What is Local SEO?
Definition and Challenges
Le Local SEO refers to the set of techniques aimed at positioning a website or business among the top search results for precise geographical queries. These queries often include a city name (“restaurant in Montreal”), a neighborhood (“hairdresser Old Quebec”), or an implicit proximity intent (“plumber open now”).
This type of SEO is particularly important for local businesses, tradespeople, healthcare professionals, or any business that receives customers physically. Local SEO therefore concerns not only websites, but also Google Business Profile listings, customer reviews, and presence in local directories.
Table of Contents
Why is Local SEO Strategic for Businesses?
In 2025, the majority of local searches are done from a mobile phone, often in an emergency or immediate need situation. Google estimates that nearly 46% of searches have local intent. Furthermore, queries containing “near me” have multiplied by 5 in 5 years.
For a business, this means that every local search is a business opportunity. Being visible in Google Maps results or in the “Local Pack” (the top 3 business listings displayed in the results) can generate:
- more calls,
- more in-store visits,
- more conversions.
Local SEO is therefore a powerful lever to capture qualified customers, at the right time, in the right place.
What Role Do Artificial Intelligence (AI) and LLMs Play in SEO?
AI as an SEO Assistant: Advantages and Limitations
Artificial intelligence is transforming the way marketing professionals approach SEO. Thanks to spectacular advancements in language models like ChatGPT, Claude, or Gemini, time-consuming SEO tasks – keyword research, writing, structuring – can be automated or accelerated. These AIs are capable of generating optimized content, localized FAQs, or even meta tags and SEO titles in a few seconds.
AI then becomes a production and analysis assistant. It offers suggestions based on linguistic models trained on billions of texts, which makes it possible to identify effective structures or formulations adapted to natural language.
But be careful: AI remains a tool, not a standalone solution. Without human validation, generated content may lack coherence, local specificity, or credibility. SEO optimization still requires a strategic eye to avoid generic or approximate content.
LLM vs. Traditional SEO Tools: What are the Differences?
LLMs (Large Language Models), such as GPT-5 or Claude 4, differ from traditional SEO tools (SEMrush, Ahrefs, Screaming Frog…) in that they don’t just analyze data — they generate content and logic from a prompt.
| LLM (e.g., ChatGPT) | Traditional SEO Tools |
| Generate text, FAQs, tags, etc. | Analyze backlinks, performance, keywords |
| Understand natural language | Based on numerical metrics |
| Imitate human and conversational thought | Use analytical algorithms |
| Can assist with content strategy | Require human interpretation |
LLMs do not replace classic SEO tools, but complement them: for example, you can ask an LLM to rewrite a meta description based on keywords found in SEMrush, or to write a “Plumber in Montreal” page following a structure extracted from a competitor analyzed in Ahrefs.
Why LLMs are a Game Changer for Localized Content
Where LLMs are revolutionizing SEO is in their ability to quickly personalize content for dozens of cities, neighborhoods, or audience segments. In local SEO, this is a godsend: no more manually writing each “Service in City A”, “Service in City B” page… You can generate a coherent, well-structured first draft with high adaptability.
But their impact doesn’t stop there. LLMs now power search engines themselves, via interfaces like Google SGE (Search Generative Experience) or Bing Chat. These engines no longer just list links: they synthesize answers from the best available content.
According to Forbes (2025), this marks the emergence of a new discipline: Generative Engine Optimization (GEO). The goal is no longer just to appear at the top of the SERPs (search results pages), but to be cited or summarized directly by AI.
6 Practical Uses of AI to Boost your Local SEO
1. Create Localized Content at Scale
LLMs allow for the rapid generation of localized pages by city, neighborhood, or region. For example, a physiotherapy clinic can create pages like “Physiotherapist in Quebec City”, “in Laval”, “in Trois-Rivières”, maintaining a common structure but with personalized textual variations: landmarks, local client testimonials, references to the weather or regional events, etc.
Benefits: productivity, editorial consistency, speed of online publishing.
2. Find Relevant Geolocated Keywords
LLMs can generate hundreds of queries associated with a main keyword by integrating geographical variables:
“emergency dentist Laval”, “best dentist near me”, “dentist open Sunday in Quebec City”.
AI helps you capture local search intents, including in natural language (voice search).
Best practices: cross-reference with tools like Google Keyword Planner or Ubersuggest to verify volumes.
3. Optimize your Google Business Profile Listing
You can use AI to:
- write an engaging description of your establishment,
- structure local posts (offers, events),
- write templated responses to reviews (positive or negative),
- fill out the FAQ section of your Google listing.
