For over two decades, "local search" meant Google. Search "plumbers near me" and browse the results. That paradigm is shifting.
Increasingly, consumers are skipping Google entirely and asking AI assistants for recommendations. The implications for local businesses are profound.
The shift in user behavior
When you ask Google for a plumber, you get a list of options to evaluate. When you ask ChatGPT, you get a direct recommendation, often with reasons why.
The AI experience is faster and feels more personalized. Users don't have to evaluate 10 options; they get 3-5 recommendations they can trust.
What this means for local businesses
In traditional search, being on page one matters. In AI search, being mentioned at all is what matters. AI typically cites only 3-5 businesses per query.
This creates a winner-take-most dynamic. The businesses AI mentions get all the consideration; those not mentioned get none.
How to adapt
The fundamentals still apply: strong reviews, consistent business information, and quality service matter. But new factors are emerging: structured data, third-party mentions, and FAQ content all influence AI recommendations.
The businesses that understand this shift and adapt their strategies will capture the growing wave of AI-referred customers.