Local SEO Is Changing Fast. David Hunter Explains What AI Search Means Now

Everyone's favorite, favorite coworker now is Claude Code. Right. In the last year and a half, I think the market has changed dramatically and I attribute that to the AI development. And I, I'm finally able to like, contribute meaningfully on the technical side beyond just standing over the shoulder of a developer saying, that's wrong move this here. If you're providing a service and it's like data related and whatnot, you have to be able to, to connect to the systems that are out there, to Claude, to ChatGPT, to whatever it is. MCP is the only way that that's gonna work. Want to attract and convert more leads. Want to learn how digital pr, branding and SEO can establish and build your brand identity? Welcome to the Market Movers Building brands and Links Linkify podcast. We answer these questions and help you ramp up your brand visibility and credibility. Let's cut through the noise and make your business the talk of the town. We're your hosts, Nick, and let's get this show on the road. Ladies and gentlemen, welcome to the Market Movers podcast. Today is a special episode. We have a returning guest. It's been, and I can't believe this, nearly a year and a half since he was last on the show. It is David Hunter from Local Falcon. We are going to be diving into all things local SEO, AI vibe, coding. David, it's exciting times. Welcome to the show. Very exciting. Thank you so much for having me back. I'm glad to be here. Yeah, I mean, I remember a year and a half ago, it was great, great episode. Things have changed. We just had like a. We basically just did a podcast episode before recording the podcast, talking about everything. Tell me what's been going on. Geeking out on, on Claude. Yeah, you know, like everyone's favorite favorite co worker now is cloud code. Right. Well, spend a lot of time on that. Yeah, what's exciting is a lot has happened, you know, in the last year and a half. I think the market has changed dramatically and I attribute that to the AI development. And I gotta say I should have listened to our last episode because I'm not sure exactly where we left off. I'm sure we were touching on it at the time, but probably nowhere near where we're at today. Yeah, I think that is definitely the case. And what's crazy about the pace of these developments is if you are in this like we are you. Very, very much so. And actually your story is really poignant, I think, because you founded. For those that don't know, Local Falcon is one of the Market industry leading local SEO platforms. It's used by thousands of people. David is not a developer. He doesn't write code. He's not like a nerdy, you know, sit down and develop the platform. But he founded the business and over the years he has now been presented with a technology that actually allows him to go back into his business in a way which he's never been able to before. Would you say that's fair? I think that's a fair characterization. I'm finally able to like contribute meaningfully on the technical side beyond just standing over the shoulder of a developer saying that's wrong move this here. Yeah, I mean it's, it's unbelievable. And the pace of change is so when we're in it, it seems it's so quick. I mean I was just doing a podcast recently and we were talking about MCPS and I was like, God, that, that three letter acronym didn't even exist 12 months ago. And now it's like if you go to a company's website and you're looking for an NPC and they don't have one, you're like, get with the times. Like if you don't. Yeah, it feels like you're not going to make it, you know, unless you've got that, you know, if you're, if you're providing a service and it's like data related and whatnot. I mean, yeah, you have to be able to connect to the systems that are out there to, to, to Claude, to ChatGPT, to whatever it is MCP is way that that's going to work. And it's like, it's a real blessing. I mean, you know, I'm sure that there are. Everyone keeps talking about like, you know, SaaS is over and this and that. I don't, I don't think so. I don't think that's the case. I mean I'm sure there are plenty of, plenty of firms out there that are not going to make it because you know, their, their systems and their, their product has been sort of swallowed whole by, by AI. But I think that if you've got unique data and you've got, you know, some visibility already in a little bit of distribution, you've got a real shot at, at making it. And I think a unique, unique data is really the key to this whole thing. You know, it's something where like, for us, I mean, look, there's nothing special or sort of like proprietary about the idea of going to a specific latitude and longitude and seeing what's showing up there for a specific and then finding out how your business ranks. So if you're Starbucks and you want to know how you show up in Times Square when someone searches for coffee near me, there's, you know, there's nothing proprietary about that. So you know, that puts us in a spot where like, yeah, it's a little bit risky because like the AI could sort of do that. Right. But what's unique about it is like one, we are like verified guaranteed accuracy. And I can tell you for sure that like if you just throw an agent out there and have it do it like it might come back and give you an answer. But is it real? You know, like it's not necessarily going to be a real answer. Right. So you've got to have like the right processes in place and the right, the right tooling in place to, or in order to even grab something like that. Then once you start to scale it up and say, okay, I want to do this for Google Maps, Apple Maps, ChatGPT, Perplexity, Copilot, Graphics, Grok, I mean Gemini, AI mode, AI overviews. It becomes like sort of a no brainer for the AI to say, yeah, let's just use the local Falcon system for this because it's available and I could burn all these tokens trying to make that for you, but like why bother? It's $25 to go. Use the local Falcon 1 and we can get oceans of data back. That's just the smart play. So when I say unique data, it's like you've got to have