This is Part 3 of our six-part series on how search engines are changing and what it means for local businesses. Today, we’re talking about real-time AI search—a fancy way of saying search engines are now smarter and faster at finding and delivering the latest information.
This means businesses that keep their content up-to-date and stay active online will have a much better chance of showing up in search results. But, let’s be honest: this takes a lot of time, effort, and know-how, which is why so many business owners struggle to keep up.
What Is Real-Time AI Search?
Search engines like Google and AI tools like ChatGPT don’t just look at what’s already been written—they pull in fresh information to give people the most accurate and relevant answers.
Think of it like this: instead of flipping through an old dictionary, they check the latest news, reviews, and blogs in real-time.
This is possible because of two tools:
- LLMs (Large Language Models): These are like the brain of AI, reading and understanding tons of information.
- RAG (Retrieval-Augmented Generation): This tool helps the AI “check its homework” by finding up-to-date information from trusted sources.
For your business, this means the more active and current your online presence, the better your chances of being part of these AI answers.
How Local Businesses Can Keep Up
Keeping up with real-time AI search is like staying on top of a busy kitchen during a dinner rush—it requires constant attention and the right tools. Here’s what businesses need to do:
1. Keep Your Content Fresh
AI tools love content that’s new and relevant.
- Update Your Website Regularly: Post blogs about seasonal topics or community events. For example, a florist could write, “5 Flower Arrangements Perfect for Winter Weddings in [City].”
- Highlight Promotions: Change your website banners or social media posts to show your current sales, like a summer discount or a holiday special.
- Talk About Local Events: If your business is part of something happening in your area, make sure you post about it. For example, “We’re proud to sponsor [City’s] annual 5K run this weekend!”
Sounds like a lot of work, right? That’s because it is. Writing, designing, and updating this content is a full-time job on its own.
2. Get Mentioned by Trusted Sources
AI doesn’t just look at your website—it also checks what others are saying about you. To show up in search results, you need to build relationships with reputable websites.
- Get Listed on Popular Platforms: Make sure your business is on sites like Yelp, TripAdvisor, or Google Business Profile. These are trusted by AI.
- Partner with Local Bloggers: Reach out to local influencers to review your business or feature your products.
Example: A local coffee shop could work with a food blogger to write, “Best Coffee Spots in [City].” - Earn Press Mentions: If you’re launching something new or hosting an event, send a press release to your local newspaper or community magazine.
3. Stay Active Online
AI notices when businesses are engaged and responsive. If you’re not interacting with customers or updating your information, it can hurt your chances of being seen.
- Answer Reviews Quickly: Whether someone leaves you a glowing review or a complaint, respond promptly to show you care.
- Get Involved in Conversations: Join local Facebook groups, Reddit threads, or online forums related to your industry. For example, a plumber could answer questions in a “DIY Home Repairs” group.
- Post Regularly on Social Media: Share updates, behind-the-scenes moments, or customer stories. AI notices when businesses are active on platforms like Instagram or Facebook.
This kind of engagement builds trust with AI—and with your customers—but managing all these platforms can feel like a second job.
Why This Is Way Too Much for One Person to Handle
Let’s be real. Running a business is already more than a full-time job. Now add blogging, website updates, social media posting, reaching out to journalists, and replying to every review? That’s another job entirely.
Here’s the truth: staying on top of real-time AI search takes time, expertise, and consistency. You need someone who knows the ins and outs of SEO, keeps track of changing trends, and can dedicate time to updating your online presence constantly.