Artificial Intelligence (AI) is reshaping informational searches, yet traditional local-service searches remain predominantly influenced by Google’s Local Pack and Maps. Research from Whitespark reveals that AI Overviews appear just 15% of the time in local-intent queries, in stark contrast to the 93% for Local Packs.
For businesses offering services, achieving a high ranking is crucial, as consumers typically seek out physical providers rather than AI-generated responses. Google Business Profiles not only contribute valuable data for AI searches but also enhance visibility in both traditional and AI contexts.
Despite the evolving landscape, there’s a prevailing notion that traditional search is diminishing. While AI tools like ChatGPT and social media offer alternative business discovery methods, local SEO remains vital. Individuals searching for services, such as “roofing companies near me,” prioritize finding businesses over receiving generalized information. Google’s Maps and Local Pack continue to provide effective solutions for these searches.
Whitespark’s findings indicate that local search is insulated from AI disruption, predominantly still relying on Google’s local results. In a study assessing the types of search intent, AI Overviews featured prominently in informational queries but were nearly absent in local queries. This distinction highlights that while informational searches are adapting to new technologies, local queries still favor established search methods.
Local SEO experts maintain that maximizing Google Business Profile visibility is essential, especially for single-location businesses. However, for those aiming to scale, establishing additional physical locations can significantly enhance competitiveness.
AI systems require accurate real-world information, making Google Business Profiles increasingly relevant. Research shows AI-generated recommendations often depend on data sourced from Google Maps and Business Profiles, emphasizing the importance of maintaining a strong local presence.
Why this story matters: Local businesses must adapt to AI advancements while leveraging traditional search methods for visibility.
Key takeaway: Google Maps and the Local Pack remain crucial for local service searches, despite the rise of AI tools.
Opposing viewpoint: Some argue that AI will eventually overshadow traditional search, fundamentally changing customer discovery methods.
