97% of search engine users search online to find a local business. If users want to find a local business online, they turn to search engines first.
Local Search Gets Smarter: AI Takes the Wheel
Local SEO is undergoing a transformation with the rise of Google AI Overviews (AIO). This new feature leverages artificial intelligence to craft informative summaries directly within search results, potentially impacting how users discover local businesses. BrightEdge, a leading SEO platform, has conducted insightful research on AIO, offering valuable takeaways for local businesses and marketers.
AI in Search: Not a Newcomer, But a New Face
While BrightEdge claims AIO represents a paradigm shift, it’s important to remember Google Search has utilized AI for years – RankBrain being a prime example introduced in 2015. However, AIO marks a significant shift in how this AI is presented. Previously, AI’s influence remained hidden within the search algorithm. Now, with AIO, users can directly see AI-generated summaries on the search results page.
Unveiling the Magic Behind the Curtain: BrightEdge Generative Parser
BrightEdge’s Generative Parser plays a crucial role in analyzing AIO and other AI-powered search features. This innovative tool allows SEO professionals to delve deeper and understand how AI influences search results. As Albert Gouyet, CEO of BrightEdge, states, the Generative Parser “provides unprecedented visibility into the inner workings of Google’s AI-powered features.”
What Triggers Local AIO? Understanding User Intent
Understanding queries that trigger AIO is key for local SEO. BrightEdge’s research reveals a strong correlation between Featured Snippets and AIO for local searches. This suggests Google prioritizes concise answers for specific user intents when displaying AIO. Additionally, question-based queries, like “best restaurants near me” or “what are the opening hours for [business name],” are more likely to trigger AIO.
Not Everywhere Yet: When Local AIO Takes a Backseat
While AIO holds promise, it doesn’t appear for every local search. Branded searches with established sitelinks, for instance, are less likely to display AIO. This makes sense, as established brands likely have well-optimized websites with clear information readily available. Similarly, local searches with specific details, like “[business name] address”, are unlikely to require an AI-generated overview.
Healthcare Reigns Supreme: Verticals and AIO
BrightEdge’s research delves into the specific industries where AIO is most prevalent. Healthcare takes the lead, with a significant percentage of searches triggering AIO summaries. Other verticals like B2B technology and e-commerce also see a notable presence. This could be due to the complexity of information often associated with these industries, making AIO summaries particularly helpful for users.
AIO vs. SGE: A Matter of Refinement
It’s important to distinguish AIO from Search Generative Experience (SGE), another AI-powered feature by Google.BrightEdge highlights three key reasons why AIO appears less frequently than SGE. Firstly, Google is likely honing the precision of its AI for local searches, ensuring summaries are highly relevant. Secondly, selecting the most appropriate information from a local business’s online presence requires careful filtering. Finally, Google might be strategically rolling out AIO for specific local search categories at a time.
The Evolving Landscape: Early Days of Local AIO
The initial reception of AIO by users and media has been mixed. While some praise its potential for faster information retrieval, others raise concerns about potential bias and the impact on traditional SEO strategies. It’s important to remember that AIO is still in its early stages. We can expect Google to refine its algorithms and user experience over time.
Local SEO in the Age of AI: Key Takeaways and Looking Forward
BrightEdge’s research offers valuable insights for local businesses and SEO professionals. Local businesses should prioritize clear and concise information on their websites, especially for frequently asked questions. Marketers should adapt their strategies to focus on user intent and optimize content for the types of queries that trigger AIO summaries.Finally, staying updated on Google’s AI advancements will be crucial for navigating the evolving local SEO landscape.
In conclusion, Google AI Overviews represent a significant step towards AI-powered local search. By understanding how AIO works and adapting strategies accordingly, local businesses can leverage this new feature to enhance their online presence and connect with potential customers more effectively. As AI continues to evolve, local SEO will undoubtedly transform further, creating exciting opportunities for those who embrace the change.
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