I’ve been watching something happen in local search that most multi-location businesses haven’t noticed yet.
AI Overviews now appear in over 13% of all searches. That number jumped 72% in just one month.
For local business queries, AI Overviews show up 40.2% of the time.
Here’s what that means for you: Your best location can be invisible even when you rank first.
The Old Rules Don’t Apply
Traditional local pack rankings used to follow predictable patterns. Distance mattered. Reviews mattered. Your Google Business Profile optimization mattered.
AI Overviews ignore most of that.
Research shows effectively no correlation between distance and ranking position in AI Overviews. The correlation coefficient is 0.001.
Your clinic three blocks away loses to a competitor across town because AI reads different signals.
Position #1 in traditional search saw click-through rates drop 39% when AI Overviews appear. You’re ranking. You’re just not getting found.
ChatGPT Converts Better Than Google
Here’s where it gets interesting.
Business websites make up 58% of all local search sources in ChatGPT Search. Visitors coming from ChatGPT answers were 6x more likely to sign up compared to those from Google Search.
People trust AI recommendations differently. When ChatGPT suggests your law firm or dental practice, it signals trust before the click happens.
The problem is getting ChatGPT to recommend you in the first place.
Reddit Became Your New SEO Channel
I know this sounds strange, but stay with me.
Reddit accounts for 11.3% of all ChatGPT citations. One or two positive mentions in niche subreddits can move the needle on AI-generated answers.
Reddit’s traffic jumped from 500 million to 3.4 billion monthly visits after its data licensing deal with Google.
Your brand mentions in Reddit threads now feed directly into what AI tools recommend.
This isn’t about gaming the system. It’s about understanding where AI sources its local business intelligence.
The Shift From Ranking to Answer Shaping
Traffic to websites from organic search is declining because of AI-influenced searches.
The search landscape moved from ranking to answer shaping. Users expect direct answers, comparisons, and recommendations without browsing links.
Your website serves more as a data repository for AI consumption than a traditional sales tool.
I’ve seen this with the multi-location businesses I work with. The ones adapting their content strategy for AI consumption are maintaining visibility. The ones optimizing for 2019 SEO tactics are disappearing.
What This Means for Your Business
You need to think about local visibility differently now.
Your Google Business Profile optimization still matters. But it’s no longer enough.
Your website content needs to answer the questions AI tools are trying to solve. Clear service descriptions. Specific location information. Genuine customer stories.
Your brand mentions across platforms feed into AI knowledge bases. Community involvement. Review responses. Industry participation.
The businesses winning in this environment have strong strategic foundations. They know who they serve, what problems they solve, and how they’re different.
AI amplifies clarity. It also amplifies confusion.
The Two-Tier Market Is Here
I predict we’ll see a two-tier market emerge faster than most people expect.
Businesses with strategic positioning and AI-optimized presence will dominate local search results. Everyone else will fight over scraps.
The gap between these two groups will widen quickly because AI recommendations create compounding advantages. Get recommended once, you get more reviews. More reviews lead to more recommendations.
The time to adapt is now, not when your lead volume drops 40%.
This isn’t about chasing the latest marketing trend. It’s about understanding how customers find local businesses in 2025.
The rules changed. Your strategy needs to change with them.
I’ve been watching something happen in local search that most multi-location businesses haven’t noticed yet.
AI Overviews now appear in over 13% of all searches. That number jumped 72% in just one month.
For local business queries, AI Overviews show up 40.2% of the time.
Here’s what that means for you: Your best location can be invisible even when you rank first.
The Old Rules Don’t Apply
Traditional local pack rankings used to follow predictable patterns. Distance mattered. Reviews mattered. Your Google Business Profile optimization mattered.
AI Overviews ignore most of that.
Research shows effectively no correlation between distance and ranking position in AI Overviews. The correlation coefficient is 0.001.
Your clinic three blocks away loses to a competitor across town because AI reads different signals.
