By Kevin Potter · 20 February 2026, 97% of customers search online before hiring a local business. If you're not on page one, you're invisible. Here's what changed in 2026 and what to do about it.
By Kevin Potter · Potter Gold Digital
Industry research shows 97% of consumers now go online to find local services. Businesses on page one of Google receive 95% of all clicks. If you're on page two, you might as well not exist.
In 2026, it's not just Google's blue links. Google AI Overviews appear in nearly half of all UK searches. Customers are also asking ChatGPT, Siri and Alexa for recommendations, which is why AI search optimisation (GEO) has become essential alongside local SEO.
When someone types "painter in Leeds" or "emergency plumber Birmingham" into Google, local SEO determines which businesses appear at the top. It involves optimising your Google Business Profile, building local citations, targeting "near me" keywords, and making sure your website converts visitors into enquiries.
Just 5 customers a day searching for your trade = 150 potential customers a month calling your competitors. At an average job value of £500, that's £75,000 a month in potential revenue you're missing. Even capturing 10% means £7,500 extra per month.
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Near me searches show clear buying intent, since the person is actively looking to hire right now.
General searches often come from people still researching rather than ready to book.
The large majority happen on mobile phones, often while the person is dealing with the problem directly.
This makes a fast-loading, mobile-friendly website essential for capturing the enquiry.
Distance, category relevance and prominence, which includes reviews, are the three main ranking factors.
A business does not need to be the closest to rank first if its prominence signals are stronger.