Local search refers to geolocated queries aimed at finding businesses, shops or services in a specific geographic area, on both Google and conversational AI.
What is Local Search?
Local search encompasses all queries with geographic intent: "restaurant near me", "plumber in London", "best hotel in Paris". These searches are performed on Google, but also increasingly on conversational AI like ChatGPT, Claude or Perplexity.
Local Search and conversational AI
AIs now integrate the local dimension in their responses:
- ChatGPT: Uses Bing and web search to recommend local businesses
- Gemini: Relies on Google Maps and Google Business Profile
- Perplexity: Real-time search and cites local sources
Key factors for local AI visibility
- Google Business Profile: 100% complete listing, recent reviews, photos, up-to-date hours
- Consistent NAP: Name, Address, Phone identical everywhere on the web
- Online reviews: Quantity, quality and recency of reviews across all platforms
- Geolocated content: Dedicated pages per city/service area
- Local mentions: Presence in directories, guides and local press
How to optimize for Local AI Search?
- Complete and optimize your Google Business Profile
- Actively collect positive reviews
- Create local content (guides, news, events)
- Register in relevant local directories
- Use LocalBusiness structured data
Local Search and AI Labs Audit
AI Labs Audit integrates local search prompts in its audits and offers a special "Offline" mode for businesses without a website, analyzing their AI visibility from their online presence alone (reviews, directories, social media).