Is Your Local Relevance Lighting Up the AI Sky?

July 3, 2025

We are all somewhat guilty of it. We’ve all said: “My product speaks for itself.”

It’s a nice sentiment, and in some cases true. But in AI-powered search, staying silent often means staying invisible.

Local visibility doesn’t come from being good at what you do — it comes from sending the right signals to the systems trying to match you with local customers. If you’re not giving AI enough to go on, you’re not getting found.

Your product can speak for itself; the key is to also make sure AI hears it too.

Let’s take a few minutes to break down what that really means—no matter if you’re in Colorado Springs, Lima (Peru or Ohio), or Paris (Texas or France).

What "Local" Means to AI

Being local doesn’t just mean having an address — it means being relevant to the local conversation. AI is trained to look for authority, expertise, and context (see Signal 1, Signal 2, and Signal 3) not just pins on a map.

As we shared in this week’s podcast episode, one of the very first places AI looks to for local relevance is your Google Business Profile. If it’s outdated, inconsistent, or incomplete, AI may not connect the dots between you and your service area. That profile needs to be reviewed regularly and filled out comprehensively—from address and business category to hours, photos, and reviews.

And consistency matters. If your address or business name is formatted one way on your website, another way on Facebook, and yet another way in your Google Business Profile, AI may treat them as separate entities. That inconsistency breaks trust.

Here are just a few of the deeper ways AI uses to determine local relevance:

• On-page references to your city, region, or neighborhood

• Schema markup that tags location data at the page or post level

• Content that responds to local context — like seasonal references, events, or community headlines

• Mentions in reviews or local directories that reinforce where you show up and why

• Local backlinks and partnerships — like networking groups, Chambers of Commerce, sponsor pages, or community events that name you publicly

• Sponsorships tied to your niche — AI recognizes when you're mentioned in connection with relevant events or causes that matter locally

• Testimonials and reviews that mention location — place them on your Google profile, your website, and even in your blogs or social media. The more places AI sees your business tied to a specific region, the stronger the signal.

  
  

You're not just "in" a place — you're part of it. And when AI can see that, it's far more likely to trust that you're relevant to someone nearby.

Let’s talk about what being only a physical location means to AI.

The Dud Firework

You know the feeling. The crowd quiets. Everyone looks up. A single firework shoots into the sky — full of potential — and then…

Pop.

Nothing.

Just smoke and disappointment.

That’s what happens when a business shows up physically but doesn’t show up in AI-powered local search.

You may be in the perfect location. The timing might be impeccable. But if the right signals aren’t there for AI, you’re just a dud in the search. AI has nothing to light up. And your business floats away like smoke after a fireworks display.

Let’s take a look at how to turn that dud into an explosion of visibility.

How to Make Sure Your Visibility Actually Lights Up

If you want your business to show up when someone searches "near me" using Gemini, ChatGPT, or Perplexity, here’s how to stop being a dud and start sending those explosive “I’m here!” signals:

1. Update your local schema — not just once.Make sure each page and blog post include structured data that tells AI your location and who you serve. One homepage tag isn’t enough.

2. Mention your city or neighborhood naturally in content.Don’t keyword stuff — just speak like a local. “Here in Colorado Springs…” is a signal AI understands. Context matters.

3. Post about community events, seasons, and milestones. AI connects you to local intent when you talk about what’s happening around you. Think of these as little visibility sparks. If the business next to you is celebrating an anniversary, mention it. If someone stops by them, they might also stop by you.

4. Make sure you’re showing up in local partnerships.Whether it’s a Chamber of Commerce, a networking group, or a local sponsor page — backlinks from local sources light you up in AI’s eyes.

Remember: it’s a process, not a magic wand. There will still be duds. But with the proper care and consistency, they’ll be fewer and farther between — and your overall visibility display will be spectacular.

Final Thought: You Can’t Be Found If You’re Not Recognized

Being local isn’t enough.

AI needs to see it, read it, and connect the dots. You can be the most active business in town and still be invisible in AI search if your signals aren’t in the right places.

So, before you assume you're “covered” locally, ask yourself:

Would AI know I’m here? Would it know who I serve? Would it know if I’m relevant right now?

If not, now’s the time to fix it — before the next customer searches for someone like you and finds someone else instead.

Want a quick check? Don’t Google yourself — we all know how that ends. Instead, use Gemini, Perplexity, or ChatGPT and ask AI about you.

Don’t be surprised. Be the answer AI is looking for.

So where does Local Relevance fit in the bigger picture?

It’s one crucial signal in a now-expanded framework of now eight AI visibility signals. What began as five core principles has grown into a full system — including deeper technical indicators, AI-specific cues, and an updated look at how data bias can shape what shows up in search.

Next week, we’ll walk you through the new additions, why they matter, and how they help you become the first and most trusted answer AI delivers — locally and beyond.