How To Beat Local Competitors in AI Search

When it comes to showing up in AI search, it's easy to feel like large brands always have the upper hand. And in many cases, they do — especially for high-level overviews and broad informational queries.

Ask an AI platform a question like "What tools do I need to build a deck?" and you're likely to get a detailed, conversational answer… very possibly sourced from a major brand like Home Depot or Lowe's. It doesn't happen every time, but it is true that these big brands have the scale, authority, and content volume that help them dominate generative answers and general search results.

But here's the good news: local brands and franchisees don't need to compete nationally to win. They can — and should — focus on the opportunities that come from showing up in local, high-intent searches. These are the queries that AI platforms (and traditional search engines) struggle to answer with just one big-box brand name.

High-level queries may be covered by a few national players, but long-tail and geo-specific searches are another story. These searches often signal clear buying intent — and they're where local businesses can shine.

Think about searches like:

• "Best deck builder near Albany who uses eco-friendly materials"

• "Milwaukee Tool sale in Tampa this weekend"

• "Does local hardware store rent post hole diggers?"

These are nuanced, high-intent questions that AI can't answer well without trustworthy, detailed, and localized information. If you're not providing that information? You're leaving space for your competitors to step in.

In traditional search, long-tail queries often trigger map packs, review sites, and local listings. But, with the rise of AI-generated results, search engines and AI platforms (like ChatGPT and Perplexity) summarize information from multiple sources. You're unlikely to be surfaced if your brand information isn't complete, accurate, and consistent across these sources.

And for franchisees or location-specific businesses, the stakes are even higher. If AI can't find store-level details, product availability, or regional services, it won't recommend your location or services — no matter how strong your national brand is.

Here's how marketers can help their brand (or their franchisees) break through the noise and beat big-name competition where it matters most:

1. Get your listings in order

Your location data is the foundation of discoverability. Make sure your brand is present on key directories like Google, Apple Maps, Bing, and Yelp — and that the information is consistent across them all. That means accurate hours, services, product categories, and more.

For national brands with many locations, this isn't just about visibility — it's about trust. Both AI and traditional search engines rely on structured, verified data to determine what's relevant and reliable.

2. Create content for local intent

Think beyond broad landing pages. Include content on your site that reflects what customers in specific regions are searching for.

This could mean:

• Highlighting seasonal promotions in certain cities

• Spotlighting top-selling products in a local market

• Writing store-specific FAQs, event pages, or localized service descriptions

This content gives AI more to work with – and increase your chances of appearing in generative results.

3. Speak the way customers search

People don't always use brand names. They ask real, detailed questions – and AI platforms reward content that mirrors that language.

Pull from:

• Real customer FAQs

• Chat logs or call transcripts

• Tools like Google's "People also ask"

This helps your brand show up when it counts — not just in search results, but in the actual answers.

The bottom line: You don't have to outrank national brands on every query. You just need to be more relevant — in the right places, at the right time.

At Yext, we've known for a while that focusing on the core aspects of your digital presence is important for showing up in AI search. Now, we're taking things a step further: with a tool like Yext Scout, you can get visibility into how your brand and locations are performing — and get insights into what you should be doing to continuously improve.

Click here to try Scout and sign up for the waitlist.