Streets Ahead: ChatGPT for Search and Google Local Ranking Guidelines
In this week’s Streets Ahead update, SOCi discusses ChatGPT becoming a mainstream search tool, Google revising local search ranking guidelines and updating Business Profiles with social links.
Adobe Study: 77% of Americans Use ChatGPT for Search
The News A recent Adobe survey of 800 consumers and 200 marketers reveals that ChatGPT is becoming a mainstream search tool, with 77% of respondents saying they’ve used it to find information online—and one in four now prefer it over Google. Usage is consistent across age groups: 80% of Gen X, 77% of Gen Z, 75% of Millennials, and 74% of Baby Boomers report using ChatGPT for search.
Gen Z leads in adoption, with 28% saying they typically start their search journeys with ChatGPT. Overall, 36% of users—and 47% of Gen Z—say they’ve discovered a new brand or product through the platform.
Respondents cited content summarization (54%) and faster answers with fewer clicks (33%) as top reasons for favoring ChatGPT. Notably, 77% said the responses feel more personalized to their needs than traditional search engine results.
Why This Matters ChatGPT’s rise has been rapid, with search emerging as one of its fastest-growing use cases. Just a few months ago, SOCi’s Consumer Behavior Index found that 19% of consumers were turning to AI for search. Now, studies like Adobe’s suggest that usage is significantly higher. As AI-driven discovery becomes more mainstream, it’s increasingly important for brands to ensure visibility in tools like ChatGPT to stay competitive.
Google Revises Local Search Ranking Guidelines
The News Google has once again updated its help documentation on local ranking, a key reference that outlines how businesses appear in local search results. The familiar trio of ranking factors—relevance, distance, and prominence—remains in place, but the language within each section has been revised. Notably, the Prominence section saw the most significant edits, with Google removing specific references to website content that was previously suggested to improve local visibility.
Why This Matters Most SEO professionals view these recent updates as clarifications rather than major shifts in ranking methodology. Still, they serve as a useful reminder of the core elements that influence local search visibility: (1) indicators of relevance to the searcher’s intent, such as a business’s primary and secondary categories; (2) geographic proximity to the searcher; and (3) evidence of the business’s credibility or prominence, often reflected through online mentions and customer reviews. While social engagement isn’t specifically referenced, it can be considered part of the broader category of web mentions.
Google Updates Business Profiles with Social Links
The News Google appears to be automatically adding social media links to Google Business Profiles, according to a report from Darren Shaw of Whitespark. Shaw observed that “hundreds of locations (maybe thousands)” within Whitespark’s platform now display social media links that weren’t added by the businesses themselves. He suggests that while Google recently enabled this feature, it may also be proactively populating missing links for profiles where businesses haven’t added them manually.
Why This Matters Insights from brands like Painting with a Twist suggest that adding social profiles to your Google Business Profile (GBP) can boost visibility and engagement. Even when Google adds these links automatically, some of that benefit may still apply—but it’s essential to verify their accuracy and share content that resonates with your local audience.
For more about AI and the future of search, please join us at Street Fight LIVE 2025 on September 30th at Microsoft’s Playa Vista (Los Angeles) HQ.
