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AI is set to revolutionize local SEO by increasing local visibility and creating more opportunities for discovery. We can already see AI’s impact on local SEO is some notable spots:
- "Find places through photos" feature, which leverages AI to provide customers with visually relevant information.
- Google's "About this place" section for local businesses, driven by customer reviews, offers valuable insights tailored to user searches.
- Generative AI overviews returning locally relevant links and content to searchers asking questions in a particular area (i.e. “What are some good date spots around me?”)
This shift is partly in response to the growing trend of people using social media for answers, as well as the growing prevalence of voice-assisted search (like Siri or Alexa queries). It's not solely about being the top search result but ensuring that when customers are presented with options, your business stands out as the best choice.
The Future of Local Search is Brand Authority
Building brand authority goes beyond Google; it's about establishing a well-recognized presence in your niche. Google prioritizes relevant, important information about your brand, encompassing both your website and social presence. Instead of focusing solely on manipulating search results, efforts should be directed towards local brand building. Engagement metrics, such as click length, also play a significant role in evaluating content effectiveness.
There are also some other key elements to incorporate when optimizing for local search:
- "Shelfies," or pictures of products within your business, are crucial for Google as they help match local businesses with relevant searches through visual AI. High-quality photos uploaded by the business are prioritized over customer photos, enhancing trust and authority in search results.
- Google Business Profile (GBP) attributes are critical ranking factors. Regularly checking and updating these attributes (at least quarterly) ensures alignment with relevant search queries. Social channels increasingly validate a business through customer interaction and feedback, influencing Google's assessment of Expertise, Authority, and Trust (EAT). Relevant social posts, shares, likes, ratings, and followers all contribute to this evaluation.
- Google Posts are an effective tool for highlighting offers and events, with priority given to posts that align with relevant searches. Additionally, the Google Q&A feature allows businesses to address common customer questions directly, creating more search opportunities even if it doesn't directly impact rankings.
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How AI Can Improve Local SEO
AI has the potential to address scale and expertise challenges in local SEO. By leveraging AI, businesses can enhance their local visibility, provide more relevant information to customers, and build stronger brand authority both within and outside of Google search.
