{"id":155065,"date":"2025-12-16T16:49:05","date_gmt":"2025-12-16T21:49:05","guid":{"rendered":"https:\/\/www.dacgroup.com\/?post_type=podcasts&#038;p=155065"},"modified":"2025-12-30T11:35:16","modified_gmt":"2025-12-30T16:35:16","slug":"local-search-in-the-age-of-ai","status":"publish","type":"podcasts","link":"https:\/\/www.dacgroup.com\/en-ca\/insights\/podcasts\/local-search-in-the-age-of-ai\/","title":{"rendered":"Local Search in the Age of AI: Smarter Strategies for Brick-and-Mortar Brands\u00a0"},"content":{"rendered":"","protected":false},"featured_media":155116,"menu_order":0,"template":"","meta":{"content-type":""},"podcasts-service-type":[],"podcast-category":[],"class_list":["post-155065","podcasts","type-podcasts","status-publish","has-post-thumbnail","hentry"],"acf":{"publish_date":"20251216","expert_source":"dac-team","author":87541,"duration":"20 minutes","title":"Local Search in the Age of AI: Smarter Strategies for Brick-and-Mortar Brands ","hero":{"type":"video","hero_image":null,"hero_video":"https:\/\/www.youtube.com\/watch?v=GgGhV2BSGLc&list=PL7_ZSBXaYOpULieJSVbhgwnqecld-Y6Na&index=5 "},"podcast_iframe":"<iframe height=\"200px\" width=\"100%\" frameborder=\"no\" scrolling=\"no\" seamless src=\"https:\/\/player.cohostpodcasting.com\/7bf62614-9120-4090-ac63-13d715ef671e\/49fa9f92-0d21-4f24-8ddc-39f1e54e0926\"><\/iframe> ","promotional_listen_text":"Listen now on your favorite platform","content":"<span data-teams=\"true\">Is AI changing local search so dramatically that listings, reviews, and local optimization no longer matter?\r\nIn this episode of\u00a0<i>Shift Happens<\/i>, DAC\u2019s SVP of Client Strategy, Nasser Sahlool, joins Kyle Harris, Director of Local Search, to separate hype from reality. Together, they explore how AI is reshaping local discovery, why foundational local tactics still drive in-store traffic, and what brick-and-mortar brands must do to stay visible when customer journeys compress and accelerate.\u00a0<\/span>","tips":{"tips_title":"Key takeaways","tips":[{"tip_image":155037,"tip_title":"AI is transforming discovery, but local fundamentals matter more than ever.","tip_content":"Accurate listings, robust reputation management, and fresh reviews remain the core signals powering AI modes, LLM recommendations, and Google\u2019s last-mile experience. "},{"tip_image":155037,"tip_title":"Customer journeys are collapsing, top-funnel discovery happens in AI tools, but final decisions still happen in Google.","tip_content":"Consumers explore options through AI platforms, then return to Google for reviews, store hours, inventory, and driving directions. "},{"tip_image":155037,"tip_title":"Brands must rethink measurement beyond Google alone.","tip_content":"Zero-click behavior, search fragmentation, and AI-driven exploration mean year-over-year impressions are misleading unless integrated with broader visibility metrics. "},{"tip_image":155037,"tip_title":"Multi-location brands must lock down their data and triple down on reviews.","tip_content":"AI favors structured, user-generated content, especially text-heavy reviews with timestamps, making reputation management a leading indicator of revenue. "},{"tip_image":155037,"tip_title":"Short-term wins come from digital PR; long-term wins come from quality, transparent content.","tip_content":"\"Best of\" lists and PR placements work today, but sustained success requires content that answers real questions and helps customers make decisions confidently. "}]},"transcript":"<span data-contrast=\"auto\">Welcome to Shift Happens the art, science, and chaos of modern marketing. Each episode unpacks the forces reshaping marketing from AI and data to privacy, creative and performance, and asks experts how they transform disruption into advantage.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559685&quot;:0,&quot;335559737&quot;:0,&quot;335559738&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:278}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">In every sport, in every category, in every industry.\u00a0There's\u00a0a LeBron, right?\u00a0There's\u00a0the guy that everybody associates with that sport. And we have the LeBron of location optimization here with us today\u00a0-\u00a0Kyle Harris,\u00a0is our director of local optimization. He helps multi-location brands stay visible where it matters most when customers search nearby.\u00a0He's\u00a0been analyzing how AI is influencing local discovery and which changes are real versus which are just noise.\u00a0Welcome to the show, Kyle.