What Google SGE means for local SEO results

Google’s Search Generative Experience (SGE) is changing the way search results are presented. Where organic local results were previously shown (in the form of clickable links or a Local Pack), AI-generated summaries now appear at the top of the page. This has direct implications for local SEO.

What exactly is Google SGE?

SGE is the AI layer that comes on top of regular search results. Google uses generative models to directly answer search queries. (1)

Answers often include links, context and recommendations even before traditional results come into view. For local searches, this means that Google not only lists businesses, but also offers suggestions, explanations and tailors choices to the user’s intent.

For example: instead of a list of dentists in Rotterdam, you see an AI summary of recommended practices, including reviews, location features and additional content.

The impact on local SEO

The introduction of SGE changes the playing field. Classic optimization for the Local Pack is not enough. Here are the main shifts:

• Fewer clicks to traditional Local Packs
  SGE takes up space visually. Users get their answer immediately, without scrolling through to local results.
• Other selection criteria
  The businesses included in SGE are not necessarily the same as in the Local Pack. Google dynamically selects based on relevance, content and reputation.
• Increase in branding within context
  Instead of just being listed, companies can become part of AI summaries. This requires other forms of content optimization.

Those who want to remain highly findable locally must understand how content and business information gets into this AI layer and how to positively influence it.

How to optimize for SGE in local context?

SGE relies heavily on what is known about your company, both on your own site and on external sources. The following elements are crucial:

Structural content on local services
Describe what you do locally, who you serve, and what sets you apart. No vague landing pages with just “SEO Amsterdam,” but concrete information about location, offerings and expertise.

Strong Google Company Profile (GBP)
Make sure your GBP is fully populated, stays current and has regular updates. Add relevant categories, keep reviews current and ensure consistent NAP information (name, address, phone number). (2)

External content and authority
Google relies on more than just your own sources. Create mentions on local websites, local media or platforms with thematic relevance. The more often your company name appears in qualitative context, the more likely you are to be included in AI summaries.

Think beyond the Local Pack

Optimizing for local SEO in 2025 doesn’t just mean being visible on Maps or in the 3-pack. Therefore, I make sure my local content fits within the information network from which Google draws its summaries.

This requires content that fully covers the search intent, with clear local signals. Also provide technical optimization with structured data (LocalBusiness, Organization). (3)

Authority at the domain and page level within your region is also important. It’s not just about keywords, but semantically strongly positioned entities.

Optimize location listing and entity structure

To remain visible within the SGE results as a local entity, it becomes essential that your location data is semantically correctly embedded. Structured Data via schema.org (LocalBusiness, PostalAddress) helps, but so does your Google Company Profile, local listings and linking your entity to Google Knowledge Graph.

Pay particular attention to consistency between sources: different spellings of your address can lead to noise in the AI representation.

Monitoring and adjustment

The performance of your local findability under SGE is harder to measure through traditional SEO tools. Pay attention to signals such as local traffic, clicks through your business profile and mentions in AI snippets.

In addition, use Search Console and local rank tracking to recognize patterns and spot changes in visibility in time.

Summary

SGE is changing local SEO from positioning in a list to positioning in a running story.

Anyone who wants to stay visible locally needs to be more than a pin on the map. That’s why I align my SEO approach with content and development planning from the beginning, so that everything fits together. This keeps you relevant within the context Google outlines for the user. That requires current, substantive and reliable information on multiple fronts.

By properly combining local content, technical structure and external visibility, you strengthen your position in an AI-driven search environment.