Google now shows AI-written summaries above many search results, and more people ask ChatGPT or other assistants for recommendations. For local businesses, the fundamentals haven't changed much. The answers these tools give are built from the same signals that already drive rankings.
What's different
- Fewer clicks for simple questions. "What does a heat pump cost?" may be answered on the results page, so pure information pages get fewer visits.
- More weight on trust. AI answers favour businesses with clear, consistent information across the web: your site, your Business Profile, directories and reviews.
- Questions get longer. People type or say full questions, such as "who's a reliable electrician in Joondalup who can come today". Pages that answer specific questions match better.
What hasn't changed
When someone wants to hire a local business, Google still shows the map pack and normal results, and people still compare reviews and websites before they call. A fast site with a page for each service and area, a complete Business Profile and steady reviews is still what wins.
What to do now
- Make your facts easy to read. Services, areas, prices or price ranges, hours and licence details in plain text on your site, not only in images.
- Keep details consistent everywhere. Name, phone and address should match across your site, directories and social profiles.
- Answer real questions. An FAQ section on each service page, written the way customers ask.
- Add structured data. LocalBusiness schema tells machines exactly who you are and where you work.
- Earn mentions. Reviews, local news, suppliers and associations that name your business all feed the picture AI tools build of you.
Should you write content with AI?
AI can help draft, but pages need your real prices, photos, areas and experience to stand out. See using AI to write website content.
Want this done for you? See our local SEO plans, or get a free audit.