\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Kyle:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Thank you very much. And I also like to consider myself the Michael Jordan of local search, not LeBron.\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">And what would you say is the difference?\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Kyle:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Well, Jordan's number one and LeBron's number two.\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Yeah, but\u00a0it's\u00a0a different era. You got to think of it that way.\u00a0It's\u00a0a different era. And\u00a0actually\u00a0LeBron has far more...\u00a0listen\u00a0I'm\u00a0not going to have this debate with you right now because the fact is\u00a0I'm\u00a0trying to make you sound even better than\u00a0you're\u00a0saying that you are.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Kyle:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Fair enough.\u00a0I'll\u00a0take a compliment when I get one.\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">There you go. So, Kyle, you know, one of the thoughts\u00a0that's\u00a0been bouncing around is that, like, with all the hype about AI changing search, do we still need to invest in listings and reviews and local optimization for physical locations? And\u00a0that's\u00a0what\u00a0we're\u00a0going to be exploring in today's episode,\u00a0Local Search, In the age of AI. Smarter strategies for\u00a0brick and mortar\u00a0brands. And you know,\u00a0there's\u00a0been a lot of noise about AI. And some executives are asking if you should\u00a0optimize\u00a0for ChatGPT or rethink your entire local strategy. From your perspective,\u00a0what's\u00a0the reality of what clients and users are\u00a0actually experiencing\u00a0right now?<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Kyle:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Yeah.\u00a0So\u00a0in local,\u00a0I think we\u00a0are a little bit lucky in that you\u00a0don't\u00a0have this massively complicated decision tree of I can only do, you know, one thing or a couple of things,\u00a0right?I\u00a0kind of\u00a0have\u00a0to\u00a0choose which baskets to put my eggs in. In local,\u00a0we are decently lucky at this point where foundationally, the things that\u00a0you've\u00a0been doing in local are going to be and are right now powering these AI experiences.\u00a0So\u00a0investing in listings is something I would have told you to do five years ago, and it\u00a0remains\u00a0critically important today.\u00a0Investing in reviews and ratings and making sure that, you know, the sentiment related to your brand is, you know, on point again, five years ago is something\u00a0I'm\u00a0pushing.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">I am tripling down on it. I think\u00a0it's\u00a0more important than ever. But in terms of net new tactics, of what I\u00a0have to\u00a0do to get in and break into\u00a0all of\u00a0these things,\u00a0we're\u00a0talking about it, you know,\u00a02 to 4 degree\u00a0pivot and or expansion, not necessarily\u00a0brand new\u00a0practices, brand new teams, brand new disciplines.\u00a0We are\u00a0really lucky\u00a0in that the foundation\u00a0in\u00a0what\u00a0you're\u00a0doing to be successful in AI is\u00a0very similar\u00a0to what most successful\u00a0multi-location\u00a0location brands should have really been doing for the last couple of years, for sure.\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">So where are you starting to see, AI\u00a0actually have\u00a0an impact on local\u00a0discovery?<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Kyle:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Yeah, so this is\u00a0really interesting. Depending upon your category,\u00a0we're\u00a0seeing this impact\u00a0kind of play\u00a0out a little bit\u00a0differently.But\u00a0AI is\u00a0essentially the\u00a0world's greatest recommendation machine. And if getting a recommendation about where to\u00a0essentially get\u00a0a service done and or where to, you know, buy a product or what\u00a0product actually, you\u00a0know, fits your needs the most,\u00a0we're\u00a0seeing a lot of that discovery\u00a0actually happen\u00a0on these AI platforms.\u00a0Whether it be AI mode or through an AI overview or directly in these\u00a0LLMs, we are seeing that there is a decent amount of traffic that is happening directly there, going through that flow to get a recommendation.