{"id":79507,"date":"2025-06-10T09:49:03","date_gmt":"2025-06-10T07:49:03","guid":{"rendered":"https:\/\/www.humanlevel.com\/?p=79507"},"modified":"2025-08-19T09:46:03","modified_gmt":"2025-08-19T07:46:03","slug":"google-ai-mode-and-local-search-results","status":"publish","type":"post","link":"https:\/\/www.humanlevel.com\/en\/blog\/seo\/google-ai-mode-and-local-search-results","title":{"rendered":"Google AI Mode and local search results"},"content":{"rendered":"<div id=\"toc_container\" class=\"no_bullets\"><p class=\"toc_title\">Index<\/p><ul class=\"toc_list\"><li><a href=\"#What_results_do_we_see_in_AI_Mode\">What results do we see in AI Mode?<\/a><ul><li><a href=\"#Does_proximity_influence_the_results\">Does proximity influence the results?<\/a><\/li><li><a href=\"#To_recap\">To recap<\/a><\/li><\/ul><\/li><li><a href=\"#What_can_we_do_to_get_listed_in_AI_Mode\">What can we do to get listed in AI Mode?<\/a><ul><li><a href=\"#Relevance\">Relevance<\/a><\/li><li><a href=\"#Google_Business_Profile\">Google Business Profile<\/a><\/li><li><a href=\"#Website\">Website<\/a><\/li><li><a href=\"#Prominence\">Prominence<\/a><\/li><li><a href=\"#Proximity\">Proximity<\/a><\/li><\/ul><\/li><li><a href=\"#Conclusion\">Conclusion<\/a><\/li><\/ul><\/div>\n<p><a href=\"https:\/\/blog.google\/products\/search\/ai-mode-search\/\">On March 5, Google introduced AI Mode in the United States<\/a>. Although it\u2019s still in beta, AI Mode aims to offer a conversational search experience that competes with ChatGPT, Perplexity, and others.<\/p>\n<p>In Europe, we have stricter regulations regarding data privacy and artificial intelligence, so it\u2019s still uncertain when it will arrive in countries like Spain.<\/p>\n<p>Fortunately, at Human Level we have access to the AI Mode trial and have been conducting numerous experiments. Among all the sectors and types of searches we\u2019ve tested, local searches have yielded results that differ from what we\u2019re currently used to. In this article, we\u2019ll share the main differences we\u2019ve identified and offer some recommendations to help prepare your local business for the arrival of Google AI Mode.<\/p>\n<h2><span id=\"What_results_do_we_see_in_AI_Mode\">What results do we see in AI Mode?<\/span><\/h2>\n<p>To observe how Google AI Mode behaves in local search, we used various types of local businesses and services as reference. However, for this analysis, we\u2019ll focus on searches related to hospitality:<\/p>\n<ol>\n<li><strong>Searches without geographic modifier:<\/strong> \u201cbest pizzerias\u201d<\/li>\n<\/ol>\n<div style=\"width: 1920px;\" class=\"wp-video\"><!--[if lt IE 9]><script>document.createElement('video');<\/script><![endif]-->\n<video class=\"wp-video-shortcode\" id=\"video-79507-1\" width=\"1920\" height=\"1080\" poster=\"https:\/\/www.humanlevel.com\/wp-content\/uploads\/best-pizzerias.png\" loop preload=\"metadata\" controls=\"controls\"><source type=\"video\/mp4\" src=\"https:\/\/www.humanlevel.com\/wp-content\/uploads\/best-pizzerias250-720P.mp4?_=1\" \/><a href=\"https:\/\/www.humanlevel.com\/wp-content\/uploads\/best-pizzerias250-720P.mp4\">https:\/\/www.humanlevel.com\/wp-content\/uploads\/best-pizzerias250-720P.mp4<\/a><\/video><\/div>\n<p>&nbsp;<\/p>\n<p>2. <strong>Searches with geographic modifier:<\/strong> \u201cbest pizzerias in Minneapolis\u201d<\/p>\n<div style=\"width: 1920px;\" class=\"wp-video\"><video class=\"wp-video-shortcode\" id=\"video-79507-2\" width=\"1920\" height=\"1080\" poster=\"https:\/\/www.humanlevel.com\/wp-content\/uploads\/best-pizzerias.png\" loop preload=\"metadata\" controls=\"controls\"><source type=\"video\/mp4\" src=\"https:\/\/www.humanlevel.com\/wp-content\/uploads\/best-pizzerias-in-Minneapolis250-720P.mp4?_=2\" \/><a href=\"https:\/\/www.humanlevel.com\/wp-content\/uploads\/best-pizzerias-in-Minneapolis250-720P.mp4\">https:\/\/www.humanlevel.com\/wp-content\/uploads\/best-pizzerias-in-Minneapolis250-720P.mp4<\/a><\/video><\/div>\n<p>&nbsp;<\/p>\n<p>3. <strong>\u201cNear me\u201d searches<\/strong>, which are widely used by users, especially in Maps.