#17: Local Search, AI Style—And Why You Still Get Spam Texts | Over the Bull®
In this episode of Over The Bull, Ken breaks down how Google’s new AI Overviews are reshaping local business visibility—drawing from a recent whitepaper by Local Falcon, a leader in local SEO tracking and analysis. AI Overviews now appear at…
In this episode of Over The Bull, Ken breaks down how Google’s new AI Overviews are reshaping local business visibility—drawing from a recent whitepaper by Local Falcon, a leader in local SEO tracking and analysis.
AI Overviews now appear at the top of many local search results, replacing the traditional map pack in some cases and pushing small businesses further down the page. But does your proximity to the searcher still matter? And what role does your content play in getting featured?
You’ll learn:
What GAIO (Google AI Overviews) is and how it works
Key findings from Local Falcon’s study across thousands of businesses
Why user intent and content quality now matter more than location
Which types of queries trigger AI results—and which don’t
And to wrap up, Ken offers a surprising take on phishing scams—why scammers still send obviously fake texts and emails (hint: it’s not by accident).
This is an episode packed with practical insight and strategy for business owners, marketers, and anyone trying to stay visible in a changing digital landscape.
The Wheels Are Coming Off the Bus: Rethinking Local SEO in the Age of AI
In today’s rapidly shifting digital marketing world, one truth is becoming increasingly clear: the old strategies are dying—and fast. Businesses that are still clinging to outdated, single-purpose landing pages or half-baked SEO tactics are about to be left behind. The evolution of Google’s AI capabilities, particularly the rise of Google AI Overviews (GAIO), is reshaping how local businesses are discovered online. Are you prepared?
Enter GAIO: Google’s Game-Changer for Local Search
Google AI Overviews—also referred to as GAIO or GAO—are AI-generated summaries that now appear prominently in search results, particularly for local queries. Instead of just showing traditional blue links, Google is offering synthesized information drawn from various sources. These overviews are often placed above standard listings, creating a new premium real estate on search pages.
For local businesses, this means your visibility is no longer just about proximity or basic keyword optimization. It’s now about credibility, content quality, and structured data.
Why Your Old SEO Playbook Is Obsolete
Historically, local SEO strategies leaned heavily on proximity. Tools like Local Falcon, which was the inspiration behind this episode, have shown that while proximity still plays a role, it’s no longer the dominant factor in appearing in Google AI Overviews.
The outdated model of funneling ad traffic to bare-bones, conversion-optimized pages that lack authority or trustworthiness is fading. Those one-page wonders that may have worked in a pre-AI world now risk harming your credibility—and with it, your visibility.
The Research: A Snapshot of the GAIO Landscape
Local Falcon’s whitepaper provides a comprehensive look at how GAIO operates in practice. They examined:
- 4,423 businesses across 20 countries
- 430 U.S.-based businesses were chosen for deep analysis
- 60,000 searches conducted using 7×7 geo-grids (49 points) within a 4-mile radius around each business
- Seven query types per business, spanning informational to transactional intents
The takeaway? Businesses must adapt their strategies to align with how users now search—through conversations, through AI, and across different intent spectrums.
Informational vs. Transactional Intent: Why It Matters
AI Overviews appear more frequently for informational queries than transactional or navigational ones. In the past, you could dominate by simply bidding on transactional keywords. Now, businesses must also invest in content that educates, informs, and builds trust.
People aren’t just searching for “best pizza near me” anymore—they’re asking AI assistants nuanced questions and expecting conversational, credible answers. If your business doesn’t show up in those AI-generated responses, you’re already invisible to a growing segment of the population.
Content Quality Over Geographic Closeness
One of the key findings of the Local Falcon study was that content quality now outweighs proximity in determining visibility in GAIO. That’s a seismic shift. Your business’s ability to appear in relevant AI results depends more on how authoritative, structured, and intent-aligned your content is than on how close you are to the searcher.
This renders those outdated “SEO hacks” like stuffing a landing page with zip codes and city names not just ineffective—but potentially harmful.
Structured Data Is No Longer Optional
To thrive in this new landscape, your site must implement schema markup—structured data that helps Google’s AI better understand your pages. Ask your web team or marketing agency: What is our schema strategy? If they don’t have an answer, it’s time to reassess.
Structured data isn’t just for technical SEO anymore. It’s your gateway into the AI-curated answers that users now prefer.
Monitoring Your GAIO Presence: A New KPI
Just like keyword rankings or organic traffic used to be, GAIO appearance is quickly becoming a crucial key performance indicator. Businesses should now be tracking whether and how they appear in GAIO results and adjusting their strategy accordingly.
Local Falcon and similar tools can help visualize your reach across geo-grids. If your business fades from view two miles away from your office, that’s a problem you need to solve.
From Funnels to Ecosystems: Redefining Buyer Journeys
The buying journey has evolved. Traditionally, it moved from informational (top of funnel) to transactional (bottom of funnel). But with LLMs like ChatGPT becoming virtual co-pilots, that journey is now a messy, blended ecosystem.
