As technology advances relentlessly, local search has witnessed a paradigm shift in 2023. The emergence of artificial intelligence (AI) and machine learning has necessitated businesses to adapt to the transformed local search ecosystem or risk being left in the dust. This article delves into the key changes in local search and outlines strategies businesses can adopt to stay ahead of the curve.

User Experience Takes Center Stage

In the new local search landscape, user experience is paramount. Search engines increasingly emphasise factors like website speed, mobile optimisation, and engaging content. Consequently, businesses must prioritise the user experience in their local search endeavours.

To excel in this domain, businesses should create high-quality, informative, and engaging content tailored to their target audience. Additionally, optimising website design and navigation for mobile devices ensures a seamless browsing experience for users.

The Voice Search Revolution

The rise of smart speakers and virtual assistants has fueled an increase in voice search usage. Businesses need to optimise their content for natural language processing (NLP) to appear in voice search results.

Focusing on content that addresses frequently asked questions and employs natural language is crucial. Implementing schema markup assists search engines in understanding website content, leading to more accurate voice search results. If you don’t know how to do this, a London-based SEO agency like Figment can help you out.

The Growing Influence of Online Reviews

Online reviews are becoming increasingly influential in consumer decision-making processes. Thus, businesses must prioritise their online reputation and actively pursue positive reviews.

Encouraging satisfied customers to leave reviews on platforms like Yelp, Google My Business, and Facebook is essential. Moreover, responding professionally and constructively to negative reviews demonstrates a commitment to excellent service and appreciation for the feedback.

Embracing AI and Machine Learning

The rise of AI and machine learning has enabled search engines to comprehend user intent better and deliver more relevant results. Businesses need to adjust their local search strategies to incorporate these technologies.

Utilising tools like Google Analytics and Google Search Console helps analyse user behaviour and identify patterns. AI-powered tools such as chatbots can provide personalised customer service and enhance user experience.


In 2023, the local search landscape has undergone significant changes due to the growing influence of AI and machine learning. To thrive, businesses must adapt by prioritising user experience, optimising voice search, managing their online reputation, and integrating AI-powered tools into their local search strategies. By embracing these changes, businesses can achieve long-term success and maintain their competitive edge in the ever-evolving world of local search.


Keerthana is the Managing Director at After many years of making it and breaking it in the freelance world, she now mentors new writers who want to take their careers to the next level.

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