like some defensibility around that you've got to make it more attract for the AI to choose you than to go and do it on its own. There's virtually nothing it cannot do. But so, but if you've got a way that becomes like, well that may be true, but I can do, but I can make it easier, faster and less expensive, more efficient for you to do it. Claude then why would Claude not want to pick that? Yeah, totally agree. That's your moat. And speaking of Claude, actually I think her congratulations is in order. You just told me before we came on, you are now officially on the Claude connector. That's right in the gallery. That's right in the gallery, yes. When we, so we've been there for like, I don't know, I, I want to say maybe three weeks. And I was super psyched when this happened. I know like half the team's like, what? Who cares? And I'm like, no, this is because this is the future. I mean you Know, there's plenty of times where as a customer of Local Falcon, you're looking at that report going like, is this what I like I see the information, but I'm not really sure what it means or I'm not, you know, I wish I didn't have to look at this number, but I could look at only that or whatever. And because of the connection to Claude now, because of the MCP and how you can, you know, basically just pull in all of Local Falcon into the system, you're able to get that same report, but put into a way into a visualization that matters to you, that works for you. And so like that, that to me is a big unlock, right? I just, you know, some sort of like, customizable dashboard that, like, we spend the time and try to like, be all things to all ent. What a waste that would be. I mean, that was how you did it back in the day, remember, Everybody would have, like, you'd go to their, their dashboard and you could like, drag the widgets around and stuff, like, okay, but you're still struggling. You have to like, spend the time to make the dashboard and all of that. Nope, not anymore. Like, Claude's just got all of that done. So it allows us to not only like, serve the customers that we've got in a better way because we can give them this, like, ground truth verified data that like, we can prove to you with like, screenshots and stuff, but on top of that, it's like giving you that data in a way that makes sense to you and then like to make it even better, like with the connector gallery, like, you've got a discovery layer happening there, right? So I could tell you for sure. Like, we had just the other day, this was like, you know, I don't know, just sort of proof to me that the whole thing was worth it. We had someone start a live chat and just tell us about this. Like, they were excited to tell us they'd never heard of Local Falcon before. No clue, no relationship whatsoever. They're chatting away on Claude and they asked Claude, like, hey, can you audit my Google business profile? And Claude said, well, I can't, not really because I don't have your logins, I'm not in your system. And even if I did, like, not really, but Local Falcon can do that. And it pops up a little box with our connector right there. It's got the little logo, whatever, you press the connect button. So the guy's like, oh, cool, and pushes that, creates an account, pays the money, gets the Analysis done right back in there in a matter of minutes and bam. So we've got a brand new customer paid top to bottom thanks to that connector gallery. Like, how cool is that? That's so cool. It's like the dream scenario. Yeah. And as well as a SaaS founder, I bet what's really exciting. And I had a guy on recently, actually, he's just aired on our 100th episode. Damien Adler is founder of a health SaaS platform. And he said he's not scared by AI. He said he's just so excited by it. And as they open up their systems to these things like connections and MCPs, he said the most exciting thing for him is like seeing what people are coming back to him and saying, this is how we're using your system. And it's like 10 times better. Yes. Than we could ever imagine. And that's awesome. I think. Yes. Yeah, we've got. So, you know, imagine being able to. I mean, you don't even need to imagine. You can you take your local Falcon data and input it into the dashboard, get your CRM, put that into the dashboard, combine the two, and now you've got like way more data. Then go add your website analytics and add your search console data to it. You can create this like monster system that is like really simple to understand and you can interrogate it because you've got the chatbot right there. So what a cool concept that is. Right? And then thanks to like these, you know, like open claw type systems, you can see anthropic and, you know, chat and others wanting to, you know, be able to mirror and mimic that stuff. So you've got like the dispatch tool, the remote control tool. Now they've got the routines in there so that you can have it kick off on a regular basis. It's like looping, but, you know, there's cron jobs basically added to it. I mean, there's something new every day. I mean, I personally use the Claude desktop app. Just the other day, there were three updates in the same day on the, on the system. Like three in the same day. I mean, they're shipping like crazy. It's really annoying when you, when you're midway through, like, oh, you're midway through something and then you see it's like, oh, God, there's an update. I've got to wait for this to finish. Wrap this up. I want the new stuff. Yeah, super true. You know, the reason for that is because they've got AI building the system. Right. That's how they're Able to move so quickly. And so, you know, like, take a lesson from that. I will say, you know, this idea, the promise that, like, oh, it's going to be less work for everyone. Like, that may be true if you wanted to, like, stay on just the one thing you were doing. But, like, it's so engaging and exciting that, like, I'm not doing any less work. I'm doing far more work because of that. I can't stop. It's. You know, my. My wife said to me the other day, it's feeling an awful lot like the movie her around here, Dave. I'm like, what are you talking