Generative AI is the hot topic across industries, including speculation and testing within digital marketing. Even with its rapid development, rest assured that building on a solid foundation of SEO basics like clean citations, reputable listings management, and a focus on local intent will keep your clients at the top of search and answer engine (AE) results.
How AI Changes Local Search by the Numbers
Despite rumors to the contrary, SEO is not dead—and even with the rapid advances of AIs like ChatGPT, neither is Google search. According to a recent study from Bright Local, the new technology is used in tandem with traditional search, and consumer adoption rates vary generationally. Here are some of the statistics.
- 10% of Gen Z thinks of ChatGPT as their main search platform.
- 40–60% of searches conducted by a quarter of respondents have local intent.
- 85% find contact information and open hours “important.”
- 42% consider proximity (near me searches) to be “important.”
- 20% conduct local searches directly in maps.
So SEO isn’t going anywhere for the time being, as consumers regularly make multiple searches a day. We also see many people making decisions with immediacy or how soon they intend to visit in mind for location-based businesses. In order for your clients to be found in these AI searches, their businesses must be optimized for traditional and AI-initiated search queries.
The AI Local Search Consumer Experience Breakdown
Search intent and the consumer journey are vital parts of the AI local search experience. Consumers use generative AI products like ChatGPT, Gemini and Perplexity similarly to the way they use voice assistants. They ask multiple questions, building upon initial answers to learn more. AI local search is conversational.
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