💡 For example: “Write a professional response to a dissatisfied customer about the waiting time at our restaurant in Sherbrooke.”
4. Generate Local FAQs and “near Me” Content
“Near me” searches are exploding. You can ask AI:
- “What questions do customers of a veterinary clinic in Laval ask?”
- “Suggest 5 FAQs for a hairdresser in Lévis”
You can also include phrases like “nearby” or “in your neighborhood” in titles and responses to increase your chances of appearing in rich results (rich snippets).
5. Analyze Local Competition with AI
You can copy-paste excerpts of competitor content into ChatGPT and ask it:
- “What are the strengths of this page?”
- “How can I differentiate myself for the same area?”
- “What topics or queries seem absent from this strategy?”
Combined with tools like Semrush or BrightLocal, this provides a quick strategic overview of the best-positioned competitors in your area.
6. Write SEO Tags Optimized for each City
The
Examples of prompts:
- “Suggest 5 optimized title tags for an osteopath in Longueuil”
- “Write a meta description of less than 155 characters for an organic bakery in Gatineau”
These tags must include the main keyword + the locality, while encouraging clicks. AI helps you vary the formulations without starting from scratch.
Towards a New Era: Generative Engine Optimization (GEO)
What is it about?
Generative Engine Optimization (GEO) is a new SEO discipline that emerged with the rise of AI-powered search engines like Google SGE (Search Generative Experience), Bing Chat, or Perplexity.ai. These engines no longer just list blue links: they generate complete answers from existing web content, relying on LLMs (Large Language Models).
The goal of GEO is therefore no longer just to be well-positioned in the SERPs, but to be cited or summarized directly by AI. Your content must now be structured and explicit, so that an LLM can understand, summarize, and refer to it.
According to Search Engine Journal, GEO is based on 3 pillars:
- Structure information: clear titles, sections, lists, FAQs.
- Provide reliable data: prices, schedules, testimonials, up-to-date stats.
- Strengthen credibility: expertise (E-E-A-T), local mentions, clear source.
What Impact on Local SEO?
In local SEO, GEO changes everything. Searches like “best dentist in Laval” may no longer offer clickable links visible first, but rather a generated answer, with business names, their strengths, hours, or reviews.
If your content is not structured to be used by an LLM, you risk not appearing at all, even if your site is technically well-referenced.
In other words:
- A vague or overly commercial text will not be selected.
- A well-structured, factual, local, and useful page will have a higher chance of being cited in a generated answer.
According to Forbes, brands must adapt their pages to generative engines now, otherwise they risk an organic traffic collapse for local queries.
How to Adapt Now?
Here are some GEO best practices to apply starting today:
✅ Adopt a “question/answer” format
- Integrate locally targeted FAQs.
- Directly answer queries like “How much does a massage cost in Gatineau?”
✅ Use structured data
- Update your schema.org/LocalBusiness tags.
- If possible, add a map, hours, mentions of served neighborhoods.
✅ Strengthen local authority
- Integrate verifiable testimonials.
- Use expressions rooted in the territory: neighborhood names, well-known places.
✅ Produce clear, neutral, and useful content
- Avoid superlatives and vague promises.
- Favor an informative tone, based on concrete facts.
✅ Test display in AI engines
- Query Bing Chat or Perplexity with a local query (“veterinarian open Sunday in Quebec City”) and check if your business or site is mentioned.
💡 Wix has even launched a tool dedicated to AI visibility to track its appearances in generative engines. This is a strong sign that GEO is becoming a strategic priority.
Which AI and LLM Tools to Use for your Local SEO?
| Criterion | 🔵 LLM (ChatGPT, Claude, Gemini) | 🟠 Traditional SEO Tools (Semrush, Ahrefs, etc.) |
| Main objective | Content generation, structuring, brainstorming | SEO data analysis, performance tracking |
| Natural language understanding | ⭐⭐⭐⭐⭐ | ⭐⭐ |
| Localized content creation | ⭐⭐⭐⭐ | ⭐ |
| Keyword analysis | ⭐⭐ (via suggestions) | ⭐⭐⭐⭐⭐ (volumes, competition, trends) |
| Technical optimization (tags, speed, links) | ⭐ | ⭐⭐⭐⭐⭐ |
| Tone / audience personalization | ⭐⭐⭐⭐ | ⭐ |
| Local competitor tracking | ⭐⭐ (via manual prompts) | ⭐⭐⭐⭐ |
| Accessibility / cost | ⭐⭐⭐⭐ (often free or inexpensive) | ⭐⭐ (high monthly subscriptions) |
| Automation of SEO tasks | ⭐⭐⭐⭐ (with adapted prompts) | ⭐⭐⭐ (in some tools) |
| Real performance measurement (traffic, positions) | ⭐ | ⭐⭐⭐⭐⭐ |
| Recommended for Local SEO | ✅ Perfect for creating, writing, and structuring | ✅ Essential for analyzing, tracking, correcting |
ChatGPT, Claude, Gemini… General-Purpose LLMs
LLMs (Large Language Models) such as ChatGPT (OpenAI), Claude (Anthropic), or Gemini (Google) are perfect for quickly generating:
- structured local pages,
- optimized titles and tags,
- templated responses for Google Business Profile,
- geolocated FAQs,
- article outlines or “near me” topic ideas.
