{"id":149023,"date":"2025-09-03T15:15:07","date_gmt":"2025-09-03T20:15:07","guid":{"rendered":"https:\/\/www.dacgroup.com\/insights\/blog\/none\/2025-ai-serp-changes-new-strategies-to-gain-local-search-visibility\/"},"modified":"2025-09-26T12:37:44","modified_gmt":"2025-09-26T17:37:44","slug":"2025-ai-serp-changes-new-strategies-to-gain-local-search-visibility","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/search-optimization\/2025-ai-serp-changes-new-strategies-to-gain-local-search-visibility\/","title":{"rendered":"2025 AI SERP changes: New strategies to gain local search visibility"},"content":{"rendered":"\n<p class=\"has-text-align-left\"><em>This article was originally published in partnership with&nbsp;<a href=\"https:\/\/www.searchenginejournal.com\/2025-ai-serp-changes-dac-spa\/553864\/\" target=\"_blank\" rel=\"noreferrer noopener\">Search Engine Journal<\/a> on their website.<\/em><\/p>\n\n\n\n<p class=\"has-text-align-left\"><\/p>\n\n\n\n<p>The new reality of search and brand discovery requires a\u00a0<a href=\"https:\/\/www.dacgroup.com\/en-gb\/services\/location-optimization\/\">Brand-to-Local strategy<\/a>. Traditional keyword-driven search engine results pages (SERPs) are being disrupted by AI-driven experiences that anticipate, summarise, and even act on users\u2019 needs.<\/p>\n\n\n\n<p>As generative AI tools like Google\u2019s AI Overviews and platforms such as Perplexity become more prominent in the Search journey, the marketer\u2019s task expands: It\u2019s no longer just about ranking well on Google but being visible wherever decisions begin.<\/p>\n\n\n\n<p>For&nbsp;multilocation businesses, this presents both a challenge and an opportunity. AI is flattening the competitive playing field, restructuring what influences purchasing decisions, and automating formerly human-led interactions.<\/p>\n\n\n\n<p>Here are four key takeaways to help local marketers understand what\u2019s changing, what strategies are needed right now, and what the future holds.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Strategy 1. You must navigate Google\u2019s AI-first search experience to stay visible<\/h2>\n\n\n\n<p>Google\u2019s inclusion of AI Overviews has introduced an entirely new kind of SERP. These AI-generated summaries often sit atop the page, pushing traditional blue links down. Unlike the 10-blue-link layout of old, AI Overviews synthesise answers across sources, citing a few but effectively removing the need to click.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">What to look for, learn about, and incorporate<\/h3>\n\n\n\n<p>Google\u2019s AI Mode, now available as a Labs experiment, prioritises user intent by stitching together information to answer nuanced queries (e.g., \u201cbest affordable Thai near me for a date\u201d) into a conversational response.<\/p>\n\n\n\n<p>For <a href=\"https:\/\/www.dacgroup.com\/en-gb\/services\/search-optimization\/local-seo\/\">local queries<\/a>, it factors in:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>proximity<\/li>\n\n\n\n<li>reputation<\/li>\n\n\n\n<li>content sentiment<\/li>\n\n\n\n<li><a href=\"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/search-optimization\/the-google-march-2025-core-update-rollout-is-complete-and-ai-mode-is-live-in-labs\/\">cited content<\/a><\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">What no longer works<\/h3>\n\n\n\n<p>Structured data or map pack signals alone do not supply enough context to be recognised in a modern AI-first search experience.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Strategy 2. Adopt a Brand-To-Local strategy to capture both informational and local intent<\/h2>\n\n\n\n<p>DAC\u2019s <a href=\"https:\/\/www.dacgroup.com\/en-gb\/insights\/white-papers\/ai-overviews-vs-the-maps-packan-analysis-of-how-query-intent-variation-affects-google-serp-features\/\">study of over 700 real SERPs across four major verticals<\/a> (Apparel, Auto Services, Financial Services and Insurance, and Home Services) revealed a clear divergence between the kinds of queries that trigger AI Overviews (AIOs) and those that surface the traditional Maps Pack. Only 1% of queries triggered both features in the same SERP. When both appeared, the AIO came first, pushing the Maps Pack below the fold.