ChatGPT가 추천하는 브랜드는 Google이 아닌 Bing이 결정합니다.

Bing, not Google, shapes which brands ChatGPT recommends Case study finds that even top brands disappear without a Bing presence. Here’s how ranking in Bing boosts visibility in ChatGPT. In this case study, we went deep instead of broad. We focused on one question: why wasn’t a brand present in a single ChatGPT prompt across ~70 iterations? We chose one prompt: “What are the best hotels in New York City?” We analyzed mentions, citations, fanouts, and SERPs in Google and Bing. We also planned to analyze GPT memory, but it made no discernible difference to mentions, citations, or fanouts. What we did and what we found We chose NYC hotels because it’s a crowded, mature market with juggernauts and up-and-comers. We also have no connection to the NYC luxury hotel space — we intentionally picked an area where we could stay objective and learn from scratch. After running the prompt “what are the best hotels in New York City” 68 times, we identified which hotels appeared most consistently and which were nearly invisible. We chose the Baccarat Hotel as our “client” because it appeared only once (1.5% of the time), despite strong reviews and clear alignment with the prompt’s intent. We wanted to know why — and whether it could change that. Key findings: - You can dominate query fanouts on Google SERPs and still underperform in ChatGPT brand mentions. - Bing matters most. Ranking in Bing articles for fanouts aligns more directly with ChatGPT mentions — not just citations. - In verticals dominated by third-party content, you face complex digital PR paths to increase visibility. Note: A full methodology breakdown appears in the appendix. Mentions of the Baccarat vs. the Fifth Avenue Hotel show just how wide the disparity in ChatGPT visibility can be The Baccarat Hotel appeared once in 68 trials (1.5%). Top performers were large luxury hotels like the Four Seasons Hotel New York Downtown. ChatGPT also identified boutique hotels as a subcategory, generating a secondary list in its answers. Boutique hotels like the Baccarat are typically smaller and not part of large chains. Within this boutique subcategory, the Baccarat still underperformed. The Fifth Avenue Hotel, the top-performing boutique property, appeared 13 times, cited 20% of the time, versus the Baccarat’s 1.5%. Reputation can’t explain visibility disparities We first checked whether anything in the hotel’s history or reputation could explain the gap. As the chart below shows, nothing significant did: | The Baccarat | The Fifth Avenue | | | Year Founded | 2015 | 2023 | | Current Price | $930 | $563 | | Number of Google Reviews | 1.3k | 213 | | Google Reviews Rating | 4.6 | 4.6 | | Number of Expedia Reviews | 531 | 201 | | Expedia Reviews Rating | 9.4 | 9.6 | Overall, the Baccarat has been around longer and has more reviews. On quality, the Fifth Avenue Hotel has no edge in Google reviews and only a slight edge in Expedia reviews. The only area where the Baccarat lags is price — but that’s unlikely the issue when The Ritz-Carlton, a consistent non-boutique winner, is listed at $1,100. Further reinforcing the Fifth Avenue’s underdog status: one of its most prominent Google results (rank 2) was a Wikipedia page for a different Fifth Avenue Hotel that closed in 1908, creating potential entity confusion similar to the two Danny Goodwins. If the Fifth Avenue Hotel had been the one missing, it would suggest a less established brand with entity confusion. But the opposite happened — it prevailed in ChatGPT. So what was the problem for the Baccarat Hotel? Winning Google SERPs for query fanouts doesn’t help, but winning Bing SERPs does When ChatGPT performs a web search, it sends a series of queries you can extract via Chrome DevTools. In this case study, examples included: - [Best hotels in new york city] - [Top rated luxury hotels in new york city recommendations] - [Best hotels in nyc top luxury and boutique hotels new york] - [Best luxury and boutique hotels in new york city recommendations reviews] - [Best hotels in new york city nyc top hotels] - [Top hotels in nyc luxury boutique best places to stay new york city] In total, we extracted 25 unique query fanouts. What we saw in the Google SERPs If we only looked at the articles dominating fanout SERPs in Google, we’d expect the Baccarat to narrowly outperform the Fifth Avenue in ChatGPT. That didn’t happen. In the table below, the Baccarat “wins” three of the top 10 most frequently appearing pages, while the Fifth Avenue Hotel “wins” two. The other five feature neither. A “win” means one of the following: - Appearing when the other does not. - Appearing higher on the page. - Having more positive sentiment. The data: | URL | Who Wins? | Notes | | https://www.forbestravelguide.com/destinations/new-york-city-new-york | The Baccarat | The Baccarat Hotel is #4 on the list, the Fifth Avenue Hotel is #13 and sits far below the fold | | https://www.mrandmrssmith.com/destinations/new-york-state/new-york/hotels | Neither | Neit