Google is testing a new Gemini-powered local search experience that adds AI-generated context directly into local results. Instead of relying only on traditional ranking signals and listing attributes, some users are seeing “intelligent summaries” inside local panels, with highlights like:

• People talk most about
• People love to order
• Tips from reviewers
• People go here for

These insights appear to be pulled from customer review content and reflect how Google’s AI identifies recurring themes, preferences, and differentiators for a location, at a glance.

Why it matters for Local SEO

This is a meaningful shift in how businesses may be understood and positioned in local search. If Gemini is summarising your brand based on review language, then the words customers use products, services, experiences, and intent, can influence what appears in your local panel. In other words, review content becomes even more critical to how Google contextualises your business for potential customers.

What you can do now

• Keep your GBP accurate and specific: Ensure categories, services, and business descriptions are up to date and clearly describe what you offer.
• Complete menus and product/service lists: Where applicable (restaurants, retail, service businesses), make sure listings are detailed and accurate.
• Encourage detailed reviews: Ask customers to include what they ordered, why they visited, what stood out, and who you’re best for.
• Monitor recurring phrases: Look for patterns that could shape AI summaries (e.g., “best cold brew,” “fast oil change,” “friendly staff”).
• Reply thoughtfully: Review responses can reinforce themes and show active engagement.

As Google integrates Gemini deeper into local search, the brands that win will be the ones that pair data clarity (GBP accuracy) with customer clarity (reviews that describe real experiences).