Try this before you read on. Open ChatGPT or the AI answer in Google, and type what a customer would type: “Recommend a [what you do] in [your city].”
Read the answer. Are you there? Or are three competitors there, while you’re not mentioned at all?
For many Norwegian businesses, this is a slightly uncomfortable test to take. Not because they do a bad job – they may well be the best in town – but because they’ve never considered that there’s now a machine deciding who gets recommended. And if the machine doesn’t know you, you’re not in the answer.
The good news? This is actually easier to do something about for a local business than for the big players. Let me explain why.
Why local businesses have an advantage here
When people search for something local, they narrow down the competition for you at the same time. A customer asking “who can fix my website in Oslo” isn’t interested in an agency in Bangkok or Berlin. They want someone nearby. That means you’re not competing against the entire internet – you’re competing against a handful of others in the same area.
And here’s the thing: many of your local competitors haven’t realized the game has changed yet. They have a website that was built once a few years ago and now just sits there. They haven’t answered the questions customers ask. They haven’t cleaned up their Google profile in a long time. This is exactly where you can overtake them – not by spending more money, but by being a little more deliberate.
What an AI looks for when it recommends a local business
An AI that’s going to suggest someone in the local area is basically trying to do the same as a helpful neighbor: recommend someone it has reason to trust. It looks for clues.
Is there an up-to-date Google Business Profile with the right address, opening hours and services? That’s often the very first thing a machine checks for local questions. Do you have good reviews, and does anyone actually respond to them? Does the website clearly say where you’re located and what you do? Are you mentioned in local directories, industry listings or by other websites in the area?
The more of these signals that point to you, the more confident the machine becomes in saying your name. It’s not magic. It’s consistency.
The myth that “this only applies to the big players”
I often hear a version of: “We’re just a small business, this is probably mostly for the big chains.” It’s an understandable thought, but it’s wrong – and a little dangerous, because it makes people hold off on doing anything.
The truth is that AI search and local visibility are more democratic than traditional marketing. You can’t buy a good recommendation from an AI the same way you buy an ad. It’s earned – through clear information, genuine reviews and content that answers questions. That means a small, sharp local business can easily be preferred over a big, slow one. Size doesn’t help if the machine can’t find anything to latch on to.
Four things you can do, in order of priority
You don’t have to do everything at once. Start at the top and work your way down.
First: clean up your Google Business Profile.
Correct address, phone, opening hours, services and a few good photos. This is low-hanging fruit and counts for a lot in local searches and AI answers.
Next: ask for reviews – and respond to them.
Happy customers will usually say yes if you just ask. And when you respond to reviews, you show that there are real people behind the business.
Then: answer customers’ questions on your website.
What does it cost? How long does it take? Do you cover my area? Spell it out. It helps both the customer and the machine.
Finally: make sure your name shows up in other places.
Local directories, industry registers, partners. The more credible places that mention you, the more “real” you seem.
The key takeaway
The way people find local businesses is changing – from scrolling through a list to getting a recommendation handed to them. That may sound threatening, but for a business that acts now, it’s first and foremost an opportunity. Your competitors are still asleep on this. Whoever wakes up first becomes the default answer.
You don’t need to understand all the technology behind it. You just need to be the local business that’s easiest to recommend.
Frequently asked questions
How do I know if AI mentions me?
Test it yourself: ask an AI assistant for a recommendation in your industry and city, and see if you show up. Do it a few times with different wording.
Is Google Business Profile still important in 2026?
Very. For local searches and AI answers, an up-to-date business profile is often the single most important measure.
Does it cost money to be recommended by AI?
No. You earn the spot through visibility and credibility, not by paying for it.
How long does it take before I see an effect?
Some steps, like cleaning up your business profile, can make a difference fairly quickly. Building reviews and authority takes longer, but lasts.
We don't have time for this in-house – what do we do?
That's exactly what we help with. We take care of the practical side, so you can run your business.
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Writes about websites, security and visibility for Techspace. Questions about this article? Email us at post@techspace.no.
