AI, Accuracy, and Reputation: What’s Driving Online Local Search in 2025

New consumer data shows how AI, reviews, and real-time updates are shaping the future of local search

CHICAGO--(BUSINESS WIRE)--Rio SEO, a Press Ganey Forsta company and a leader in local experience (LX) solutions, today released its fifth annual Local Search Consumer Behavior Study. Based on a survey of U.S. consumers, the report reveals how search behavior is evolving—driven by new expectations for accuracy, speed, and AI-powered convenience. With 84% of consumers searching daily for local businesses, the findings offer a timely look at what influences customer decisions across industries.

Local experience (LX) is a critical entry point and a powerful driver within the broader customer experience (CX) journey. For many brands, the moment a customer finds you in search is the moment your CX begins.

“In today’s digital search environment, just being visible is no longer enough on its own,” said Kyle Ferguson, CEO of Press Ganey Forsta’s cross-industry division. “Customers expect personalized, real-time answers across every platform, and they’re choosing businesses that show up with accurate listings, strong reputations, and fast responses. This study confirms what we hear from clients every day: your local experience strategy is now a defining competitive advantage.”

Key findings include:

Local search is an everyday habit, but competition for visibility is fierce.
– 84% of consumers search online for local businesses daily.
– Google dominates, but Apple Maps is gaining traction, with 31% using it frequently.

AI-powered search is reshaping discovery.
– 60% of consumers click on AI-generated overviews in Google Search.
– 32% say AI-driven search features (like personalized recommendations) are important.

Reviews and reputation are non-negotiable.
– 75% of consumers read at least four reviews before making a purchase decision. Star ratings remain the top trust factor, but brand engagement in reviews is growing.

Speed and accuracy drive customer experience.
– 53% of consumers are unlikely to visit a business with incorrect listings.
– 59% expect a brand to respond within 24 hours when they reach out.

What the Leaders are Doing Right

Today’s customers are more informed, and more selective, than ever. They rely on AI-enhanced search results, read reviews before making decisions, and expect seamless digital experiences from discovery to purchase. For enterprise brands, these findings signal the need to rethink local strategy across every touchpoint.

Leading brands are using local experience management tools to ensure accuracy, surface relevant reviews, and optimize visibility across both Google and Apple Maps. By managing listings at scale, engaging with feedback, and preparing for AI-powered discovery, these organizations aren’t just staying visible—they’re staying chosen.

“Search isn’t a moment, it’s a journey,” said Ferguson. “From the first tap to the final purchase, consumers expect real-time answers, accurate listings, and personalized experiences. The brands that meet those expectations—across mobile, AI, and local platforms—are the ones that will win.”

To explore the full findings and data-driven recommendations, read the full report here.

About Rio SEO

Rio SEO is the leader in local marketing for enterprise brands, powering the Local Experience (LX) Platform – a comprehensive, seamlessly integrated suite of turnkey local marketing and customer experience (CX) solutions that deliver impactful hyperlocal experiences at scale, across the entire brand presence. The world’s leading multi-location brands – retailers, restaurants, hospitality, financial services, healthcare, and more – rely on Rio SEO’s proven technology and local marketing expertise to drive visibility and motivated, measurable traffic online and to physical locations. Rio SEO is a Press Ganey Forsta company.

About PG Forsta

Press Ganey Forsta is a leading global provider of experience technology, data analytics, and insights that help companies better understand and serve their customers, employees, and stakeholders. Press Ganey Forsta powers the Human Experience (HX) Platform – a comprehensive experience and research technology platform that brings together CX (Customer Experience), Employee Experience (EX), Patient Experience (PX) and Market Research. It serves more than 43,000 clients globally across healthcare, financial services, hospitality, market research, professional services, retail, and technology. Press Ganey Forsta is recognized by Gartner^® as a Leader in the Magic Quadrant™ for Voice of the Customer (VoC) Platforms.