How to Find Local Keywords That Do Not Trigger AI Overviews
To find local keywords that do not trigger AI Overviews, start with your real search terms, check AI Overview presence for each, and group them by intent. The pattern has been fairly stable so far. Direct local searches, such as "emergency plumber in Leeds" or "dentist near me", rarely show AI Overviews and usually show the map pack. Whitespark's May 2025 analysis found AI Overviews on 15% of direct local-intent searches, while local map results appeared on 93%. Informational local questions show AI Overviews 92% of the time, and mixed questions such as "do I need a lawyer after a car accident in Arizona?" 97% of the time. Use rank tracking tools that flag AI Overviews, confirm with spot checks from the right location, and recheck regularly, because coverage changes.
Which local searches trigger AI Overviews?
| Search type | Example | AI Overviews | What shows instead |
|---|---|---|---|
| Direct local intent | "personal injury lawyer Phoenix", "plumber near me" | Rare (about 15%) | Map pack and business listings (about 93%) |
| Informational | "how long does a roof replacement take" | Very common (about 92%) | AI Overview plus results |
| Mixed or hybrid | "should I hire a lawyer after a car accident in Arizona" | Almost always (about 97%) | AI Overview |
| Brand and navigational | "[business name] hours" | Varies | Business Profile panel |
Figures are from Whitespark's May 2025 study of 540 searches in three US cities (Houston, Phoenix and Denver). Coverage changes. Since late 2025 Google has shown AI-generated local packs, an AI Overview listing one or two businesses in place of the standard map pack, for some local searches (about 8% of keywords in one December 2025 tracker), so check your own keywords rather than assume.
How do you find the keywords?
- Pull your real search terms from Google Search Console queries and the search terms shown in your Business Profile's performance report.
- Add service and area combinations you want to rank for: each service with each town, plus "near me" and "open now" variants.
- Check AI Overview presence using a rank tracker or keyword tool that records AI Overviews as a search feature. Several major SEO tools do.
- Spot-check from the right place. AI Overviews vary by location, device and time. Check a sample in a private window with the location set to the town that matters.
- Classify each keyword as direct local, informational, mixed or branded.
- Record the result with the date, and recheck monthly.
How should you use the results?
Do not treat "no AI Overview" as the only goal. Use the split to decide where to put effort:
- Direct local keywords without AI Overviews: focus on the map pack and organic results. That means Business Profile completeness, reviews, service and area pages, and local links.
- Informational and mixed keywords with AI Overviews: aim to be the source cited. Publish clear answers with local detail, such as prices in your area, local regulations and typical timelines. Being cited builds recognition even when clicks fall.
- Keywords that switch back and forth: track both rankings and citations.
Informational content still matters for local businesses. Answers to local questions often shape which businesses people contact next. City-specific pages are covered in how to create city-specific service pages for local AI search visibility.
What caveats matter?
- Coverage changes. Semrush found the share of keywords showing AI Overviews rose from about 6% in January 2025 to about 25% in July, then fell to about 16% by November. A keyword without an AI Overview today may show one next month.
- Location matters. The same search can show an AI Overview in one city and not another.
- AI Mode is separate. Users who switch to AI Mode get an AI answer regardless.
- Other assistants do not care about AI Overviews. People ask ChatGPT, Gemini and Perplexity for local recommendations too, and those answers draw on profiles and reviews. Whether AI answers are replacing map packs is covered in whether AI results are replacing map packs in local search.
What might an illustrative analysis show?
Consider an illustrative roofing company in two towns. It pulls 180 search terms from Search Console and its Business Profile, and checks them in a rank tracker. "Roofer [town]", "roof repair near me" and "emergency roof repair [town]" show no AI Overview but a map pack. "How much does a new roof cost in [town]" and "can I claim roof storm damage on insurance" show AI Overviews citing national cost guides and an insurer. The company puts its Business Profile and reviews first for the direct searches. It then publishes a local roof cost guide with price ranges for its area, and a storm damage claims page. Two months later, it appears in the map pack more often, and its cost guide is cited in the AI Overview for one town's cost question.
What do people ask about local keywords and AI Overviews?
Why don't "near me" searches show AI Overviews?
Google usually shows the map pack for direct local searches, where the searcher wants a nearby business rather than an explanation.
Should local businesses stop writing informational content?
No. Aim to be cited in AI Overviews for local questions, which builds recognition and trust.
How often should we recheck AI Overview presence?
Monthly, and after major Google updates, since coverage changes.
Do these patterns apply outside the US?
Broadly, but AI Overview availability and coverage vary by country and language, so check your own market.
Published by The Kovmere Team · updated Sep 29, 2026 · More resources