2024 has been a busy year for SEO, with everything from a major Google core update to a potentially huge Google Search algorithm leak shaking things up. But perhaps nothing has had a bigger impact on the world of search than artificial intelligence, with Google officially rolling out its Search Generative Experience as AI Overviews (even if their appearance is declining lately).
With the transition to AI-integrated search engine results pages (SERPs) happening right in front of us in real time, it’s important for businesses and SEO professionals to understand how this has the potential to affect the rankings and adapt their strategies accordingly, especially when it comes to local google search.
The Age of AI-Optimized Local Marketing Has Arrived
If your business has a physical location or even a geographic service area, the game has fundamentally changed when it comes to search engine optimization, and your business has the opportunity to see a nice bump in visibility compared to sites employing traditional content marketing to boost their visibility in search results.
We’ve known for a long time that writing content for the express purpose of making search engines happy is simply not good enough. Today’s content must be well structured, organized, and, most importantly, focused on the reader if you want any love at the top of search results.
But what happens when search results no longer look like search results, and everything starts to sound more like a conversation with a very knowledgeable friend? That’s the promise of conversational AI, and the shift to AI-driven search results is already happening today.
Have you noticed Reddit and Quora listings appearing atop search results way more than ever? That’s Google’s attempt to give users “real” results, rather than only showing them polished articles from algorithm-oriented blogs that have clearly been designed for the sole purpose of shooting up to position #1 for certain search terms.
Why is this happening? Well, the answer is fairly simple…
We’ve entered the age of Artificial Intelligence Optimization (AIO).
The Rise of Personalized, Conversational Local Search
AI assistants like ChatGPT don’t just match results to keywords — they engage in dialogue to deeply understand consumer intents and preferences. When it comes to local searches, they then cross-reference this contextual data with their knowledge of local business information such as reviews, services, pricing, and inventory.
The end result of all this? Users receive highly personalized recommendations for the one or two nearby businesses that are the best fit for their specific needs at that moment.
To show up in these conversational AI recommendations, businesses must optimize their entire online footprint with rich, AI-readable local data that accurately represents their offerings and conveys real “proof” of their expertise and authority. In other words, simply having the city name and a few service-related keywords on your homepage is no longer enough.
The Multi-Domain Local Battleground
It’s not just AI assistants that are shaking up local search, either. Local businesses now need to focus on increasing visibility across a multi-domain local marketing battleground that includes:
- Google’s increasingly AI-driven Local Pack and Maps results (while there may not be an explicit AI Overview appearing, the Map Pack layout and appearance of GBP listings has been in flux, with new layouts being tested)
- Platforms publishing local business data, including niche directories (not a scatter-shot sprinkling of just any old directory citation, either — we’re talking about highly relevant placements).
- The proliferation of reviews and ratings contextualized by service.
- Intelligent location-aware services and hardware devices.
Winning this multi-front war requires a continuous cycle of publishing localized data, monitoring your brand presence, managing reviews and ratings, and leveraging automation powered by machine learning models.
Any business not prioritizing an “AIO” strategy for this new local search paradigm will simply be rendered irrelevant as AI personalizes the entire web around each user’s unique context and intent.
The Obsolescence of Citation Building
For years, a core local SEO tactic was building citations, or listings, across many online directories, essentially just aiming to get a business’s information published in as many places as possible. However, this practice has become virtually obsolete in the AI era.
By analyzing clickstream data, Google can identify high- and low-trafficked websites, devaluing links from little-used sites that make up many automated citation-building services. Simply having your business listed everywhere is no longer a viable local visibility strategy.
The Local Marketing Imperative
Simplistic local SEO tactics like listing locations in website headers and footer links are no match for AI’s ability to intuitively grasp true locality and relevance. To stay top-of-mind in the communities you serve, you must embrace an AI-first approach to continuously publishing and optimizing your localized presence across the entire digital universe. This means:
- Creating a steady stream of localized, topical content marketing
- Ensuring your business data is accurate and consistent everywhere online
- Actively managing your local review profiles and star ratings
- Leveraging AI automation to scale this multi-domain optimization effort
Adapting to AI-Driven Changes
To remain competitive, businesses need to pivot their SEO strategies in light of AI advancements. Here are a few key areas to focus on:
Local Search Dominance
Despite the challenges posed by AI overviews, local search remains a fertile ground for businesses willing to optimize for it. Claiming and regularly updating your Google Business Profile listing is just the beginning. It’s equally as important to engage with your community through localized content, understand your reviews, and build relevant local citations, focusing on quality over quantity.
Targeting Less Competitive Niches
While searches with clear purchase intent (known as commercial searches) are becoming increasingly contested (think: “Best EV 2024” type searches), opportunities still exist across the web in countless locations. Dedicated user forums like Reddit or Nextdoor, for example, are places where a natural, organic appearance can significantly boost credibility and authority.
Creating High-Quality, Authoritative Content
Despite what some people may have you believe, AI has undoubtedly raised the bar for content quality. To stand out in the crowded marketplace, businesses must invest in producing content that is not only informative, but also engaging and authoritative. This means moving beyond basic answers and providing in-depth insights and expertise.
Strategic Adaptations: How To Navigate the New SEO Terrain
Navigating the treacherous new SEO landscape requires making the right strategic adaptations. Here are a few key tactics to help ensure your business remains visible and competitive in AI-driven SERPs:
Utilize AI-Powered Tools
Incorporate advanced AI tools to gain deeper insights into your local SEO performance. Platforms like Local Falcon provide detailed analyses of your local google search rankings and help you make data-driven decisions.
Leverage Localized Content
Create content that speaks directly to your local audience. Highlight local events, collaborate with local influencers, and address community-specific concerns to build stronger connections with your audience.
Build Robust Local Citations
Focus on securing listings on high-traffic, reputable local directories and websites that consumers actively use and are relevant to your industry. This not only boosts your local SEO, but also enhances your overall online credibility and helps you reach a larger audience.
Future-Proofing Your Local SEO Strategy
The entire SEO landscape is rapidly changing, and businesses must stay ahead of the curve to succeed. By embracing AI-powered tools and focusing on high-quality, localized content, you can maintain your visibility and connect with more customers.
With the future of local google search rapidly unfolding in front of us, those who adapt quickly will reap the most benefits. Incorporating AI into your local SEO strategy is not just about staying relevant; it’s about positioning your business at the forefront of the digital revolution.
Don’t wait for your competitors to catch up — act now and secure your place in the future of local search!
