Your Local Business & AI: What's Really Changing in Local Search?
Hey there, business owners! If you run a service business, a law firm, or a restaurant, you know how crucial it is for local customers to find you online. But have you noticed things shifting? With Artificial Intelligence ever-growing, the way people search for and find local businesses is rapidly changing. It's not about merely getting found anymore; it's about getting found accurately and desirably by sophisticated AI.
At ClickReady, we're right here with you, navigating these exciting (and sometimes confusing) changes. We want to help you understand how local search is changing and how AI often shows different results compared to your trusted Google Business Profile. Let's cut through the noise and get you ready for what's next.
The Shifting Sands of Local Search: What's Happening?
For service-based businesses, whether you're a plumber, an HVAC technician, or a dentist, your local presence is your lifeline. Lawyers also depend on nearby clients searching for specific legal needs. And let's not forget restaurants–hungry diners are constantly looking for the best spot "near me", and that’s locals and visitors alike.
Traditionally, mastering your Google Business Profile (GBP) and getting good reviews was the gold standard. While those are still foundational (and more critical than ever, as you'll see), AI is adding new aspects of complexity. Google's own AI-powered features, like AI Overviews (formerly SGE), are trying to summarize search results for users. The challenge? Sometimes, these AI summaries don't quite get the "local" part right. But how can they? It doesn’t understand the personality of small businesses that we love and admire. That's why it's more important than ever to have a friend in the business–a human one.
When AI Misses the Mark: Why Google's AI Overviews Show Different Results
You might expect Google's AI to be perfectly synced with its local search data, right? Surprisingly, that's not always the case. Think about it: if someone searches "best family restaurant near me," or "personal injury lawyer in downtown," you'd want Google to show the most relevant, closest, and highly-rated options.
However, recent research from industry experts highlights some interesting discrepancies:
- Distance Dilemmas: The AI might suggest a restaurant a few miles away, even if there are highly-rated, relevant options just down the street. It’s like searching for a "plumber near me" and getting recommendations in a different county.
- Irrelevant Suggestions: AI can get confused. A search for "sushi near me" might pull up a ramen shop that doesn't even serve sushi. Imagine a client searching for a "divorce lawyer" and getting a law firm specializing in corporate mergers. Artificial Intelligence is still artificial, so it's good to check it.
- Third-Party Reliance: Oddly enough, the AI sometimes pulls heavily from sites like Yelp for local recommendations, rather than prioritizing Google's own structured Local Pack data (which powers Maps and the traditional top results). This means the AI is relying on general web content rather than the very specific, verified data in your GBP.
So, what does this mean for your business?
It means that while Google's AI Overviews are evolving, for truly local and proximity-based searches, the traditional Local Pack and Google Maps are still king. These are powered by Google's refined local algorithm, which understands your physical location and services thoroughly. This makes your meticulously optimized Google Business Profile more vital than ever before. It's the core source of truth that Google's most reliable local features depend on. Without it, you're missing out on where most local searchers are finding businesses.
Beyond Google: Optimizing for AI on Other Platforms (ChatGPT, Bing, etc.)
It's not just Google that has an AI. Models like ChatGPT, often powered by Bing's search data, are also being used for local inquiries. While they don't have a "local pack" in the same way Google does, they still synthesize information to recommend businesses. Understanding their "ranking factors" is key to maximizing your visibility across the board.
Here’s what research suggests influences how AI models like ChatGPT might recommend a local business:

