Even in the Age of ChatGPT and AI Search It’s no secret— ChatGPT, Perplexity, and other AI tools are changing the way people find information . You can ask ChatGPT a complex question and get a coherent answer in seconds. In many ways, it feels faster, easier, and less cluttered than a traditional Google search. So you might wonder: “If AI tools are replacing Google for general queries, does local SEO still matter?” The short answer: More than ever. Here’s why—and what agencies need to understand when advising local businesses in 2025 and beyond. 1. ChatGPT Is Great for Answers—Not Local Action When users ask ChatGPT for advice, it’s typically informational —they want definitions, summaries, or comparisons. But when someone is searching for a roofer in Manchester, a dentist open on Saturday, or a pizza place near me , they aren’t looking for a paragraph—they’re looking to act . Search engines like Google and Bing still dominate when it comes to commercial intent and local decision-making. Why? Because they’re designed for real-time, location-based, action-oriented queries. 2. SEO Drives Local Visibility in the Moments That Matter When someone Googles: “best auto repair near me” “coffee shops open now” “emergency plumber in Salem MA” They’re not looking for an article or a chatbot—they’re looking for a local solution, and here’s the kicker: AI tools like ChatGPT don’t crawl the real-time web the same way Google does. They don’t access up-to-date business hours, proximity, Google reviews, or your updated map pin. But SEO? - SEO plugs your business into that ecosystem. Local SEO ensures your business shows up in: Google Maps The Local Pack Voice search Mobile searches ‘Near Me’ queries And yes, even in some AI-assisted search results. 3. Search Engines Are Still Gatekeepers to Local Discovery Even with AI rising, Google is still the first stop for 80%+ of commercial and local queries. That means if your client’s business isn’t ranking on page one—or worse, not even showing up in the map pack—they're invisible to high-intent buyers. In a world where attention spans are short and competition is fierce, visibility = viability . 4. AI Relies on SEO-Optimized Content to Train Itself Here’s the ironic twist: The reason ChatGPT gives such great answers? Because it was trained on billions of optimized web pages—including your SEO content. Without SEO-focused websites, Google Business listings, schema markup, and blog content, AI tools wouldn’t have anything accurate to summarize. That means your local SEO strategy doesn’t compete with AI—it powers it. 5. SEO Delivers More Than Rankings—It Builds Trust SEO isn’t just about keywords anymore. It’s about the complete experience : Fast-loading websites (Core Web Vitals) Schema for rich snippets Consistent NAP (Name, Address, Phone) across directories User-friendly content that builds topical authority High-quality backlinks that signal trust When done right, SEO builds your client’s reputation online— something AI tools can’t fabricate or fake. 6. SEO Is Measurable, Scalable, and Localized You can track clicks from Google Maps, measure CTR from organic listings, and optimize based on GSC data. AI tools? Not so much. You don’t get analytics from ChatGPT. SEO gives local businesses: Control over how they appear Insights into how people are searching Opportunities to expand into nearby service areas Scalable results that compound over time So, The Bottom Line: AI May Answer Questions, But SEO Drives Local Action AI tools like ChatGPT are phenomenal for content, learning, and even ideation—but they don’t replace local search behavior. If you’re a digital agency working with small businesses, SEO isn’t just still relevant—it’s essential. Because when someone’s roof is leaking, their kid has a toothache, or they need a latte within five minutes… They’re not asking ChatGPT. They’re Googling. - Agree?
For years, SEO was seen as a to-do list—optimize title tags, insert keywords, build backlinks, and you’re good to go. But if that’s still how you view SEO in 2025, your digital strategy is already falling behind. Today, SEO has evolved into a complex ecosystem , where design, content, user experience, site architecture, and marketing must work in perfect harmony . It’s no longer about ticking boxes—it’s about building a digital experience that search engines and users genuinely trust and enjoy. Let’s break down what’s happening—and why investing in a well-rounded, "jack-of-all-trades" SEO expert is the smartest move for businesses navigating today’s fast-paced digital world. AI Advances Have Changed the SEO Game Search engines are now powered by AI models that are far more sophisticated than ever before. Google's Search Generative Experience (SGE), Bing's AI overlays, and even open-source LLMs are changing how people search , interpret , and click . These AI systems no longer rely purely on keywords. They analyze semantic meaning , intent , context , and even tone . That means your SEO needs to go beyond keyword placement—it must align with how AI interprets value . To compete, websites must offer expertise, trust, and clarity , all while satisfying both machine learning algorithms and real human beings. GEO & Local Signals Matter More Than Ever Local SEO has exploded in relevance. With AI integrating more real-time, geolocation-based signals, your site’s GEO optimization —from map pack visibility to locally relevant content—is now critical. But this isn’t just about adding your city name to a title tag anymore. It means: Structuring your site to reflect service areas clearly Optimizing for voice search queries like “near me” Crafting location-rich, hyper-relevant content Leveraging local schema, citations, and reputation signals Your SEO must now understand local behavior patterns , adapt to AI-driven local results, and be deeply strategic. Welcome to the Era of AIO (AI-Optimized Content) AIO doesn’t just mean using AI to create content—it means using AI to analyze, optimize, and enhance content based on real-time data and search intent. While mass-produced AI content floods the web, search engines are getting better at filtering out generic articles. The winners are those who combine AI with human oversight —ensuring content is accurate, original, engaging, and experience-driven. An SEO who understands how to leverage AIO tools like Surfer SEO, Clearscope, or ChatGPT properly—while still injecting brand tone, clarity, and conversion-focused messaging—becomes an irreplaceable asset. Heres my Best GEO SEO Tools for your website . SEO as a Symbiotic System At this stage, SEO is no longer a siloed department. It’s the bridge between: Design that keeps users engaged UX that converts traffic into leads Technical architecture that enables crawling and speed Content that satisfies intent And marketing that earns trust and visibility It’s an interconnected system. You break one part, and the whole strategy falters. Your site might look beautiful, but if it’s slow and unstructured, it won’t rank. You may have great blogs, but if users bounce after three seconds, Google takes notice. You can’t fix one thing and ignore the rest. Why You Need a "Jack-of-All-Trades" SEO Today In this new reality, you need someone who understands the full picture . You can check my case study on how a Boston-Based HVAC Sees 186% Lead Spike from SEO Smart Strategy . A strategist who can talk dev with your coders, content with your writers, UX with your designers, and data with your executives. Someone who can diagnose weak spots, spot opportunities , and connect the dots across disciplines. This isn’t about doing everything alone—it’s about leading the orchestra and making sure every part of your digital presence plays in tune. Hiring a jack-of-all-trades SEO is no longer optional—it’s an investment in agility, resilience, and growth.