The New Era of Local Search
3 mins read
Published May 6, 2025
For years, businesses have relied on Google’s “near me” searches to drive local visibility. Whether you were a dentist, café, tradie, or designer—ranking in local search results was the golden ticket. But things have changed. Today, more customers are asking AI tools like ChatGPT, Perplexity, and Gemini where to go, what to buy, and who to trust.
And here’s the important part:
AI doesn’t show a list of options. It gives a single answer.
That means the competition for local visibility has completely transformed.
AI tools determine local relevance by reading your website, your Google Business Profile, your reviews, and your online footprint. They evaluate clarity, trustworthiness, expertise, and consistency across platforms. If your information is scattered or vague, AI simply won’t mention you—even if you rank well on Google.
Local businesses who want to win in this new era must shift from traditional SEO to AI-focused GEO strategy. This means having clear service pages, location-specific content, structured FAQs, and authority signals that AI tools can confidently reference.
In the future, customers won’t just search for “best dentist near me.”
They’ll ask: “Which dentist in Brisbane is the most trusted?”
And AI will choose the business it understands best.
That’s where the opportunity lies—brands who adapt early will dominate their local markets faster than ever before.