<\/p>\n<div style=\"width: 1920px;\" class=\"wp-video\"><video class=\"wp-video-shortcode\" id=\"video-79507-3\" width=\"1920\" height=\"1080\" poster=\"https:\/\/www.humanlevel.com\/wp-content\/uploads\/best-pizzerias.png\" loop preload=\"metadata\" controls=\"controls\"><source type=\"video\/mp4\" src=\"https:\/\/www.humanlevel.com\/wp-content\/uploads\/best-pizzerias-near-me250-720P.mp4?_=3\" \/><a href=\"https:\/\/www.humanlevel.com\/wp-content\/uploads\/best-pizzerias-near-me250-720P.mp4\">https:\/\/www.humanlevel.com\/wp-content\/uploads\/best-pizzerias-near-me250-720P.mp4<\/a><\/video><\/div>\n<p>&nbsp;<\/p>\n<blockquote><p>It\u2019s important to note that this analysis was conducted during the last week of May, so the results may change in the future (remember, it\u2019s still in beta).<\/p><\/blockquote>\n<p>Generally, across all these types of searches, we encounter a list of Google Business Profile listings, categorized based on criteria the AI deems appropriate for the user depending on the context of the query: by type of venue, city, proximity, distinction between top-rated and other businesses that might be of interest, etc.<\/p>\n<p>The first thing that stands out is that <strong>the traditional Local Pack view disappears in AI Mode results<\/strong>. This is surprising, as we\u2019re used to seeing an interactive map with three highlighted results in a prominent position. Darren Shaw also noted this in his <a href=\"https:\/\/www.linkedin.com\/posts\/darrenshawwhitespark_will-ai-mode-be-the-end-of-local-seo-nope-ugcPost-7331059047204380676-P-ld\">LinkedIn post<\/a>. Here, the interactive map appears at the end of the response.<\/p>\n<figure id=\"attachment_79437\" aria-describedby=\"caption-attachment-79437\" style=\"width: 1743px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-79437\" src=\"https:\/\/www.humanlevel.com\/wp-content\/uploads\/Figura-2.png\" alt=\"Result for 'Best pizzerias in Minneapolis' in AI Mode\" width=\"1743\" height=\"1365\" srcset=\"https:\/\/www.humanlevel.com\/wp-content\/uploads\/Figura-2.png 1743w, https:\/\/www.humanlevel.com\/wp-content\/uploads\/Figura-2-720x564.png 720w, https:\/\/www.humanlevel.com\/wp-content\/uploads\/Figura-2-1200x940.png 1200w, https:\/\/www.humanlevel.com\/wp-content\/uploads\/Figura-2-768x601.png 768w, https:\/\/www.humanlevel.com\/wp-content\/uploads\/Figura-2-1536x1203.png 1536w\" sizes=\"auto, (max-width: 1743px) 100vw, 1743px\" \/><figcaption id=\"caption-attachment-79437\" class=\"wp-caption-text\">Fig. 2 Above The Fold from the response to \u201cbest pizzerias in Minneapolis\u201d (test conducted using a VPN with an IP geolocated in Chicago).<\/figcaption><\/figure>\n<p><strong>We see the right-hand panel listing the sources<\/strong> used to generate the response, similar to the AI Overviews in Google Search.<\/p>\n<p>The response includes a brief description of each business listed, tailored to the context. For instance, if it\u2019s showing top-rated businesses in the area, it explains what sets them apart and includes their rating (taken from GBP):<\/p>\n<figure id=\"attachment_79441\" aria-describedby=\"caption-attachment-79441\" style=\"width: 851px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-79441 size-full\" src=\"https:\/\/www.humanlevel.com\/wp-content\/uploads\/Figura-3.png\" alt=\"Top-rated local results in AI Mode\" width=\"851\" height=\"685\" srcset=\"https:\/\/www.humanlevel.com\/wp-content\/uploads\/Figura-3.png 851w, https:\/\/www.humanlevel.com\/wp-content\/uploads\/Figura-3-720x580.png 720w, https:\/\/www.humanlevel.com\/wp-content\/uploads\/Figura-3-768x618.png 768w\" sizes=\"auto, (max-width: 851px) 100vw, 851px\" \/><figcaption id=\"caption-attachment-79441\" class=\"wp-caption-text\">Fig. 3 Text descriptions of local businesses listed in the response (test conducted using a VPN with an IP geolocated in Chicago).