AI-driven Local Search Optimization | Interview with Kristoffer Mikkelson Miracco

Kristoffer Mikkelson Miracco, Head of Content & SEO at Markant is a holistic digital expert experienced in various fields of online marketing.

Kristoffer shared insights on leveraging AI-powered SERPs, why generative AI optimization will be critical for 2025, and how EV charging brands can refine their Google Maps presence to stay competitive. He also addressed the myth that local SEO is only relevant for brick-and-mortar businesses.

Q1: What’s an underused strategy in Local SEO that you think has enormous potential in 2025? 

With the rise of AI powered SERP, most notably in the form of Google's "AI Overviews", optimizing for generative AI models like GPT, Gemini or Copilot could provide you with a definitive advantage if leveraged correctly. More and more searches start and end on the search results page, with user journeys often (up to 50% in some cases) not including a click-through to a website at all. This is especially true for searches with informational search intent. And whereas this behaviour previously was attributed to Google's Knowledge Graph, going forward this behaviour will likely be influenced more by AI-powered elements like AI Overviews. 

This will mean that we, as SEO's, will have to not only optimize for users and search engines, but also for AI models. Of course, Google and others will insist on the adage that making users happy, makes the algorithm happy, but as SEO's we know that this is a truth with some modifications. We still have to make both the user happy and the algorithm happy, and which comes first is still hotly debated. So with new AI models influencing not only how we search, but where, GEO will need to be a priority for anyone that wants a competitive edge in 2025.


Q2: How do you see AI-powered search like Google's AI Overviews or SearchGPT changing the local search landscape next year? 

The impact of AI-powered search on local search will mean that optimizing your presence on SERP becomes even more vital. You can't rely on users to click through to your site or landing page to find information. They will become more accustomed to finding high-quality answers instantly, either through conversing with a service like GPT or through SERP. And eventually, it will become the expectation. 

This means that it is more important than ever to have a solid presence on the search results page itself, and use it as a point of conversion. It also means we have to optimize our websites specifically for AI (Generative Engine Optimization), making information readily available and digestible for the AI models to analyze, collate and present to users away from the context of SERP or your webpage.


Q3: With 2025 around the corner, what’s the top SEO trend EV Charging brands should be focusing on to improve their local visibility?

EV Charging brands should first focus on optimizing their Google Business Profile listings, and then Generative Engine Optimization which includes on-page optimization, but also SERP optimization and a focus on Google Maps. Google has already started rolling out generative AI for Google Maps, enabling highly specific queries like "places with a vintage vibe in SF", where Google's AI model will analyze nearby locations, looking at photos, ratings, reviews etc. and categorize the results into clothing stores, cafes, flea markets and so on.

For EV charging brands that already are highly dependent on a solid presence in Maps, this requires staying on top of updates, reviews, photos etc. and ensuring the accuracy of Google Business Profile listings.

Q4: Many EV brands are still finding their feet with digital strategy, what’s one common SEO myth they should stop following, and what’s the reality?

That only brick-and-mortar businesses need worry about local SEO. Local SEO entails optimizing on-site content, reviews, news, directions and GBP listings. All these are sources of valuable information that search engines are interested in, and strengthens brand visibility not just for local searches but overall. Even if you run a business that doesn't serve customers at a physical location, people are people. We prefer local businesses to distant ones. After all, if you are considering buying a service from two different companies, and both seem like equally good options, wouldn't you go for the local one?