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Local SEO is not just about ranking
in the local pack anymore.
Today, I'll show you what it really takes
to rank in AI search platforms
like ChatGBT, Google, AI Mode, and Perplexity.
Let's begin with step number one,
which is to figure out who you're really competing with
in AI search.
So number one, pick your seed keyword.
Start simple.
Pick a seed keyword phrase
like personal injury lawyer, Chesterfield, Missouri.
Then just plug it into traditional Google search
and look at which types of pages are ranking.
That seed phrase is your starting point for AI.
AI-generated overview
Nathan Gotch presents comprehensive local SEO strategy tracking AI competitors across Google AI Mode, Gemini, ChatGPT, Perplexity, Grok, and Claude. Step 1: Identify AI competitors via seed keyword → natural language conversion → multi-platform query execution → citation extraction (using bookmarklet) → brand position analysis in answers. Example: 40% of citations from directories, 60% from actual law firms for "personal injury lawyer Chesterfield, Missouri." Step 2: Optimize Google Business Profile (correct category, entity-optimized description, consistent NAP, review generation culture with employee competitions, QR code review links). GBP/local pack performance strongly correlates with Google AI Mode/Gemini visibility but doesn't translate to ChatGPT. Step 3: Build directory footprint on must-win platforms (SuperLawyers, Avvo, Justia) with SEO-optimized profiles and 20% review generation focus. Step 4: Traditional SEO pillars—commercial pages with entity coverage, localized topical authority content (specific cases/statistics, not generic "what is" queries), HTML-driven crawlable sites, and backlinks via local sponsorships/PR.
AI competitor analysis requires tracking citations and brand positions across Google AI Mode, Gemini, ChatGPT, Perplexity, Grok, and Claude using bookmarklets to extract citation URLs systematically.
For personal injury lawyers in Chesterfield, 40% of AI citations came from directories while 60% came from actual competing law firms, revealing retrieval source distribution patterns.
Google Business Profile optimization directly influences Google AI Mode and Gemini visibility—better local pack performance correlates strongly with AI product appearance.
Entity optimization in GBP descriptions matters more than keyword stuffing—AI extracts entities (people, places, organizations, things) to understand associations, requiring clear business descriptions.
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