I wanna talk about how the overall local SEO is changing: the CTR, the SERP, recent updates, GBP, AI and the llm citations.
– CTR Is Collapsing
Organic click-through rates for local queries have taken a serious hit.
– The SERP Has Been Rebuilt
Reddit & other UGC platforms are showing up much more than usual. Youtube is being quoted a lot.
– Recent Google Updates
2026 March updates that messed up “intent” on the SERP
– Google Business Profile Is Now a Primary Surface
GBP is a ranking platform in its own. AI-generated business summaries are being pulled directly from GBP data, including services, Q&As, and posts. Review velocity and sentiment have become stronger ranking signals than ever.
– LLM Citations
ChatGPT, Perplexity, and Gemini are now answering “best [service] near me” queries directly – and they’re citing specific businesses. We wanna talk about “how” and “why” of it