How AI Is Changing the Way Customers Find Local Businesses

The Way Customers Search Is Changing

For years, local search has followed the same pattern: a customer types a query into Google, scrolls through a list of results, clicks on a few websites, and makes a decision. That pattern is shifting.

AI-powered search tools are changing how people find information - and how they find local businesses. Google AI Overviews now provide direct answers at the top of search results. ChatGPT and other AI assistants recommend businesses in conversational responses. Voice assistants like Siri and Alexa answer questions without showing any search results at all.

For local service businesses, this is not a distant future scenario - it is happening now. The businesses that adapt will get found. Those that do not will become invisible.

Google AI Overviews

Google has integrated AI-generated summaries directly into search results. When someone searches for "best plumber in Boise," Google may display an AI-generated overview at the top of the page that summarizes information from multiple sources.

What this means for local businesses:

Your website content needs to be structured in a way that AI can understand and reference. If your website has clear, factual, well-organized information about your services, location, and expertise, Google's AI is more likely to include your business in its overview.

Websites with thin content, poor structure, or missing information are less likely to be referenced. The AI needs clear data to work with - it cannot recommend a business it does not understand.

ChatGPT and AI Assistants

Millions of people now use ChatGPT and similar AI tools to find business recommendations. "What's the best HVAC company near me?" is a question people ask AI assistants every day.

How AI assistants choose which businesses to recommend:

• Online presence strength - Businesses with comprehensive websites, blog content, and consistent information across the web are more likely to be recommended
• Review volume and quality - AI tools reference review data when making recommendations
• Structured data - Schema markup and structured information help AI understand your business
• Content depth - Businesses with extensive, authoritative content are seen as more credible
• Consistency - Consistent NAP (name, address, phone) information across the web confirms legitimacy

Unlike Google Search, where you can track rankings and traffic, AI assistant recommendations are harder to monitor. But the underlying strategy is the same: build a comprehensive, well-structured online presence that gives AI tools the information they need to recommend you.

Voice Search

Voice search through Siri, Alexa, Google Assistant, and other voice platforms continues to grow, especially for local queries:

• "Hey Google, find a plumber near me"
• "Siri, what's the best-rated electrician in my area?"
• "Alexa, who does emergency roof repair?"

Voice search queries are conversational and question-based. They often include "near me" or location modifiers. And critically, voice assistants typically provide only ONE answer - not a list of ten options like traditional search.

This means being the number one result is more important than ever. If you are not the top result for voice queries, you are effectively invisible.

How to Prepare Your Business for AI Search

1. Build Comprehensive Content

AI tools draw from web content to formulate responses. The more comprehensive, authoritative content you have about your services and industry, the more likely AI tools are to reference your business.

The 50 blog posts included with webIQ create a content foundation that helps AI tools understand your expertise and recommend your business.

2. Implement Structured Data

Schema markup is machine-readable code that tells search engines and AI tools exactly what your business does, where you are located, what services you offer, and more.

Key schema types for local businesses:

• LocalBusiness schema (name, address, phone, hours)
• Service schema (specific services offered)
• FAQPage schema (common questions and answers)
• Review schema (customer ratings)

3. Optimize for Questions

AI search and voice search are question-driven. Structure your content to directly answer questions:

• Include FAQ sections on every page
• Use question-format headings (H2: "How much does a roof replacement cost?")
• Provide clear, concise answers in the first sentence after each question
• Cover the questions your customers actually ask

4. Maintain Consistency Across the Web

AI tools cross-reference information from multiple sources. If your business name, address, and phone number are different on your website, Google Business Profile, Yelp, and Facebook, AI tools may not recognize them as the same business.

Ensure consistent local citations across all platforms.

5. Build Authority

AI tools prefer to recommend businesses that appear authoritative. Authority is built through:

• Comprehensive website content
• Positive customer reviews
• Topical authority through deep content coverage
• Consistent business information
• An established online presence

What Not to Worry About

AI search is evolving rapidly, and there is a lot of speculation about what might happen. Here is what you should NOT worry about:

"AI will eliminate the need for websites" - Websites remain the foundation of your online presence. AI tools reference website content to generate their responses. Without a strong website, AI has nothing to work with.

"I need to optimize for every AI platform" - The best strategy is to build an excellent online presence that works for all platforms simultaneously. Good content, proper schema markup, and consistent information benefit Google, ChatGPT, Siri, and every future AI tool.

"I need to start over" - You do not need to abandon your current marketing. AI search optimization builds on the same fundamentals as traditional SEO - just with additional emphasis on structured data and question-answer content.

The complete online presence package from webIQ includes AI search optimization - structured data, FAQ content, comprehensive blog posts, and AEO strategies that position your business for both traditional and AI-powered search.

Get started today and prepare your business for the future of search.

Frequently Asked Questions

Will AI search replace Google?

AI is being integrated into Google, not replacing it. Google AI Overviews are part of the Google search experience. Other AI tools like ChatGPT are supplemental search channels. The most likely future is a mix of traditional and AI-powered search, which means optimizing for both.

How do I know if AI tools are recommending my business?

Currently, there is no reliable way to track AI assistant recommendations. However, the strategies that get you recommended - comprehensive content, strong reviews, structured data, and a robust online presence - are the same strategies that improve your traditional SEO results, which you can track.

Is AI search more important than traditional SEO?

Not yet. Traditional Google search still drives the majority of local business leads. However, AI search is growing rapidly. The best strategy is to build an online presence that works for both - and since the underlying principles are similar, this does not require separate strategies.

Do small local businesses need to worry about AI search?

Yes, but not in an alarmist way. The businesses that invest in a strong online presence now will benefit from AI search as it grows. The strategies are the same ones that help you succeed today - a great website, strong SEO, quality content, and positive reviews.