\u00a0<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559685&quot;:0,&quot;335559737&quot;:0,&quot;335559738&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:278}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">But then,\u00a0at the end of that flow, oddly enough, a lot of the times people are jumping back into Google to get reviews on a location or reviews on a product, or to\u00a0actually find\u00a0out of a store is open, or if it\u00a0actually has\u00a0that, you know, product in inventory live.\u00a0So\u00a0we're\u00a0seeing a\u00a0really nice\u00a0blend of a lot of this top funnel discovery happening in these\u00a0LLM\u00a0platforms, and then still the last mile execution happening\u00a0almost exclusively\u00a0on Google.\u00a0<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559685&quot;:0,&quot;335559737&quot;:0,&quot;335559738&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:278}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559685&quot;:0,&quot;335559737&quot;:0,&quot;335559738&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:278}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">So\u00a0as we see a collapse or a compression of the customer journey, essentially, down\u00a0to a couple of steps where AI is an assistant is helping you\u00a0explore\u00a0and\u00a0engage and do\u00a0all of\u00a0these things. And then when people are ready, which is happening much faster, if I understand you\u00a0right?\u00a0That's\u00a0when\u00a0they're\u00a0turning to the local experiences. And\u00a0that's\u00a0where it needs to be\u00a0really closely\u00a0aligned with, with everything else\u00a0that's\u00a0being done.\u00a0<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559685&quot;:0,&quot;335559737&quot;:0,&quot;335559738&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:278}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Kyle:<\/span><\/b><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559685&quot;:0,&quot;335559737&quot;:0,&quot;335559738&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:278}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Correct.\u00a0It's\u00a0really interesting. And again, like, you know, looking into the future,\u00a0I think that\u00a0last you know, my whole experience in these LLMs\u00a0is going to get, you know, a lot better.\u00a0It's, to be honest, not\u00a0perfect today,\u00a0right?\u00a0Like, it can hallucinate a little bit and\u00a0there's\u00a0no robust data set. You know, that\u00a0all of\u00a0these LLMs\u00a0have\u00a0they're\u00a0kind of borrowing\u00a0local information from Apple and Yelp and Google and all these other places.\u00a0Which is why that, you know, like, hey, how do I get to a place is still very much happening on these navigation apps that, you know,\u00a0that\u00a0top of the funnel piece is really exploded.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559685&quot;:0,&quot;335559737&quot;:0,&quot;335559738&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:278}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">And I think one of the most interesting things is\u00a0it's\u00a0happening faster than ever, because AI is incredible at helping you ask the right questions during this journey to get you to whatever product or service best actually fits your needs. That part is happening faster than ever, and\u00a0it's\u00a0a really exciting\u00a0time to\u00a0essentially be\u00a0trying to do digital marketing.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">So that that's interesting, because the implication there is, if you are a business that relies on foot traffic, right, with physical locations, there's usually entirely different teams and capabilities and strategies that focus on everything that isn't, you know, driving people into physical locations. But\u00a0isn't\u00a0that going to increasingly be a problem for\u00a0brands and marketers if we are seeing this kind of convergence and\u00a0collapse of the customer journey into far more, far faster decisions?<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Kyle:<\/span><\/b><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559685&quot;:0,&quot;335559737&quot;:0,&quot;335559738&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:278}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">So\u00a0I'm\u00a0going to\u00a0answer your question, I think in a decently unique way.\u00a0Historically in my career in dealing with multi-location brands that are all about driving in-store traffic, right?\u00a0And we\u00a0that's\u00a0a quite a lot of brands that we talk to, getting buy in on the tactics that will\u00a0actually make\u00a0that happen is\u00a0probably one\u00a0of the hardest things to\u00a0actually get\u00a0done.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">There's\u00a0budget restrictions, there's people and teams and there's cross-functional things.