A major change in the display of local search results is being tested by Google. The commonly used local search pages often feature a Local Pack — which comprises a map and three business listings from Google Business Profiles (GBPs) — but the most recent tests have indicated AI Overviews taking the place of or dislodging those local packs in some searches. This shift has enormous effects on the companies that rely on local search visibility, organic traffic, and customer inquiries.
What Is the Local Pack and Why It Matters
The Local Pack is the familiar map-based result set that appears at the top of Google Search when a query has local intent — for example, “best plumber near me” or “coffee shops in Austin.” It shows:
- A map with nearby business locations
- Three business listings with ratings, hours, and contact info
- Direct links to calls, directions, and websites
This high-visibility feature drives clicks, calls, and foot traffic for local businesses. Appearing in the Local Pack typically results in significantly higher engagement than organic listings alone.
AI Overviews Displacing the Local Pack
Here is an example Joy shared on X back on December 30th:
Recently, Google has begun showing AI Overviews — generative summaries created by its AI systems — for some local search queries. These AI Overviews sometimes appear in place of the traditional Local Pack, reducing businesses’ visibility in the places they once showed up most prominently.
According to experts tracking this change, Local Packs are being replaced entirely in some tests. Instead of a map and listings, users see a summarized paragraph about the query and sometimes a few business recommendations generated by AI. Those businesses shown within the overview may not match the ones that would have appeared in a classic Local Pack.
This trend appears to be growing: data from Places Scout suggests AI-powered local features are already showing up for a non-trivial share of keywords. Some business owners have reported visibility drops of 50% or more after AI Overviews replaced Local Packs in their markets.
Why Google Is Testing This Change
Google’s shift toward AI Overviews reflects a broader strategy to provide direct answers to user queries without requiring a click through to a map or list. This is part of Google’s ongoing investment in generative AI across its products. By summarizing local options in a single AI-generated block, Google aims to give users instant insight.
However, this convenience comes at a cost: the prominence of actionable elements like maps, business listings, and call buttons may be reduced or removed entirely in certain views, especially on mobile and newer search interfaces.
This approach mirrors trends in broader search behavior where “zero-click” results — where the user gets the answer without clicking — are increasing due to AI-generated summaries and answer boxes.
Early Evidence of Impact on Local Businesses
Reduced Local Pack Visibility
In cases where AI Overviews replace the traditional map pack:
- Businesses that traditionally dominated in Local Pack rankings see lower visibility on the first screen.
- Clicks to Google Business Profiles can decline sharply.
- Businesses that previously benefited from map-based exposure can lose calls and website visits.
Fewer Listings and Less Detail
AI Overviews have shown fewer local options than the traditional pack — often highlighting only one or two businesses instead of the usual three. In tests shared publicly, there are examples where important interface elements like call buttons are missing, further diminishing direct engagement opportunities for businesses.
Different Business Suggestions
AI systems sometimes recommend different businesses than those that would appear in a Local Pack, based on the AI’s broader assessment of online information. That means a business ranking well in a traditional pack might not appear in an AI Overview, while a different business shows up instead.
How AI Overviews Display Local Information
AI Overviews usually begin with a short, narrative summary of the query — for example, “Top restaurants for seafood near you.” They can include:
- A brief descriptive paragraph
- A list of relevant businesses (often summarized)
- Links to sources such as review sites or listing platforms
- A “Dive Deeper in AI Mode” button for expanded results
This format differs from traditional packs because it places the AI paragraph higher on the page, pushing visibility down for maps, listings, and organic links.
Local Search Queries Most Affected
AI Overviews tend to appear more often for informational or discovery-oriented local queries, such as:
- “Best sushi restaurants near me”
- “Top-rated landscapers in Denver”
- “Where to find local coffee shops.”
These involve an element of choice or subjective evaluation. For purely transactional queries — where the intent is to contact or hire immediately, like “emergency plumber near me” — traditional local results or map packs still tend to appear more often, though AI participation continues to grow.
Strategic Implications for Local SEO
The integration of AI Overviews into local search requires local businesses and SEO professionals to rethink traditional strategies that focused primarily on ranking in the Local Pack.
1. Optimize for AI Overview Inclusion
Because AI systems synthesize data from multiple sources, it’s increasingly important to:
- Publish clear, structured content that AI can summarize easily
- Ensure up-to-date and comprehensive business information across citations
- Encourage consistent reviews on high-authority sites that AI may use as sources
Content that answers common questions and includes positive signals like ratings, hours, and location data increases the likelihood of being cited in AI Overviews.
2. Enhance Google Business Profile (GBP) Data
Although AI Overviews can replace Local Packs, Google Business Profile remains a central signal. Business owners should:
- Regularly update the GBP with accurate hours, photos, and services
- Respond to reviews promptly
- Add FAQs and descriptions that help AI understand the business
- Use posts and updates to reflect current offerings
A rich and complete GBP improves the chances of AI references and maintains visibility even when the pack is not shown.
3. Target Commercial & Location-Specific Keywords
Some studies suggest that adding explicit location terms to queries reduces the frequency of AI Overviews and increases the prominence of local listings and packs. Thus, local SEO should emphasize:
- Location-specific landing pages
- Queries with high commercial or transactional intent
- Keywords like “near me,” city names, and service categories
These refinements help ensure the business appears where traditional local results remain dominant.
FAQs: AI Overviews and the Local Pack Change
Q1: What is replacing the local pack?
In some tests, AI Overviews — generative summaries at the top of search results — have been shown in place of the traditional Local Pack, reducing the map and three-listing display.
Q2: Are AI Overviews used for all local searches?
No. AI Overviews are more common for informational and discovery-oriented queries. Purely transactional local searches still often show traditional packs.
Q3: How does this affect business visibility?
Businesses may see drops in visibility and traffic when Local Packs are replaced, because map and listing prominence declines, and fewer direct engagement options appear.
Q4: Can AI Overviews help local SEO?
Yes. Being cited in an AI Overview can boost credibility and provide exposure even if the Local Pack is absent — but it requires optimized content and a strong online presence.
Q5: What should local businesses focus on now?
Focus on GBP optimization, structured content, positive reviews, and location-specific keywords to maintain visibility in both traditional and AI environments.
Conclusion: Adapting to the AI Local Search Landscape
Google’s experimentation with AI Overviews and their growing role in local search represent a significant evolution in how local information is delivered. While this change can reduce the visibility of the classic Local Pack, it also creates new opportunities for businesses that are prepared.
To thrive in this environment, local SEO must shift from simply ranking for map placements to ensuring that business information is authoritative, well-structured, and AI-citation friendly. Accurate data, comprehensive profiles, and content that answers real user questions will help businesses be included in AI-generated summaries — whether or not the traditional local pack appears.
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