Google On What’s Next In AI Search + 5 Local Marketing Strategy Fixes via @sejournal, @hethr_campbell

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SEJ STAFF Heather Campbell 2 hours ago ⋅ 5 min read SEJ STAFF Heather Campbell VP of Sales & Marketing at Search Engine Journal Bio Follow AI search can turn a broad local query into a specific request: a business with a particular service, available appointment, suitable amenities, and a location that works for the customer. A listing that supplies only a name and opening hours may not answer enough of that request. In the September 24 webinar, Google On What’s Next In AI Search + 5 Local Marketing Strategy Fixes, Google’s Caroline Dissaux, Adecco’s Bonnie White, and Uberall’s Krystal Taing discussed what local businesses can provide and how multi-location teams can keep information accurate. Google representatives described longer, more conversational searches and AI features that break complex requests into related questions. Taing’s practical point: the familiar work of maintaining local information now has to hold up across every location. A customer asking whether a nearby location offers a service this weekend needs more than an address. Taing said businesses should make categories, attributes, services, menus, inventory, and availability both complete and consistent across their site, Google Business Profile, and other relevant surfaces. Consistency does not mean identical copy everywhere; it means customers and search systems should not encounter conflicting facts. Taing framed the change this way: “Most of us really have been talking about these things for years. What’s different is the scale, the complexity, and importance of getting these right across every location and what it means to LLMs and generative AI.” (31:19) That distinction matters for a chain: a strong brand-level presence does not establish that each branch can meet a specific request. It also makes a location-by-location data audit more useful than assuming one national profile represents every store. Dissaux and White recommended ways to keep Business Profile information fresh and useful. These are content and accuracy priorities, not a guarantee that adding any single field will make a business appear in an AI answer: In the Q&A, Taing said Google Business Profile post views and clicks can now help teams assess individual posts, but those figures do not establish that a post caused visibility in AI Overviews or AI Mode. She suggested comparing post topics with the queries and AI answers a business actually sees. Dissaux cautioned that there is no clear-cut metric tying posts directly to AI visibility. For brands posting across many locations, the speakers said the same promotion can technically be reused, but local details make it more useful to a person deciding where to go. They also advised adding prices only when the business can keep them accurate; a service with variable pricing may be better described clearly without an unreliable figure. The full on-demand webinar walks through Google Business Profile examples and Uberall’s approach to scaling these checks. Its most useful takeaway for teams with many locations is not to add every field at once, but to give each location an owner, a source of truth, and a way to detect gaps. Automation can help a central team handle the volume, but Taing argued that people still have to decide the standards and exceptions: “It doesn’t mean that a human needs to manually review every single thing. You know, you can have models, you can have these elements, but it does mean that humans should be the ones establishing the strategy, the standards, the guardrails.” (38:29) Use that division of labor to turn the session into a practical sequence: Join us as Lisa Salvatore, Sr. Manager of Integrated Marketing at CallTrackingMetrics, walks through how to pull AEO insights, FAQ content, and real customer phrasing out of data your team is already collecting. Her colleague Brian Barranger, Sr. Account Executive III, covers what a qualified conversion actually sounds like, and how that evidence sharpens targeting, scoring, and the gaps and integration requests you route to your product team. Add SEJ as a preferred source on Google Read Full Bio SEJ STAFF Heather Campbell VP of Sales & Marketing at Search Engine Journal Heather has over 20 years of industry experience and is the VP of Sales & Marketing at Search Engine Journal. ... Breaking news and insights to help you lead search strategies. Stop Focusing On Google, It's Time to Focus On Being Visible How Search Generative Experience Will Affect Local SEO & Businesses 10 Strategic SEO Insights & Tactical Advice For 2025 And Beyond Make Every Location Ready For AI Search Watch On Demand In a world ruled by algorithms, SEJ brings timely, relevant information for SEOs, marketers, and entrepreneurs to optimize and grow their businesses -- and careers.

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Source: Search Engine Journal

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