The Duct Tape Marketing Podcast: Local SEO Tactics for the AI-Powered Web

Host: John Jantsch
Guest: David Hunter, CEO of Local Falcon and Epic Web Studios
Release Date: June 12, 2025

1. Introduction

In this episode of The Duct Tape Marketing Podcast, host John Jantsch welcomes David Hunter, CEO of Local Falcon, an AI-powered local SEO platform, and Epic Web Studios, a digital marketing agency based in Pennsylvania. With over 15 years of experience in the industry, David brings valuable insights into the evolving landscape of local search optimization, particularly in the era of artificial intelligence (AI).

2. The Impact of AI Overviews on Local SEO ([01:35] - [03:07])

John Jantsch kicks off the conversation by addressing the significant shift AI overviews are introducing to local SEO. He poses a critical question about how AI-generated content in search results is altering the traditional landscape.

David Hunter responds by emphasizing that AI overviews represent a "fundamental shift" rather than a mere algorithm update. He highlights two main concerns among marketers:

• Decrease in Website Clicks: AI summaries provide direct answers, reducing the need for users to click through to websites.
• Content as a Creator: Google is transitioning from simply listing links to actively generating content, fundamentally changing its role from a search engine to a "content creator."

Despite these challenges, David remains optimistic, noting that AI can "get the answer very quickly" for users, enhancing the efficiency of search experiences.

3. Changes in Consumer Search Behavior ([03:07] - [05:03])

John elaborates on how consumer search behavior is evolving due to AI overviews. He observes that users are now more inclined to make "nuanced, conversational searches" instead of simple keyword queries like "plumber near me." For instance, searches have become more specific, such as "who's the best plumber in this city that has X amount of reviews and could show up in the next 24 hours?"

David Hunter agrees, pointing out that this shift is partly driven by Google's AI features. He notes an increase in "long tail conversational searches," even among older demographics, exemplified by his own father using conversational queries effectively.

John adds that this behavioral change benefits consumers by saving time and providing more tailored results, but it also challenges marketers to adapt their SEO strategies accordingly.

4. Proximity and Local Search ([05:03] - [10:06])

The discussion transitions to the importance of proximity in local search results. John shares his experience of optimizing for geographic locations, such as cities and suburbs, to attract local traffic. He notes that Google's proficiency in understanding user location has improved, often pinpointing to the "street corner."

David Hunter explains that while proximity still plays a role at broader levels like city or regional scales, its influence is diminishing compared to authority and relevance. He introduces Local Falcon's grid-based platform, which allows businesses to visualize search results across different radii. This tool helps businesses understand their visibility within varying proximity ranges and adapt their strategies accordingly.

5. Strategies for Adapting to AI-Powered Search ([10:17] - [17:35])

John poses a critical question about adjusting SEO strategies in light of AI-powered search changes. Specifically, he asks what local businesses should do differently beyond traditional practices like claiming Google Business Profiles and acquiring reviews.

David Hunter responds by advocating for white-hat SEO practices, emphasizing the importance of:

• Quality Content: Ensuring content is well-structured and valuable to users.
• Schema Markup: Implementing schema to help search engines understand and categorize website content effectively.
• Localized Content: Creating bite-sized, specific content pieces that clearly communicate the business’s offerings and geographical focus.

He warns against outdated and unethical practices like keyword stuffing or hiding text, which can lead to penalties. Instead, David encourages businesses to utilize tools like Local Falcon to monitor sources and ensure their presence is accurately represented across various platforms.

John concurs, highlighting that while good content remains crucial, the structure of the content—such as having clear overviews, tables of contents, and FAQs—also plays a significant role in how AI interprets and presents information.

6. Multi-Location Business Considerations ([17:35] - [20:18])

The conversation shifts to challenges faced by businesses with multiple locations. John inquires whether multi-location businesses need to adopt unique strategies to maintain local SEO effectiveness.

David Hunter acknowledges that multi-location businesses have an advantage due to the increased number of potential search appearances. However, he points out potential pitfalls, such as AI inadvertently mixing up locations or prioritizing the brand over individual outlets. To mitigate these issues, David advises:

• Centralized Management: Maintaining a cohesive brand presence while ensuring each location is distinctly represented.
• Consistent Branding: Ensuring that all locations follow a standardized approach to SEO, including uniform schema markup and localized content.

John notes that tools like Local Falcon can be invaluable for managing and optimizing multi-location SEO strategies effectively.

7. Final Thoughts and Resources ([20:18] - [20:58])

As the episode wraps up, John thanks David for sharing his expertise and encourages listeners to connect with him through Local Falcon's website and LinkedIn profile for further information and resources.

Key Takeaways

• AI Overviews are Transformative: AI-generated content in search results is fundamentally changing how users interact with search engines, reducing website clicks and altering SEO dynamics.
• Shift to Conversational Searches: Consumers are increasingly using long-tail, conversational queries, prompting businesses to adapt their SEO strategies to match this behavior.
• Proximity Remains Important but Evolves: While proximity is still a factor in local SEO, authority and relevance are becoming more critical in determining search visibility.
• Emphasis on White-Hat SEO: Quality, well-structured content and proper schema markup are essential for maintaining and improving local SEO rankings in an AI-driven search landscape.
• Multi-Location SEO Strategies: Businesses with multiple locations must manage their SEO strategies centrally while ensuring each outlet is uniquely and accurately represented.

Notable Quotes

• David Hunter ([01:58]): "Google as a content creator is fundamentally different from what it has been for the last 30 years or so."

• John Jantsch ([03:07]): "Consumers really like AI overviews because it saves them a lot of time of having to shuffle through and figure out who they ought to call."

• David Hunter ([14:29]): "If you're running a white hat operation with your web presence, as of today, there's not entirely that much different that you need to do."

• John Jantsch ([17:35]): "Good content should be written for humans, should be valuable, should be educational. But a lot of the tweaks that maybe need to happen are in the structure."

Connect with David Hunter

• Local Falcon: localfalcon.com
• LinkedIn: David Hunter LinkedIn Profile

This episode provides a comprehensive exploration of how AI is reshaping local SEO, offering actionable strategies for businesses to stay ahead in the evolving digital landscape. Whether you're a small business owner, marketing professional, or agency owner, the insights shared by David Hunter are invaluable for optimizing your local search presence in an AI-powered web.