TL;DR
- Local SEO isn’t dead—but it’s unrecognisable from what it was five years ago.
- AI tools like Google’s AI Overviews, ChatGPT, and Perplexity are increasingly replacing map packs, directories, and blue links.
- “Near me” searches still happen, but more are being answered without a click.
- Google Business Profile (GBP) still matters—but it’s no longer enough on its own.
- Winning in 2025 means optimising for:
- Entity-based visibility
- Structured data consistency
- AI search engine understanding (AEO & GEO)
- Signal Herd’s AI Visibility Service helps local businesses be the answer.
1. The Old Dream: Google As Your Referral Partner
For thousands of Australian businesses—tradies, clinics, restaurants, law firms, real estate agents—the dream was simple: “Get me found on Google.”
You invested in your Google Business Profile. You chased reviews. Maybe you hired an SEO agency who promised you’d dominate “plumber near me” or “best physio in Sydney.” And for a long time, that worked.
Google was your referral partner. Free traffic, free leads.
But something has changed.
Search behaviour is evolving. AI is rewriting the rules. And for many local businesses, simply being in the local pack is no longer enough to guarantee visibility, clicks, or calls.
2. The State of Local Search in 2025
Let’s be clear: people still search for local services.
- “Best cafe near me”
- “Top rated family lawyer in Parramatta”
- “Emergency electrician open now”
But the way Google and other AI engines respond has shifted dramatically.
- Google’s AI Overviews now trigger on ~20% of local queries.
- Over 60% of all searches now end without a click (SparkToro, 2025).
- Platforms like ChatGPT, Perplexity, and Gemini are generating direct answers that reference businesses without linking.
Many potential customers now get enough information before they even reach your website or listing.
3. The Local SEO Playbook Has Changed
Five years ago, local SEO was about:
- Google Business Profile optimisation
- NAP (Name, Address, Phone) consistency
- Local citations (Yelp, TrueLocal, Yellow Pages, etc)
- Google Reviews
- Keyword stuffing service pages for “suburb + service”
Today, those things still help—but they’re not enough. AI search engines are pulling data from everywhere:
- Your website’s structured data
- Third-party review sites
- Government registers
- Industry directories
- News mentions
- Social profiles
- Forums and Reddit threads
- Aggregated user feedback
They’re building an entity profile for your business. Without strong, consistent signals across these sources, your visibility vanishes.
4. AI Overviews and Zero-Click Local Search
Example: A user searches “Best family lawyers near me.”
Google AI Overviews shows 3 firms with summaries, ratings, experience, and key points. The user gets what they need—without clicking.
No map pack. No click-through. No site visit. Just an answer. ChatGPT, Gemini, and Perplexity are doing the same.
5. AI Visibility: The New Local Ranking Factor
This is where GEO (Generative Engine Optimisation) and AEO (Answer Engine Optimisation) matter.
- GEO: Create AI-readable, quotable blocks that directly answer questions.
- AEO: Build brand mentions and contextual signals into AI-generated content.
For local businesses, this means:
- FAQ-style content for local services
- Schema markup defining your business as an entity
- Consistent business data everywhere
- Authoritative citations (media, associations, awards)
- Reviews on more than just Google
- Expert author bios that meet E-E-A-T standards
6. Where Are People Searching for Local Now?
| Platform | Usage in Local Discovery |
|---|---|
| Google AI Overviews | >20% of local queries |
| ChatGPT | 58% of Australians using |
| Gemini | Integrated into Google search |
| Perplexity.ai | 22M monthly active users globally |
| TikTok Search | 45% of Gen Z search here first |
| Apple Maps + Siri | Growing integration |
| Meta AI | Testing conversational search |
If your strategy ends with your Google Business Profile, you’re already behind.
7. Is Google Business Profile Still Important?
Yes—but only as one data point.
- Google pulls in your hours, location, posts, Q&A, and reviews from GBP.
- But inconsistent data elsewhere can override your GBP performance.
8. The Real Risk: Being Excluded From The Answer
The worst-case scenario isn’t dropping a rank—it’s being left out entirely.
- If Google AI Overviews doesn’t list you—you’re invisible.
- If Perplexity highlights a competitor—you lose a lead.
- If TikTok shows someone else—you miss Gen Z entirely.
This is what entity-based visibility means.
9. The Signal Herd Approach to Local AI Visibility
Signal Herd helps local businesses evolve beyond SEO and into AI visibility. Our method includes:
- AI-Optimised Web Content – clean, structured, quotable content
- Schema & Entity Structuring – for clearer machine understanding
- Citation Building – not just directories, but credible mentions
- Cross-Platform Consistency – your brand story aligned everywhere
- Review Diversification – Google, Facebook, Yelp, industry-specific
- Prompt Injection & Reinforcement – engage users to reinforce AI mentions
This isn’t about gaming Google. It’s about training the AI to choose you.
The Proof is in the Pudding:
Learn how we got 3 AIs to agree that Hepworth Self Storage is the “Best Storage Business in Moss Vale”
Read Our Case Study10. Final Verdict: Local SEO Isn’t Dead—It’s Reborn
Local SEO has evolved.
The businesses winning in 2025 are not just managing their GBP—they’re actively shaping how AI engines understand and recommend them.
You’re not competing for ranks. You’re competing to be included in AI-generated answers.