<\/figcaption><\/figure>\n<p><strong>Sometimes, the list of recommended businesses is much longer than in traditional Google results<\/strong>. While the current Google results typically show a Local Pack with three highlighted businesses (and occasionally a second Local Pack at the bottom in Europe), in AI Mode we\u2019ve seen lists with up to ten businesses.<\/p>\n<p><strong>The top three businesses that usually appear in the Local Pack also show up in AI Mode<\/strong>, reinforcing the importance of a well-optimized Google Business Profile to increase your chances of appearing in AI Mode:<\/p>\n<figure id=\"attachment_79445\" aria-describedby=\"caption-attachment-79445\" style=\"width: 1282px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-79445 size-full\" src=\"https:\/\/www.humanlevel.com\/wp-content\/uploads\/Figura-4.png\" alt=\"Overlap between AI Mode and traditional SERPs\" width=\"1282\" height=\"762\" srcset=\"https:\/\/www.humanlevel.com\/wp-content\/uploads\/Figura-4.png 1282w, https:\/\/www.humanlevel.com\/wp-content\/uploads\/Figura-4-720x428.png 720w, https:\/\/www.humanlevel.com\/wp-content\/uploads\/Figura-4-1200x713.png 1200w, https:\/\/www.humanlevel.com\/wp-content\/uploads\/Figura-4-768x456.png 768w\" sizes=\"auto, (max-width: 1282px) 100vw, 1282px\" \/><figcaption id=\"caption-attachment-79445\" class=\"wp-caption-text\">Fig. 4 Comparison of overlap between traditional SERPs and Google AI Mode (test conducted using a VPN with an IP geolocated in Chicago).<\/figcaption><\/figure>\n<p>An <span class=\"notion-enable-hover\" data-token-index=\"1\">interactive map is also shown at the end of the response<\/span>, listing the businesses selected by the AI. <span class=\"notion-enable-hover\" data-token-index=\"3\">You can browse the map, and clicking on any business opens the Google Business Profile view<\/span>, allowing interaction just like in the current version. Additionally, clicking on any business name or link in the response opens the same right-hand panel:<\/p>\n<figure id=\"attachment_79449\" aria-describedby=\"caption-attachment-79449\" style=\"width: 1704px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-79449 size-full\" src=\"https:\/\/www.humanlevel.com\/wp-content\/uploads\/Figura-5.png\" alt=\"Right-hand panel for local searches in AI Mode\" width=\"1704\" height=\"1350\" srcset=\"https:\/\/www.humanlevel.com\/wp-content\/uploads\/Figura-5.png 1704w, https:\/\/www.humanlevel.com\/wp-content\/uploads\/Figura-5-720x570.png 720w, https:\/\/www.humanlevel.com\/wp-content\/uploads\/Figura-5-1200x951.png 1200w, https:\/\/www.humanlevel.com\/wp-content\/uploads\/Figura-5-768x608.png 768w, https:\/\/www.humanlevel.com\/wp-content\/uploads\/Figura-5-1536x1217.png 1536w\" sizes=\"auto, (max-width: 1704px) 100vw, 1704px\" \/><figcaption id=\"caption-attachment-79449\" class=\"wp-caption-text\">Fig. 5 Business profile information shown in the right-hand panel after interacting with the response (test conducted using a VPN with an IP geolocated in Chicago).<\/figcaption><\/figure>\n<h3><span id=\"Does_proximity_influence_the_results\">Does proximity influence the results?<\/span><\/h3>\n<p>Like any analytical and curious mind, we wondered whether Google considers proximity when presenting a list of businesses and the interactive map at the end of the response.<\/p>\n<p>We see that, depending on the context of the query and location, the response and map adjust accordingly. Therefore, <strong>Google is taking device location into account to show nearby local results<\/strong>.<\/p>\n<p>For example, in the search \u201cbest pizzerias\u201d with geolocation in Chicago, it returns a list and map focused entirely on Chicago. On the other hand, using the \u201cnear me\u201d modifier, Google offers a wider variety of businesses not only from your location but also nearby areas.<\/p>\n<p>If the query includes a geographic modifier from another city, the results, as expected, are located in the requested city.