Google just unveiled its boldest moves yet at Google I/O and Google Marketing Live 2025. If you’re a local business owner, the changes go beyond hype. AI is no longer just a buzzword. It’s at the core of how your customers discover, evaluate, and choose who to do business with.
At Scorpion, we’ve been building for this moment. Our teams have long predicted this shift, and our strategies already reflect what Google is now rolling out. Here's what you need to know about the AI-powered future of search, and how Scorpion is helping clients stay ahead of it.
1. Search is Now a Conversation, Not Just Keywords
Google’s AI Overviews now appear at the top of search results, summarizing answers to full questions rather than keyword phrases. Instead of typing “HVAC repair,” users might ask, “Who’s the best HVAC company near me for same-day furnace repair?”
What This Means: If your website content doesn’t sound like how people speak, it won’t rank. Businesses must write for people first—using natural, helpful, question-driven language.
“AI Overviews might feel like a big change, and it is, but this is where SEO has been heading for years. It's why we have been hyper-focused on creating content that’s conversational, educational, and genuinely helpful—because that’s what performs. It's what will continue to perform.”
— Megan Ramirez, Product Owner, SEO & Ranking Strategy
2. Your Website and First-Party Data Are Now AI Fuel
Google’s new AI-powered ad systems—like AI Max and keywordless targeting—rely heavily on data. That includes the content on your website, and the first-party data (match lists, lead values, etc.) you feed into the ad platform.
What This Means: Your website and your data aren’t just supporting tools—they’re the foundation. The better your inputs, the better your AI-powered outputs.
“With Google’s AI Max and keywordless targeting, it’s all about giving Google the right source material. Your website. Your first-party data. That’s what their system is learning from.”
— Ashlie Kim, Product Owner, Advertising
3. Local Services Ads Are Getting Smarter (and Stricter)
Google has updated its LSA terms to allow for AI-driven call analysis and responsiveness scoring—both of which can now affect your LSA ranking. They’re also testing new placements and smarter callouts.
What This Means: It’s more important than ever to respond quickly, maintain accurate profiles, and let AI work in your favor. Fortunately, Scorpion clients are already covered.
“Google’s updates are all about making LSAs smarter and more efficient. The good news is, for Scorpion clients, we’re already handling these changes behind the scenes.”
— Caitlin Dapello, Product Owner, LSA
4. Relevance Matters More Than Visual Design
As AI begins answering more questions directly in search, users often don’t even click into websites. That means visual design, while still important, now takes a back seat to clarity and content relevance.
What This Means: Your site must clearly communicate services, value, and answers—up front. Design should support, not overshadow, information.
“People aren’t talking to Google like a search engine anymore—they’re treating it like a person. So our websites can’t sound robotic. The businesses that win are the ones that answer real questions in a natural way.”
— Nicolette Wright, Product Owner, Website Development & Landing Page AI
5. Reviews, Reputation, and Listings Are Now Fully Integrated
Google’s AI pulls in sentiment from reviews, responses, business blurbs, and listing info to shape the AI Overview. That means disconnected or unmanaged pieces can hurt your visibility.
What This Means: Reputation, SEO, and business listings need to work in sync. Your review responses, accuracy, and update frequency all play a role in how you rank.
“Ads and SEO get you found—but reviews close the deal. Reputation, SEO, and listings aren’t siloed—they power each other like gears in the same machine.” — Julie Kennedy, Product Owner, Reviews & Reputation
Final Takeaway: You’re Already Ahead If You’re with Scorpion
These changes may sound intimidating, but they’re not new to us. Scorpion has been preparing for an AI-driven world for years. Our content strategy, ad system integrations, and SEO foundations are already built to serve the new rules Google is setting.
Want to know how your current strategy stacks up in this new AI world? Let’s talk.
