Why LLMs Matter for Local Businesses
Search habits are changing fast. People are skipping Google when researching and turning to AI tools like ChatGPT, Claude, and Gemini for early answers and advice. Then, when they’re ready to buy, they head to Google to take action. These AI tools surface content that’s clear, useful, and easy to trust. If your business shows up, you’re not just seen, you’re recommended. That’s free visibility in front of the right audience, without needing to outspend big brands.
This guide will show you how to become the go-to answer AI tools serve up. Whether you’re an estate agent in Tunbridge Wells, a private medical clinic in Brighton, or a high-end kitchen designer in Guildford, your next lead could be one smart question away.
📈 As of May 2025, ChatGPT has reached 400 million weekly active users, processing over 1 billion queries daily.
Source.
This surge underscores the platform’s rapid adoption and its integration into various applications and services, including Microsoft Copilot and Shopify.
How LLMs Discover Content
- Crawlable pages (no logins or paywalls)
- Clear, helpful information
- Trusted sources like blogs, directories, and forums
They prefer content that:
- Uses headings to break things up
- Gives short, direct answers first
- Feels human and expert-led
On-Page Optimisation That Moves the Needle
You don’t need fancy language. Just a structure that works for people and machines.
Use real questions as headers:
- Do I need planning permission for a loft conversion in Sevenoaks?
- How much does boiler servicing cost in Tunbridge Wells?
Other tips that work:
- Use schema markup – Merkle’s Schema Generator makes it easy
- Add internal links naturally
- Include your real name, business, and contact details
- Publish regularly. One post a week is better than ten in one month then silence
Also see: On-site SEO checklist for small businesses
Off-Page Signals That Influence LLMs
Forums and Communities:
- Reddit (DIY UK, Ask UK)
- Mumsnet
- UK Business Forums
- The Student Room
- PistonHeads
Publishing Platforms:
Local Directories:
- Checkatrade, Rated People, MyBuilder
- Houzz UK
- Yell, Thomson Local
Review Sites:
- Trustpilot, Google Reviews, Facebook Reviews
- Encourage real comments, not just stars
- Mention services and locations in replies
Find out more: Our guide to mastering online reviews
Online Press Releases:
Use platforms like ResponseSource or JournoLink.
Build Topic Consistency
- How to spot roof damage after a storm
- Pitched vs flat roofs in coastal towns
- How much does a new roof cost in East Sussex?
Also see: Local SEO tips for small businesses
Why Optimising for Bing Helps
Tools like ChatGPT, Microsoft Copilot, and others rely on Bing. If you care about getting seen in AI generated answers, this guide on Bing SEO for 2025 is worth a read.
- Set up Bing Webmaster Tools
- Use schema markup
- Improve mobile usability – test with the Rankfresh Site Speed Checker
What to Ignore
- Trying to get into Google/Apple News if you’re not a media brand
- Low quality AI content
- Posting on platforms your audience doesn’t use
Extra Moves That Actually Help
- Add image alt text with service + location
- Use transcription tools like Otter.ai or Sonix.ai
- Break up content for social media
Read more on how we optimise for AI chatbots
Real advice. No waffle. Just actionable feedback.
Questions Local Businesses Are Asking About AI & LLM Visibility
- Do I need to be a big brand to get featured in AI tools like ChatGPT?
No. Clear, consistent content can help any local business stand out. - How do I know if my site is being used by AI tools?
Look for unusual long-tail queries or create a custom GA4 report to track AI referral traffic. - What’s more important – quantity or consistency?
Consistency. One post per week beats a content dump followed by silence. - Does Google still matter?
Yes. AI tools help with research. Google is still where people go to buy. - Should I change my content for Bing?
Not drastically. But yes, structured, fast content helps with visibility in both AI and Bing. - Are reviews really that important?
Yes. And it’s frequency, not just volume, that matters. - Can AI tools drive leads?
Yes. If your content is relevant and visible early in the journey.
