Why Local SEO Still Beats AI Adverts
As Google’s search results become more crowded with AI-generated summaries, paid ads, and knowledge panels, you might be wondering: Does local SEO even matter anymore?
The answer is a clear yes, especially if you’re a business operating in a competitive area like Surrey, UK. That’s where our agency is based.
While AI and paid results are reshaping the digital landscape, local SEO remains one of the most cost-effective, high-impact strategies for gaining visibility, trust, and foot traffic.
Let’s break down why.
What Is Local SEO?
Local SEO (Search Engine Optimisation) is the practice of optimising your online presence so your business appears in local search results. These include:
Google Map Pack (the top 3 map listings that appear under the map)
Google Business Profile (GBP) entries
It’s different from general SEO because it targets people in your geographic area who are actively searching for the products or services you offer.
For example:
“Web designer Guildford”
“Best brunch spot near Woking”
“Digital agency in Surrey”
- “Dentist in Sunningdale”
These searches are highly intent-driven, and ranking well for them means you’re showing up at the exact moment people want to act.
Why Local SEO Still Matters vs AI Ads
1. AI Search Doesn’t Replace Location-Specific Needs
Google’s new AI-powered Search Generative Experience (SGE) is changing how people interact with content. It summarises information, answers questions, and reduces the need for users to click multiple links.
But AI cannot replace local trust indicators like:
Business hours
Google reviews
Directions
Proximity
Someone searching for “Thai food near Guildford” wants a local answer — not an AI summary of what Thai food is. This is where local SEO continues to dominate.
“AI can summarise information. It can’t tell you which plumber in Cobham answers the phone at 7am.”
2. Google Business Profile = Digital Storefront
Your Google Business Profile is often the first interaction people have with your brand. It’s what appears on mobile searches, Google Maps, and the right-hand side of desktop search results.
An optimised profile includes:
Business categories and services
Opening hours
Real photos
FAQ section
Booking or messaging links
Without a well-maintained profile, your visibility drops significantly and your brand reputation and search potential drop.
3. Map Pack = The Money Spot vs AI
The Google “Map Pack” appears above all organic search results and just under paid ads. It showcases three top-ranking local businesses with:
Address and link to directions
Contact buttons
Star ratings from reviews
Business opening hours
Over 50% of all local search clicks go to the Map Pack.
If you’re not ranking here, you’re likely missing out on most of your potential website traffic.
Tips to rank in the Map Pack:
Consistent NAP info across platforms
Collect fresh 5-star reviews
Add location keywords in your GBP and website.
4. Local SEO Builds Lasting Digital Equity vs AI
Unlike paid ads, which stop as soon as you stop spending, local SEO continues to provide long-term benefits. It compounds over time as your site and profile gain authority and trust.
Benefits:
Greater return on investment
Steady flow of inbound enquiries
Higher-quality leads from people nearb
Local SEO is like building digital real estate. It appreciates in value
5. Trust is Hyperlocal
When someone is comparing local services, they trust:
Reviews from people in the area
Local landmarks in your photos (e.g., High Street Guildford)
Business responses to customer reviews
Links from local publications or community websites
No AI can replace the human trust built through local context and presence
How to Improve Local SEO in Surrey
Here’s a robust checklist to elevate your local visibility:
1. Google Business Profile (GBP)
Claim and verify it
Use your best business category (e.g., “Digital Marketing Agency”)
Add services with descriptions
Post regular updates and events
2. Create Location-Based Landing Pages
Example:
/web-design-guildford/
/seo-services-woking/
/branding-weybridge/
Each page should include:
H1 with service + location
Client examples or testimonials from that area
Driving directions or embedded Google Maps
3. Reviews & Reputation Management
Ask every happy customer to leave a review
Send them the direct review link
Respond to every review (positive and negative)
4. Local Content Strategy
Write blogs like:
“How to Choose a Web Designer in Surrey”
“Top 5 Digital Trends Surrey Businesses Should Watch in 2025”
“Why Local SEO Is Vital for SMEs in Guildford”
5. Technical Optimisation
Use Local Business schema markup
Compress images and improve mobile speed
Secure your site with HTTPS
Local SEO Still Beats the AI Alternatives
When comparing marketing options, Local SEO clearly outperforms both Paid Ads and AI-generated content across several key areas.
Paid ads may deliver fast visibility, but they come with a high cost, offer only short-term results, and often lack local relevance, yielding only a medium return on investment (ROI).
AI content, while low-cost and moderately sustainable, tends to produce generic results that don’t resonate locally and this leads to a low ROI.
In contrast, Local SEO strikes a powerful balance: it requires only a medium investment, delivers long-term visibility, maintains high relevance to local searches, and ultimately provides the strongest return on investment over time.
