Get listed where ChatGPT looks in Luxembourg

Why it matters

Many AI assistants look things up in a search engine before they answer. Microsoft says Copilot sends a short query to Bing when web search is on. What Google and Bing know about your business comes in large part from listings you can control.

Your Google Business Profile is what customers see about you on Google Search and Google Maps. Bing Places does the same for Bing and Bing Maps, and Apple Business for Apple Maps and Siri. If these are missing, out of date or contradict each other, assistants have less to go on, or the wrong facts.

Luxembourg sites such as editus.lu, Tripadvisor for restaurants and hotels, and the member lists of professional bodies are often among the sites AI answers cite. Being listed there, with the same details, gives assistants another source that agrees with your website.

S3Got your Starter audit? This guide covers "Directories AI cites" and S3 (a listing to correct) on page 06, Sources. In a free Snapshot, use it when the "Where to fix it" column on page 05 names a listing.

Reference

The main listings at a glance

Before you start

Have these ready

• Your fact sheet from Guide 04: the exact business name, address, phone number, opening hours and website address you use everywhere. Do that guide first if you have no fact sheet yet.
• Your scorecard from Guide 01, with the "Sites cited" column filled in.
• A Google account and a Microsoft account. Use a company address that will still work if a staff member leaves, for example office@yourcompany.lu.
• Photos of your premises (outside and inside), your team and your work, taken in daylight.
• Access to the business phone line and mail. Verification codes go there, and an automated phone system cannot receive them.

Steps

Claim and align your listings

1. Find which listings matter for you

   Open your Guide 01 scorecard and list every website in the "Sites cited" column. Those are the sources AI used for your market, so they are the best signal of where you need to be. A restaurant in Kirchberg may see Google Maps, Tripadvisor and a city guide; a fiduciary may see editus.lu and a professional body.

   Then add the basics that apply to almost every local business: Google Business Profile and Bing Places. Add Apple Business if many of your customers use iPhones. Write the list in one column of a sheet, with a second column for "claimed" and a third for "matches fact sheet".

2. Claim and complete your Google Business Profile

   First search for your business on Google Maps. If it appears, select Claim this business, then Manage now. If it does not, go to business.google.com/add and select Add your business to Google. Google help: add or claim

   Google decides which ways you can verify, based on your business. You cannot change that list, but if it offers more than one, you can choose. It may be a phone call or text, an email, a video, or a postcard to your address. A postcard code expires after 30 days, so watch the mail. Google help: verify

   Once you have access, go to business.google.com, select Edit profile, make each change and select Save. Google reviews changes before they appear. Google help: edit your profile

   • Categories. The first one is your primary category: choose the most specific one, for example "French restaurant" rather than "Restaurant". You can add up to nine more. Google asks you to use as few as possible.
   • Services or menu. Select Edit services, then Add more services, tick the ones you offer, use Add custom service for anything missing, and select Save. Google help: services
   • Hours. Enter your normal hours, then add holiday hours under Edit profile → Hours → Special hours. Add Luxembourg public holidays before they come. Google help: special hours
   • Description. Up to 750 characters on what you offer, for whom and where. Google does not allow links, and asks you not to focus on prices or promotions.
   • Photos. Start with an outside photo, so customers recognise your door, then inside, the team and your work.
   • Attributes. Fill in the factual ones Google offers for your category, such as outdoor seating or wheelchair access.

3. Add your business to Bing Places

   Go to bing.com/forbusiness and sign in with your Microsoft account. Bing Places is free and puts your business in Bing search results and Bing Maps. Copilot uses Bing when it searches the web.

   If your Google profile is done, choose to import from Google. Microsoft says its import keeps details such as name, hours and contact information. Otherwise, add the business by hand from your fact sheet, and complete any verification step it asks for. After the import, open the listing and compare every field with your fact sheet. Microsoft: the new Bing Places

4. Add Apple Business if your customers use iPhones

   Apple Business replaced Apple Business Connect in 2026 and is free. Your details appear on place cards in Apple Maps and Siri, and on info cards in Safari and Spotlight. If you already used Business Connect, Apple says your locations moved over.

   Sign up at business.apple.com, add your location, and fill in the hours, photos and logo from your fact sheet. Apple help: configure location attributes

5. Get listed on Luxembourg and sector sites

   This list is a starting point. Check it against the sites your AI answers cite, and add any other site you saw there.

   • editus.lu. The Luxembourg yellow and white pages. Search for your business; if you are missing or wrong, use the Inscription annuaire or Editus myBusiness links at the bottom of the home page. The site does not show prices, so ask before you sign anything. editus.lu
   • Tripadvisor (restaurants, hotels, activities). Search for your business and choose to claim it as the owner. Check the hours, menu link and photos, and reply to recent reviews.
   • Barreau de Luxembourg, Annuaire (lawyers). It shows each lawyer's address, phone, website, practice areas and languages. barreau.lu
   • Ordre des Experts-Comptables (chartered accountants). Its site has a member search. oec.lu

   If your trade has its own association or chamber with a public member list, check your entry there too.

6. Make every listing match your fact sheet

   Go down your list and compare five fields, character by character: business name, address, phone number, opening hours and website address. "12 rue Exemple, L-1234 Luxembourg" on one site and "12 r. Exemple, Lux." on another can look like two places to a machine.

   • Use your real business name only, as on your door and invoices. Google's guidelines rule out adding taglines, places or phone numbers to the name.
   • Use the same website address everywhere, including https:// and whether it starts with www.
   • If you find a second Google listing you created by mistake, remove it from your account. For a duplicate created by someone else, report it on Google Maps and ask for a merge. Google help: duplicates
   • If you moved, edit the address on your existing profile. Do not create a new one.

7. Ask happy customers for a review

   On your Business Profile in a computer browser, select Read reviews, then Get more reviews, and copy the link. Send it to a few customers you know were satisfied. Google forbids offering anything in return, such as a discount. Google help: review link

   Review request (FR / EN)Copy

   Bonjour [Prénom],
   Merci pour votre visite. Si vous avez été satisfait, un court avis sur Google nous aiderait beaucoup : [lien]
   Bien cordialement, [Votre nom]
   
   Hello [First name],
   Thank you for your visit. If you were happy with us, a short Google review would help us a lot: [link]
   Kind regards, [Your name]

Check it worked

Confirm what customers now see

Wait until Google and Bing show your changes; Google says verification reviews take up to 5 business days. Then, in a private browser window, search for your business name on google.lu and on bing.com, and open it in Google Maps. Compare what you see with your fact sheet.

At your next monthly check from Guide 01, look at the "Sites cited" and "Wrong facts" columns. Nobody can promise that assistants will change their answers, or when.

Common mistakes

What usually goes wrong

• Claiming with a personal account. When that person leaves, nobody can edit the listing. Use a company address and add a second manager.
• Extra words in the business name. "Brasserie Exemple, best lunch Kirchberg" goes against Google's name guidelines and no longer matches your other listings.
• Forgetting holiday hours. A customer who finds you "open" on National Day and finds the door closed will not trust the listing again.
• Creating a new profile after a move. You end up with two listings and split reviews. Edit the address on the existing one.
• Paying for a listing before checking it is cited. Start with the sites that appear in your Guide 01 answers, and ask for prices in writing.