Position #1 in traditional search saw click-through rates drop 39% when AI Overviews appear. You’re ranking. You’re just not getting found.
ChatGPT Converts Better Than Google
Here’s where it gets interesting.
Business websites make up 58% of all local search sources in ChatGPT Search. Visitors coming from ChatGPT answers were 6x more likely to sign up compared to those from Google Search.
People trust AI recommendations differently. When ChatGPT suggests your law firm or dental practice, it signals trust before the click happens.
The problem is getting ChatGPT to recommend you in the first place.
Reddit Became Your New SEO Channel
I know this sounds strange, but stay with me.
Reddit accounts for 11.3% of all ChatGPT citations. One or two positive mentions in niche subreddits can move the needle on AI-generated answers.
Reddit’s traffic jumped from 500 million to 3.4 billion monthly visits after its data licensing deal with Google.
Your brand mentions in Reddit threads now feed directly into what AI tools recommend.
This isn’t about gaming the system. It’s about understanding where AI sources its local business intelligence.
The Shift From Ranking to Answer Shaping
Traffic to websites from organic search is declining because of AI-influenced searches.
The search landscape moved from ranking to answer shaping. Users expect direct answers, comparisons, and recommendations without browsing links.
Your website serves more as a data repository for AI consumption than a traditional sales tool.
I’ve seen this with the multi-location businesses I work with. The ones adapting their content strategy for AI consumption are maintaining visibility. The ones optimizing for 2019 SEO tactics are disappearing.
What This Means for Your Business
You need to think about local visibility differently now.
Your Google Business Profile optimization still matters. But it’s no longer enough.
Your website content needs to answer the questions AI tools are trying to solve. Clear service descriptions. Specific location information. Genuine customer stories.
Your brand mentions across platforms feed into AI knowledge bases. Community involvement. Review responses. Industry participation.
The businesses winning in this environment have strong strategic foundations. They know who they serve, what problems they solve, and how they’re different.
AI amplifies clarity. It also amplifies confusion.
The Two-Tier Market Is Here
I predict we’ll see a two-tier market emerge faster than most people expect.
Businesses with strategic positioning and AI-optimized presence will dominate local search results. Everyone else will fight over scraps.
The gap between these two groups will widen quickly because AI recommendations create compounding advantages. Get recommended once, you get more reviews. More reviews lead to more recommendations.
The time to adapt is now, not when your lead volume drops 40%.
This isn’t about chasing the latest marketing trend. It’s about understanding how customers find local businesses in 2025.
The rules changed. Your strategy needs to change with them.
I had coffee with a Tim Hortons franchise owner a few years back. He told me about a box of Tetley tea he kept hidden under the counter.
Head office had switched to Higgins & Burke tea as part of a national deal. But his customers kept asking for Tetley. So he bought it himself and hid it below the counter, pulling it out whenever a regular asked.
He was literally hiding what worked locally because head office demanded uniformity.
That hidden box of tea is the perfect metaphor for what’s broken in multi-location AI implementation.
The Centralized AI Trap
When multi-location businesses think about AI, they default to the same centralized model they’ve always used. Head office buys the software, sets the parameters, and pushes it down to every location.
One system. One strategy. One set of rules.
The thinking goes: “We need consistency. We need control. We need to protect the brand.”
But here’s what actually happens.
76% of local mobile searches result in a physical store visit within 24 hours. Yet your centralized AI system is making decisions based on aggregated data that’s weeks old by the time it reaches the local level.
By the time head office analyzes the data, extracts insights, and distributes recommendations, the local opportunity has passed.
Your franchise owner in Phoenix knows there’s a new residential development going up three blocks away. Your AI system doesn’t. It’s optimizing for last quarter’s patterns while the market shifts in real time.
The Speed Problem Nobody Talks About
The turnaround time for centralized data kills AI effectiveness.
