Google has solidified its AI Overview presence on the search engine results page, so let’s talk about what that means for local service area businesses. For certain types of searches, Google is showing AI-generated summaries that frequently appear toward the top of Google’s search results. This has led to a lot of questions from local service providers, like: “Why doesn’t my website show up in Google AI overviews?” “Should my website show up in Google AI overviews?” “How do I get my website to show up in Google AI overviews?” The short answer is, it all comes down to the intent of the search.
AI Overviews change how information is presented in the search results, but they aren’t interrupting the type of searches that are most likely to convert. This article explains the influence of AI Overviews on local SEO, what it means for service businesses (aka local service providers like contractors, healthcare providers, interior designers, etc.), and what still works.
What Are Google AI Overviews?
Google’s AI Overviews are generative summaries that appear for certain queries to give users a quick, helpful answer and links to sources for deeper reading. They’re meant to complement traditional search results, not simply replace them (yet, at least). Google has rolled these features out in many markets and continues to iterate on how AI and search work together.
Why does it matter? AI Overviews draw from the same web sources that regular Google results draw from. So, good organic and local SEO is more important than ever, and still helps your chances to improve visibility and be cited. However, it’s important to understand the type of searches, aka queries, AI Overviews answer.
Which Search Queries Are Most Affected by Google AI Overviews?
Research or “how-to” type queries (e.g., “how to find a remodeling contractor”, “what to ask a builder”, “what does a primary care doctor do”) are the most common type of searches to trigger AI Overviews. These are informational queries, and the results typically include supplemental recommendations and links. The people searching these types of queries aren’t necessarily looking to choose a service provider yet.
High-intent searches, such as queries that include “near me” (e.g., “bathroom remodeler near me”, “primary care doctor [city]”, “custom closet designer in [location]”, “custom home builder in my area”), do not usually show an AI Overview. These are intent-based queries, and they more commonly show local packs (Google Business Profiles – GBP), Local Service Ads (LSAs), Google Search Ads, and traditional local organic results. This means that for intent-based queries, users are more likely to click through to a GBP, ad, or website to contact a service provider.
Who Does This Affect: Which Businesses Should Care?
If you’re a local, service-area business that relies on customers in a defined geography, this is for you. Examples include:
- Home builders, remodelers, contractors
- Healthcare providers and clinics
- Specialty trades (closet designers, cabinet makers, electricians, plumbers)
- Local professional services that operate by appointment or service area
Why: these businesses rely heavily on local intent, and local search features (Map Pack, GBP, LSAs, Search Ads, local organic pages) remain central to capturing leads on Google.
In the following video, Shelby explains how Google’s AI Overview works for local businesses:
A Practical Checklist: What Still Moves the Needle for Local Business Visibility?
Google’s AI Overviews, and AI in general, are not only changing what search results look like, but also how people search. The digital marketing industry has always been one of rapid change that requires strategies and tactics to change along with it. However, it’s important to remember that in this changing landscape, some things are fundamental. When it comes to LLMs (large language models like ChatGPT), a lot of “new” and “emerging” strategies are very similar to the type of digital marketing strategies that have been foundational in local business digital marketing for years. While these tactics are more important than ever, the priorities remain the same. Let’s take a look at some of the primary tactics that we know move the needle for local business visibility (and can also organically help with LLM visibility).
1. Local Business Priorities for SEO Visibility:
Content Is (Still) King…
But not all content is created equal. When optimizing for local search engine (& LLM) visibility, the essential content on your website should explain who you are, what you do, and where you do it. If your primary goal is to get leads, you need to take this a step further and understand how to improve your qualified visibility. Rather than showing up in front of as many people as possible, you want to show up in front of as many potential clients as possible. Focusing on qualified visibility means focusing on getting in front of people who are the most likely to be your client.
The content on each page of your website sends signals to search engines about when and why to show that page in search results. For pages on your website to rank when a potential client is searching for your services, you need to not only understand the types of searches they are performing but also what those searches mean. This is known as intent. The service provider’s client journey narrows as the continuum progresses from searches for information to action. A client looking for information about your service isn’t as likely to take action as someone who is searching for an actual service provider. This is why it’s important to include content on your website that addresses action (especially if you want organic leads).
Content To Address Action: Service Pages, Geo Pages, & Contact Information
This type of content is integral to your website’s organic performance. Primary service pages and location-based service pages, like geo pages, capture high-intent users who are looking to take action (find and evaluate a service provider). These types of pages show up in search engine results for queries like: “kitchen remodeling contractor near me”, “design build contractors near me”, “internal medicine doctors near me”, “closet design and installation company near me”, “interior designer in my area”, etc. When you want to show up organically for these types of search queries, it’s important to create clear pages that pair your services and locations together individually. For example, if you’re a home remodeler in a large city, your services include kitchen remodeling, and you serve the suburbs around that city, then you’ll want a geo page for each service in each location. That means creating individual pages that focus on: “home remodeling in [large city]”, “home remodeling in [suburb 1]”, “home remodeling in [suburb 2]”, “kitchen remodeling in [large city]”, “kitchen remodeling in [suburb 1]”, “kitchen remodeling in [suburb 2]”, etc. These pages target high-intent, local search queries and make it obvious to both users and search engines that you provide that service in that area.