- Online Consensus: If the vast amount of textual data these AIs are trained on consistently shows your business as a leader in your area or industry, you're more likely to get recommended. Think of it as a digital word-of-mouth that the AI can pick up on. For a restaurant, this means lots of mentions as "the best Italian food in town." For a lawyer, it's consistent and repeated praise for their excellence in the given field.
- Bing Places for Business: Since Microsoft owns both ChatGPT and Bing, it's logical that your presence on Bing Places for Business is crucial to success. A complete and verified listing here directly impacts your visibility in Bing's search results and, by extension, how ChatGPT might "see" your business. Needless to say, don't let your Bing profile sit empty!
- Bing Organic Results: If your website shows up high in Bing's standard organic search results for relevant terms (e.g., "best salon in [city]," "personal injury attorney [your city]"), this signals to AI models that your site is authoritative and relevant.
- Comprehensive Citations: Consistent and accurate business information across various online directories (like Yelp, Yellow Pages, industry-specific sites) builds trust and authority. AIs can cross-reference this data to confirm your legitimacy and relevance.
- Website Testimonials: Does your website feature glowing testimonials from happy clients and customers? AI models can actually read and process this information! If your well-ranked website showcases positive feedback, the AI is way more likely to use this as leverage in favor of your business.
- Google Review Recency: This is a fascinating point. Even AIs outside of Google seem to pick up on the freshness of your Google reviews. A lack of recent Google reviews might be interpreted as a sign that a business isn't as active or highly regarded as it once was.
The future of local search demands an omnichannel approach. It’s no longer enough to just focus on Google. Protecting your business information, a positive reputation, and consistent messaging are strong across all relevant online platforms and will make you discoverable by any AI model scanning the web. This means keeping all your profiles updated, encouraging new reviews, and building a powerful online presence.
Smart Tactics for Your Google Business Profile in a Changing Landscape
Your GBP is the cornerstone of your local digital presence, and knowing how to best use its features and avoiding the pitfalls is essential.
- Tracking Clicks (Even When Unverified): Dealing with a slow or stalled GBP verification process? There's a trick to get some data on website clicks from unverified profiles, and not make it obvious. You can suggest an edit to the GBP's website field and add a UTM tag to your URL, (e.g.,yourwebsite.com?utm_source=googlemybusiness&utm_medium=organic&utm_campaign=unclaimed_profile). If Google approves this edit, you can then track those website visits in your Google Analytics. It's a temporary workaround, but it can provide a great basis for peaking behind the AI curtain.
- Navigating the GBP "Products" Section: Google has become much stricter about what businesses can list in their GBP "Products" section. If you're a service-based business or a lawyer, you generally cannot list your services in this section. Google intends this for actual physical products that are bought and sold. Absolutely annoying.
- For Restaurants: This section is perfect for highlighting new menu items, daily specials, or merchandise like branded t-shirts or stickers.
- For Service Businesses/Lawyers: Focus on optimizing your "Services" section, using GBP Posts to announce new offerings or promotions, and seeing to it that your primary and secondary categories accurately reflect your field of work. Don't try to force your services into the Products section,because they're likely to be rejected.
Our Additional Tips for Your GBP:

- Regularly Use GBP Posts: Share updates, special offers for your restaurant, legal tips, or customer/client testimonials directly on your profile.
- Upload Fresh Photos & Videos: Show off your latest dishes, your clean workspace, or your friendly team. Visuals significantly boost engagement. It makes all the difference to put glimpses of real life on your website and bring true personality to the otherwise 2D pixels on a screen.
- Actively Manage Q&A: Monitor and respond to questions asked by potential customers on your profile. This shows responsiveness and provides valuable information. Remind prospective customers that there really is someone on the other side.
- Solicit and Respond to Reviews: This cannot be stressed enough. Recent, positive reviews are paramount for both human customers and AI algorithms.
Your Local SEO Blueprint for 2025: Adapt and Thrive
The landscape of local search is full of changes as AI introduces both new complexities and opportunities. The key to your business's success in 2025 and beyond will be your adaptability and a commitment to comprehensive optimization.
This means:

- Strengthen Your Foundation: Your Google Business Profile, accurate business citations, and a strong website are vital for survival in the AI sphere.
- Understand AI's Nuances: Recognize that AI might "see" your business differently across various platforms, and optimize for those distinctions.
- Broaden Your Presence: Don't just focus on Google; make sure your business is accurately represented and reviewed across all relevant online platforms.
- Cultivate Your Reputation: Actively manage and encourage positive reviews and online mentions. There’s no time to sit back and watch!
At ClickReady, we follow the trends and get you leverage against them. We specialize in crafting and executing cutting-edge local SEO strategies that drive real results, connecting your business with the local customers who are actively searching for you.
Ready to boost your local visibility and get ahead in the AI-driven search world?Contact ClickReady today for a personalized local SEO strategy!
FAQs about AI & Local Search
What's the best local SEO strategy for my service business, restaurant, or law firm right now, given these AI changes?
The absolute best strategy is a dual approach: relentlessly optimize your Google Business Profile for the Local Pack (where most local conversions still happen), and pair that with a consistent, positive presence across all online platforms like Bing Places, Yelp, and industry-specific sites, to influence how AI models like ChatGPT perceive and recommend your business. Don't put all your eggs in one basket!
If AI Overviews sometimes show different results, does that mean my traditional local SEO efforts are less important?
Absolutely not! In fact, they're more important than ever. While AI Overviews are still evolving, the core local search results (the Local Pack and Google Maps) remain the dominant way people find local businesses, and these heavily rely on a stacked Google Business Profile. Think of AI as a garden on fertile land. This way, cultivating your foundational local SEO remains the bedrock of success.
