AI Local Search: from SEO to GEO

Zach Pokudov -

Intro

Local search is no longer just about ranking for “pizza near me” queries. With AI deeply embedded into search engines, maps, and discovery platforms, the way users find and choose local businesses has fundamentally changed. Instead of scanning long lists of results, people now expect instant answers, tailored recommendations, and frictionless actions such as calling, booking, or ordering.

AI sits at the center of this shift: from Search Enginge Optimization (SEO) to Generative Engine Optimization (GEO). It interprets intent, summarizes reputation, personalizes results, and often decides which few businesses are even shown. For local businesses, this means visibility is no longer driven by keywords alone, but by clarity, trust, and relevance reflected in their business profiles, reviews, and local data.

Some key facts to prove it:

  1. 84% of consumers search for local businesses online daily and 60% click on AI‑generated overviews in Google Search
  2. When local searchers do click 76-88% visit or call a business within a day, so losing visibility in AI surfaces means losing very high‑intent traffic
  3. By 2026, analysts predict that over 75% of local business discovery will be influenced or mediated by AI systems, compared to about 45% in 2023. This shift is happening faster than most businesses are adapting their local presence

All of that directly affects local intent. General local SEO stats for 2025 show 98-99% of people have used the internet to find a local business, with around 80% doing so at least weekly and 32% daily.

This raises a practical question: what has actually changed for businesses, and how should they respond?

What’s changed for businesses

AI has transformed local search from a ranking problem into a comprehension problem. Search platforms are no longer asking “Which business uses the right keywords?” but rather “Which business best fits this user’s situation right now?”

Key changes include:

  • From listings to summaries: Businesses are increasingly represented by AI-generated summaries built from reviews, photos, attributes, and and real user interactions, rather than standalone listings.
  • From clicks to actions: Calls, directions, bookings, and messages often happen directly from search results, reducing website visits.
  • From static rankings to personalization: Different users may see different local results for the same query.
  • From volume to credibility: Review quality, consistency of information, and real-world signals now outweigh sheer quantity.

For businesses, this means that incomplete profiles, vague positioning, or inconsistent data can directly translate into lost visibility-regardless of past SEO performance.

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How to Act?

To succeed in AI-driven local search, businesses must shift from isolated optimization tactics to clarity and usefulness across their business profiles.

Focus on the following actions:

  1. Maintain consistency everywhere
    Align name, address, phone number, hours, and descriptions across directories, maps, and social platforms.
  2. Strengthen your narrative through reviews
    Encourage customers to leave detailed reviews that mention specific services, use cases, to promote your business in AI summaries.
  3. Use visuals with intent
    Upload photos and videos that answer real customer questions: interior, exterior, menu, results, accessibility, and atmosphere.
  4. Treat listings as conversion assets
    Optimize profiles for calls, bookings, messages, and directions, not just impressions.

Conclusion

Websites are increasingly acting as data sources for AI, while local discovery shifts toward AI-generated experiences built on maps, profiles, and reviews. Local results, in particular, are likely to be absorbed into AI-generated summaries as Google and other search engines expand their AI-driven search modes. In this environment, brands must focus on precise data, consistency, and delivering a cohesive, highly personalized experience across every touchpoint.

If you want to understand how AI systems interpret your local presence today, reviewing real-world cases or starting with a simple local presence audit is often the fastest way to get clarity.

Curious how we can help your business do the same? Check our case studies or reach out to us at sales@geojet.io or via a live chat.