You’ve probably noticed something different about Google lately. Instead of just a list of links, you’re getting a paragraph answer at the top of the page — Google’s AI Overview. Or maybe you’ve started asking ChatGPT or Perplexity questions instead of Googling them.
This is the new reality of search, and it’s changing fast. Here’s what it means for your local business.
What is AI search?
AI search tools like Google AI Overviews, ChatGPT, Perplexity, and others, generate answers to questions instead of just listing links. Instead of showing you ten websites and letting you click through, they pull information from across the web and give you a direct answer.
When someone asks “who’s a good chiropractor in Shelby NC?” or “where can I get my car painted in Cleveland County?”, these tools are now generating answers that recommend specific businesses.
The question is: will your business be one of them?
How AI search decides who to recommend
AI tools don’t pick businesses at random. They pull from sources they trust: Google Business Profiles, review platforms, local directories, and websites with clear, specific content. The businesses that show up tend to have a few things in common:
- A claimed and complete Google Business Profile
- Consistent citations across the web (same name, address, and phone number everywhere)
- The quantity and quality of Google reviews
- A website with clear content about what they do, where they do it, and who they serve
- FAQ-style content that directly answers questions people actually ask
If your business is missing any of these, AI search tools simply don’t have enough information to recommend you even if you’re the best option in town.
The opportunity for local businesses
Here’s the good news: most local businesses in smaller markets like Shelby and Cleveland County haven’t caught up to AI search yet. That means if you start now, you have a real chance to get ahead of competitors who are still thinking about local SEO the old way.
A few things that help specifically with AI search visibility:
FAQ content on your website
AI tools love Q&A format. A simple FAQ page answering questions like “Do you offer same-day appointments?” or “What areas do you serve?” gives AI tools exactly what they need to pull your business into an answer.
Schema markup
Schema markup is code you can add to your website that tells Google exactly what kind of business you are, where you’re located, and what you offer. Most small business websites don’t have it and it can make a real difference.
Consistent, specific language
If you’re a massage therapist in Kings Mountain, your website should say “massage therapist in Kings Mountain, NC”, not just “licensed therapist.” AI tools match specific language to specific searches.
The bottom line
AI search is already here. And the businesses that show up in AI-generated answers are the ones that have given those tools something to work with.
The good news is that the fundamentals haven’t changed that much. A complete Google Business Profile, good reviews, a clear website, and consistent local information still do the heavy lifting. AI search just makes getting those basics right more important than ever.
I’m Brian Tart. I run Brian Goes Local in Shelby, NC and help businesses in Cleveland and Rutherford counties get found online. I’ll take a look for free. Or call 704.300.0252.