In the old model, locations send weekly reports to head office. Someone compiles them. Someone analyzes them. Someone creates recommendations. Maybe those insights get distributed back to all locations. Maybe they don’t.
Meanwhile, 78% of consumers go with the first business to respond.
Your competitor with a local AI system responds in minutes. You respond in days. The customer is already gone.
This isn’t a technology problem. It’s an architecture problem.
What Franchisees Know That Your AI Doesn’t
That Tim Hortons owner knew his market. He knew his customers preferred Tetley. He knew the local competition. He knew which promotions worked in his neighborhood and which ones flopped.
But the system forced him to hide that knowledge.
Your franchisees possess the same local market intelligence. They know when the high school lets out. They know which businesses just opened nearby. They know the seasonal patterns specific to their location.
What works in one region might not work in another. But centralized AI treats every location like it’s the same market with the same customers facing the same competitive dynamics.
It’s not.
The Hidden Cost of Uniformity
Head office wants AI for efficiency and cost-cutting. That makes sense. Businesses using AI-driven data tools have seen up to a 40% boost in productivity.
But here’s the resistance you’ll hit: Head office wants the utility without paying for it out of royalties. They want franchisees to fund their own local AI systems while still paying into the national marketing fund.
Franchisees push back. “I’m already paying for marketing support. Why should I pay again?”
The answer is simple but uncomfortable: Because the centralized model isn’t delivering local results.
The data proves it. Local digital marketing outperforms national strategies across traffic, engagement, and conversions. Ads aimed at hyperlocal areas can cut cost per install by 50% and boost click-through rates by 70%.
But you can’t capture that advantage with a centralized system making decisions from 2,000 miles away.
The Financial Restructure That Works
Here’s how to solve the funding problem: Redirect the national advertising fee.
Reduce the national ad fee by the amount required for the local system. Each location pays $599 monthly for their hyperlocal AI system. Head office pays $1,000 monthly for multi-location access and oversight.
Each location also provides a budget for paid search and display ads that run Tuesday through Thursday in their neighborhood, targeting customers as close as 1 kilometer away.
When franchisees pay for their own system, they use it. When they use it, they see results. When they see results, they engage with marketing as the highest priority of the franchise.
It also sends a message: Your local knowledge matters. Your experience has value. Your success drives the entire network.
Bottom-Up Beats Top-Down
The solution isn’t to eliminate centralized oversight. It’s to invert the data flow.
Bottom-up management empowers franchisees with an AI Workforce that gathers data at source, analyzes it at source, and acts on it at source.
The multi-location dashboard becomes a leaderboard. Every location is visible to the entire network, color-coded green, orange, or red based on performance.
Nobody wants to be in the red when the whole network can see it.
The AI Workforce prevents fragmentation. A Project Manager Agent oversees execution across all locations. Nothing falls through the cracks. Everything is tracked: impressions, engagement, leads, inquiries, orders.
But the critical difference is this: Local input drives automated execution.
Franchisees provide valuable local insights. The AI Workforce executes tactics with precision and consistency. Expert oversight ensures strategic alignment.
You get brand consistency without sacrificing local relevance.
What This Looks Like in Practice
Your dental clinic in Austin knows there’s a corporate office building nearby with 500 employees. The AI system creates hyperlocal ads targeting that specific building during lunch hours, promoting convenient appointment times for working professionals.
Your HVAC franchise in Phoenix knows monsoon season is coming. The AI system automatically adjusts messaging and ad spend to capture the surge in AC repair searches before your competitors even notice the pattern.
Your real estate brokerage in Toronto knows a new condo development just broke ground. The AI system creates targeted content for first-time homebuyers in that specific neighborhood, capturing leads months before the competition.
This is what happens when AI works with local knowledge instead of against it.
The Data Problem You’re Not Solving
Fragmented data across locations creates three problems:
Inaccurate or incomplete performance data. You can’t optimize what you can’t measure accurately.
