The way people find local businesses has changed fast. Instead of typing a few words into Google and scrolling, more people now ask a full question and get a single answer: from Google’s AI Overviews, ChatGPT, Perplexity, or Siri and the assistant on their phone.
For a local business, the question is no longer just “Do I rank on page one?” It’s “When someone asks for a recommendation, does my business get mentioned?” Here’s how AI search works and what you can do to show up in it.
How AI search tools decide what to recommend
AI search tools don’t just match keywords. They try to understand what the person actually wants, then build an answer from sources they trust. For local businesses, those sources usually include:
- Your website, especially pages that answer questions clearly.
- Your Google Business Profile and other map listings, like Apple Business Connect and Bing Places.
- Reviews, including what customers say and how recently they said it.
- Business listings and directories across the web.
- Mentions of your business on other reputable sites, like local news or industry organizations.
The more consistent and complete that picture is, the more confident these tools are in recommending you.
From keywords to intent
Old-school SEO focused on keywords: say “accountant in Sumter” enough times and hope to rank. AI search rewards content that answers the reason behind a search. Someone searching for an accountant is really asking things like:
- What should I look for in an accountant?
- How can an accountant help a small business save on taxes?
- What does working with an accountant actually look like?
A website that answers those questions clearly gives AI tools something worth quoting, and gives the person a reason to choose you.
How to show up in AI search
1. Answer questions directly
Start pages and posts with a short, plain answer, then go into detail. Use the questions your customers actually ask as headings, and add an FAQ section to your key pages. Clear question-and-answer content is exactly what AI tools pull from.
2. Cover the whole topic
Don’t stop at a list of services. A lawn care company that also explains when to fertilize, how to deal with clay soil and how often to mow becomes the obvious source on lawn care in its area. A bakery that wants to be recommended for wedding cakes can explain how ordering works, how to pick a size and what to expect on delivery day.
3. Make your business information consistent everywhere
AI tools cross-check facts. Your business name, address, phone number, hours and services should match on your website, Google Business Profile and every listing. (Here’s where your business should be listed.)
4. Keep your Google Business Profile complete and active
Your profile feeds Google’s AI answers and voice results directly. Fill out every field, add photos and post regularly. (See what to post on your Google Business Profile.)
5. Earn reviews that describe your work
Reviews that mention the specific service and the town (“they replaced our water heater in Manning the same day”) give AI tools concrete details to work with. Ask happy customers for reviews regularly, and respond to every one.
6. Use structured data
Schema markup is behind-the-scenes code that labels your business name, location, services, reviews and FAQs in a way machines read easily. It’s invisible to visitors but helps AI tools and search engines understand your site.
7. Show who’s behind the business
A real About page, author names on articles, photos of your team and clear contact information all signal that a real, trustworthy business stands behind the site.
8. Keep it current
Review your most important pages at least once a year. Update prices, services, hours and examples so the information AI tools find about you is accurate.
What about voice search?
Voice search is part of the same shift. When someone asks Siri or the Google assistant on their phone, “Where can I get my AC fixed near me?”, the answer usually comes from map listings and business profiles, not from scrolling a page of results.
That means voice search follows the same playbook: a complete Google Business Profile and Apple Business Connect listing, conversational questions and answers on your website, consistent listings and a fast, mobile-friendly site. People speak in full sentences, so write the way your customers talk.
How to tell if it’s working
AI search is harder to measure than traditional rankings. A few practical ways to check:
- Ask ChatGPT, Google and Perplexity the questions your customers would ask, like “Who’s a good roofer in Sumter, SC?”, and see whether you’re mentioned.
- Watch Google Search Console for longer, question-style searches bringing people to your site.
- Ask new customers how they found you, and listen for “I asked ChatGPT” or “Google’s AI suggested you.”
Frequently asked questions
Is AI search replacing Google?
Not replacing, but changing it. Google itself now shows AI answers at the top of many searches, and more people are using AI tools for recommendations. The businesses that show up in both are the ones with clear, consistent, helpful information.
Do I need a separate strategy for AI search?
Mostly no. Good local SEO, clear answers and consistent business information are the foundation for both. AI search just raises the bar on clarity and completeness.
Can I pay to be recommended by ChatGPT?
No. AI tools build their answers from the information available about your business across the web. The way in is making that information accurate, complete and useful.
Want to show up in AI search? See our AI search optimization services, or request a free audit and we’ll show you how your business comes across today.