Content To Address Action: Service Pages, Geo Pages, & Contact Information
This type of content is integral to your website’s organic performance. Primary service pages and location-based service pages, like geo pages, capture high-intent users who are looking to take action (find and evaluate a service provider). These types of pages show up in search engine results for queries like: “kitchen remodeling contractor near me”, “design build contractors near me”, “internal medicine doctors near me”, “closet design and installation company near me”, “interior designer in my area”, etc. When you want to show up organically for these types of search queries, it’s important to create clear pages that pair your services and locations together individually. For example, if you’re a home remodeler in a large city, your services include kitchen remodeling, and you serve the suburbs around that city, then you’ll want a geo page for each service in each location. That means creating individual pages that focus on: “home remodeling in [large city]”, “home remodeling in [suburb 1]”, “home remodeling in [suburb 2]”, “kitchen remodeling in [large city]”, “kitchen remodeling in [suburb 1]”, “kitchen remodeling in [suburb 2]”, etc. These pages target high-intent, local search queries and make it obvious to both users and search engines that you provide that service in that area.
Google Business Profile (GBP) & Bing Places Maintenance
Claiming and maintaining your primary listings on Google (Google Business Profile) and Bing (Bing Places) is imperative for staying competitive in your local area. Maintaining your Bing Places & GBP is a bit different per platform, but just as important for both. Regular maintenance may look like correcting your service categories, updating your service areas, regularly adding new photos, managing and responding to your reviews, or adding regular posts. Google & Bing treat their respective listings as vital and primary local signals.
Consistency Among All Business Listings (Traditional NAP & LLM Visibility Insurance)
Because search engines and LLMs use your comprehensive online presence to better understand your business, they look to other websites, listings, & directory platforms for supportive validation. Ensuring that your name, address, phone number, and website URL are consistent anywhere your business is mentioned online helps to build trust among LLMs and search engines. In turn, this helps improve your local SEO rankings and LLM visibility.
Your business information should be consistent across every website, directory, or platform that is indexed by search engines. Other platforms to check and update include social media profiles (Facebook, Instagram, Pinterest, LinkedIn, X/Twitter, etc.), government websites like your local Chamber of Commerce, other map listing services (Apple Maps, Mapquest, etc.), and primary listing platforms specific to your industry or business (Houzz, Nextdoor, Yahoo Local, BBB, Healthgrades, WebMD, etc.).
Local Business Schema (Structured Data)
Structured data is markup/code added to your website that helps classify information for search engines. Local business schema is the type of structured data a service area business uses as part of a predetermined structure. Adding local business schema to your site clearly tells search engines your business type, service area, hours, and can also aggregate reviews. Structured data helps search engines better understand your business and your site, ultimately helping you to stand out in search results.
2. Local Business Priorities for Paid Ad Visibility:
Paid Search Ads:
Google Search Ads are still a way for service area businesses to show up for intent-based searches. This is an important channel to consider because of the platform’s prevalence and customizable intent. While it can be a priority for many service provider queries and has the opportunity to drive immediate leads, it’s important to evaluate the quality and cost benefit.
Microsoft Search Ads, like Google Search Ads, are great for targeting intent-based searches. While these ads show on Microsoft’s search engine, Bing, they also have the opportunity to show on Microsoft partner sites, such as DuckDuckGo, Ecosia, Yahoo, and more. While Microsoft’s search engine network market share has historically been low, that’s changing. In October 2024 vs October 2025, Bing’s search engine market share jumped in the US from 6.79% to 8.62%. DuckDuckGo’s increased from 1.81% to 2.43%. Meanwhile, Google’s search engine market share decreased from 88.71% to 85.1%. This does not mean Microsoft Ads are automatically right for you. However, it does mean the landscape is changing, and they’re worth considering. It’s important to not only understand how that network is changing, but also who is using it, to evaluate if these ads align with your business needs.
Google Local Service Ads (LSAs)
LSAs show at the very top of the search results for many action-oriented search queries across multiple industries. This can sometimes be an effective way to drive immediate leads. If LSAs apply to your sector, they are an important channel to evaluate and consider.
The Takeaway
AI Overviews are changing how information appears in search results, but they don’t change what earns trust or visibility. Local SEO still comes down to clarity, accuracy, and consistency across your website and business profiles. The businesses that win will be the ones that keep their local data clean, maintain strong content that reflects what people actually search for, and keep adapting as search evolves.
If you’re unsure how these updates apply to your marketing plan or want to make sure your local foundations are strong, start with the basics: confirm your listings, review your geo pages, and look at how you show up for core searches in your area. Search will keep evolving, but the fundamentals of helping people find and trust your business stay the same.
