This month, we published a new article on Localogy Insider about the benefits of the fragmentation of search. In the article, we examine the stages of search changing from the lens of a Hegelian dialect: we are currently in an antithesis stage (LLMs are pushing back against classic search concepts), moving towards a new synthesis stage (AI popularity will force the market into a new hybrid search experience across mediums and devices). In the past, search was fragmented into directories/keyword-focused entities like Yahoo, Excite, etc. With the launch of Google in 1998, search was consolidated, and user experience was vastly improved. Now, LLMs like ChatGPT and Gemini have moved beyond the blue links of Google and into summarizing the internet into helpful and relevant responses. Search is once again becoming fragmented.
This shift is important because we are beginning to move into the synthesis stage of the cycle: moving search away from search engines and into the context of everyday life. Search will become your devices and an entirely new way of life. The power of LLMs will expand search into continuous conversations with our favorite AIs, who tailor their responses to us based on our preferences across a variety of devices and interactions.
How is this relevant to marketing for small businesses? Local clients will need to pivot their marketing strategies to maintain visibility. There is growing evidence that traditional SEO tactics will be extremely useful for local AIO. So, as LLMs grow in popularity, SEO will become an even more useful tool for brands to have a digital presence and visibility.
We are just beginning to move into this synthesis stage, and companies that embrace SEO will be best prepared for the AI growth explosion in the digital marketing industry. The continued growth of LLMs will only benefit the SEO world as we prepare for the new wave of digital visibility, AI Optimization.
To read the article in full and more that we’ve written, check out Localogy Insider.