Consumers ask a question, get answers, ask follow-ups, and then choose a provider—all without ever visiting a dozen websites. Your business must create content that can insert itself into multiple stages of that journey.
Busy Work ≠ Smart Work: The Research Imperative
Creating content just to check a box is no longer viable. Your marketing team must be researching actual customer questions, aligning with E-E-A-T principles (Experience, Expertise, Authoritativeness, Trust), and crafting content that reflects intent.
AI will no longer reward lazy content. Only those who produce deliberate, quality content based on real research will thrive.
A Warning on AI Overreliance and Confirmation Bias
A brief detour into the nature of AI models reveals an important caution: LLMs like ChatGPT can provide feedback that creates a confirmation bias. They often agree with user input and reinforce existing beliefs, which can become a dangerous feedback loop if not kept in check.
AI models also carry biases—based on the data they were trained on and the philosophical predispositions of their developers. Business owners should remain critical of the information they get from these tools and seek balanced perspectives.
Cold Emails, Credibility, and Reputation Risk
On a practical note, the podcast concluded with a reminder to beware of cold emails and scammy outreach. If someone found your company through dubious means and pitches you with generic flattery, don’t be fooled.
Mass outreach is cheap. Scammers rely on casting wide nets, hoping a few leads will bite. But partnering with such entities not only risks your money—it risks your brand’s reputation. Credibility is king in the new AI-powered search landscape.
Final Thoughts: The Path Forward for Smart Marketers
We’re living through a turning point in digital marketing. The explosion of AI technologies like GAIO, ChatGPT, and others means businesses must evolve—or get left behind. Here’s what you should do next:
1. Audit Your Current Strategy
Are you still relying on outdated landing pages, keyword stuffing, or a fragmented approach to SEO and ads?
2. Build Content for Every Stage of the Journey
Craft intentional, research-backed content for both informational and transactional intents. Leverage tools that show what users are asking.
3. Invest in Structured Data and Schema
Make your website machine-readable. Help search engines help you.
4. Stop Chasing Gimmicks
No more falling for cold emails or AI tools promising magic. Focus on credibility and reputation.
5. Think Long-Term, Not Just ROI
Marketing is ongoing. It requires real conversations, not shortcuts.
Conclusion: Are You Future-Proofing Your Business?
The marketing landscape is shifting under our feet. Local Falcon’s research and Google’s latest moves confirm what many of us already feel: the old ways won’t work anymore. It’s time to stop riding the dead horse of proximity-based SEO and start building a future-facing, AI-ready content and credibility strategy.
You have the tools. You have the warning. Now is the time to act.
LISTEN TO THE FULL EPISODE:
#17: Local Search, AI Style—And Why You Still Get Spam Texts | Over the Bull®
In this episode of Over The Bull, Ken breaks down how Google’s new AI Overviews are reshaping local business visibility—drawing from a recent whitepaper by Local Falcon, a leader in local SEO tracking and analysis. AI Overviews now appear at the top of many local search results, replacing the traditional map pack in some cases…
In this episode of Over The Bull, Ken breaks down how Google’s new AI Overviews are reshaping local business visibility—drawing from a recent whitepaper by Local Falcon, a leader in local SEO tracking and analysis.
AI Overviews now appear at the top of many local search results, replacing the traditional map pack in some cases and pushing small businesses further down the page. But does your proximity to the searcher still matter? And what role does your content play in getting featured?
You’ll learn:
What GAIO (Google AI Overviews) is and how it works
Key findings from Local Falcon’s study across thousands of businesses
Why user intent and content quality now matter more than location
Which types of queries trigger AI results—and which don’t
And to wrap up, Ken offers a surprising take on phishing scams—why scammers still send obviously fake texts and emails (hint: it’s not by accident).
This is an episode packed with practical insight and strategy for business owners, marketers, and anyone trying to stay visible in a changing digital landscape.
The Wheels Are Coming Off the Bus: Rethinking Local SEO in the Age of AI
In today’s rapidly shifting digital marketing world, one truth is becoming increasingly clear: the old strategies are dying—and fast. Businesses that are still clinging to outdated, single-purpose landing pages or half-baked SEO tactics are about to be left behind. The evolution of Google’s AI capabilities, particularly the rise of Google AI Overviews (GAIO), is reshaping how local businesses are discovered online. Are you prepared?
Enter GAIO: Google’s Game-Changer for Local Search
Google AI Overviews—also referred to as GAIO or GAO—are AI-generated summaries that now appear prominently in search results, particularly for local queries. Instead of just showing traditional blue links, Google is offering synthesized information drawn from various sources. These overviews are often placed above standard listings, creating a new premium real estate on search pages.
For local businesses, this means your visibility is no longer just about proximity or basic keyword optimization. It’s now about credibility, content quality, and structured data.
Why Your Old SEO Playbook Is Obsolete
Historically, local SEO strategies leaned heavily on proximity. Tools like Local Falcon, which was the inspiration behind this episode, have shown that while proximity still plays a role, it’s no longer the dominant factor in appearing in Google AI Overviews.
The outdated model of funneling ad traffic to bare-bones, conversion-optimized pages that lack authority or trustworthiness is fading. Those one-page wonders that may have worked in a pre-AI world now risk harming your credibility—and with it, your visibility.