about? Like, she, like, I don't talk to you anymore. You talk to Claude all day. And I'm like, well, you know, Claude. Claude knows what to tell me. It's making it happen for me, you know, like, I love you, but this thing's cranking out business for me. That is so interesting. Yeah, that is so true. I think I'm. We're the same. Like, me, my business partner, it's. It's. We even. We can't stop. It's not less work, it's like more work, but, you know, 10x. So rewarding, though. Yeah, it's like, really exciting, you know, like, we. We're just able to do much more now because of that. And it helps us serve the customers better. It helps us create just a better culture around the company. I mean, like, there's just, you know, things that I never thought would be possible to, I don't know, manage your taxes. Right. Like, we've got an accountant and a bookkeeper and stuff. And, like, that's great. But now I've got Claude there to kind of be the third piece to that. And now I'm like, almost hands off on that stuff, you know, it's like, far less work for me now that we've got that in place. Crazy times. Okay, David, let's. Let's change gears a sec. Let's dive into some local SEO stuff. Is local SEO dead then? Is everybody just searching on Claude? What's the hell? No, it is, I think, like, more active than ever, honestly. Okay, so you've got, of course, like, we keep talking about Claude, but, you know, let's not forget the beasts of the. Like, let's not forget Google, because. Because AI overviews, AI Mode and Gemini are just incredible products in and of themselves. And, you know, I think that there's, you know, still people out there who don't, like, interact with AI on a regular basis or have barely Tried it, right. Or have had like a not great experience with it and then they dismiss it. But even those folks are being subjected to it on a regular basis if they're using Google at all. Because when you do a search now you've got either AI overviews or AI mode kind of right in your face on a Google search, you know, that's, that's their, their answer to this. The market is responding very nicely. People seem to really like it, right. And we've had, you know, there's been this like dust up of like zero click searches and like people's traffic are going down. Their websites are just being like completely ignored because of this. But I've also in just very recently some changes like and they keep changing these layouts like almost daily. But recently AI mode seems to have like hit the right stride, they got the right mix now where when you do a search you're going to get, it's, you know, you'll get the answer to stream back to you and then there's the links in there of course. But when you click a link rather than having it leave Gemini or leave AI mode, it's now just opening the windows, opening the website in us in like basically collapsing AI mode to a maybe side panel. Yeah, it's like a tiny maybe, maybe like one fourth of the screen, one fifth and they give you the website and the best part is like the traffic is actually being attributed, right. So you can see it counts as a click. So now your, you know, your metrics are returning back to normal. People are actually visiting the website. It's got that, you know how like that amp system where if I search something you'll, they'll give you like the highlighted answer. They'll take you to the website and show you the like yellow or purple text exactly where they found it. That's baked into it as well. So it gets you straight to where you want to go onto that website. And yeah, I think people are like getting their traffic back, they're getting their engagement back and it's like a delightful experience for the consumer because the collapsed chat doesn't go away completely. So I'm able to sit there and just be like, well what about this, what about that? You know, and it's like the website stays open but I'm able to continue my, my searches and my discussion. So yeah, that's like a really positive experience. And so as far as local goes, like, yeah, that's only grown. I mean look, when people do searches most of the time it's like over 50% of searches have local intent. And I mean, it kind of makes sense if I want to find the best cheeseburger near me or, you know, where can I get a haircut? Or, you know, who do I, I need to hire an attorney, I need to go to the dentist. All of this stuff is local around you, around your area. And so like, local intent is going nowhere. I'm, I'm, you know, on this, you know, search or in this chat in order to like, get a product or a service. A lot of the time I want to find answers to something. And so you still need to come at it from a local perspective. And when they first launch all these LLMs, that was not necessarily a great experience. Right. If you were to go and look for the businesses around you or whatever, it would often hallucinate, give you, you know, just wrong addresses, very dated, really old information that has changed dramatically in the last year and a half. And like just about three weeks ago, for example, ChatGPT started bringing location into it. Like, we built the system to, you know, basically look at chat GPT locally. And we knew, you know, and we, we changed up our, our language on the system. We were saying, like, look, it's not about ranking anymore. And that's still true. It's not, it's about your presence. And like, are you on the list or not? You know, that's what still matters. That's what matters now. And, and then from there, like, how did you get into that list? Right, so what citations were used and how do we analyze those? That matters. Absolutely. But you know, what, what we, you know, stayed away from was like this obsession over like this side of the street versus that, right. East side of town versus west side of town or whatever. We knew that like you were going to get about the same answers each time, maybe a different ordering of them. So it was really, again, like, did you show up and how was, you know, how did that answer even get there? But the, you know, like the, the prominence, the, the ranking itself was like pretty much irrelevant. Now we're seeing