Agencies that work with local businesses will know that ranking on search engine results pages (SERPS) has changed. People are no longer searching how they once did – they’re voicing their queries into their phones and smart assistants for recommendations, directions, or opening times. What does this mean for local SEO? That voice search optimisation is now critical to meeting evolving local SEO trends.

We explain how AI is changing local SEO strategies in 2025 and you can adapt your local SEO services to meet these changing best practices, ensuring your clients are visible and remain competitive with AI-driven search algorithms. 

1.  The impact of AI and voice search on local SEO

Voice search is quickly becoming a first choice for discovering local businesses, with 1 in 5 people worldwide using it. Devices like Google Assistant, Siri, and Alexa interpret natural language, which mirrors how people talk, not how they type.

Instead of typing “best pizza in London,” someone might say, “Where can I get good pizza near me right now?” Our job as marketers? Ensure the business has detailed, reliable answers to commonly asked questions.

The best local SEO practices for Google Maps rankings in 2025 entails moving away from old-school keyword lists and instead, incorporating natural language.

2.  Optimising for conversational queries with natural language searches

To enhance client visibility in voice searches, you need to put yourself in the shoes of the querent. Write content that directly answers popular questions and uses conversational language. Say it out loud. Does it sound like something you would ask? If yes, you’re on the right track to meeting user intent. 

AI-driven tools work wonders for understanding user queries and providing relevant answers. Google’s Speech-to-Text API, Amazon Transcribe, and Microsoft Bing Speech API are some examples of these tools. We recommend also using structured data (schema) to relay what the content means to Google, improving the chance of the business featuring in voice assistant responses. 

For our agency, integrating voice search optimisation into our white-label SEO services is a priority, especially with new local SEO best practices pointing directly towards natural language queries.

3.  Leveraging AI to boost local visibility with Google Business Profiles

Google Business Profiles (GBPS) remain integral to local SEO. The tricky part is regularly updating and optimising, which is where AI proves invaluable. 

AI-powered tools can help manage GBPS by automating updates, tracking reviews, and analysing customer interactions. The result is that a profile remains accurate and active, which is what Google and voice assistants prioritise when considering what to show searchers.

A digital marketing agency that offers local SEO services will significantly benefit from leveraging AI-powered GBP management. It’s efficient, keeps agencies agile and ensures clients climb Google Maps rankings without the manual grind. 

4.  Ethical AI practices for transparency with local SEO

While we recommend using AI to keep clients visible on SERPS, staying honest and transparent is just as (if not more) essential. Successful agencies ensure that AI-generated content continuously reflects the authentic brand voice and values while not misleading potential customers. 

Consumers supporting local businesses expect genuine information, and search engines are only getting better at spotting false or spammy content. Customer reviews and testimonials work wonders in this regard, communicating to search engines how reliable the brand is from the user experience viewpoint. Prioritising ethical AI practices will protect your agency’s reputation while positioning it as an industry authority.. 

5.  Monitoring AI-driven search trends for visibility with local SEO

As we know, search behaviours continuously evolve. We recommend that digital agencies stay on top of local SEO trends by regularly checking how people use voice search and what questions they ask.

Using AI-powered analytics tools, such as Otterly, can help marketers become first movers of new opportunities or shifts in search intent. By leveraging these resources, agencies can tweak strategies without sacrificing client visibility. 

For agencies looking to enhance visibility and local SEO with Generative Engine Optimisation (GEO), our white-label SEO services are designed to support you and your clients. Start with a free expert GEO consultation to help you understand your goals and the best direction to achieve them. Book your free GEO consultation today and unlock tailored strategies to future-proof your agency.