\u00a0So\u00a0saying, hey, you know, multi-location brands should really, you know, triple down on reviews is\u00a0very easy\u00a0for you\u00a0and\u00a0I\u00a0to say. Operationally at these, you know,\u00a0Fortune\u00a0500 companies that need to do this, there's thousands, if not tens of thousands of locations with hundreds of thousands of employees all having individual consumer interactions.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">And then to turn those into reviews and\u00a0properly manage\u00a0that and then get that into every corner of the organization and manage all of that,\u00a0it's\u00a0very challenging\u00a0to do that properly at scale. So internally, getting clients to invest in,\u00a0properly manage, giving them the tools and technology to do that properly is\u00a0very challenging. The brands that are doing it well, though, are reaping the benefits of seeing increases in in-store traffic.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">That's\u00a0very interesting\u00a0that tactically, if you get buy in on these things, it will absolutely work on the KPI you care about that is in-store traffic.\u00a0It's\u00a0just\u00a0we're\u00a0investing in something, you know, online, digital that is\u00a0very far\u00a0away from someone setting up a banner or doing something a lot more intrinsically easy to grasp -\u00a0why it would get someone to come into a store.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559685&quot;:0,&quot;335559737&quot;:0,&quot;335559738&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:278}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">So\u00a0I'm\u00a0going to ask you, how do you do that? Right? How do you connect these things? How do you drive greater in-store traffic? But before I do, I'd like you to kind of consider the fact that right now, with all of the disruption that's happening, one of the things that I've certainly been told a few times now from, you know, prospects and that kind of thing is obviously in the local optimization and local search space.\u00a0There are\u00a0platforms, that you, you know, self-directed platforms for optimization of these listings and local experiences. And what\u00a0I've\u00a0heard played back to me is, well, because of all the disruption\u00a0that's\u00a0happening, you know, organic traffic is down in the listings space. And if your traffic is flat, then\u00a0that's\u00a0a win.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">And\u00a0yay\u00a0you right?\u00a0And yay us collectively. First, do you agree with that statement? Or is should, you know, is flat the new up, for want of a better word?\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Kyle:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Sure.\u00a0So\u00a0I think there's a couple\u00a0different ways\u00a0to break that down.\u00a0So\u00a0number one,\u00a0there's\u00a0more opportunity to fragment search than ever today.\u00a0There's\u00a0people that can be getting, you know, restaurant recommendations from TikTok or Instagram or Reddit or Google or AI platforms.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">So\u00a0search fragmentation is and the opportunity to get\u00a0a good experience\u00a0on a lot of different platforms exists, which from a marketing standpoint, makes your KPIs incredibly hard to track year over year. Right?\u00a0So that I think that levels up into that is flat. The new Wow, everyone is doing amazing in marketing. I think\u00a0that's\u00a0playing out a bit there.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">The other part is\u00a0that -\u00a0all tracking is not created equal. As marketers, I think we've been spoiled in how much information Google has been giving to us and how much of a monopoly they've been for the last couple of years, wherein it was\u00a0pretty easy\u00a0to track almost\u00a0all of\u00a0your local search discovery because it all was happening on Google.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">When people start to be, you know, doing top of funnel searches and ChatGPT,\u00a0a lot of your impression share it looks\u00a0like is going away, which is why a lot of our clients are seeing, you know, impression drops, but driving directions\u00a0actually increase. And I think\u00a0what's\u00a0happening is you are dealing with these AI platforms for recommendations, for refining what it is\u00a0you're\u00a0looking for, for\u00a0you're\u00a0getting these recommendations.