<\/p>\n<figure id=\"attachment_79453\" aria-describedby=\"caption-attachment-79453\" style=\"width: 1171px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-79453 size-full\" src=\"https:\/\/www.humanlevel.com\/wp-content\/uploads\/Figura-6.png\" alt=\"Local maps\" width=\"1171\" height=\"779\" srcset=\"https:\/\/www.humanlevel.com\/wp-content\/uploads\/Figura-6.png 1171w, https:\/\/www.humanlevel.com\/wp-content\/uploads\/Figura-6-720x479.png 720w, https:\/\/www.humanlevel.com\/wp-content\/uploads\/Figura-6-768x511.png 768w\" sizes=\"auto, (max-width: 1171px) 100vw, 1171px\" \/><figcaption id=\"caption-attachment-79453\" class=\"wp-caption-text\">Fig. 6 Comparison of the interactive maps shown depending on the search type (test conducted using a VPN with an IP geolocated in Chicago).<\/figcaption><\/figure>\n<blockquote><p><span class=\"notion-enable-hover\" data-token-index=\"0\">For a more in-depth analysis of how exact location and proximity affect the ranking of listed results, we\u2019ll wait to conduct tests on mobile devices, where geolocation plays a greater role.<\/span><\/p><\/blockquote>\n<h3><span id=\"To_recap\">To recap<\/span><\/h3>\n<p>In summary, <strong>local intent queries show a greater presence of Google Business Profile listings<\/strong> compared to traditional SERPs. Geolocation and proximity remain key factors that Google uses to generate responses in AI Mode.<br \/>\nThis presents a great opportunity for businesses that weren\u2019t able to rank in the top three and therefore didn\u2019t appear in the Local Pack (remember, only a small percentage clicked the \u201cMore places\u201d button).<\/p>\n<h2><span id=\"What_can_we_do_to_get_listed_in_AI_Mode\">What can we do to get listed in AI Mode?<\/span><\/h2>\n<p>We must understand that AI Mode allows users to make complex, conversational searches like: \u201crecommend restaurants in Madrid that are open next Sunday, have air-conditioned indoor seating so I don\u2019t get too hot, and allow dogs.\u201d<br \/>\nSEO thinking in terms of keywords is becoming more complex, as expected. On both our local business websites and Google Business Profiles, we must focus on three main optimization areas: <strong>Relevance<\/strong>, <strong>Popularity<\/strong>, and <strong>Proximity<\/strong>.<\/p>\n<h3><span id=\"Relevance\">Relevance<\/span><\/h3>\n<p>Relevance indicates how closely aligned and pertinent a local business is to a particular search query. The more affinity it shows and the better it meets the user&#8217;s needs, the higher the chances the brand will be displayed in search results. For example, a user searching for \u201cdental clinic near me\u201d is not interested in seeing results for law firms.<\/p>\n<p>Working on relevance properly might seem easy, but we often overlook certain sections of our website or Business Profile listings and miss out on opportunities to improve the brand\u2019s optimization. That\u2019s why we should focus on the following areas to help Google better understand what our business is about.<\/p>\n<h3><span id=\"Google_Business_Profile\">Google Business Profile<\/span><\/h3>\n<ul>\n<li>Start by choosing a <strong>primary category that is as accurate as possible<\/strong>, along with <strong>secondary categories that fit<\/strong> what you offer.<\/li>\n<li>The listing title is important and greatly helps organic positioning. However, you must be careful and avoid keyword stuffing.<\/li>\n<li><strong>The business description also matters<\/strong>. It\u2019s a great place to introduce yourself and showcase your value proposition. What\u2019s your story? What sets you apart from the competition? Always remember to display your contact information consistently \u2014 that way, you keep your NAPW (Name, Address, Phone, Website) up to date!<\/li>\n<li><strong>Filling out the services and products section<\/strong> will also help Google better understand what you offer and when to display you to users searching for your services.