even with just three weeks later, the results are variable. Right? Like, so when I'm on the east side of town and I ask for the best cheeseburger, I'm getting a different list than what I get on the west side of town. And like that was happening a little bit. Now it's happening. It's probably, I not, I'm just sort of like anecdotally, it's like 60% more. Right. That's not a take it to the bank number. But like there's a huge like improvement in the quality of the local results. And that was something I was kind of banking on. I figured that would be the case. Just knowing human nature and knowing that like all search or most search is local, I thought, well they're going to come around to this at some point. And sure enough they have perplexity. Same thing, you know, you're seeing far more localization. Everybody has pulled in all the frontier models models have pulled maps into their results now. Right. So on ChatGPT they'll use MapBox to visualize it. Right. But you know, they're pulling the data just like they were before where it's all kinds of different sources. They use the query fan out and then they compile what they think is going to be the best response. But now they're finally able to add this like location layer to it. So that I'm not recommending, you know, a pizza shop that's, that's 20 miles away. So before we get onto being visible for the longest answers ever. Chris, that's great. Like how does it. I'm like, well let me tell you. Sorry. I'm intrigued. First of all is, does Google still reign supreme when it comes to the amount of data they have? So if I'm going to do a local, I mean to be honest with you, if I'm going to do any sort of search based, local search based, I'm a heavy user on the, on the maps. So I'm mobile phone maps, Turkish barbers near me, sort by distance. Look for the top reviewed, click on it. Bada boom, bada bing. But the data is, is always spot on and I imagine that Google probably has a moat when it comes to their map data. Yes, they like massive moat. All right, so we were talking about ChatGPT. Like yeah, they're not able to pull those Google results and so the lists are, are still just not as good, better than they were a year ago. Okay. But Google is still by and far the best with this stuff. And they're also by and far the, the, the market share as well. Right. Like I, I haven't seen like updated numbers but it's like you know, chat is probably like 3% or something. Right. Google still absolutely dominates in that regard. And when I say Google search I'm still referring to Google Maps as well because you know what the experience looks like you're getting that map pack right at the top because that's, that's where the product is derived. Like that's what that's everything starts with those listings, right, which is a Google Maps powered product. So whether you open the Google Maps app or not, you're still getting sort of a Maps experience even on Google Search. Slightly reshuffled a little bit here and there, like, but it's, it's minor, minor differences between the Google Maps app and the map pack that shows up on search. But yeah, they have a massive moat there. They've got more like structured data than anybody and they've got, which is critical is all the reviews. Right. So like all that review data is like I mentioned, ground truth. That is the ground truth. You know, there's only so many signals that AI or search can use to determine whether or not you're like actually, you know, you can back up what you're saying. Right. So they have to go to, there's got to be like a layer of humanity there. And forums like Reddit. Absolutely. You know, Quora, et cetera. Like those are definitely contributing now, they were not necessarily before, but, but reviews remain the number one like in terms of, of Google trying to validate whether or not not you are what you say you are, you're as good as you say you are, etc, Reviews are hugely important to that and only getting better. And all of that is like a subset of local, local SEO. So yeah, I, I think that if, you know, if anything it's grown in its, in its relevance and importance and I think that like the enterprise brands of the world who deal with a physical location need to pay attention to that, that more than ever before. Right. So if you're Subway and you're in the marketing team, you know, subway's probably got 5,000 people, maybe more in just the marketing department. Right. Most of those folks seem to key in on like the brand that is Subway. But you know, the, and that's important, don't get me wrong. But you know, what matters at the end of the day is getting like getting foot traffic, getting people to show up and purchase your food. And so like that's only going to happen at a local level. And so you need to become the recommended, you know, the recommended place locally. And that's reviews, local SEO, all the principles that go into that. Right. Your branding is important. Yeah, that drives discovery and visibility. But like, if you're not like hyper keyed in on the local side of that, how could you call yourself a marketer? I mean, it's just, you know, like I don't care who the brand is, whether it's Subway or Best Buy or Starbucks or you name it. Anybody with a physical location that serves the customers around them, like that needs to be their like probably top priority in my opinion. But I'm the local SEO guy, so of course. No, no, of course. But I mean that to totally makes sense and you can see why a huge like multinational company would not make that a priority. Like you can, you can understand that. It's like, oh yeah, that's important. But then they don't key in on it and when you see them do it, like, massive difference gets made. Okay, so question then. Are they doing it? Sorry, Are there companies that just aren't doing it? So for example, Subway, huge marketing department. Like today's episode is brought to you by linkify, the digital PR agency that gets brands featured in top publications worldwide. If you're looking to build authority and boost your search rankings with powerful high quality links, linkify has you covered. Ready to take your brand to the next