Google AI updates to reshape local SEO strategies for brands

Image credit: Search Engine Journal

Google’s upcoming artificial intelligence updates will alter local search optimization, requiring brands to adjust strategies for visibility and recommendations, according to a recent industry webinar.

The shift means AI will increasingly compare options, make decisions, and book appointments without users directly visiting business websites, redefining traditional local SEO objectives for businesses globally.

Currently, 68 percent of brands do not appear in AI recommendations because of incomplete or outdated local data signals, industry experts reported. This deficiency prevents AI Overviews and Gemini from having sufficient and accurate information for each business location.

A webinar featuring speakers from Google, Uberall, and Search Engine Journal explored these changes and outlined five essential fixes for local marketing strategies.

Caroline Dissaux of Google, Bonnie White of Uberall, and Krystal Taing and Katie Morton of Search Engine Journal provided insights into how Google’s AI views business locations and how brands compare against competitors.

The discussion emphasized that brands must proactively audit their local data and implement strategies to enhance their data, content, and review signals to remain competitive.

Uberall, a global leader in local marketing solutions, highlighted the importance of data management. The company stated that accurate and comprehensive information across all digital touchpoints is important for AI systems to recommend a business.

Adecco, a global human resources provider, was cited as an example of a brand that could benefit significantly from optimizing its local search presence through these new strategies.

The webinar detailed self-auditing steps that businesses can undertake to identify gaps in their local signals. These steps include reviewing consistency of business information, optimizing local landing pages, and actively managing online reviews.

Improving data quality involves ensuring that business names, addresses, phone numbers, and operating hours are consistent across all platforms. Content strategies need to focus on providing rich, localized information that AI can easily interpret.

Furthermore, actively soliciting and responding to customer reviews was identified as a key factor in building trust and authority, which AI systems consider when making recommendations.

Source: Search Engine Journal