today.
This week, something similar happened in ChatGPT. On 10 November, OpenAI launched "Businesses in ChatGPT", which lets owners claim their business, update its details, and see how often ChatGPT mentions them. It's in beta (an early test version) and, as I'll explain, most local UK businesses can't fully use it yet. But it's worth knowing about, because I think it's a sign of where things are heading.
What OpenAI has launched
According to OpenAI's announcement, there's a new area called Business Hub where businesses can claim their organisation in ChatGPT and, once verified, update key details. OpenAI says ChatGPT has 1.2 billion weekly users, which gives you an idea of why it wants businesses involved.
Once you've claimed and verified a business, OpenAI's help page says you can update your website, business description, category, logo, and delivery and return policies, and add a cover photo. Online shops can also add a product feed with prices and availability.
The part I find most interesting is the insights. Business Hub shows how many times ChatGPT mentions your business and how many people click through to your website. It also shows "discovery topics", which are common themes in the conversations where your website is mentioned. OpenAI says it doesn't share anyone's actual conversations, and the figures only appear once there's enough activity to keep them anonymous.
There's also a feature called Business Agents, which lets a business set up its own AI assistant to answer customers' questions inside ChatGPT. For now, that's only available to certain online shops and online service businesses in the US.
Can UK businesses use it?
This is where it gets a bit complicated. OpenAI says "any eligible business located where ChatGPT is available" can claim its business. That sounds promising, but the help page adds that availability "depends on the business's location and type." It also says that "local stores and restaurants can currently claim only an existing U.S. listing."
As I read it, that means most of the businesses I work with in Rugby and Warwickshire (shops, cafés, trades and local services) can't claim a listing yet. Businesses that operate online, such as online shops or businesses selling services over the internet, may be able to. If you're not sure, it's easy enough to look. Sign in to ChatGPT, open Business Hub from the sidebar and search for your business name.
I'd expect it to reach UK local businesses at some point. OpenAI says it plans to expand "to more markets and business categories" over time, though it hasn't given any dates.
How claiming works
If your business is eligible, you search for it, select the right listing and then verify that you're connected to it. OpenAI offers several ways to do that: a code sent by text or automated call to your business phone number, a code sent to your business email, adding a record to your domain's settings (the behind-the-scenes address book for your website), or connecting a Shopify store.
After OpenAI approves your claim, there's a second step. Before you can publish changes or see any insights, you need to verify your identity through a company called Persona. OpenAI says you may need a government-issued ID, business registration information and proof that you're allowed to represent the business. Once approved, your profile gets a blue tick.
That's a fair bit more effort than claiming a Google Business Profile, so I'd only do it if your business is eligible and you're happy to provide the paperwork.
Why this matters, even if you can't claim yet
More and more people are asking ChatGPT and similar tools for recommendations: "who's a good electrician near Rugby?" or "where can I buy a birthday cake in Lutterworth?" Until now, businesses have had no way of knowing whether they were being mentioned, or what was being said about them. This is the first time one of the big AI companies has offered businesses a window into that.
It also tells us something about where these tools get their information. If ChatGPT can't find a claimed profile for your business, it relies on what it can find elsewhere: your website, your Google Business Profile, directories, reviews and social media. That's why I keep banging the same drum about having accurate, consistent information everywhere. I wrote about this in more detail in AEO? GEO? AIO? LLMO? Preparing for AI Search, and the advice still stands.
What I'd do now
If you run an online business, have a look in Business Hub to see whether your business is listed and whether you can claim it. If you can, and you're comfortable with the ID checks, I'd do it. It's free, and the insights alone could be quite revealing.
If you run a local business, try asking ChatGPT about your type of business in your area and see whether you come up. If you do, check that what it says is accurate. If it's wrong, the answer is usually to fix the information at the source, which normally means your website and your Google Business Profile.
Then make sure your website clearly says who you are, what you do, where you're based and which areas you cover, in plain words rather than just in a logo or a photo. Keep your Google Business Profile complete and up to date, because it remains one of the most widely used sources of local business information anywhere. And make sure your business name, address and phone number are the same everywhere they appear online.
None of that is new advice, but it's the same advice whether a customer finds you through Google, Google's AI answers, ChatGPT or whatever comes next.
A note of caution
In my opinion, it's worth keeping a sense of proportion. For most local businesses, Google is still where the majority of customers come from, and this is a beta that most UK local businesses can't use yet. I don't think anyone should panic or spend money on "ChatGPT optimisation" off the back of it. But I'd keep an eye on it, and I'll let you know when it arrives for local businesses in the UK.
Need a hand?
If you'd like help checking how your business appears in ChatGPT and Google, or making sure your website and Business Profile are giving AI tools the right information, I'm happy to help. Have a look at my SEO services, or just get in touch.
