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Local Search Still Starts with Google

According to our research, somewhere between 60% and 70% of AI users have used AI for local search. There are questions about frequency and trust. But regardless of what industry you’re in, AI is probably somewhere in your customer’s journey – top and middle of the funnel most likely. And while Google has remained largely dominant in local, that doesn’t mean nothing has changed. Consumers may start or end with Google but there are other channels in the mix, including social and AI. BrightLocal’s recent consumer survey data show a significant majority of local searchers consult more than just Google in their buying process. Google is the starting point for 52% of local searchers and used by 71% at some point in the journey. Not surprisingly, mobile is the device where most (73%) local searches start. The majority of people, however, consult at least one channel beyond Google. The survey documents that the number of people using AI for local search has grown, but only a minority (18%) are comfortable contacting a business directly from AI without further investigation. Google is typically that site, which AI users visit for reviews, directions or contact details. AI is often used for discovery and establishes the competitive set (the “shortlist“). Google usually provides validation and “last mile information.” Conclusion: Google remains a critical pillar of local search but it’s not the only one.