The rules of the digital marketing game are shifting beneath our feet. Google’s search results aren’t what they used to be, AI-driven platforms are surfacing new content sources, and your prospective customers are finding — and judging — your business in ways that might have seemed futuristic just a few years ago. In a recent episode of “The Ownership Advantage,” host Tanner and guest Kyle Bailey delve deep into how local and service-business owners can adapt and thrive in this new era of search, visibility, and reputation.
Whether you’re a plumber in Central Texas, a remodeling contractor in Dallas, or any small business depending on local customers, here’s how to future-proof your marketing and start standing out, everywhere people search.
The New State of Local Search: AI, Maps, and the Shrinking “Page One”
Gone are the days when simply having a website secured you a steady stream of leads from Google. As Kyle explains, today’s search landscape is full of AI summaries, “zero-click” results (where users don’t need to visit your site to get an answer), and a shrinking set of map and organic listings.
Google’s “AI Overview” is now often the first thing users see — potentially answering their question without ever sending them to your site. Underneath, paid ads and local Map Pack results dominate the remaining prized real estate. For service-based businesses, that means you must optimize for your Google Business Profile (GBP) and build presence beyond just your website.
But here’s the twist: AI-powered search tools like ChatGPT, Perplexity, and Grok are also changing where and how people discover you. These platforms increasingly pull from a patchwork of sources including Reddit, review forums, and third-party platforms — not just Google or your homepage.
Show Up Everywhere Your Customers Are Looking
It’s time to shift from the mindset of “Search Engine Optimization” (SEO) to what Kyle calls “Search Everywhere Optimization.” Here’s what that means in practice:
- Be visible on Google Maps and your Google Business Profile (GBP): Optimize every field (services, products, photos, FAQs), ensure your name, address, and phone number are consistent everywhere, and keep the listing fresh.
- Expand to third-party review and directory sites: Build robust profiles on Yelp, Reddit (with a business account and active monitoring), Houzz, Thumbtack, and industry-specific directories. AI search tools can (and do) surface reviews from unexpected places, so reputation management needs to be broad.
- Don’t neglect social media: Active, engaging profiles on platforms like Instagram, Facebook, and even TikTok are increasingly referenced or cited in AI search responses — and they shape customer perception.
- Monitor your presence: Regularly “search yourself” using both Google and AI tools to spot what customers see (and what issues or old info might be dragging you down).
Make Reviews Your Secret Weapon
Nothing moves the needle in local search rankings and conversions more than reviews. And with AI tools cross-referencing review sites, having a structured, proactive review process is non-negotiable.
- Build reviews into your process: After every job, proactively ask happy customers for reviews, providing clear and easy-to-use links or QR codes.
- Coach for keywords (without being spammy): When asking for a review, suggest including details (“I hired Kyle for GBP optimization…”) to naturally surface keywords relevant to your services. Never incentivize for “five-star” reviews — it’s against guidelines and can lead to suspensions.
- Always respond: Each response to a review is a chance to tell your story, highlight services, and demonstrate customer care. Potential clients are reading these interactions, so personalize and add helpful details.
Optimize Your Website for the Modern Customer Journey
Your website is no longer always the first stop — but it is the validator. When prospects click through, it needs to reinforce trust and make contact as frictionless as possible. Kyle recommends:
- Crisp, professional visual design (first impressions matter).
- Simple, quick contact forms placed high on the homepage.
- Click-to-call buttons across all formats (it’s even a ranking factor).
- Fast load speeds and a seamless mobile experience.
Ask real customers and trusted friends to compare your online presence side-by-side with competitors to identify “holes in your game.”
Don’t Get Left Behind: Prepare for Tomorrow (Now!)
The world of local search is changing at breakneck speed. AI-powered search and new device interfaces (think augmented reality glasses, new browser experiences, and more) will keep shaking up how customers find — and choose — your business. The brands that survive and thrive will be those who proactively show up everywhere, manage their reputations, and create seamless paths from online discovery to real-world action.
Connect with Kyle HERE
Check out the full episode on YouTube HERE
Listen to the full episode on Apple Podcasts HERE