2025 AI SERP Changes: New Strategies to Gain Local Search Visibility
Search engine results pages (SERPs) are undergoing one of their most significant transformations in decades. With AI-generated responses now dominating search interfaces, traditional SEO strategies—like aiming for the number one organic ranking—are no longer sufficient. In this AI-driven era, businesses must rethink how they appear in search results, especially at the local level.
The New AI Landscape in SERPs
What’s Changing in Local Search SERPs?
- AI-generated summaries, or AI Overviews, now appear frequently—especially for natural language, long-tail queries. For example, search terms with 10 words or more are over five times more likely to trigger AI Overviews than single-word queries.
- These Overviews increasingly occupy prime screen real estate, particularly on mobile, where such content can consume up to 75% of the display.
- Local Pack listings and other traditional features are now often hidden further downstream, meaning businesses must adapt to new visibility patterns.
Local businesses are no longer just competing for position—they must appear within AI-driven summaries to capture attention.
Why Local Businesses Must Act Now
As one industry strategist explained, “SEO isn’t dead—it’s just changed its rules.” Local businesses can no longer rely on the traditional Local Pack or organic listings. Instead, they must optimize to appear in AI Overviews—leveraging local signals like Google Business Profile (GBP) and real-time reputation indicators.
People still seek local products, services, and directions—but AI overviews may now be where users begin and often stay. To prepare, businesses must optimize more than just keywords—they must build trust within AI’s ecosystem.
Strategies to Capture AI-Driven Local Visibility
1. Optimize for Answer Engine and Generative Engine Optimization (AEO & GEO)
- Structure content in Q&A format, with structured headings (H2, H3), bullet lists, and schema markup to enhance AI readability.
- Build local authority by being cited in high-DR sources like local news, trusted directories, or regional blogs—boosting your presence in generative results.
2. Elevate Your Google Business Profile (GBP)
- Your GBP is critical—Google pulls data from your profile into AI Overviews. Keep your profile updated with photos, services, opening hours, and posts reflecting local relevance.
- Collect and manage local reviews, as sentiment and keywords within reviews feed AI’s understanding of your local authority.
3. Target Local Queries with Conversational Content
- AI Overviews favor long-tail, conversational queries. Optimize your content with phrases like “best [service] near me for emergencies” over simplified keywords.
- Multiple local touchpoints—on your website, GBP posts, and local blogs—reduce the chance of being overlooked in AI summaries.
4. Expand Local Visibility Beyond the SERP
- Stay visible in AI-rich environments by leveraging video formats, FAQs, and local schema. Videos and structured Q&A types are increasingly included in AI Overviews.
5. Measure SERP Changes and Responses
- Use AEO and GEO tools—like AI Visibility tracking—to monitor mention frequency, citation ranking, share of voice, and AI-specific visibility metrics.
- Track campaign performance metrics beyond clicks—including brand recall, conversions from GBP interactions, and local action triggers (e.g., calls and directions).
Future-Proofing Local SEO in an AI World
Future Trends in AI-Powered Local Search
- AI Overviews are being triggered in over 13% of US searches by March 2025, up significantly from earlier in the year.
- The rise of zero-click behavior has serious implications—AI Overviews and answer-first search structures disrupt traditional click-through pathways.
Winning the Local AI SEO Game
- Diversify local presence: Own your domain, GBP, local citations, FAQ content, and video snippets to ensure omnipresence across SERP placements.
- Prioritize building trust signals in AI outputs: Accurate, locally relevant content + strong brand mentions build higher AI authority.
Key Takeaways for Local Brands
| Action | Why It Matters |
|---|---|
| Structure content for AI-readability | Increases chance of inclusion in AI Overviews |
| Maintain comprehensive, accurate GBP | Enhances AI confidence in your business |
| Use local long-tail queries | Matches how AI surfaces answers |
| Expand formats (video, FAQs, directories) | Broadens your visibility across AI-rich features |
| Monitor AI-specific performance | Ensures you’re adapting in real time |
Final Thoughts
The AI disruption in search is not a challenge—it’s an opportunity. Local brands that embrace AEO & GEO, optimize their GBP profiles, and expand into AI-friendly formats can rise above competitors who rely on outdated SEO tactics. In 2025, appearing within AI-driven answers—not just SERP rankings—is the new battleground for local visibility.