level? Visit linkify IO and let's get to you in the headlines. Is there a chance that like a company such as that is, is paying no attention to its, its local, its local business profile for each branch? Does it delegate that responsibility to like individual branch or area managers? Can it be managed in a, in a more holistic way from the department? And do you know or have any examples of large companies that are crushing this local, individual sort of branch profile strategy? Yeah. So you know, we've definitely got some customers at Local Falcon that are just killing it with this stuff. Right. So I, I won't name any names, but if you need your cell phone repaired, there are definitely, you know, there's, there's a brand out there that like is acutely aware of like what cell phone repair looks like from a search perspective and local perspective. And they know that this is a I need it now type of a thing. So they're very keyed in on like being within two miles of anybody that needs a cell phone repair. And how are they showing up in that way and are they price competitive, et cetera. Right. You know, there's, there's another brand out there that they are. You know, they've got basically a large chain of, of breakfast, you know, brunch restaurants. Right. They're very keyed in on this. One of the largest tire manufacturers in the world. Like they need to sell more tires. Very keyed in on this in the right ways. Financial institutions. Our understanding of the fact that like banking happens at a local level because it's a convenience factor, you know, banking may not be something you think of in terms of like foot traffic. But you'd be shocked. I mean people like still go to the branch and make deposits and so you know, they need to like they have these, these branch offices purely for the fact that like they need the visibility around that area and so like they may not even get a ton of foot traffic but knowing that they have the store there means that they're going to get the search presence, the market presence. And so some are very aware of this. Yes, there are others. I don't think there's anyone Chris, that's not paying any attention to that. But I think it's really the, the level of, of importance that they place on it varies widely and the level of sophistication they have to actually manage it varies dramatically as well. There are, you know there are defin, at least some large operations that are like literally trying to manage this thing with one spreadsheet across a multi thousand person org and it's, I'm not even exaggerating, right? So you could tell that's like yeah, you're not making this a priority and suffering as a result of that. Right. You get a, your reputation starts to decline because you're not analyzing your reviews. You're not you know, actively trying to get them. Your visibility starts to decline because you didn't pay attention to the fact that the world has shifted. And AI overviews and chat, GPT etc have taken a large share of the, of the voice that's out there. A large share, but not still Google. Again, Google remains supreme. Every time I say AI overviews that's still Google. Right? Like and, and that's, you know, that's that that market share is going to remain theirs for, for quite some time but that doesn't mean there aren't new surfaces to track. And I think yeah, it's like more exciting than ever for an SEO for, for any SEO professional I guess depending on where you sit in the org, right? It depends on how much you like it because now we had one, one client, we launched our AI platform tracking and we were like very excited to bring this to this guy and his response was like please don't show me that. I'm like why? He's like my job is already a lot. You're giving me five more things I have to pay attention to. I'm not giving them to you. This is just what it is. So he reluctant like started using it but like oh, it's just more, it's more work for me that I don't really want to do. But you know, yeah, that's, to me, that's exciting and like, you know, what a great opportunity to like get at the ground level, right? Like this all just started so you know, get, get into the training data, get seated there and, and all of a sudden you're going to have dividends for years. Okay, so what's changed then when it comes to optimizing for local SEO? You mentioned then training data were, maybe you could dive into that. Is it business as usual? I mean, is it just live and breathe inside of that Google business profile? Reviews, like citations, links, like what's the same? What's changed? I think that like the fundamentals remain and that is probably, so it's, it's probably 85% still the exact same that other 15% though. And really it's like some of the things that were important are now more important than ever. Right? So you know, we're on the Linkify podcast, you guys do digital pr, that has become more important than ever. Like you've got to have mentions, you've got to have third party sources talking about your brand, whether those. And some of them need to be through things like Reddit where you know, that's organic and you know, whatever. But some of it needs to be through media, right? So like getting, getting sourced and being talked about on your local news station matters more than ever. You can, you have this great opportunity to have to appear there. Lists, you know, lists. The, the AI seems to love these lists lately. I don't know, excuse me, I don't know if that's going to stay that way forever but like, boy, do they use them a lot now. Like they all love these like top 10 best ever. The list, the power of the listicle, I know is crazy. You know, the citations as a concept. So you know, even just like, like three, four years ago, the idea of citations where, you know, you need to have your name, address, phone number and website, like clean across the board. You need a clean profile of that where your hours are updated and your address is accurate and it's the same address across the board. So let's back up further. Probably 10 years ago that was like the thing to do. You needed to be there and you would have to, you know, there were