Local SEO includes several specific tasks geared to establishing the relevance and authority of a business within a targeted geographic area.
Search engines and large language models (LLMs) like Google Gemini and ChatGPT reference many different data points to determine who will be surfaced in their respective result sets, which include AI Overviews and AI Mode in Google, featured snippets, local map packs, image or video carousels, and other emerging search formats.
So, how can you identify and prioritize optimizations with the greatest potential to deliver converting traffic to your website or your business door from traditional organic local SEO or AI search?
Below, we’ll walk through an evaluation of each key facet of your local search presence and uncover your best opportunities to improve your visibility in traditional organic and AI search.
These tasks are listed in typical order of completion during a full audit, but some can be accomplished concurrently.
1. Keyword Topic/AI Prompt Audit
Although the introduction of AI in search has changed the keyword-first strategy, the natural place to start a local SEO audit is in organic and AI search results. Start with the topical keywords, phrases, and AI prompts you are hoping your business will be found for, in order to identify where you are positioned relative to your competitors and other websites/content.
This research can help you quickly identify where you have established some level of authority/momentum to build on, as well as topics upon which you should not waste your time and effort.
SEO is a long-term strategy, so no keyword or prompt should be summarily dismissed. Even so, it’s generally best to focus on keyword topics you realistically have a chance to gain visibility and drive traffic for. Pay close attention to the intent behind the keywords you choose and ideally focus on those with commercial or transactional intent, as informational content search results are largely being dominated by AI summaries.
You will also need to consider optimizing for conversational search queries or prompts and voice search, as AI Mode will increasingly rely on natural language processing.
Further, some younger users have developed different searching behaviors altogether and are using social media platforms like Instagram and TikTok for local searches. Search optimization for these platforms is a different conversation, but having an eye on how your business and its products/services are found when searching here can provide insight into how searches are conducted in more traditional and emerging AI formats.
Different people search…
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