The advent of artificial intelligence has radically transformed the way users interact with information. Tools such as ChatGPT promised to completely change the search paradigm from keywords to natural conversations.
However, recent data show something surprising: search habits have not changed as much as expected.
In this article, we look at how users search for local services on ChatGPT, what this means for the Local SEO and how to adapt your strategy to take advantage of this trend.
The myth of conversational search
For years, digital marketing experts have claimed that the future of SEO would be completely conversational. The idea was that users would stop typing terms like:
- “dentist Madrid”
- “aesthetic clinic nearby”.”
To move on to longer consultations such as:
- “What is the best dentist in Madrid with good reviews and affordable prices?”
But the reality is different.
The truth: we still use keywords
A recent study reveals that:
- 75% of users still use keywords
- Searches are short, direct and efficient
- The behaviour is similar to that of Google
This shows that search habits are deeply entrenched.
Why users keep using keywords
Speed and efficiency
Writing “dentista Madrid centro” is faster than writing a complete sentence.
The AI already understands the context, so users do not need to explain themselves too much.
2. Custom (and user psychology)
For more than 20 years, search engines have trained users to think in keywords.
Changing that habit does not happen overnight.
3. Sufficient results
If a short search already delivers good results, there is no incentive to complicate it.
ChatGPT is not as conversational as you think it is
One of the most interesting findings of the study is that:
- The 45% of the searches are of a single prompt
This means that almost half of the users:
- They do not ask additional questions
- They do not refine the search
- They do not interact with AI
Average interaction
- Average: 2.1 prompts per search
This confirms that:
ChatGPT is used more as a search engine than as a conversational assistant in local contexts.
Local SEO in the age of AI (GEO)
This is where a key concept comes in:
Generative Engine Optimisation (GEO)
GEO is the evolution of SEO adapted to AI engines.
But there is one big conclusion:
👉 Traditional SEO is still essential
What this means for your SEO strategy
1. Keywords remain essential
Even if we are in the age of AI:
- Keyword research remains key
- Transactional searches remain short
- Local keywords continue to dominate
Examples of effective keywords
- dentist in Madrid
- aesthetic clinic Madrid
- physiotherapist nearby
- cheap dermatologist Madrid
2. Local optimisation remains critical
ChatGPT is based on web data (often from Bing), which is why you need it:
- Presence in directories
- Optimised content
- Clear and structured information
3. Clear and quotable content
AI models prioritise:
- Structured information
- Reliable content
- Verifiable data
This means that your content must be:
✔ Of course
✔ Direct
✔ Authoritative
4. Importance of search intent
Not all searches are the same.
Types of intention
- Informational: “what is a dental implant”.”
- Transactional: “dental implant Madrid price”.”
In local searches, transactional intent dominates.
Most impacted sectors
The study focused on sectors such as:
- Health
- Aesthetics
- Local services
Examples:
- Dentists
- Dermatologists
- Botox clinics
These sectors have something in common:
High immediate purchase intent
How to adapt your SEO strategy in 2026
Practical step-by-step strategy
1. Maintain keyword research
Don't abandon tools such as:
- Google Keyword Planner
- SEMrush
- Ahrefs
2. Optimise for local search
It includes:
- City
- Neighbourhood
- Postcode
3. Improve your online authority
The AI relies on:
- Reviews
- Mentions
- Links
4. Use structured data
Implements schema markup:
- LocalBusiness
- Reviews
- FAQs
5. Create targeted content
Avoid generic content.
Better:
- “Best dentist in Madrid centre in 2026”.”
- “Botox price in Madrid: a complete guide”.”
The future of SEO with AI
Although today users use keywords, this could change.
Influencing factors:
- Increased adoption of AI
- Better conversational experience
- New digital habits
But for now:
👉 Traditional SEO is more alive than ever
Conclusion
The study debunks one of the great myths of digital marketing:
❌ “Keywords are dead”.”
✅ Reality: remain fundamental
Users:
- They are looking for fast
- They use short terms
- They want immediate results
For local businesses, this means:
Not reinventing everything, but evolving what already works.
Final summary (SEO key)
- 75% uses keywords
- 45% does not converse with AI
- Average of 2.1 interactions
- Traditional SEO is still in force
- GEO complements, not replaces