Time-consuming manual tasks and duplicated efforts. Every location reinvents the wheel because they don’t have access to what works elsewhere.
Difficulty scaling strategies across locations. You can’t replicate success when you don’t know what’s actually driving results at the local level.
A hyperlocal AI system solves this by making data visible in real time across the entire network. Every location sees what’s working. Every location can adapt successful tactics to their local market. Every location contributes to the collective intelligence.
The system learns faster because it’s learning from every location simultaneously.
Why This Matters Now
Google has reported a 200% increase in “near me” searches. Consumer behavior has fundamentally shifted toward hyperlocal discovery.
In 2025, conversational AI is expected to handle 80% of customer interactions. Franchises without AI-driven chatbots and voice systems will answer questions manually while competitors respond instantly 24/7.
11,294 new franchise units were added across the U.S. and Canada from July 2023 to July 2024. Competition is intensifying. The franchises that win will be the ones that combine brand power with local precision.
The centralized model worked when markets moved slowly and customers had limited choices. That world is gone.
The Path Forward
Stop treating AI like software you buy once and deploy everywhere.
Start treating it like a hyperlocal system that empowers each location to dominate their specific market while maintaining brand consistency across the network.
The franchisees who know their communities best need the tools to act on that knowledge. The AI needs to work for them, not against them.
And for the love of everything, stop making your best operators hide Tetley tea under the counter.
When you’re running a local business in Newfoundland, reaching the right people at the right time matters. And that’s where local SEO steps in. It helps you show up in front of the right audience when they’re actively searching for what you offer.
Instead of shouting into the void, local SEO puts your name where people are already looking, like search engines, maps, and business directories.
Whether you’re a landscaping company in Corner Brook or a café in downtown St. John’s, showing up in your area’s search results means more eyes on your services and more feet through the door.
Consumer habits are shifting, and more locals are relying on their phones to find trusted nearby options in real time. Local SEO makes sure your info is clear, accurate, and easy to access when people need it most.
Unlocking Potential: Why Local SEO Matters
SEO in general helps websites rank better on search engines, but local SEO narrows that focus to match people in your region. That makes it especially helpful for business owners with physical shops, service areas, or region-focused offerings.
The goal is simple. Make your business easier to find within your direct community.
When your business details appear correctly in local search results, it builds trust and drives action. People are more likely to engage with a business that shows clear, complete, and current information about what it does and where it’s located.
Local SEO also connects directly with mobile users, making it easier for someone nearby to choose your business over others.
Here’s what helps build your local visibility:
- A properly set up and verified Google Business Profile
- Consistent business information listed on well-known directories
- Customer reviews and active responses
- Region-specific keywords within your website content
- Fresh updates that reflect current promotions, hours, and services
Imagine a local bakery that updates its profile with daily bread specials and seasonal hours. When someone searches for fresh bread nearby, that business ranks higher simply from being current and local. The key takeaway? Local SEO starts with showing up and speaking clearly to the people in your community.
Optimizing Your Google Business Profile
Your Google Business Profile works like a digital storefront. It’s often the first place someone finds key details, like your hours, location, phone number, reviews, and photos. This listing takes up prime space on Google Maps and search results, so making it useful and easy to understand is a strong first step in boosting local SEO.
Getting started is fairly simple. You’ll want to:
- Claim and verify your listing. Google sends a code in the mail to confirm your location
- Add accurate business details. This includes address, phone number, business hours, and website
- Write a short and clear business description. Share what you offer and who you serve
- Upload quality photos of your space, products, or projects. Keep them fresh and relevant
- Choose the right categories. This tells search engines what you do and helps match search intent
Once set up, use the profile often. Updating hours before a long weekend or adding seasonal info builds customer confidence. You can also post updates, share special offers, and answer questions through the Q&A section. It’s best not to let your listing sit unused.
Encourage happy customers to leave reviews and respond to them with care. A quick thank-you or helpful answer shows you’re paying attention. These small interactions boost both your appearance in search and your overall local reputation.