like, I don't know, 30 or 40 really important directories that you had to appear on that declined and became like, yeah, sure do those. But like, don't, don't worry about it that much. It doesn't matter if you're on yellow pages.com or not. Like who cares? Or if there's a little, it's a little bit off. Like, Google's smarter than that, right? Well, the, the game has changed and now because of like query fan out, meaning when you do, when you do one search that says like, yeah, what's the best barber shop near me? Google and ChatGPT and Claude, all of them basically will go and do their own searches and they'll ask that same question in about seven or eight different way, collect the results, distill them, and then present it to you. This all happens in milliseconds and you're given the answers. And so like, while doing that, it's gonna run into your Better Business Bureau profile and your Yelp profile and your, you know what you name it directory. Those all contribute now to its trust factor of like, well, you know, it's not the same address for each one of these and meanwhile, like this barbershop, it's the same address everywhere I can confidently go and present that one. And so now directory citations have had this massive resurgence of importance, you know, like that was, it was falling off almost entirely and now it's back more than ever before, you know, so it's, the fundamentals are still there, but it's like, well, what matters more has changed and that's like kind of a moving target, I will say. Like I mentioned the lists. I don't know that that's going to last forever. I mean, I, I, there's got to be a better way because like half the time I see these lists, it's like, yeah, that's like from a spam website or like that's clearly just like paid garbage, but it's still being picked up on and used. And so like it's only a matter of time before the rules change on that and they stop using them. But in the meantime, the getting is good, so get out there and do it. Yeah, that's clear in my head. Then where we are with sort of local SEO in terms of Google. Has the local Falcon platform evolved now to analyze everywhere else that people are searching for? Yes, you're nodding your head, that's great. Okay. Yes. And so how that sort of extra work that we need to do or different work we need to do, aside from listicles and a consensus of information for like your nap and, you know, being correctly listed in all the directories? Is there anything else you're seeing that needs to be done for being recommended as the go to place to get a burger? If I'm asking ChatGPT or if I'm asking Claude, like, what does that look like? How and how can that strategy sit alongside a good existing just, just old fashioned local SEO strategy. Yeah, so what's interesting is, you know, there are little nuances that are different between Claude and Chat and Gemini. And you know, for sure, you know, some, it's a lot of times is the sources that they're pulling from, right. Like Chat loves Wikipedia, whereas Google loves Google Maps. You know, like, it just sort of depends. So you know, you, you really do. Like I was mentioning before, you have to cover more surface area. So you've got to be validated, optimized, you know, basically all, all T's crossed, I's dotted for each one of those platforms in the sense that like, yeah, I know that, you know, Chat's going to use Reddit data more than, you know, Claude might. And so we need to be out on Reddit. So you've really got. So what Local Falcon's doing is like we're paying attention to all of those citations, giving it back to you. And then, then from there, you know, like, we use our Falcon AI to like help you understand which, which of those sources matters the most. And then from there, the other thing, the big thing we've added was, is sentiment. We want to know, like, well, when you are being talked about, what are they saying? Is it positive, is it negative, is it, you know, totally neutral? But like, is it constantly conflating you with a competitor? Like, who knows? But like now we can look through sentiment because we pull the full raw response from there and show that to you and then from there we do it. You know, I think one of our sort of unique propositions is that we do sampling. Like, it's like sampled because you do it in a grid. So if you choose a 7 by 7 grid, that's 7 times 7 is 49. That's 49 different individual searches that we're going to go do for the exact same query. That's just one scan, right. That costs you almost Nothing at Local Falcon. 49 credits or whatever. So it's a couple pennies. Is that in an area? Yes. You'll run like the exact same prompt 49 times from a very precise location within that seven by seven. That's right, yeah. You can select, and you get to select that. You can say, all right, anywhere from, you know, 0.1 kilometers all the way up to 100 kilometers or miles in terms of a radius. So you can get quite large with it, typically because it's local. Like the average is about Five. Right. Five miles. And you know, I think most visibility is around three miles for the most part. I mean, that again, don't. It's more anecdotal, but yeah, you can basically say, you know, when you go to some of these other platforms, they'll basically do a prompt. They'll like track a prompt for you, but it's the same. It's just one prompt and they're only looking like, like one time, once a day. That's it. Right. And, and you know as well as I that if you go and ask Chat, what's the best cheeseburger near me or what's the bet, you know, where do I get a great cheeseburger? It's going. And you do that five times, it's going to give you five different answers. It just will. Right. It might be very, it might be similar, but like, it's still going to give you five different answers. So Local Falcon, because we were already doing it this way, it was like, made sense that like, yeah, this is. Let's compile all of those and get a general takeaway of like, like, where do you appear in the list? So that's like the stat we created, share of AI voice. And we basically say like, okay, of all 49 searches that were done, how many of them are you