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">But at the end of that funnel, I still\u00a0have to\u00a0go back to Google,\u00a0to\u00a0actually click\u00a0call or I still\u00a0have to\u00a0click driving directions.\u00a0So\u00a0we're\u00a0seeing that data.\u00a0We're\u00a0just missing a big part of\u00a0what's\u00a0happening on other platforms before they make it to Google for the last mile.\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">So\u00a0are you\u00a0basically saying\u00a0that if you continue looking at things and measuring the local search environment and performance\u00a0the way that\u00a0you've\u00a0always done historically, then sure, your\u00a0expectation, the best you can expect is that\u00a0you're\u00a0flat year over year?<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Kyle:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Correct.\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">But if you start looking at things in a much more holistic way from a measurement perspective, and you integrate local search metrics into a broader, integrated story, then you need to raise your expectations in terms of what this these activities can do?<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Kyle:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Yeah, absolutely. I mean, if you're not looking at local search in terms of social platforms and AI platforms and Reddit and pretty much everything in between, if local search to you is still just Google Business Profile, you are massively missing how your customers are finding you and potentially not finding you.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<strong>N<\/strong><\/span><b><span data-contrast=\"auto\">asser:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">So\u00a0if\u00a0I'm\u00a0leading local marketing today, at an enterprise, what should I focus on?\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Kyle:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Okay, the number one thing that I would do if I\u00a0was in charge of\u00a0a\u00a0Multi-location\u00a0brand is make sure that I have my data and the facts about my business as locked down as humanly possible. So what's really interesting is, no matter, you know, what type of Multi-location brand is, there's going to be some regional and local differences and why that is essentially important is if you don't know the truth about your own business, there's definitely no way that social platforms and AI platforms and Google and everything else is going to as well.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Restaurant menus change,\u00a0the features of a location change, and consumers really want to plan what it is to visit your business. If\u00a0you're\u00a0not giving them all those details,\u00a0you're\u00a0in trouble.\u00a0So\u00a0you got to get your data locked down. Once\u00a0that's\u00a0locked down, I would be tripling down on reputation management in. It does not matter what platform\u00a0you're\u00a0looking in, whether AI is getting trained on that.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">You know the copy included of these reviews. Google having the world's, you know, biggest corpus of reviews, you know,\u00a0pretty much for\u00a0any category. This is the foundational building block for how you are successful in\u00a0what's\u00a0going on today and guaranteed what is going to be the future.\u00a0So\u00a0I would be incentivizing employees, to\u00a0actually generate\u00a0reviews.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">I would be\u00a0monitoring\u00a0this.\u00a0I'd\u00a0be figuring out and finding operational challenges from this data so that I can fix my business. It is a treasure trove that I would be, you know, as invested in as humanly possible. And getting everyone around me\u00a0essentially tied\u00a0into that\u00a0metric. Like everyone tracks revenue, everyone\u00a0track\u00a0sales. I\u00a0don't\u00a0think at its C-suite level, every C-suite is looking at what is my average star rating?<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">And\u00a0I think that\u00a0is just as important as a leading indicator for revenue. I would be injecting that type of, you know, value into\u00a0what\u00a0I want me and my employees to care about.\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Why do you think\u00a0the\u00a0AI platforms and the AI modes care so much about that?\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Kyle:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">It's\u00a0in a format\u00a0that's\u00a0so easy for them to understand, so that the way that someone will, number one is user generated content, right?