AI changes how local businesses are found

Artificial intelligence is changing the way people discover local businesses, moving away from traditional search engines to systems that recommend products and services based on user queries. These systems, like ChatGPT and Google's AI Overviews, are used by billions of people each month and are becoming key tools in shaping consumer choices.

Retailers adapt to new visibility strategies

Retailers now need to optimize for Generative Engine Optimization (GEO), a new approach focused on making their brands visible to AI systems. This involves ensuring that information about a business—like hours, services, and reviews—is consistent across multiple online platforms, as inconsistent data can reduce trust in a brand.

Local SEO remains a key foundation

Even with new AI-driven methods, traditional Local SEO still plays a central role in GEO. AI systems rely on the same web-based information that search engines use, such as website content and business listings. For small businesses expanding to new markets, this means preparing their digital presence in advance to align with local expectations and search patterns.

Consistency and authentic content matter

Experts recommend that businesses maintain consistent details like their name, address, and phone number across all platforms. Creating authentic content that reflects a brand's unique story and values can also help it stand out. Customer reviews and mentions in local media or directories are seen as important signals of credibility to AI systems.

Real-world examples show success

Some local businesses have already benefited from these strategies. A nurse in Lille boosted her online presence by appearing on local websites and social media, leading to more mentions in AI-generated responses. Similarly, a pizzaiolo in Lyon saw increased visibility after optimizing his digital profile and collaborating with local partners.

AI search remains unpredictable

Despite these efforts, AI-driven search results can be inconsistent, with the same question sometimes leading to different answers. This makes it difficult to ensure stable visibility, requiring businesses to remain flexible and continuously refine their digital strategies to maintain trust with AI systems.