Their strength: they understand natural language and adapt to different tones, contexts, and levels of precision.
Their limitation: they do not provide search volumes, nor precise analytical data – so they need to be paired with SEO tools.
AI-Powered SEO Platforms
Several SEO tools now integrate AI modules to accelerate local work:
- Semrush AI Writing Assistant: offers text optimizations and local suggestions based on real keywords.
- Surfer SEO: combines semantic analysis (NLP) and real-time recommendations to optimize a local page.
- BrightLocal: specialized in local SEO, it uses automation to track your citations, local visibility, and even analyze your competitors.
- Moz Local: automates the management of local listings (NAP, directories, data consistency) at scale.
💡 These tools become even more powerful when combined with an LLM to generate requested content based on collected data.
Automating Local SEO Tasks with LLMs
Here are some practical workflows to implement to save time:
| Task | Possible LLM Prompt | Result |
| Local Page Creation | “Write a page for a mechanic in Saint-Jérôme, including a local FAQ and the benefits of our service” | Complete content to refine |
| Meta Tag Optimization | “Suggest 5 title tags and meta descriptions for a pastry shop in Val-David” | Ready-to-use local SEO tags |
| Google Posts Creation | “Create a post to announce a special offer of -20% for Laval customers this weekend” | Optimized short text |
| Local Q&A Generation | “What are the 5 questions frequently asked by osteopath clients in Quebec City?” | FAQ List + Answers |
Specialized GEO Tools (Generative Engine Optimization)
With the advent of generative engines, new tools are emerging to measure and improve a site’s visibility in AI responses:
- Wix AI Visibility Overview: a native Wix tool that allows you to see where and how your content appears in AI engines like Google SGE or Bing Chat.
- Siftly / Asva AI (startups cited in The Economic Times): platforms specializing in GEO-friendly writing and tracking mentions in generative AIs.
Best Practices: how to Combine AI, LLM, and Human Strategy?
1. Do not Publish without Human Review
Even if LLMs are capable of generating coherent content, they remain imperfect:
- They can invent facts (hallucinations),
- Repeat generic formulations,
- Neglect certain important aspects of local SEO (exact address, hours, local jargon…).
🧠 Mandatory human review: always validate local accuracy, tone, and differentiating elements specific to your business.
2. Localize each Piece of Content
The same text duplicated across multiple cities with just the locality name changed can be penalized by Google (unoriginal content). Even when generated by AI, each page must have:
- unique local references (neighborhoods, partners, events),
- local photos or customer reviews,
- differences in tone depending on the target clientele.
🎯 AI provides a base, you add the soul of the content.
3. Check Consistency between Local Data and AI Content
Your website, Google listing, social profiles, and generated texts must:
- indicate the same address, the same number, the same hours
- present the same services in the same cities,
- use the same key formulations to strengthen local authority (NAP consistency: Name, Address, Phone).
🛠️ Use LLMs to produce quickly, but maintain brand consistency, essential for local SEO and GEO.
AI for your Local Visibility
Artificial intelligence, and particularly LLMs (Large Language Models), are disrupting traditional SEO practices. Thanks to their ability to generate content, structure ideas, and anticipate search intentions, they have become powerful allies for all local businesses looking to gain visibility in their region.
But beyond simple local SEO, the emergence of Generative Engine Optimization (GEO) marks a major turning point. To continue appearing in results – now often synthesized by AIs – it’s no longer enough to optimize your site for search engines; you also need to make it readable, structured, and recommendable for the artificial intelligences themselves.
By combining human strategy, field knowledge, and the power of AI tools, local businesses can not only strengthen their presence in their catchment area, but also prepare for their future in a rapidly changing digital landscape.
Test: are You Ready for Local SEO in the Age of Artificial Intelligence?
Looking for a partner to assist you with LLMs and SEO?
