AI search is changing how people find businesses – and that includes local ones. Whether someone’s looking for a personal trainer in Clapham or a vegan café in Shoreditch, tools like Google’s AI Overviews, ChatGPT and Perplexity are now serving up recommendations based on location, relevance and trust.
That means traditional local SEO signals – like reviews, business listings and location-specific content – are becoming even more important.
But what exactly influences these AI-generated answers? And how can London-based businesses make sure they’re the ones being seen, mentioned, and chosen?
In this blog, we’ll break down the local signals that help AI pick your business – and what you can do to strengthen them.
How AI tools pick local businesses
AI tools don’t just pull answers from thin air. When someone asks ChatGPT or Perplexity for the “best accountant in North London” or “top-rated yoga studio near me,” the model generates a response based on the information it’s been trained on – and the trust signals it finds online.
So how does it choose?
❓ Relevance – Is your business clearly associated with the query topic and location?
📍 Proximity – Are you actually near the person searching (or mentioned as local to that area)?
✅ Credibility – Does your business appear trustworthy, well-reviewed, and clearly represented across the web?
Unlike Google’s traditional search, which relies on ranking systems and crawling, large language models often draw from summarised knowledge built over time. That includes:
- Google Business Profiles
- Review platforms like Trustpilot or Yelp
- Local directory listings and citations
- News features or community mentions
- Your own website – especially if it includes clear, structured local content
💡 Tip: If you want to be featured in an AI-generated answer, start by thinking like an AI tool. Can someone clearly tell who you are, where you are, and why you’re a good choice – without digging?
Key signals that help you show up
If you want your business to be mentioned or recommended in AI-generated answers, especially for local queries, you need to build a clear, consistent digital footprint.
Here are the most important local signals to focus on:
📍 Google Business Profile (GBP)
Your Google Business Profile still plays a big role – not just in traditional local SEO, but increasingly in AI-generated summaries too.
Make sure it’s:
- Fully filled out with services, service areas, categories and images
- Updated regularly (especially opening hours and service changes)
- Aligned with the content on your website
- Generating reviews – and responses to those reviews
💡 AI tools like Perplexity and Google’s AI Overviews often reference details that match your GBP. If it’s out of date, you could be overlooked.
⭐ Reviews
Fresh, high-quality reviews act as social proof – and they’re frequently cited in AI answers.
Focus on:
- Google reviews first, but also consider Trustpilot, Yelp or industry-specific platforms
- Getting reviews that mention your services and location (e.g. “our solicitor in Holborn”)
- Responding to reviews to show you’re engaged and trustworthy
📌 Entity consistency (NAP + locality)
Your Name, Address and Phone Number (NAP) need to be consistent across the web. But beyond that, AI tools look for “locality context” – mentions of your business alongside relevant place names or neighbourhoods.
This helps reinforce your connection to London, or even a specific borough, for AI training models and crawlers.
Try:
- Getting listed in local directories and business associations
- Publishing or being featured in community and hyperlocal sites
- Using your exact location in content (not just “London,” but “in Islington,” “serving Soho,” etc.)
🔗 Local backlinks and citations
AI search still values credibility – and local mentions on other websites act like trust markers.
Look for opportunities to:
- Earn links from London-based directories, chambers, events or partner businesses
- Get coverage in local news, community blogs, or area-specific guides
- Build partnerships that result in organic mentions across reputable local platforms
📝 Localised content
A generic “Services in London” page won’t cut it. AI tools prefer content that clearly reflects your relevance to a specific area or audience.
Include:
- Location pages tailored to specific boroughs or postcodes
- Blog posts answering questions specific to your local audience
- Real examples of local work, testimonials or case studies
What London businesses should do now
If you’re a London-based business, the opportunity to appear in AI-generated search results is growing fast. And the good news? Much of what helps you rank in local SEO also supports your visibility in AI answers – as long as it’s done with care and consistency.
Here’s where to focus your efforts:
1. Claim and optimise your Google Business Profile
Make sure your GBP is complete, accurate, and regularly updated. Add location-specific services, upload new photos, and respond to reviews. This isn’t just for the Map Pack – it helps AI tools recognise your business as active and trustworthy.
2. Encourage detailed, location-aware reviews
Don’t just aim for stars – aim for relevance. Reviews that mention your service and area (e.g. “amazing Italian restaurant near King’s Cross”) are far more helpful than vague one-liners. Train your team to ask for reviews at the right moment.
3. Build a stronger local presence online
List your business in credible local directories, get featured in London community or industry-specific sites, and make sure your NAP details are consistent everywhere.
4. Create content with local depth
Whether it’s a dedicated service page for “Marketing in Shoreditch” or a blog about what to look for in a Camden-based accountant, your content should feel grounded in the areas you serve.
5. Think beyond Google
AI tools like Perplexity and ChatGPT may pull from your website, your business profile, your reviews, or third-party sites. Don’t just optimise one channel. Build your presence across the platforms your audience (and AI) trust.
💡 Tip: It’s not just about keywords anymore – it’s about context. Make it easy for search engines and AI tools to understand who you are, where you are, and why you’re worth recommending.
Final thoughts: How to boost AI search visibility in London
The way people search is changing – and so is the way results are delivered. From Google’s AI Overviews to platforms like ChatGPT and Perplexity, trusted local businesses are being surfaced and summarised more than ever.
But to appear in those answers, you need more than just a solid website.
You need clear, consistent local signals across every platform that matters – from your Google Business Profile and review strategy to your local content and citations. Done right, these signals don’t just help traditional local SEO – they improve your chances of being picked up in AI-generated answers too.
If you’re a London business and you want to get found more often – in both traditional and AI-powered search – Figment can help. We combine deep SEO London expertise with forward-thinking AI optimisation to help you build visibility that lasts.
Talk to us today. Book your discovery call and let’s talk about making you the local choice in your industry.