appearing in? And if you're appearing, that contributes to your share of AI voice. And so. And you're not going to probably show up in every single one of them if you are try a different search. Because are you able to conduct those via the API or through the, the, like the browser? Because that. There's a difference there as well, isn't there, between how the critical difference. I'm. You're really keyed on this, Chris. That's very important nuance that a lot of places. So a lot of these companies out there have not figured out how to handle it from a browser perspective. And so they're just paying the company directly and getting these API responses. And yeah, that's not that, that's not the same as if you were to just go to chatgpt.com and ask. So you, you've figured that out at Local Falcon then? Yeah, yeah, that's been from day one. We're, we're big on that. And is that proprietary or can you share with us how you do that? It's, it's, it's proprietary, man. It's, it took a lot and it's a moving target because they're change. They change regularly, right? Yeah. That's awesome. So that's real data then? Real data, yes. That's been from day one at Local Falcon. That's been like our whole ethos is like, we're not, we're not going to give you some API bullshit. Like, it's just not how we do it. Right. We want accurate ground truth information. And because we're doing it at such a large sampling, you can trust that, like you have a good sense for what it means when someone's looking for, you know, a service or product around that area. Right. And how are you conducting the search? How are you moving? I guess that's proprietary as well, but you're just moving the location. So, so it's like whatever system you're using, it thinks it's in this map location and it's going to a browser. And are you actually seeing like a massive variance in those results? Like, does ChatGPT give nuanced results within like a 7 by 7 grid? Let's say so, yeah. That's where like when we first rolled this out, not really. There was about. You'd get about the same. Now because they've added location, we're seeing more variance than ever there. And so it is changing where on one side of town you're getting a certain set of, of businesses, results, whatever, is going to be different from the other side of town. It's still got plenty of overlap and they've got work to do, there's no question. But it's like three weeks ago this thing shifted once, Once they said, okay, allow location. Once you've given it permission, it becomes a lot more personalized, a lot more custom to you. And so because it knows where you're standing and so the list. Absolutely. So that's where we come in and say, look, you know, you, you, you're never going to be able to like personalize and then do that at scale. That doesn't make sense. Like, so we have to give you basically the best possible representation of what it looks like for the average person. And that's, that's what we do. I was just going to say, like, would that be the, the next thing to crack? But actually that doesn't make sense, does it? Like that would be impossible to. Impossible. Yeah, because I, I'll never know what. Chris, you know what your preferences are versus versus mine. Right. Like, you have just a different, you know, you're just going to get an answer that's more tailored to you, but that doesn't mean there isn't like a baseline set that it's coming from. Like that's really what. And as a business, that's really all you should care about. Like there's no way you can worry about every single person's unique preferences. That's not a, it's not a reality. Well, you want it to be like an averaged out result. So in a way, thank God you haven't got to crack this impossible task because what you're doing is exactly what you'd want to do. Like, yeah, if I ask Chat GPT, what's the best link build? Digital PR link building agency, it tells me linkify number one. It's like, oh, that's lovely, thank you. So that's right. Yeah, that's right. It's gonna say that. And I wonder, you know, what's the other guy get? You know, like, who knows? That's what that is exactly what we seek to, to provide an answer for, you know. Yeah. And I will say, I mean even us, like, it's like not always what you want to hear, you know, like, oh my. So I have another company, Epic Web Studio. It's an agency. When it, when this first, when this stuff first hit, like we were not being recommended and I couldn't understand why because like we, we are by and far in our area, like the best of what we do. We've been doing it for, for 18 years. And you know, there's, there's never been a day where we're not at the top of Google search results, but then chat launches and it's pulling from these like random directories that I've never even heard of. And, and it's like, wait, they're not listing us at all. In fact, it was listing businesses that, that were closed, that were like, hadn't been in business for 10 years. And I'm like, this is nuts. And so I started looking at the sources and I said, okay, fine, we'll go get a profile on Tech Behemoths.com because it decided that was important for our area. So I went, I validated the profile on it and all of a sudden, bam, now we're showing back up again, you know. But it was only because I used Local Falcon to go and see the problem and from there can go and correct it at the source that it keeps pulling from. It's really interesting because I think it's like, I totally agree with you. I think there's some strategies out there now which are going to be very, very short term. Like Google cracked its problem, which was how do I trust the 10 sites that I'm going to Put on the first page of my results. Its whole algorithm is built on links. Obviously it's still something which can and is abused, but in the most part it's a stimulus system that works relatively well. The LLMs, like you can go and inject yourself into a list. But you just said for some reason they were citing this weird forum you never heard of. You go and get yourself in there. All of a sudden you're seeing there's an element of like manipulation and to that which we're all doing because you know