AI-powered search is changing how people find businesses online. Google AI Mode, AI Overviews, ChatGPT, Claude, and Gemini are becoming part of everyday search behavior. What does that mean for your marketing?
The Rise of AI in Search
Google’s new AI Mode and AI Overviews are letting you chat with search and are summarizing answers directly at the top of search results. Many users get the information they need without ever clicking through to a website.
At the same time, tools like ChatGPT and Gemini are replacing, or supplementing, traditional search. In 2024 alone, ChatGPT handled 365 billion searches, a milestone that took Google 11 years to reach. (Current Google Search volume is over 5 trillion searches per year.)
What This Means for Local Businesses
For local businesses, it may feel overwhelming to keep up with these rapid changes. But here’s the good news: the marketing fundamentals still apply and they’re more important than ever.
AI pulls its answers from content that is clear, helpful, and demonstrates authority. This is where AI Optimization (AIO) comes into play.
What Is AI Optimization?
AI Optimization means creating content that:
- Answers real customer questions
- Uses simple, conversational language
- Demonstrates trust and authority in your field
When you create helpful, audience-focused content, both people and AI recognize your business as a credible resource.
Don’t Forget Your Local Profiles
Your Google Business Profile, Bing Places listing, and customer reviews all contribute to how AI understands your business.
- Keep your profiles fully updated.
- Claim your Bing Places profile if you haven’t already.
- Actively request customer reviews — AI models often reference reviews to determine credibility and trustworthiness.
Action Steps to Stay Ahead
Here are 3 simple steps to keep your business visible as AI search evolves:
- Review your website and content.
- Make sure you’re clearly answering common customer questions in simple, helpful language.
- Update your business profiles.
- Verify your Google Business Profile is complete — and claim your Bing profile too.
- Collect customer reviews.
- Reviews help both AI tools and potential customers trust your business.
The Bottom Line
While AI search is evolving rapidly, the strategy remains the same: know your audience, answer their questions, and build trust. Whether it’s a human or AI reading your content, this approach keeps your business visible.
Do you prefer to listen in? Here’s our podcast:
Links in this episode: AI in Search: Going beyond information to intelligence
Top ways to ensure your content performs well in Google’s AI experiences on Search
New Research: The Prevalence of AI Overviews in Local Search
The Role Of E-E-A-T In AI Narratives: Building Brand Authority For Search Success
