New Data: 75% of ChatGPT Users Search Local Services with Keywords
▼ Summary
– A study observing users on ChatGPT found that 75% of sessions for finding local services included at least one keyword-style search prompt.
– This challenges the common industry assumption that AI tools have made traditional keyword searches obsolete for local service discovery.
– Nearly half (45%) of the sessions were simple, one-shot prompts without follow-up conversations, indicating local searches are not highly conversational.
– User behavior suggests people often use the same low-effort keyword searches on ChatGPT as they have on traditional search engines for years.
– The findings indicate that keyword research and tracking remain relevant for local SEO, even as AI tools become more prevalent.
A new study reveals that despite the rise of conversational AI, the majority of people still rely on traditional keyword searches when using tools like ChatGPT to find local businesses. This challenges a prevailing narrative in the SEO community that long-form, conversational prompts have completely replaced classic search behavior. The data suggests that for transactional local searches, such as finding a dentist or a plastic surgeon, users overwhelmingly default to simple, keyword-based queries, indicating that foundational SEO practices like keyword research remain critically important.
The research involved observing real users as they employed ChatGPT to locate local service providers. Contrary to the assumption that AI interaction is inherently conversational, the findings were striking. A full 75% of all observed sessions included at least one prompt that was essentially a keyword search. Examples from the study include entries like “dentist 11214” or “good plastic surgeons in brooklyn 11214 area.” This demonstrates that old search habits are deeply ingrained; when people want a specific service, they often opt for the most direct and least effortful path to an answer.
This behavior mirrors what was observed in a separate study on Google’s AI features, where keyword-style searches remained dominant. The implication for local SEO is significant. While large language models personalize responses, the core method of user input for local services hasn’t evolved as dramatically as some predicted. Keyword tracking and research are not obsolete; they continue to be a vital component of a successful geo-targeted strategy.
Further analysis shows that these local searches are rarely extended conversations. In fact, 45% of sessions consisted of a single, one-shot prompt with no follow-up questions. When users did provide a second prompt, 34% of the time it was simply a request for more results, like “show me more.” On average, users employed only about 2.1 prompts per local search task. This indicates that the notion of deeply conversational AI use for finding a plumber or a dermatologist is largely overstated. The interaction is typically brief and transactional.
User intent plays a key role in prompting behavior. The study notes that longer, more conversational interactions with ChatGPT do occur, but they are primarily for gathering general information, not for immediately booking or contacting a service provider. When the goal is to find and evaluate a local business, the approach reverts to familiar search engine patterns. This behavior may evolve as users become more accustomed to AI tools and gain access to more advanced, paid versions. However, the fundamental principle of user effort remains: if a simple keyword query delivers the needed results, people will consistently choose that easier option.
For marketers, this data provides a clear directive. Optimizing for traditional local search keywords remains a high-value activity. While preparing for more natural language queries is wise, neglecting core keyword strategy based on the assumption that everyone now talks to AI in full sentences is a mistake. The local search journey in the age of AI is a blend of old and new, with familiar keywords still serving as a primary gateway for customers ready to take action.
(Source: Search Engine Land)
