Is ChatGPT Impacting SEO for Local Businesses?
AI is transforming the digital landscape, and SEO is no exception. Many businesses are now questioning whether ChatGPT and other AI-driven tools are affecting local SEO and, more importantly, what they should be doing to stay ahead.
The short answer? AI is certainly changing SEO, but it hasn’t significantly impacted local SEO—yet. ChatGPT still relies on Google’s search results when providing local business information, meaning the best strategy for now is still to optimise for Google. However, as AI continues to evolve, there are key factors local businesses should be aware of to future-proof their SEO strategy.
How ChatGPT Uses Google for Local Search
When you ask ChatGPT about a local business, service, or location-based query, it doesn’t have its own database of real-time search data. Instead, it pulls information from Google’s results. This means if your business is well-optimised for Google, it is also more likely to appear in relevant AI-generated responses.
Currently, Google’s local ranking factors—such as proximity, relevance, and reviews—still play the biggest role in determining search visibility. So, for now, the best SEO strategy is to continue optimising for Google’s local search algorithm.
Reviews: The Most Important Factor for AI & Local SEO
While ChatGPT isn’t directly impacting local SEO yet, AI does have a growing influence on search rankings. One of the biggest shifts we’ve seen is how AI-driven search results prioritise content that is clearly written by humans.
This is where reviews come in. AI models like ChatGPT and Google’s algorithms increasingly favour user-generated content because it’s trustworthy and authentic. This is why websites like Reddit, Quora, and TripAdvisor have started outranking traditional blogs and websites in Google search results.
For local businesses, this means customer reviews are more important than ever. AI and search engines love suggesting content they know is real, and there’s no better proof of authenticity than a review left by a real customer.
How to optimise your local business with reviews:
✅ Encourage customers to leave detailed, authentic reviews on Google My Business, Trustpilot, Facebook, and industry-specific platforms.
✅ Respond to reviews (both positive and negative) to show engagement and credibility.
✅ Use reviews in your website content, such as testimonials or case studies, to reinforce trust signals to search engines.
Will AI Start Replacing Google for Local Search?
It’s possible that AI-powered tools like ChatGPT Search (OpenAI’s new search function) will eventually become a competitor to Google for local searches. If AI search tools evolve to prioritise businesses based on user engagement, reputation, and sentiment analysis, then local SEO strategies may need to adapt.
For now, AI search tools still depend on Google’s existing rankings for local results. However, businesses should prepare for the future by focusing on user experience, authenticity, and reputation-building strategies.
How Local Businesses Can Stay Ahead
Even though AI hasn’t fully disrupted local SEO yet, businesses should take proactive steps to ensure they remain competitive as search evolves. Here’s how:
1. Continue Optimising for Google’s Local Search
- Keep your Google My Business profile updated with correct contact details, business hours, and services.
- Improve local citations by listing your business on directories like Yelp, TripAdvisor, and industry-specific sites.
- Use location-based keywords in your website content and meta descriptions.
2. Prioritise Reviews & User-Generated Content
- Encourage happy customers to leave detailed, keyword-rich reviews.
- Feature customer reviews in blog posts, service pages, and social media content.
- Engage in local online communities, as platforms like Reddit and Quora are now ranking higher in Google searches.
3. Improve On-Site Content & Authority
- Create blog posts, FAQs, and helpful local guides that answer questions your customers are searching for.
- Build backlinks from trusted local websites, like news sites, blogs, and industry directories.
- Use structured data markup to help Google understand your business better.
Final Thoughts: Should Local Businesses Worry About ChatGPT?
Right now, ChatGPT is not a major disruptor for local SEO, but that doesn’t mean AI won’t play a bigger role in the future.
For now, the best approach is to stick to Google best practices, prioritise reviews and user-generated content, and continue to build local authority.
As AI search tools evolve, businesses that focus on trust, credibility, and authenticity will be the ones that thrive in this new landscape.