<\/li>\n<li><strong>Keep your business hours updated<\/strong>. For example, is there a specific day you\u2019re closed? If so, indicate it in the special hours section. Nothing motivates a user to leave a negative review more than showing up to a closed business.<\/li>\n<li>Keep your <strong>image and video repository active and well-stocked<\/strong>. We know Google can recognize what&#8217;s in an image and categorize them accordingly, so it will better understand what you do or offer if you provide original and high-quality images.<\/li>\n<li><strong>Maintain a steady flow of high-quality reviews<\/strong>. Reviews are a key factor in user conversion and retention on your listing, and they are strong positive signals for your organic positioning. Ask satisfied customers to leave a review, mention your brand or service\/product, and include photos or videos.<\/li>\n<li><strong>Business attributes are more important than ever<\/strong>, as this is where we tell Google directly if our restaurant, for example, has a terrace or a wheelchair-accessible entrance.<\/li>\n<\/ul>\n<figure id=\"attachment_79457\" aria-describedby=\"caption-attachment-79457\" style=\"width: 399px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-79457\" src=\"https:\/\/www.humanlevel.com\/wp-content\/uploads\/Figura-7.png\" alt=\"Business listing\" width=\"399\" height=\"1131\" \/><figcaption id=\"caption-attachment-79457\" class=\"wp-caption-text\">Fig. 7 Example of well-optimized attributes for a hospitality business.<\/figcaption><\/figure>\n<ul>\n<li><strong>Post regularly<\/strong> and let users know about upcoming weekend offers at your business. An active listing with consistent posts shows Google that it\u2019s a reliable and up-to-date business.<\/li>\n<li>Regarding the <strong>Questions &amp; Answers<\/strong> section, there\u2019s some uncertainty in the industry. It\u2019s unclear whether Google will phase it out in favor of an AI-powered feature. Our recommendation is to <strong>take advantage of it now by posting and answering the most common questions from your customers<\/strong>, if it\u2019s still visible in your listing.<\/li>\n<\/ul>\n<h3><span id=\"Website\">Website<\/span><\/h3>\n<ul>\n<li>Your <strong>entire website<\/strong> should include <strong>correct and up-to-date information about your business and its locations<\/strong>, aligned with the details in your Business Profile listing and any directories you are listed in. The website is a valuable information source for Google about your business.<\/li>\n<li><strong>Properly mark your location information with structured data<\/strong>. This is a bonus for crawlers! Depending on whether you have one location or several in different cities, your markup strategy will vary.<\/li>\n<\/ul>\n<h3><span id=\"Prominence\">Prominence<\/span><\/h3>\n<p>When we talk about prominence, questions like the following arise: Is our brand well known? Are people talking about us online and on social media? How can we improve our brand awareness in Google\u2019s eyes?<\/p>\n<p>Here are a few tips to generally improve a business\u2019s prominence \u2014 also known as authority \u2014 in local SEO:<\/p>\n<ul>\n<li><strong>Effectively manage review acquisition<\/strong>. Not just on Google Business Profile, but also on other review platforms where your business is listed, such as TripAdvisor, Facebook, Habitissimo, etc. And remember \u2014 ten detailed reviews with images are worth more than a hundred without even text!<\/li>\n<li><strong>Develop a strategy to get listed in major business directories<\/strong> that are relevant to your niche and location. As a <em>plus<\/em>, aim to get your brand mentioned in local media.<\/li>\n<li>Keep your <strong>social media channels active and up to date<\/strong>. It\u2019s a signal of trust and reliability for potential customers.<\/li>\n<\/ul>\n<h3><span id=\"Proximity\">Proximity<\/span><\/h3>\n<p><strong>Proximity can affect your business more or less depending on the type of service you offer<\/strong>. Google knows us very well and understands that a user looking for a dental clinic might be willing to travel across town to find the best one. That\u2019s not the case for a user searching for a pharmacy, where Google usually shows the three closest results.