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">What to look for, learn about, and incorporate<\/h3>\n\n\n\n<p>AIOs dominate <a href=\"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/search-optimization\/the-dawn-of-nlweb-what-it-is-why-it-matters-and-how-to-respond\/\">informational queries<\/a>, while Maps Packs dominate transactional or locational ones:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Queries beginning with question words (\u201chow,\u201d \u201cwhy,\u201d \u201cwhat\u201d) triggered AIOs 28% of the time, but Maps Packs &lt;1%.<\/li>\n\n\n\n<li>\u201cNear me\u201d queries triggered Maps Packs 100% of the time and&nbsp;<strong>never<\/strong>&nbsp;triggered an AIO.<\/li>\n\n\n\n<li>Pluralised terms (e.g., \u201cjackets\u201d) were more likely to trigger AIOs than singular or specific terms.<\/li>\n<\/ul>\n\n\n\n<p>Marketers, especially those managing multilocation brands, need a bifurcated strategy:<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">For AI Overviews<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Invest in<\/strong>&nbsp;<strong>informational content&nbsp;<\/strong>that addresses common customer questions.<\/li>\n\n\n\n<li><strong>Ensure that content is<\/strong>\u00a0<strong>structured, educational, and aligns with <a href=\"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/search-optimization\/5-realistic-insights-into-generative-ais-impact-on-search-and-seo\/\">E-E-A-T principles<\/a><\/strong>\u00a0(Expertise, Experience, Authoritativeness, Trustworthiness).<\/li>\n\n\n\n<li><strong>Use clear question-answer formatting<\/strong>&nbsp;to increase chances of AIO inclusion.<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">For Maps Pack visibility<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Optimise your <a href=\"https:\/\/www.dacgroup.com\/en-gb\/services\/location-optimization\/local-presence-management\/\">Google Business profile<\/a><\/li>\n\n\n\n<li>Encourage reviews and manage responses<\/li>\n\n\n\n<li>Create localised landing pages with clear CTAs and schema markup<\/li>\n\n\n\n<li>Use local backlinks and citations to build trust<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">Strategy 3. Gain visibility in alternate search experiences with a distributed content footprint<\/h2>\n\n\n\n<p>Many users, especially younger generations, are increasingly bypassing traditional search engines altogether. Inject your brand into new channels and open your windows and doors to complete visibility.<\/p>\n\n\n\n<p><strong>Perplexity\u202fAI<\/strong>&nbsp;has seen a remarkable rise in adoption, with around&nbsp;<a href=\"https:\/\/www.demandsage.com\/perplexity-ai-statistics\/\" target=\"_blank\" rel=\"noreferrer noopener\">22 million monthly active users in 2025<\/a>, positioning it as a major alternative search platform.<\/p>\n\n\n\n<p>Perplexity can geolocate the user and surface locally-relevant searches through its own web crawling, but also offers specific Local Search functionality that is enriched by a Yelp integration, and a restaurant booking capability that integrates with OpenTable \u2013 highlighting the importance of strong business listing data partnerships for any AI-based search that wishes to challenge Google\u2019s dominance.<\/p>\n\n\n\n<p><strong>Reddit<\/strong>&nbsp;has become a trusted resource for recommendations, given the importance consumers are placing on social proof. Reddit commands strong loyalty among younger users, with over&nbsp;<a href=\"https:\/\/www.socialplug.io\/blog\/reddit-statistics\" target=\"_blank\" rel=\"noreferrer noopener\">70% of its user base being Millennials or Gen Z<\/a>.<\/p>\n\n\n\n<p>Its long-lasting content delivers value over time;&nbsp;<a href=\"https:\/\/redditinc.com\/blog\/the-reddit-ripple-effect-new-research-reveals-that-community-conversations-drive-purchase-decisions\" target=\"_blank\" rel=\"noreferrer noopener\">34% of Reddit posts continue to be viewed more than a year after posting<\/a>. While Reddit does not offer an explicitly local search function, local business discovery is discussion-based.<\/p>\n\n\n\n<p>Local content can be prioritised in the interface through the user\u2019s geolocation, and explicitly local subreddits (e.g., r\/Vancouver) can become forums for brands to build authentic connections with local customers.