State of Local
& AI Search.
How customers find and choose local businesses in 2026 — across Google, Maps and the new AI assistants, plus the strategy to stay visible.
- What's changed in Google & Local Pack ranking factors
- How AI assistants decide who gets recommended
- A clear 2026 strategy for multi-location brands
Get your free copy
Tell us where to send it and the report is yours instantly.
We'll only use your details to send the report and occasional local-marketing insights. Unsubscribe any time. See our privacy policy.
Four sections covering local & AI discovery in 2026.
Sources: Google / Think with Google · BrightLocal 2025 Consumer Survey · Social Places 2025 Client Survey.
Common questions.
Are Google Business Profiles still relevant for AI search and GEO?
Yes. AI assistants and Google's AI Overviews lean on the same local signals as traditional search — your Google Business Profile, reviews and accurate listings. A complete, active and well-reviewed profile for every location is still foundational for both Local Pack ranking and AI visibility.
What is GEO (Generative Engine Optimisation)?
GEO is optimising your listings and content so generative AI tools — ChatGPT, Gemini, Perplexity and AI Overviews — can read, trust and recommend your business when someone asks for a local option. It extends traditional local SEO into the AI assistants.
How do I get my business recommended by AI assistants like ChatGPT and Gemini?
AI assistants favour businesses with consistent listings, strong recent reviews and structured, location-specific content they can cite. Keep every location's data accurate across platforms, stay on top of reviews, and publish clear local pages so assistants have trustworthy information to draw on.
Is local SEO still worth it in 2026?
Yes — arguably more than before. AI hasn't replaced local search signals, it builds on them. The same fundamentals (accurate listings, reviews and local pages) now decide both your Local Pack ranking and whether AI names your business, so getting them right matters even more.
How is AI changing the way customers find local businesses?
More discovery now happens inside AI assistants and Google's AI Overviews that answer directly — so customers often act without ever clicking through to a website. The report finds that the majority of AI searches now end without a click, which means being the business the assistant recommends matters more than simply ranking a link.
What are the most important Google Local Pack ranking factors in 2026?
Review signals (volume, recency, sentiment and responses), a fully optimised Google Business Profile, on-page and local-page content, and ongoing listing activity such as posts and photos. Google Business Profile signals alone account for around a third of Local Pack ranking weight.
Do online reviews affect my visibility in AI search?
Yes. Review volume, recency and sentiment are among the strongest signals for both Local Pack ranking and AI recommendations — assistants treat consistent, recent reviews as a trust signal when deciding which business to name.
Why does each store location need its own local page?
Customers and AI see individual stores, not the brand — Google, Maps and AI assistants rank each location independently. A dedicated, search-optimised page for every location gives each store the local relevance it needs to be found and recommended.
Which AI assistants are people using to find local businesses?
ChatGPT, Google's Gemini and AI Overviews, Perplexity and Claude are all now part of local discovery. The report breaks down each platform's role and how the ranking signals they rely on differ.