\u00a0So again, you go to a brand's website and\u00a0it's\u00a0going to be positive sentiment for that brand. What you get is real life. I mean\u00a0it's\u00a0why Reddit is blowing up so much.\u00a0It's\u00a0supposed to be and\u00a0it's\u00a0probably as\u00a0close as we can get to authentic feedback around products and services on the internet.\u00a0It's\u00a0just people having conversations.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">That is exactly what a review is, and\u00a0AI has\u00a0a really easy\u00a0time ingesting and breaking down written copy as it relates to a business or a product, and then turning that into, you know, part of how do I recommend, you know, businesses and or service or products?\u00a0So\u00a0the format and having be\u00a0essentially being\u00a0extremely text heavy makes it a format\u00a0that's\u00a0very easy\u00a0to train models.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">So\u00a0AI\u00a0loves\u00a0reviews because\u00a0it's\u00a0in\u00a0it's\u00a0in its or from its perspective, exceptional content made accessible in a structure that it is designed to consume and analyze.\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Kyle:\u00a0<\/span><\/b>\r\n<span data-contrast=\"auto\">Yes. And\u00a0it's\u00a0very easy\u00a0to understand if\u00a0it's\u00a0current.\u00a0So\u00a0the average review, I mean, pretty much every review has a date.\u00a0It's\u00a0when\u00a0it's\u00a0written.\u00a0So\u00a0it's\u00a0very easy\u00a0for AI to train on\u00a0new content\u00a0related to products and services and businesses that it knows is relevant to the here and now.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">So, Kyle,\u00a0I'm\u00a0only half joking when I call you the LeBron of this space because you eat, breathe and live local optimization. And as somebody who is so embedded in this industry like unlike anybody\u00a0else\u00a0I've\u00a0ever met, what signals are you watching to know where I will really reshape local search?\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Kyle:<\/span><\/b>\r\n<span data-contrast=\"auto\">Sure.\u00a0So\u00a0I am a little bit on the fence in terms of spending my time figuring out how this works now, and then projecting what I think is going to work long term. And\u00a0I think there\u00a0AI\u00a0is still a little bit in in its infancy, and it\u00a0doesn't\u00a0have\u00a0all of\u00a0the years of figuring out what works and what consumers want and\u00a0all of\u00a0those things.\u00a0So\u00a0the user testing is still, you know, nascent.\u00a0What's\u00a0working now is really a lot of the tactics that used to work in regular SEO many years ago. So, getting, you know, into blogs and articles and, you know, best of lists and a lot of like traditional digital PR stuff is absolutely\u00a0what's\u00a0working today.\u00a0Long\u00a0term, right...\u00a0And\u00a0Google figured\u00a0this out. Every link is not created the same. And every, you know, website is not created the same. And quality content is supposed to be\u00a0what\u00a0ranks.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">That's\u00a0not\u00a0what's\u00a0happening today. And\u00a0it's\u00a0very\u00a0very\u00a0easy to game those results today.\u00a0So\u00a0you know, if I\u00a0have to\u00a0hit my, you know Q now numbers, these are\u00a0definitely the\u00a0tactics that\u00a0I'm\u00a0doing because\u00a0because\u00a0they\u00a0work.\u00a0I am absolutely doing a crazy amount of digital PR.\u00a0Long term,\u00a0and this is\u00a0probably a\u00a0bit of a boring recommendation, but I do think that quality content is going to win out.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">That is, as an organization, the thing that you can invest in long term that\u00a0doesn't\u00a0have\u00a0an expiration\u00a0date. If you create what consumers are looking for and answer questions that they have during that buying process, that is\u00a0essentially what\u00a0is going to work long term. If I\u00a0have to\u00a0tactically turn that into something, what I go to a lot of brands and say is, hey, you know,\u00a0you're\u00a0a\u00a0service-based\u00a0business, why don't you put your pricing online?<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">And\u00a0it's\u00a0like, oh, well, because\u00a0it's\u00a0different and it changes and cool. But\u00a0it'd\u00a0be wonderful for your consumers to understand how much in on average something like this cost. You could stand out from your competition. Why not do that? Take a risk, put that on there. Those are the types of things, I think long term that are going to really pay dividends, whether\u00a0we're\u00a0talking traditional SEO or AI search.