<\/p>\n\n\n\n<p><strong>TikTok<\/strong>&nbsp;is also a strong contender. A 2024 Adobe study revealed that&nbsp;<a href=\"https:\/\/www.adobe.com\/express\/learn\/blog\/using-tiktok-as-a-search-engine\" target=\"_blank\" rel=\"noreferrer noopener\">64% of Gen Z and 49% of Millennials have used TikTok as a search engine<\/a>. While TikTok does not provide a maps-based search, its \u201cNearby\u201d feed supports the discovery of content posted by local creators.<\/p>\n\n\n\n<p>TikTok is currently testing an experimental feature that will place user-generated reviews into the Comments section when a place or local business has been tagged in the content.<\/p>\n\n\n\n<p>In this way, TikTok can support local brand discovery through a blend of metadata, location tagging, and algorithmic signals. TikTok\u2019s rapidly evolving paid search capabilities also support geotargeting as granularly as the ZIP Code level.<\/p>\n\n\n\n<p>The generational differences in Search behavior are clear. Gen\u202fZ often turns to TikTok and Reddit for inspiration and discovery rather than Google.<\/p>\n\n\n\n<p>Millennials blend traditional, AI-assisted, and visual search, while Gen\u202fX and Boomers still lean toward Google, though they\u2019re increasingly open to AI-generated summaries.<\/p>\n<section data-role=\"forward-email-subscription-container\" class=\"full-width w-100 d-flex justify-content-center align-items-center bg-c7f2b3\">\n    \n    <div class=\"max-w-1400 w-100 form\">\n        <div class=\"text-content-container\">\n            <h2>\n                Stay Forward            <\/h2>\n            <p class=\"subtitle\">\n                Get exclusive insights into digital <br class=\"d-none d-lg-block\">media's top-trending topics delivered<br class=\"d-none d-lg-block\"> directly to your inbox.            <\/p>\n        <\/div>\n\n        <div data-role=\"form-group\">\n            <div class=\"d-flex flex-column w-100\">\n                <form data-forward-email-form class='custom-hubspot-form' id='hubspot_form_69f2fcd470834'>\n    <div class='d-flex input'>\n        <input type='email' class='form-control me-2 input' placeholder='Email address' aria-label='Email' name='email' required>\n        <button type='submit' class='btn_primary-filled_white'>Submit\n<\/button>\n    <\/div>\n    <p class='hubspot-status'><\/p>\n<\/form>\n<script>\njQuery(document).ready(function($) {\n    var form = $('#hubspot_form_69f2fcd470834');\n    form.on('submit', function(event) {\n        event.preventDefault();\n\n        \/\/ Get email input value\n        var emailInput = form.find('input[name=\"email\"]');\n        var email = emailInput.val().trim();\n\n        \/\/ Required HubSpot fields\n        var portalId = '5408011';\n        var formId = 'cafa8eb8-dd43-46cc-bec7-9f87e85b1bdb';\n\n        \/\/ Prepare the data payload\n        var data = {\n            fields: [\n                {\n                    name: 'email',\n                    value: email\n                }\n            ],\n            context: {\n                pageUri: window.location.href,\n                pageName: document.title\n            },\n            submittedAt: new Date().getTime()\n        };\n\n        \/\/ Get the status element for this form\n        var statusElement = form.siblings('.forward-email-status-container');\n\n        \/\/ Send the data to HubSpot\n        fetch('https:\/\/api.hsforms.com\/submissions\/v3\/integration\/submit\/5408011\/cafa8eb8-dd43-46cc-bec7-9f87e85b1bdb', {\n            method: 'POST',\n            headers: {\n                'Content-Type': 'application\/json'\n            },\n            body: JSON.stringify(data)\n        })\n        .then(response => {\n            if (response.ok) {\n                if(statusElement) {\n                    statusElement.text('Thanks for Subscribing!');\n                    statusElement.css('color', 'green');\n                }\n\n                var userInfo = JSON.parse(localStorage.getItem('userInfo'));\n                if (userInfo) {\n                    userInfo.event = 'Form_submit';\n                    userInfo.email = email;\n                    userInfo.form_name = 'Newsletter';\n                    window.dataLayer = window.dataLayer || [];\n                    window.dataLayer.push(userInfo);\n                }\n\n                emailInput.val(''); \/\/ Clear the email field\n                window.dispatchEvent(new CustomEvent('newsletter-submit'));\n            } else {\n                return response.json().then(error => {\n                    if(statusElement) {\n                        statusElement.text('Error: ' + error.message);\n                        statusElement.css({\n                            'color': 'red',\n                            'padding-top': '10px'\n                        });\n                    }\n                });\n            }\n        })\n        .catch(error => {\n            console.error('Error:', error);\n            statusElement.text(\"There was an error submitting the form.