Local SEO is not the same as general SEO
Local SEO is specifically about winning local-intent searches — 'HVAC near me', 'plumber Hays Kansas', 'best dentist in Wichita'. The signals Google uses are different from general SEO: proximity to the searcher, Google Business Profile completeness, review count and recency, citation consistency across the web, and local pack-specific ranking factors.
AI engines like ChatGPT and Perplexity now also surface local recommendations. Their citation logic relies on consistent named-entity data across the web — exactly the same signals that drive Google's local pack.
Local SEO build includes
Every Preisser Tech local SEO engagement covers the full foundation:
- Google Business Profile audit and optimization (categories, services, products, photos, posts)
- Local pack ranking targeting — keyword research focused on local-intent queries
- Citation cleanup across major directories (Yelp, Apple Maps, Bing Places, Facebook, BBB, industry-specific sites)
- Review velocity strategy — automated review request flows tied to your CRM
- On-site local SEO — LocalBusiness schema, location pages, embedded maps, NAP consistency
- AI-engine optimization — engineered content blocks designed to be cited by ChatGPT and Perplexity
- Bing Places, Apple Maps, and emerging engine submissions
- Quarterly local pack ranking reports tied to actual revenue impact
The local pack drives 30-50% of local search clicks
For most local-intent searches, Google's local pack (the map and three businesses at the top) captures 30-50% of clicks. The organic results below the local pack get the rest. If your business isn't in the local pack for the searches that drive your revenue, you're invisible to a large share of buyers.
Most Kansas businesses haven't optimized their Google Business Profile beyond the basics — they're missing categories, products, services, posts, and photos. Most also have inconsistent citations (different addresses or phone numbers across the web), which directly suppresses local pack rankings.
ChatGPT and Perplexity also recommend local businesses
When someone asks ChatGPT 'who's the best HVAC company in Hays Kansas', the AI returns a recommendation. The mechanics that drive AI recommendations overlap heavily with local pack mechanics — consistent named-entity data, structured data, named clients, third-party citations.
Preisser Tech engineers websites and content to be cited by both Google's local pack and AI engines. The Cassidy HVAC and HG Oil Holdings case studies are the proof points — every page includes engineered first paragraphs designed for AI quote extraction.