The Research: A Snapshot of the GAIO Landscape
Local Falcon’s whitepaper provides a comprehensive look at how GAIO operates in practice. They examined:
- 4,423 businesses across 20 countries
- 430 U.S.-based businesses were chosen for deep analysis
- 60,000 searches conducted using 7×7 geo-grids (49 points) within a 4-mile radius around each business
- Seven query types per business, spanning informational to transactional intents
The takeaway? Businesses must adapt their strategies to align with how users now search—through conversations, through AI, and across different intent spectrums.
Informational vs. Transactional Intent: Why It Matters
AI Overviews appear more frequently for informational queries than transactional or navigational ones. In the past, you could dominate by simply bidding on transactional keywords. Now, businesses must also invest in content that educates, informs, and builds trust.
People aren’t just searching for “best pizza near me” anymore—they’re asking AI assistants nuanced questions and expecting conversational, credible answers. If your business doesn’t show up in those AI-generated responses, you’re already invisible to a growing segment of the population.
Content Quality Over Geographic Closeness
One of the key findings of the Local Falcon study was that content quality now outweighs proximity in determining visibility in GAIO. That’s a seismic shift. Your business’s ability to appear in relevant AI results depends more on how authoritative, structured, and intent-aligned your content is than on how close you are to the searcher.
This renders those outdated “SEO hacks” like stuffing a landing page with zip codes and city names not just ineffective—but potentially harmful.
Structured Data Is No Longer Optional
To thrive in this new landscape, your site must implement schema markup—structured data that helps Google’s AI better understand your pages. Ask your web team or marketing agency: What is our schema strategy? If they don’t have an answer, it’s time to reassess.
Structured data isn’t just for technical SEO anymore. It’s your gateway into the AI-curated answers that users now prefer.
Monitoring Your GAIO Presence: A New KPI
Just like keyword rankings or organic traffic used to be, GAIO appearance is quickly becoming a crucial key performance indicator. Businesses should now be tracking whether and how they appear in GAIO results and adjusting their strategy accordingly.
Local Falcon and similar tools can help visualize your reach across geo-grids. If your business fades from view two miles away from your office, that’s a problem you need to solve.
From Funnels to Ecosystems: Redefining Buyer Journeys
The buying journey has evolved. Traditionally, it moved from informational (top of funnel) to transactional (bottom of funnel). But with LLMs like ChatGPT becoming virtual co-pilots, that journey is now a messy, blended ecosystem.
Consumers ask a question, get answers, ask follow-ups, and then choose a provider—all without ever visiting a dozen websites. Your business must create content that can insert itself into multiple stages of that journey.
Busy Work ≠ Smart Work: The Research Imperative
Creating content just to check a box is no longer viable. Your marketing team must be researching actual customer questions, aligning with E-E-A-T principles (Experience, Expertise, Authoritativeness, Trust), and crafting content that reflects intent.
AI will no longer reward lazy content. Only those who produce deliberate, quality content based on real research will thrive.
A Warning on AI Overreliance and Confirmation Bias
A brief detour into the nature of AI models reveals an important caution: LLMs like ChatGPT can provide feedback that creates a confirmation bias. They often agree with user input and reinforce existing beliefs, which can become a dangerous feedback loop if not kept in check.
AI models also carry biases—based on the data they were trained on and the philosophical predispositions of their developers. Business owners should remain critical of the information they get from these tools and seek balanced perspectives.
Cold Emails, Credibility, and Reputation Risk
On a practical note, the podcast concluded with a reminder to beware of cold emails and scammy outreach. If someone found your company through dubious means and pitches you with generic flattery, don’t be fooled.
Mass outreach is cheap. Scammers rely on casting wide nets, hoping a few leads will bite. But partnering with such entities not only risks your money—it risks your brand’s reputation. Credibility is king in the new AI-powered search landscape.
Final Thoughts: The Path Forward for Smart Marketers
We’re living through a turning point in digital marketing. The explosion of AI technologies like GAIO, ChatGPT, and others means businesses must evolve—or get left behind. Here’s what you should do next:
1. Audit Your Current Strategy
Are you still relying on outdated landing pages, keyword stuffing, or a fragmented approach to SEO and ads?
2. Build Content for Every Stage of the Journey
Craft intentional, research-backed content for both informational and transactional intents. Leverage tools that show what users are asking.
3. Invest in Structured Data and Schema
Make your website machine-readable. Help search engines help you.
4. Stop Chasing Gimmicks
No more falling for cold emails or AI tools promising magic. Focus on credibility and reputation.
5. Think Long-Term, Not Just ROI
Marketing is ongoing. It requires real conversations, not shortcuts.
Conclusion: Are You Future-Proofing Your Business?
The marketing landscape is shifting under our feet. Local Falcon’s research and Google’s latest moves confirm what many of us already feel: the old ways won’t work anymore. It’s time to stop riding the dead horse of proximity-based SEO and start building a future-facing, AI-ready content and credibility strategy.
You have the tools. You have the warning. Now is the time to act.