Your Google Business Profile should work like someone standing outside your door, ready to greet people as they pass by. It’s quick to set up and can give your local reach an easy lift.
Local Keywords: Finding and Using Them
If people in Newfoundland are looking for the services or products you offer, it helps to speak their language. That’s where local keywords come in. These often pair a location with what you provide, like “hair salon in St. John’s” or “home cleaning Mount Pearl.”
They help your content match what locals are typing. They also tell search engines that your business is tied to a specific community.
Here are a few steps to find useful keywords:
- Ask customers how they found your business or what they searched for
- Use search engine tools (Keywords Anywhere, Ubersuggest, Moz..) to see what terms people use in your area
- Look at similar businesses for ideas, but keep your version original and easy to read
Add these keywords naturally across your site. You can place them in:
- Page titles and descriptions
- Headings and section titles
- Blog posts and service pages
- Category tags or ALT text for images
A title like “Lawn Services in Gander with a Local Touch” works better than stuffing keywords awkwardly. Content should still sound natural when read out loud.
Don’t repeat phrases too much. Use variety, but stay consistent with your messaging. Google spots overstuffed language, and readers lose trust if a page doesn’t flow like normal conversation. Keep it clear, local, and people-friendly.
Building Local Citations and Listings
Once your main profiles and site are complete, it’s time to focus on citations and listings. These are mentions of your business across websites, usually with key info like your business name, address, and phone number.
You might not think about listings often, but they help search engines confirm that your business is legitimate. Even listings without links back to your site can make a difference.
Keep your info consistent. A difference in something as small as “Avenue” spelled differently can confuse search tools. Make sure to use the same format every time.
Start by checking popular listing spots for Newfoundland businesses, including:
- Chamber of Commerce websites
- Local classifieds or business directories
- Industry-specific listing sites
- Social media platforms like Facebook with location info fields
- Local sponsorship pages or event directories
Make a checklist or spreadsheet so you know where your business appears and whether updates are needed. Find duplicates or errors and correct them carefully.
As an added bonus, some people will find you straight from these listings without even using a search engine. The more accurate and widespread your listings, the better chance you have to spark interest from the right local audience.
Engaging Content That Resonates Locally
Writing content for your business should go beyond describing what you sell. The goal is to prove that you understand your audience, what they care about, and what’s happening in their community.
In Newfoundland, timing your content to seasons and local habits makes a real difference. Since this article is written in August, focus content around late summer ideas. Think patios, back-to-school themes, and prep before autumn.
Here are some blog topic ideas that could work this time of year:
– How to Get Your Patio Ready for a Newfoundland Fall
– Local Events to Promote Your Business During August in St. John’s
– Late-Summer Tune-Ups for Home-Based Businesses in Newfoundland
Supporting community events or sharing tips about local services also helps build trust. Mention locations by name where it makes sense, and highlight events that your audience might attend or care about.
Social posts, business updates, or simple shout-outs to neighbourhood groups show that you’re present and paying attention. You don’t have to get too fancy. Just be real, stay involved, and speak like someone who lives there too.
People will notice when you make content that feels close to home.
The Path Forward with Local SEO
Succeeding with local SEO doesn’t happen all at once. It’s all about small, steady steps that build visibility over time. There’s no one magic fix, but when you focus on the right tools and habits, you’ll start seeing more people respond to your business.
Keep your Google Business Profile active and make updates when things change. Watch your keywords and content for how they reflect your local voice. Review where your listings appear and keep them accurate. Watch for chances to be involved in the community and share useful stories that really matter to the people nearby.
These things add up. Over time, they help locals trust what you’re offering and choose you when they’re ready to act.
Local SEO is just another way to start more local conversations. When you spend time showing up with clarity and heart, your business becomes one that’s easier to find and easier to trust. And that trust tends to stick around.
