Local Marketing Beat #26 | How to Boost Visibility in AI-Search Through Social

In this episode of Local Marketing Beat, host Christian Hustle sits down with Celeste Gonzalez, Director of SEO Testing at RicketyRoo, to unpack how AI search is changing the way consumers discover local businesses and what brands need to do to stay visible.

Celeste shares her unique Gen Z perspective, explaining how expectations for instant, personalized answers are reshaping search. From Google’s AI overviews to TikTok’s new AI-powered reviews, she shows how local discovery is moving beyond keywords into conversational and visual search. The message for businesses is clear: the more details you share—menus, options, quirks, photos, even small “know before you go” facts—the more likely AI will surface your brand in consumer journeys.

The conversation also explores how SEOs must become the glue between teams, aligning social media, content, and operations so that every touchpoint reinforces brand visibility. Whether you manage a single storefront or hundreds of locations, you’ll walk away with clear strategies: embrace “information overload” across channels, treat your website as the single source of truth, collaborate with social teams for consistency, and prepare for a future where AI-driven discovery is the norm.

🔑 Key Takeaways

• AI search demands “information overload” and why brands must overshare details across web and social
• Even small quirks (like seating rules or sugar-free options) can drive conversions
• TikTok and Instagram are becoming powerful AI-driven search engines
• Younger audiences are leading adoption, but exposure is spreading across generations
• Your website should be the source of truth, with social reinforcing key info
• SEOs are now the bridge across marketing, social, and operations teams
• Consistency across channels is critical for AI overviews to pull correct data
• The future of local search is fast, personalized, and visual

⏱ Timestamps

00:00 – Introduction & Setup

Christian welcomes Celeste and tees up the discussion on AI search and local SEO.

01:23 – The Future of Local Search in the Age of AI

Celeste explains how instant gratification is shaping consumer behavior.

03:10 – Why Consumers Expect Instant, Personalized Results

How AI overviews and conversational queries are raising the bar.

05:21 – Strategies for Being Visible in AI Search

The case for oversharing: why small details matter more than ever.

07:45 – Who’s Really Using AI Search (and Who Isn’t Yet)

Audience trends and why Gen Z adoption is accelerating.

09:15 – TikTok, Instagram & the Rise of Visual AI Search

How younger consumers discover local businesses on social platforms.

12:21 – How AI and Social Search Are Changing the Consumer Journey

Why exposure across platforms is forcing all age groups to adapt.

13:33 – From Search to Conversion: Closing the Gap

Practical examples of how AI-powered insights drive foot traffic.

15:42 – “Know Before You Go” and Why Small Details Matter

Quirks and features that tip the scales for customers.

17:31 – Where to Share Business Info: Website vs Social

Why your website must be the anchor, with social reinforcing the story.

20:01 – Why SEOs Must Become the Glue Across Teams

Collaboration between SEO, social, and ops is now essential.

21:21 – Key Takeaway: Embrace Information Overload

Celeste’s one-sentence advice for local brands in the AI era.