Google's AI Overviews are changing the way people discover local businesses online. These AI-generated summaries often appear at the very top of search results, making them an incredibly valuable visibility opportunity for businesses that know how to show up there.
If you're wondering how to rank in Google AI Overviews, keep reading to find out what can trigger an AI Overview, how they behave specifically for local search results, and what you can do to position your business as a trusted product or service provider and authoritative source of information that gets cited in local AI Overviews.
Why AI Overviews Matter for Local Businesses
As of now, Google AI Overviews appear in approximately 40% of local searches (according to our study on the impact of Google AI Overviews on local business search visibility). And, when they do, they often appear at the very top of the search engine results page (SERP), pushing traditional organic listings and even the local pack further down. That prime real estate translates to greater visibility, click-through potential, and brand recognition for local businesses featured in an AI Overview.
Google is doubling down on its AI-powered search experience, and it's clear this is only the beginning. For local businesses, adapting now is key to staying competitive as AI Overviews evolve into a more central, dominant feature of Google's search ecosystem.
How Local Businesses Can Optimize for and Rank in AI Overviews
While there is some overlap between AI Overview optimization and local pack optimization, ranking in AI Overviews requires a slightly different approach than traditional local SEO.
It's also important to note that, because of the rapidly evolving nature of Google AI Overviews (and AI on the whole), figuring out how to rank for AI Overviews is an ongoing process, and improving your AI visibility may require changing tactics as new findings emerge. That being said, here are some tips based on what we've discovered in some of our early research:
1. Target Non-Location Keywords
Short-tail keyword-based searches that include a specific location (e.g., "dentist in Chicago") tend to trigger the traditional local pack, not an AI Overview. On the other hand, broader, non-location-based queries, like "how often should I visit the dentist" or "what's the difference between a crown and a filling," are more likely to surface an AI Overview result.
So, make sure to include location-neutral, informational content on your site in addition to your location-specific pages and keywords, keeping in mind that these are still important for ranking in traditional local search results!
2. Focus on Informational and "Why" Searches
AI Overviews tend to appear for informational or instructional queries, rather than transactional ones. Think searches that start with things like:
- "What is..."
- "How do I..."
- "Why should I..."
- "When do I need to..."
To optimize for these types of searches and rank in AI Overviews, create content that answers common customer questions about your products or services, not just content that tries to sell them.
For example, a pet groomer might rank in an AI Overview for "how often should I groom my dog?" by publishing a clear, helpful blog post about the topic on their business site. Even if the user isn't searching for a groomer directly, they're likely to click through to the post and potentially contact the groomer for an appointment after reading the information, or at least remember them for when they are actively looking to book a grooming service for their pet!
3. Prioritize Services with a Research Phase
Certain local services, like legal help, home repairs, and different types of healthcare, often involve a research phase before a purchase decision is made. These are perfect for AI Overview targeting. Build deep, authoritative content around these decision-making moments to increase your chances of being cited in Google AI Overviews.
For instance, a dentist might publish an article and FAQs about the "differences between dental implants vs crowns." Then, when someone is trying to determine which option is best for them, they could come across the business cited in a Google AI Overviews and be more likely to book an appointment to get dental implants or crowns with that dentist.
4. Build Citations and Collect Reviews on Third-Party Platforms
AI Overviews often pull information from trusted third-party sources, especially review and directory sites like Yelp, Tripadvisor, and industry-specific platforms. If your business is listed (and well-reviewed) on these platforms, it increases your chances of being cited in Google AI Overviews results.
5. Track Your AI Overview Rankings
You can't optimize for what you can't see, so make sure to regularly track your Google AI Overviews ranking to understand exactly when and where your business is appearing in Google's AI Overviews.
Monitor which queries trigger AI Overview results, whether your business is cited directly (i.e., with a link to your business site) or through third-party sources, and how that visibility compares to your competitors and your traditional local rankings. These insights can help you adjust your content creation, citation building, and reputation management strategies to improve your chances of being featured more often in Google's AI Overviews.
Advanced Strategies That Can Help You Rank in AI Overviews and Traditional Local Search Results Alike
Here are some more advanced tactics to rank in Google AI Overview results, drawn from current best practices and our whitepaper research:
Implement AI-Friendly Content Structure
- Answer questions clearly and concisely in your content (think well-structured blog posts and FAQs).
- Use subheadings (e.g., H2s and H3s) with natural-language questions in them.
- Include bullet points, definitions, and summaries where appropriate, all of which are formats AI Overviews often favor.
- Make your content easy for AI to scan and cite.
Monitor What Triggers AI Overviews and Optimize
- Track which types of relevant search phrases trigger an AI Overview, and identify which competitors are being cited for these terms.
- Use AI tools and AI Overview visibility tracking to analyze patterns and identify sources that could help you appear in Google AI Overviews results.
- Adjust your content strategy to fill gaps where competitors aren't providing strong answers.
Keep Optimizing Google Business Profile for Local Pack Domination
- While you aim to show up in AI Overviews, make sure not to ignore the local pack!
- Keep tracking your GBP rankings alongside your AI Overview visibility to get a complete picture of local search visibility.
- Optimize your Google Business Profile (categories, services, attributes, reviews, posts, etc.) to rank for short-tail, transactional, and location-based queries that AI Overviews tend to not appear for.
Final Thoughts
Google AI Overviews aren't going away, which means businesses need to start optimizing for them now. For local businesses, the best strategy starts with understanding how to show up in this new AI-generated area of local search results to maximize visibility.
Optimizing for informational intent, building authoritative local content, and staying aware of how AI Overview behavior continues to evolve can help put your business in front of more potential customers, ensuring they can find you in all the places where local search results can appear!