Every business needs a bit of help to stand out, especially when you’re aiming to grow your local presence. Whether you’re new to the concept or looking to enhance what you already have, our team at BrandCommand can assist.
If you’re interested in expanding your reach through digital marketing in Newfoundland, explore how our tailored solutions can elevate your business. Take the next step towards local SEO success and find out more about our services.
How Local Businesses Can Start Using AI Chatbots (Without Feeling Overwhelmed)
AI chatbots aren’t just for big companies anymore.
Today, even small, local businesses are turning to them to:
Why it matters: A chatbot can handle simple, repetitive tasks around the clock—saving time for your team and making things more convenient for your customers.
Feeling Overwhelmed by AI? You’re Not Alone.
If you’ve never used AI in your business before, it’s totally normal to have questions:
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Which tool should I choose?
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Can I control what the chatbot says?
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Is it complicated to set up?
This guide walks you through the basics—what chatbots are, how they help local businesses, and how to get started without stress.
What Is an AI Chatbot?
AI chatbots are computer programs that talk with users using text or voice.
Unlike scripted bots, they use artificial intelligence to:
For local businesses, that means:
Example: A bakery could set up a chatbot that takes cake orders directly through the website—no phone call required.
✅ Most chatbot tools are simple to use
✅ No coding required
✅ Built-in templates and dashboards make updates easy
How to Set Up Your First AI Chatbot (Step-by-Step)
Getting started is easier with a plan. Here’s what to do:
1. Decide What You Want It to Do
Do you need it to handle bookings? Answer FAQs? Gather contact info?
2. Pick a Beginner-Friendly Platform
Look for drag-and-drop builders with pre-made templates and easy installation.
3. List Key Questions + Answers
Think about what customers ask most often. Keep your brand voice in mind.
4. Map Out a Sample Conversation Flow
Sketch out how a typical interaction might go—from greeting to resolution.
5. Test with Real People Before Launch
Have staff or friends try it and give feedback. Adjust as needed.
🎯 Pro tip: Start simple. A chatbot that’s clear and helpful beats one that tries to do everything and confuses users.
Top Questions Business Owners Ask About AI Chatbots
Do I need tech skills to use one?
Nope. If you can use social media or update your website, you can use chatbot tools.
How long does it take to set up?
A basic bot can be ready in a few hours. More complex features (like bookings) may take a few days to fine-tune.
How much does it cost?
Some platforms offer free plans. Paid options typically scale based on features or usage.
Will it help customer service?
Yes. Faster responses, less repetitive work for staff, and better customer experience—especially outside business hours.
What happens after setup?
Schedule regular reviews. Track performance. Make small updates over time to improve accuracy and engagement.
Localize Your Chatbot for Maximum Impact
Your customers aren’t just online—they’re nearby. Make your chatbot feel like it belongs:
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Mention local landmarks or neighborhood names
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Offer local tips (e.g., parking, entrance details, holiday hours)
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Speak in your area’s tone—friendly, casual, or bilingual
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Share location-based promotions or updates
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Reflect local spelling (e.g., colour vs. color)
You don’t need to go overboard—just focus on sounding real and relevant to your audience.
Make Chatbots Part of Your Daily Workflow
AI chatbots don’t replace your team—they support them.
They take care of:
✅ Available 24/7
✅ Consistent messaging
✅ More time for your team to handle complex work
Think of it like a silent helper:
Always on, always polite, and always improving the more it’s used.
✅ Final Word: Start Small. Grow Smart.
You don’t need a massive AI rollout.
You just need:
Once it’s running, your chatbot will:
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Handle more of the routine stuff
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Deliver consistent service
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Help you focus on what matters most—growing your business
Ready to Get Started?
Let BrandCommand help you implement smart, simple AI chatbots for your local business—tools that save time, increase conversions, and make customer service easier.
👉 Learn more at www.brandcommand.ca
or
📩 Book a free AI strategy session today: https://meeting.calendarhero.com/FreeStrategySession
