Here’s what I’ve learned about local SEO in 2025: most businesses are doing it wrong.

    If you’re running a local service business (estate law, med spas, plastic surgery, really anything where trust matters), you need to know this. Google’s AI Overviews are now making decisions for your customers before they even click. And if you’re not showing up there? You’re invisible.

    Most local businesses are ghosts to Google’s AI.

    The old way (keyword stuffing, adding your city to the footer, hoping for the best) doesn’t work anymore. Google’s AI pulls from structured data, your Google Business Profile, review sentiment, and city-specific content. If you’re not feeding it what it needs, someone else is.

    Here’s what you actually need to do:

    • Build local authority with real E-E-A-T signals
    • Get your structured data working for you
    • Turn reviews into ranking fuel
    • Show up in the Local Pack and AI answer snippets

    What’s Different Now

    People don’t scroll anymore. Google’s AI filters for them. When someone searches “best estate lawyer near me” or “top med spa in Scottsdale,” the AI is looking at:

    • LocalBusiness schema on your site
    • Your Google Business reviews (how many, what they say)
    • Local content about your city and services
    • Review details that show your experience

    That’s it: Schema. Content. Reputation.

    Good news? You don’t need some massive enterprise software budget. You need three tools that do their jobs really well.

    The 3 Tools Every Local Business Actually Needs

    1. Hyper-Local Content Engine (Surfer SEO or NeuronWriter)

    The problem: Writing optimized pages for every city and service combo by hand? You’ll burn out. Or worse, get hit with duplicate content issues.

    What works: Use Surfer SEO or NeuronWriter to build locally optimized content that speaks Google’s language.

    Surfer SEO is my top pick if you’re scaling. It analyzes what’s ranking in your specific location and shows you the terms, headers, and structure you need. The Content Audit feature is great for updating old pages too.

    NeuronWriter is the budget option. Not as polished, but it gives you solid competitor analysis and NLP scoring that’ll beat most local markets.

    Use it to:

    • Build service + city pages that rank (“Rhinoplasty in Dallas” or “Living Trust Lawyer in Tampa”)
    • Create FAQ pages for “near me” searches
    • Add the right semantic terms to blog posts

    2. Schema & E-E-A-T Tool (InLinks or Frase)

    The problem: Google’s AI needs structure. But JSON-LD schema? That feels like developer work. So most local businesses skip it, and they stay invisible.

    What works: Tools that automate schema for you.

    InLinks is a solid pick for full semantic optimization. It builds internal linking and adds schema like LocalBusiness, FAQ, and Review markup. No coding needed. Plus it strengthens your topical authority by connecting your content to trusted entities.

    Frase is better if you want content help too. It analyzes top results, suggests authority elements (FAQs, expert sources, stats), and gives you a content score. Great if you want content + schema in one place.

    Use it to:

    • Add structured data without touching code
    • Auto-build internal links that support your service pages
    • Strengthen E-E-A-T by connecting content to trusted sources

    3. AI Reputation Engine (BrightLocal or Semrush Local)

    The problem: Reviews are now a major trust signal for AI snippets. You can’t fake volume or sentiment, and managing reviews manually is a mess.

    What works: An AI platform that monitors, collects, and organizes your reviews.

    BrightLocal is the best all-around local SEO tool. It pulls reviews from 80+ sites, sends automated review requests (email or SMS), and gives you audit tools for citations, Google Business Profile, and map pack rankings.

    Semrush Local (runs on Yext) focuses on review management + citation sync. Bonus: it uses AI to write review replies you can approve with one click.

    Use it to:

    • Keep review sentiment high and consistent
    • Respond to all reviews (professionally, not robotically)
    • Sync your NAP details everywhere (name, address, phone). This matters for local trust.

    Quick Comparison

    Tool Category Best For Monthly Cost
    Surfer SEO Content Engine Scalable local content $79–$129
    NeuronWriter Content Engine Budget NLP optimization ~$20–$50
    InLinks Schema/E-E-A-T Entity-level schema + linking From $49/month
    Frase Schema/Content Research + AI writing + E-E-A-T $45–$115
    BrightLocal Reviews/Local SEO Review generation + citation tracking $39–$129
    Semrush Local Reviews/Citations AI review replies + listings $20–$40/location

    Your 3-Phase Plan

    Phase 1: Get Your Structure Right

    • Add LocalBusiness schema to all service pages
    • Use InLinks to connect each page with high-authority entities
    • Add FAQs with schema markup to each page

    Phase 2: Build Content That Works

    • Create 5+ city/service pages using Surfer or NeuronWriter
    • Target “near me” queries and gaps your competitors are missing (use Frase)
    • Include E-E-A-T elements: author bios, local images, real stats

    Phase 3: Turn On Your Reputation Engine

    • Set up review monitoring with BrightLocal or Semrush Local
    • Start automated review request campaigns (email/SMS)
    • Respond to all reviews with AI-assisted replies

    Bonus: Track whether you’re showing up in AI answers. Some tools now monitor AI snippet inclusion. If you’re not there? Re-optimize for clarity, structure, and fresh content.

    Here’s the Real Point

    Google’s AI doesn’t rank you. It chooses you.

    If you’re not optimizing for AI Overviews, you’re playing by 2015 rules. Google’s AI judges you on structure, trust, and hyperlocal authority. And it does it fast.

    With these tools, even if you’re not technical, you can:

    • Add expert schema without writing code
    • Create content that ranks and builds trust
    • Turn reviews into ranking fuel

    You don’t need a $1,000/month software stack. You need this focused toolset, and the consistency to use it.

    Stop chasing generic rankings. Show up in AI answers. Be the local brand Google’s AI trusts.

    Big brands can fight over global keywords. You? You’re taking over your neighborhood, one snippet at a time.

    Want a complete DIY system to grow your AI visibility?

    If you want a clear, repeatable process for staying visible in AI assistants year-round, the DIY AI Search Visibility Sprint gives you the full framework. The same structure, tasks, and implementation steps — organized into a simple weekly plan you can follow at your own pace.

    • Technical cleanup made easy
    • Copy-and-paste schema templates
    • AI-ready content outlines
    • Authority-building checklist
    • Monthly visibility tracking tools

    Ideal for service businesses that want dependable visibility without hiring an agency.

    Get the DIY 90-day sprint