<\/p>\n<p>We can\u2019t directly influence proximity, but we can offer high-quality information about our exact location. So, we must <strong>make sure our address information is correct and consistent wherever we appear online<\/strong>. Take the opportunity to check that your business pin is correctly placed on Google Maps and other platforms like Bing Maps and Apple Maps.<\/p>\n<p>It\u2019s also a good idea to <strong>offer directions and make it easier for users to find your location<\/strong> from key landmarks in the area. For example, if you know your customers usually take the metro to reach your store, provide a walking map from the nearest metro station on your website.<\/p>\n<h2><span id=\"Conclusion\">Conclusion<\/span><\/h2>\n<p><strong>Although there are slight differences in the information displayed between traditional search and Google AI Mode, the core response remains the same<\/strong>: when a user expresses a local need, both platforms offer business alternatives that meet that need.<\/p>\n<p>However, Google AI Mode seems to prioritize displaying GBP listings more heavily, with any interaction in the response opening the listing\u2019s view on the right-hand panel. If we want to visit a business&#8217;s website, we must look for the \u201cWebsite\u201d button in their profile.<\/p>\n<p>So, if the core of the answer is still the same, should we change our optimization strategy? Our view is no. <strong>We believe that the way we audit and design a strategy to improve a project\u2019s local organic ranking should remain the same<\/strong>, since Google is still using the same ranking factors to recommend businesses. We\u2019ll just need to adapt to <strong>slight differences<\/strong>. For example, we\u2019re seeing that attributes are becoming significantly more relevant in complex queries.<\/p>\n<p>We can also consider adding a more conversational tone to our content (whether on the website or in the GBP listing sections). This creates a sense of closeness with the user and gives a natural touch to our communications.<\/p>\n<p>Lately, we\u2019ve seen a lot of updates in Google Maps and Business Profile listings. <strong>Google is constantly testing new ways to present information and new features<\/strong>, some of which involve AI. This shows that Google is committed to developing both products \u2014 and AI Mode confirms this with its heavy use of them in responses.<\/p>\n<p>It\u2019s likely that the way information is displayed in Google AI Mode responses will change over time based on user feedback and data analysis. We\u2019ll continue monitoring these results and assessing how well user search intent is satisfied.<\/p>\n<p>If you want to ensure your local profile is ready for the changes Google AI Mode will bring, our team of consultants can help. We offer a <a href=\"https:\/\/www.humanlevel.com\/seo\/local\">specialized Local SEO service<\/a> designed to boost your organic visibility and attract more customers. We\u2019d love to hear about your project and work with you to optimize your online presence.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Discover how local search results change when using Google\u2019s AI Mode and adapt your local SEO strategy to the new landscape.<\/p>\n","protected":false},"author":55,"featured_media":79498,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[349],"tags":[],"class_list":["post-79507","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-seo","entry"],"yoast_head":"\n<title>Google AI Mode and local search results | Human Level<\/title>\n<meta name=\"description\" content=\"Discover how local search results change when using Google\u2019s AI Mode and adapt your local SEO strategy to the new landscape.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" 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