How AI search is changing SEO
How AI search is changing SEO, and what local businesses should do
AI search tools answer questions directly. Local businesses with clear, structured, trustworthy pages give those tools something accurate to say about them.
Get my free Growth AuditIntroduction
ChatGPT, Perplexity, Google AI Overviews and Microsoft Copilot now answer many questions directly, alongside the usual list of links. That changes some of how local businesses approach SEO.
Traditional SEO aimed at a place on page one of Google. AI search adds another aim: being the business an AI tool names when someone asks “who is a good plumber in Poynton?” or "what should I look for in a local web designer?"
Key points
These tools work best with clear, factual, well-structured pages: plain explanations, specific details, questions answered directly and claims a reader can check.
Reviews and consistent details count here too. A complete Google Business Profile, the same contact details everywhere and genuine customer feedback all give AI tools an accurate picture of your business.
What this means for you
Structured data helps. Schema markup such as LocalBusiness, Service and FAQPage tells machines what you do, where you work and which questions you answer.
For a local business the practical steps are the same as good SEO: write genuinely helpful pages, structure them clearly, earn real reviews and mark the pages up with schema.
In our clients’ words
What our clients say.
FAQ
Common questions
Google is itself building AI answers into its results, so the two are converging. Pages that are clear, specific and trustworthy serve both.
Write clear, factual content. Answer common questions directly. Add schema markup. Earn genuine reviews and keep your details consistent. Be specific about what you do and where.
Yes. AI tools draw on the same foundations: well-made pages, links from other sites, speed and consistent local details. Good traditional SEO is the base that AI search builds on.
Keep reading
Read next
Local SEO basics
Local SEO helps nearby customers find your business. It rests on a complete Google Business Profile, clear local wording, genuine reviews and consistent details.
Why website speed matters
A slow page loses visitors before they read a word. Speed also feeds into how Google judges page experience on mobile.
What makes a good small business website
A good small business website loads quickly, works on a phone and explains in plain words what you do and why a customer should choose you.
Find out what your website is costing you.
A free Growth Audit™: a written, prioritised audit of your website, with the three fixes worth making first. You do not need a call to get it, and it is yours to keep.
We take on a limited number of builds at once, so there is usually a short wait before a new one starts. Once yours starts, it is about 14 working days from agreed direction to launch.