Voices of Search Podcast Summary
Episode Title: Will AI-Generated Search Results Materially Change Local Search This Year?
Host: I Hear Everything (Hosted by Jordan Cooney)
Guest: Mike Walruth from YEXT
Release Date: May 20, 2025
Introduction
In this episode of the Voices of Search podcast, host Jordan Cooney welcomes listeners to a focused discussion on the evolving landscape of local search in the era of artificial intelligence (AI). The episode centers around a pivotal question: Will AI-Generated Search Results Materially Change Local Search This Year? With Mike Walruth from YEXT as the guest, the conversation delves into the implications of AI advancements on local SEO strategies.
Lightning Round: Buy or Sell AI-Generated Search Results
Mike Walruth introduces the segment, setting the stage for a rapid-fire discussion to provide listeners with actionable insights.
Key Question:
Are you buying or selling that AI-generated search results will materially change local search this year?
Discussion
Mike Walruth:
"AWT all in buy okay, why the buy? Why the buy? What's what do you think is changing there?"
(02:25)
Guest Speaker:
"You know, if you look at what you knew 6-12 months ago, if you asked ChatGPT or Grok or Perplexity or any of these, if you said, hey, where's the best burger near me? What they would have all universally given you an answer. I don't have access to the Internet and I don't have access to that data. So you're better off asking Google. Yeah, right. You're not going to get any of those answers today. Right. And so the fact that they're, you know, it goes back to what we said. It's is, you know, answers. If I go, if I open the public free version of ChatGPT right now and I ask it, where's the best burger near me? It's going to give me an answer to the question. And that is local search at its core. And so if I sell burgers anywhere near where I'm sitting today, I have to figure out how to be the answer to that. So it's inevitable and it's happening faster than we think."
(02:33 - 03:21)
Insights from the Discussion:
-
AI Integration in Local Search:
- Evolution of AI Capabilities: The guest highlights the rapid advancements in AI models like ChatGPT, which now can provide accurate local search results, a function traditionally dominated by search engines like Google.
- Accessibility of AI Responses: Unlike earlier versions, current AI models can tap into real-time data to answer location-specific queries effectively.
-
Impact on Local Businesses:
- Visibility Challenges: Businesses must adapt their SEO strategies to ensure they are the primary answers provided by AI, emphasizing the need for optimized local content.
- Speed of Change: The transition to AI-driven local search is accelerating, requiring businesses to proactively adjust their marketing approaches.
-
Strategic Implications for SEO:
- Proactive Optimization: Companies need to focus on being the authoritative answer in their local niches to maintain visibility in AI-generated search results.
- Data Utilization: Leveraging up-to-date data and customer insights becomes crucial in aligning with AI's data-driven responses.
Conclusions and Takeaways
The episode underscores the inevitable shift towards AI-generated search results in local search domains. As AI technology becomes more adept at handling location-specific inquiries, businesses must pivot their SEO strategies to remain visible and competitive. Embracing data-driven approaches and optimizing local content are essential steps to thrive in this evolving landscape.
Notable Quotes:
-
"If I open the public free version of ChatGPT right now and I ask it, where's the best burger near me? It's going to give me an answer to the question. And that is local search at its core."
— Guest Speaker (02:33) -
"So it's inevitable and it's happening faster than we think."
— Guest Speaker (03:10)
Additional Information
For more insights and updates on SEO and content marketing strategies, visit voicesofsearch.com or follow Mike Walruth on LinkedIn.
This summary captures the core discussion of the episode, focusing on the transformative impact of AI on local search and providing actionable insights for businesses navigating this shift.