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b>\r\n<span data-contrast=\"auto\">So\u00a0here's\u00a0the shift. Despite the hype, AI\u00a0hasn't\u00a0replaced local search. Customers still rely on\u00a0accurate\u00a0listings, trusted reviews when\u00a0they're\u00a0ready to buy, and the brands that win are the ones that are getting the basics right, today, while quietly preparing for tomorrow's AI driven changes. Now make it happen. Follow\u00a0Shift Happens. Leave us a review. There we go with the\u00a0reviews,\u00a0and\u00a0share this episode with your team.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">If you have any questions for the podcast, email us at\u00a0<\/span><b><span data-contrast=\"auto\">shifthappens@dacgroup.com<\/span><\/b><span data-contrast=\"auto\">.\u00a0We'd\u00a0love to hear from you. Thank you for your time today, Kyle, and thank you for not, knocking over that plant a second time.\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Kyle:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">My pleasure, it was great today. Thank you very much.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>","contributing_experts":[{"expert_source":"dac-team","expert":87541},{"expert_source":"dac-team","expert":87609}],"external_links":{"youtube_link":"https:\/\/www.youtube.com\/watch?v=GgGhV2BSGLc&list=PL7_ZSBXaYOpULieJSVbhgwnqecld-Y6Na&index=5 ","amazon_link":"https:\/\/podcasts.apple.com\/ca\/podcast\/inside-the-funnel\/id1533975355","apple_link":"https:\/\/podcasts.apple.com\/ca\/podcast\/inside-the-funnel\/id1533975355","spotify_link":"https:\/\/open.spotify.com\/episode\/6Wvz80dOWalLrzSYqHvT7B?si=10afa823612b4eaf"}},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Local Search in the Age of AI: Smarter Strategies for Brick-and-Mortar Brands\u00a0 | DAC<\/title>\n<meta name=\"description\" content=\"Is AI changing how customers discover local businesses? In this episode of Shift Happens, Nasser Sahlool and local search expert Kyle Harris unpack how AI influences discovery, why listings and reviews still matter, and how multi-location brands can drive more in-store traffic in an AI-driven world.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.dacgroup.com\/en-ca\/insights\/podcasts\/local-search-in-the-age-of-ai\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Local Search in the Age of AI: Smarter Strategies for Brick-and-Mortar Brands\u00a0 | DAC\" \/>\n<meta property=\"og:description\" content=\"Is AI changing how customers discover local businesses? In this episode of Shift Happens, Nasser Sahlool and local search expert Kyle Harris unpack how AI influences discovery, why listings and reviews still matter, and how multi-location brands can drive more in-store traffic in an AI-driven world.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.dacgroup.com\/en-ca\/insights\/podcasts\/local-search-in-the-age-of-ai\/\" \/>\n<meta property=\"og:site_name\" content=\"DAC\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/DACGroup\" \/>\n<meta property=\"article:modified_time\" content=\"2025-12-30T16:35:16+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2025\/12\/ShiftHappens-Episode4-BlogBanner.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"875\" \/>\n\t<meta property=\"og:image:height\" content=\"438\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:image\" content=\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2024\/09\/DAC-logo.svg\" \/>\n<meta name=\"twitter:site\" content=\"@DAC_group\" \/>\n<meta name=\"twitter:label1\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data1\" content=\"1 minute\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.dacgroup.com\/en-ca\/insights\/podcasts\/local-search-in-the-age-of-ai\/\",\"url\":\"https:\/\/www.dacgroup.com\/en-ca\/insights\/podcasts\/local-search-in-the-age-of-ai\/\",\"name\":\"Local Search in the Age of AI: Smarter Strategies for Brick-and-Mortar Brands\u00a0 | DAC\",\"isPartOf\":{\"@id\":\"https:\/\/www.dacgroup.com\/en-ca\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.dacgroup.com\/en-ca\/insights\/podcasts\/local-search-in-the-age-of-ai\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.dacgroup.com\/en-ca\/insights\/podcasts\/local-search-in-the-age-of-ai\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2025\/12\/ShiftHappens-Episode4-BlogBanner.jpg\",\"datePublished\":\"2025-12-16T21:49:05+00:00\",\"dateModified\":\"2025-12-30T16:35:16+00:00\",\"description\":\"Is AI changing how customers discover local businesses? 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