Tim Kahlert
Staff member
Let’s talk about what’s really happening with SEO and AI.
I can currently see this pattern: A lot of AI-generated websites, social media posts, and SEO articles all look the same. They feel perfect, but also boring as **** - all the same.
The thing is, most local and small businesses (probably about 95%) still haven’t fully optimized their websites yet. (without AI)
In a world where AI makes everything look “perfect”, it will still be hard for those businesses to stand out. (even if they use AI) The majority of businesses did average stuff without AI and they will keep doing average stuff with AI. That's the reality.
That being said, LLMs are still prediction models. They predict the next likely outcome. They don’t actually think, judge, or understand what’s best. They can’t tell what truly connects with people. A local business owner with no expertise in marketing doesn't know that either.
So, if most AI content is made with a kind of “95% brain” that does average-level work, the real winners will still be the people who know what they’re doing. Even with all this tech, it's just as hard (or as easy) to stand out if you’re skilled and creative.
If everyone can make a generic website in minutes, where’s the advantage? If that’s the new baseline - cool - I’m gonna beat them with stuff they can’t replicate.
The answer is in real marketing. It’s about connecting with your audience in a personal and human way. AI can’t do that. It can’t copy real, personal content. (I mean, people can fake and copy it, but they can fake & copy everything else already.)
If you want to stand out, here are a few ideas you can try. These are things your competitors likely won’t copy because they require personal input:
13 Local Content Topics You Can Create Now
You can add this kind of content to your local landing pages, blogs, social media, or share it via email. The more you do, the easier it is to build your customer base and improve your business.
It’s clear that just relying on SEO isn’t enough anymore (even though there is a lot of money to be made from SEO - don’t let anyone tell you otherwise). Every local business should add at least one more channel - like Instagram, email, or LinkedIn - to help spread the word and grow their brand, depending on the industry they’re in.
If you combine this personal approach with great service, you’ll get more engagement, brand mentions, and brand features. That can help increase visibility, boost your rankings, and have AI feature you more. After all, why would someone talk about or link to a business that looks just like every other one? These kinds of stories make you look unique and special.
We’re currently using AI to improve our processes. But we’re not letting it take over. We don’t use AI to create content without checking and thinking it through. I don’t think this would be a future-proof approach.
As long as you keep using your brain, you don’t need to worry about losing your place in the world of SEO, GEO, LLMs, AI, and co.
What are Your thoughts?
I can currently see this pattern: A lot of AI-generated websites, social media posts, and SEO articles all look the same. They feel perfect, but also boring as **** - all the same.
The thing is, most local and small businesses (probably about 95%) still haven’t fully optimized their websites yet. (without AI)
In a world where AI makes everything look “perfect”, it will still be hard for those businesses to stand out. (even if they use AI) The majority of businesses did average stuff without AI and they will keep doing average stuff with AI. That's the reality.
That being said, LLMs are still prediction models. They predict the next likely outcome. They don’t actually think, judge, or understand what’s best. They can’t tell what truly connects with people. A local business owner with no expertise in marketing doesn't know that either.
So, if most AI content is made with a kind of “95% brain” that does average-level work, the real winners will still be the people who know what they’re doing. Even with all this tech, it's just as hard (or as easy) to stand out if you’re skilled and creative.
If everyone can make a generic website in minutes, where’s the advantage? If that’s the new baseline - cool - I’m gonna beat them with stuff they can’t replicate.
The answer is in real marketing. It’s about connecting with your audience in a personal and human way. AI can’t do that. It can’t copy real, personal content. (I mean, people can fake and copy it, but they can fake & copy everything else already.)
If you want to stand out, here are a few ideas you can try. These are things your competitors likely won’t copy because they require personal input:
13 Local Content Topics You Can Create Now
- Use your own photography - don’t use stock photos
Try to stick to the basics like the golden ratio, keeping the horizon straight, and using a lot of light. - Create custom icons
Simple prompts will create simple icons. If you can design custom brand icons for your specific business, that will give your business a personal touch and uniqueness. - Share behind-the-scenes photos and stories
No AI can replicate what you do behind closed doors. That content is first-hand experience and no one can copy it - Introduce your team
Talking about your team is a great way to show your faces and connect with your dream customers. - Tell your personal life story
Another piece AI can't possibly create just like that. - Introduce a customer or employee
You could create dedicated pages about your team members and share them with your audience. - Show a “Then vs. Now” story about your business
How did the business look 40 years ago? Share and compare. - Share funny or unique customer requests
Those are unspoken stories AI cannot come up with. They're unique. - Show examples of your real work
It's your work, not anyone else's work. - Post hyperlocal reviews
Spread them everywhere people should learn about your services, reputation, or how to reach out to you. - Write a story about “Why we love our town”
This is great because it creates a feeling of community and shared values. - Local problem solving (business-related)
You can use certain local problems to your advantage and solve them, in theory or in practice. If the water is too hard, you could come up with a filter service - or whatever it is you're doing. - Show off local recognition (awards/press)
Features in local press and business recognitions or awards are very hard to copy by AI - unless they're fake.
You can add this kind of content to your local landing pages, blogs, social media, or share it via email. The more you do, the easier it is to build your customer base and improve your business.
It’s clear that just relying on SEO isn’t enough anymore (even though there is a lot of money to be made from SEO - don’t let anyone tell you otherwise). Every local business should add at least one more channel - like Instagram, email, or LinkedIn - to help spread the word and grow their brand, depending on the industry they’re in.
If you combine this personal approach with great service, you’ll get more engagement, brand mentions, and brand features. That can help increase visibility, boost your rankings, and have AI feature you more. After all, why would someone talk about or link to a business that looks just like every other one? These kinds of stories make you look unique and special.
We’re currently using AI to improve our processes. But we’re not letting it take over. We don’t use AI to create content without checking and thinking it through. I don’t think this would be a future-proof approach.
As long as you keep using your brain, you don’t need to worry about losing your place in the world of SEO, GEO, LLMs, AI, and co.
What are Your thoughts?
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