Local search engine optimisation has become the cornerstone of digital marketing success for small and medium enterprises (SMEs) and start ups. With 76% of consumers searching for a ‘near me’ business every day, according to Google, businesses that master local SEO can significantly increase their foot traffic, generate more qualified leads, and drive sustainable sales growth.
How is AI changing local SEO?
AI is reshaping local SEO in several ways — primarily, through automation and Google’s continued use of AI in its search algorithms and results. AI may seem like a recent addition to workflows, but the reality is Google has been using AI-powered natural language processing (NLP) for years.
In particular, the Multitask Unified Model, or MUM, means search engines are sophisticated enough to understand conversational language and are multimodal, so can interpret images and sounds. Then, in 2024, Google launched AI overviews, a search feature that provides quick responses to user queries, and a feature that offers so much potential for local businesses to appear in these results.
Justin Aldridge, Technical Director at Artemis Marketing, explains that one approach to utilising AI, to help grow your local customer base, is understanding how LLMs interpret and rank content:
"Your customers are now searching for products and services not just on Google, but through AI answer engine tools like ChatGPT, Google Gemini, Perplexity and Claude. Google is also soon to roll out their new AI mode in main search.
Our answer to making sure businesses get found everywhere customers are searching is ARTEMIS INTELLIGENCE® which uses the very latest Answer Engine Optimisation (AEO), sometimes also called Generative Engine Optimisation (GEO) techniques”.
1. Google Business Profile optimisation
Your Google Business Profile (GBP) is the digital front door to your business, and it’s often the first impression potential customers have of your brand. A fully optimised GBP can significantly increase your chances of appearing in the coveted local pack results, making it the single most important element of any local SEO strategy.
However, keeping your GBP up to date takes considerable time, a luxury few businesses have. AI-powered tools can be used to automate the process, like ProfilePro which is a chrome extension that can cut your optimisation time in half, or Smart Task, which analyses your business’ data before recommending optimisations, and also analyses your competitors.
AI can also assist in creating engaging content, from professional-quality video scripts and suggesting topics based on trending keywords, to assisting with editing and repurposing content for your GBP posts. Beyond AI's assistance, the impact of video itself on online visibility is substantial. As video production company Lambda Films highlights, "web pages with video content are 53 times more likely to rank on Google's first page".
With the right setup, AI doesn't just save time — it ensures your profile stays fresh, competitive, and aligned with best practices, helping you attract more local customers without adding more to your plate.
2. Managing your online reputation
Online reviews are the digital equivalent of word-of-mouth recommendations, with 67% of consumers swayed away from a product or service by a negative review. A strong review profile doesn’t just influence potential customers, it also serves as a local SEO ranking factor. Businesses with higher review volumes and better ratings typically see superior local search positions.
Review management can be automated with AI, whether it’s review request campaigns, analysing sentiment patterns in customer feedback, or suggesting personalised response templates. AI-driven response tools use machine learning and NLP to understand the context of a review so they can provide tailored replies.
3. Geo-targeted landing pages
Location-specific landing pages are one of the most powerful yet underutilised local SEO techniques available to businesses. Dedicated pages allow you to target specific neighbourhoods, cities, or regions with tailored content that speaks directly to local customers.
Effective geo-pages should include locally relevant content such as area-specific services, testimonials from local customers, information about local partnerships, and references to nearby landmarks or popular destinations. This localised approach helps search engines understand the geographic relevance of your business while providing genuine value to visitors from each target location.
AI tools excel at creating unique, location-specific content at scale, while still ensuring consistency in your tone of voice, brand messaging and quality. You can ask AI to analyse local market data and search trends to generate geo-pages that resonate with local audiences.
4. Citation building and NAP consistency
Citations are the backbone of local SEO authority, with search engines using these mentions of your business name, address, and phone number (NAP) across the web to verify your business' legitimacy and determine local ranking positions. NAP information should be featured prominently in your website footer, contact page, and any location pages using identical formatting across all instances. Even minor variations in the formatting, such as "street" versus "st.", can impact your local search authority.
AI takes the tedium out of manually entering citation details, often requiring just a URL or the title of the source to extract the relevant information and format it. It saves your business time but also reduces errors in terms of accuracy and adhering to a set style.
5. Schema markup
Search engines crawl your website to understand your business, and any inconsistencies between your website information and external citations will create confusion that negatively impacts local rankings.
Schema markup provides search engines with structured data about your business, making it easier for them to understand and display your information in search results. Implementing proper schema markup requires technical knowledge, but AI tools can simplify this process significantly by automatically generating the appropriate markup, and even suggesting additional markup opportunities that could enhance your search visibility.
AI tools can be used in a variety of ways to automate routine tasks, generate insights from data, and scale your content creation efforts, helping you achieve more without the previously required time investments or specialised expertise.
Copyright 2025. This article is sponsored by Artemis Marketing, a West Sussex-based digital marketing agency founded in 2004. They help small, medium, and e-commerce businesses enhance their online presence, drive traffic, and increase conversions.