Business Websites Lead in Local AI Searches: What Gemini and ChatGPT Data Reveal

A new study conducted by Steady Demand has revealed that approximately 60% of citations in Gemini's local AI searches go directly to businesses' own websites. Examining 1,487 local search queries across 50 different U.S. metropolitan areas, the study emphasized that AI platforms exhibit a high degree of variability in search results and that cross-platform strategies must differ.

Direct Business Sites Over Local Directories

According to the research data, Gemini highlights direct business websites in its local search responses, outpacing directory platforms, review sites, and forums. Reddit secured second place with a notable 13.7% share of citations, drawing attention for outperforming all traditional local service directories such as Angi, Thumbtack, and HomeAdvisor.

"Grounding Drift": Variability in AI Results

One of the study's most striking findings was the inconsistency that Ben Fisher, co-founder of Steady Demand, terms "Grounding Drift":

• When the exact same Gemini query was repeated, the cited sources overlapped only 40% of the time.
• While traditional Google local search results ("local pack") produced the exact same top listing 90% of the time, Gemini recommended the same business in the top spot only 7% of the time.
• Experts note that a single AI search is not a reliable metric for long-term visibility and should instead be evaluated as a momentary snapshot.

Major Differences Between Gemini and ChatGPT

Testing the same 1,487 search queries on ChatGPT demonstrated that the two major AI engines operate with entirely different source dynamics:

• The two platforms cited the same domains in only 8% of the queries, and their rate of recommending the exact same business in the first position stood at just 4.2%.
• While Gemini predominantly favors business websites, ChatGPT was found to rely much more heavily on Reddit and local directories.

Industry Implications for Digital Marketers

This research clearly proves that success achieved on one AI engine cannot be automatically transferred to another. Given the distinct differences in how Gemini and ChatGPT select sources, businesses monitoring only a single platform risk drawing misleading conclusions about their AI visibility. Brands need to both increase their direct website authority and optimize their presence on community platforms heavily utilized by AI models, such as Reddit.

*This news article was prepared based on data published by Search Engine Land.