\");\n            statusElement.css({\n                'color': 'red',\n                'padding-top': '10px'\n            });\n        });\n    });\n\n    window.addEventListener('message', function(event) {\n        const isFormCallback = event.data.type === 'hsFormCallback';\n        const isFormSubmitted = event.data.eventName === 'onFormSubmitted';\n        const iscurrentForm = !!event?.data?.id ? 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Video-first assets optimised for TikTok, Reels, and YouTube cater well to short-form, visual-first consumption.<\/p>\n\n\n\n<p>On forums such as Reddit and Quora, building textual credibility through authentic, conversational answers is key.<\/p>\n\n\n\n<p>Pinterest thrives on visuals and moodboards, while FAQs, how-to guides, and structured content (with schema markup) are crucial for AI engines that reward clear, structured information.<\/p>\n\n\n\n<p>In this evolving landscape, marketers must build a distributed content footprint to ensure a presence wherever people are searching, and where AI tools may source it.<\/p>\n\n\n\n<p>As AI platforms increasingly summarise content from various social and community channels, your brand\u2019s participation in those discussions becomes essential, \u00a0not just for visibility, but to be cited accurately.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Strategy 4. Prepare for the future of agentic local search<\/h2>\n\n\n\n<p>We are entering the agentic era, where users don\u2019t just search, they delegate. Google\u2019s experimental \u201cCall with AI\u201d feature allows users to let an AI assistant call local businesses on their behalf. This transforms search from a real-time human task into an asynchronous agentic process.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Key impacts<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Proximity matters less:<\/strong>&nbsp;If AI finds a better deal 20 minutes away, you may be willing to make the trip<\/li>\n\n\n\n<li><strong>Price pressure increases:<\/strong>&nbsp;Transparent price comparisons and AI-led negotiations could initiate a race to the bottom<\/li>\n\n\n\n<li><strong>\u201cVibes\u201d matter less:<\/strong>&nbsp;Warm greetings won\u2019t influence the AI. Decision-making shifts from emotional to transactional.<\/li>\n\n\n\n<li><strong>Big brands lose leverage:<\/strong>&nbsp;Without human biases for logos or familiarity, small businesses can compete if they meet the decision criteria<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">Operational challenges<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Call volume may spike<\/strong>, but&nbsp;<strong>call value drops<\/strong>; your business could receive 100 AI-generated inquiries while winning only a few sales.<\/li>\n\n\n\n<li><strong>Unanswered calls = lost sale<\/strong>. AI agents will move on quickly if a call goes unanswered.<\/li>\n\n\n\n<li><strong>Scalability issues:<\/strong>&nbsp;AI can contact 100 businesses in seconds. Human-staffed phones can\u2019t scale similarly.<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">Long-term adjustments<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Structured pricing data<\/strong>&nbsp;must be public and machine-readable.<\/li>\n\n\n\n<li><strong>Agent-to-agent negotiation<\/strong>&nbsp;will require new infrastructure, with bots communicating with each other to confirm inventory and schedule appointments.<\/li>\n\n\n\n<li><strong>Local search becomes asynchronous:<\/strong>&nbsp;Agents might initiate requests at midnight and complete transactions during business hours, with no human involved.<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">Evolving local search, enduring foundations<\/h3>\n\n\n\n<p>There has been a seismic shift in how users discover brands and make decisions. Businesses, especially multilocation enterprises, must adapt to a new hybrid model where visibility is dictated by both informational depth and local precision.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">What\u2019s changing<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>AI reshapes SERPs:<\/strong>\u00a0Google\u2019s AI Overviews and AI Mode prioritise synthesised answers and intent-matching over clickable links, reducing organic link visibility.<\/li>\n\n\n\n<li><strong>Query types split visibility paths:<\/strong>&nbsp;Informational queries are now more likely to trigger AI Overviews, while transactional\/local queries still favor Maps Packs; rarely do both appear together.<\/li>\n\n\n\n<li><strong>New platforms drive discovery:<\/strong>&nbsp;Reddit, TikTok, Perplexity, and Pinterest are no longer fringe sources \u2013 they are now primary discovery tools for younger generations.<\/li>\n\n\n\n<li><strong>Agentic search emerges:<\/strong>&nbsp;Users increasingly&nbsp;<strong>delegate<\/strong>&nbsp;tasks to AI (e.g., \u201cCall with AI\u201d), reshaping search from human-led interactions into asynchronous, bot-to-bot transactions.<\/li>\n\n\n\n<li><strong>Operational pressure increases:<\/strong>&nbsp;Businesses must prepare for surges in AI-driven interactions, increased price competition, and reduced influence of brand familiarity or emotional cues.<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">What\u2019s staying the same<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Relevance and trust still rule:<\/strong>&nbsp;Google\u2019s EEAT ranking principles remain crucial for AI visibility.<\/li>\n\n\n\n<li><strong>Local optimisation is still vital:<\/strong>\u00a0For transactional\/local intent, the Maps Pack remains dominant. Accurate business listings, reviews, and structured local content continue to impact discoverability.<\/li>\n\n\n\n<li><strong>Content matters:<\/strong>&nbsp;Informational, structured, and platform-tailored content remains the cornerstone of any successful visibility strategy, only now must it live across multiple channels and formats.<\/li>\n\n\n\n<li><strong>Brand credibility drives citations:<\/strong>&nbsp;AI systems rely on trustworthy sources, so being the \u201canswer\u201d in AIOs or Perplexity depends on being referenced as a reputable, visible voice across the web.<\/li>\n<\/ul>\n\n\n\n<p>To thrive in this transformed landscape,\u00a0<strong>marketers must double down on creating a distributed content footprint, intent-driven optimisation, and<\/strong>\u00a0<strong>technical readiness for AI delegation<\/strong>, while still leaning on the fundamentals of trust, relevance, and local authority.<\/p>\n\n\n\n<p>At DAC, we help brands thrive in this complexity with strategies that balance&nbsp;<strong>informational depth, local precision, and future-ready adaptability<\/strong>. Our recent analysis of&nbsp;<strong>700+ SERPs across four major industries<\/strong>&nbsp;reveals how AI Overviews and Maps Packs divide visibility and what multilocation brands must do to capture both.<\/p>\n\n\n\n<p>If you\u2019re ready to turn today\u2019s search disruption into tomorrow\u2019s growth, <a href=\"https:\/\/www.dacgroup.com\/en-gb\/insights\/white-papers\/the-2026-local-ai-search-readiness-playbook-6-questions-every-multi-location-brand-must-answer-to-win\/\">get the full insights in our new white paper<\/a>.<\/p>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>This article was originally published in partnership with&nbsp;Search Engine Journal on their website. The new reality of search and brand discovery requires a\u00a0Brand-to-Local strategy. Traditional keyword-driven search engine results pages (SERPs) are being disrupted by AI-driven experiences that anticipate, summarise, and even act on users\u2019 needs. As generative AI tools like Google\u2019s AI Overviews and [&hellip;]<\/p>\n","protected":false},"author":22,"featured_media":148889,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"content-type":"","reading_level":"Strategic","reading_level_confidence":0.78,"reading_level_needs_review":"0","footnotes":""},"categories":[2897],"tags":[],"class_list":["post-149023","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-search-optimization"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>2025 AI SERP changes: New strategies to gain local search visibility | DAC<\/title>\n<meta name=\"description\" content=\"Discover how AI, Maps Packs &amp; new platforms reshape Search. 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