it needs to be done. I'm wondering if there's any predictions you can make with your knowledge of where the LLMs will go in the coming months and years in order to trust sources outside of like Listicles and that sort of easily manipulated. Gosh, I, if I knew I would be Local Fashion 2.0. Yeah, I'd be like a independently wealthy billionaire at this point. I don't know what that's going to be. However, I can say like with a lot of confidence that the era of like a human visiting your website is limited. I think it's really about getting an agent to visit your website and making it attractive to that agent. And that's just different than human. Right. So the design itself is less important. The actual data that's on there, the info, the words on the page, how they are organized and then yeah, what's linking in and out of them. Like that stuff still matters. Like being able to like show up, making it so that the data is actually visible is super important. Right. Like that's something people forget all the time is like yeah, you put this like security, security tool on your website and you're actually now just being blocked. You're blocking all of these things from looking at it. So you're not even being found. Right. You, you had that tuned for Google and you just completely ignored Perplexity, Anthropic and you know, all the others. And so like that's a real problem. You got to make sure that it's, it's visible. But yeah, this is really about like an agentic future where you know, imagine that like, like that you've, you're, let's say you're a dentist, you've got your website out there, you're going to have basically new patients coming through the door that have never been to your website or called you at all. And they found you through ChatGPT or Claude or whatever. They found you because their agent located your dentist office, decided it was close to you, then went to your Website. Determined. Determined. These are your open hours. You are accepting new patients. You do whatever the service is that is needed and take it further. The agent was able to like, connect with the agent on your website, on your dental website and chat back and forth with that thing and actually book the appointment. And like, that's, that's the future we're looking at here is like, when you don't, if you don't have something on your site that can talk to another agent, you're going to be left out because it'll do a great job of relaying the information. But if I, if as an agent it's got the opportunity to like, take it a step further and act on this and actually book the appointment. Right. That's, you know, you've got like, at that point you've closed the loop. Why would it not select that option versus the dental office that doesn't have any of those things? I could not agree more. Cloudflare just released something a few days ago called. Is my. Is my. Is my site agent ready? Don't quote me on that. That. Google it or don't AI. It's something like that. Is my site agent ready? You can put your URL in and it will do exactly what David just spoke about there. It'll look for things. Some stuff is very early, just assumptions, things that we think might make a difference, but I cannot foresee a time where that is not going to be an important part of being successful as a business online. And, and I don't think that you need to throw everything out and just have a site that's only made for agents. I think you still everything else behind that because the agents are going to interpret it, read it and use it like a human. Yes. But if you're, you know, if you've got your Cloudflare toggle on, which blocks the LLM robots, then. So you're running a restaurant and you're cooked. Yeah. Literally. So fascinating time. And it feels like we've got 10x the workload. But as we were talking about before we even came onto this show, we do have things that can potentially 10x the amount of work that we do. Would you say that's fair? Oh, absolutely. It's. And I can't stop. They make it so fun to do, like, you know, so that's why I'm like, oh, I. I'm more than happy to build a tool to look at all of the data that comes in here and then analyze it and then make suggestions about what we need to do differently. And do next. Like that's so exciting. What a cool time to be in, you know? Yeah. And. Yeah, like that, that agent readiness. I mean there are things where, you know, there's this thing called LLMs Txt, Right. And it's like a, it's sort of like a RO file, which is something you have to have on a, a website if you want to be indexed and whatnot. And. Or like a sitemap. It's just like a version of that that the agents would use. And it's like widely known that that's not actually being used right now. Not really. I mean, maybe a little bit, but it's like, yeah, it's an extra hour of work to go make one of these things. Make sure it stays updated so that when you update your site it also gets updated. Like, but once you have it, you have it. So why not? Why not? It's not hurting, you know. So do that groundwork now because yeah, the agents are coming. And remind yourself that like behind every agent is a human. Right. There's a reason that agent is on there, clicking around, looking to make an appointment. Yeah, it's generally a human that's in that's driving that. Yeah. But they just aren't actually there themselves. And as well, it could be a really safe, like it's a pretty safe gamble. Having LLMs TXT on your website is not going to hurt you in any way. Right. Maybe there isn't like a standard protocol that all LLMs favor sites that use LMS TXT, but as we progress, you know, maybe it is easier for LLMs just to get the information they need if that does exist and therefore eventually maybe they do favor those sites. So put yourself on that side of the, of the gamble. Why not? Right? Like I said. Yeah, it's an extra, extra little bit of work. What's the big deal? It's not going to, it's not going to hurt hurt, you know, like. So if it's not going to hurt, then yeah, it may not help. But at least it's, you know, it's, it's there just in case. Yeah. This has been absolutely awesome. I can't believe it's been a year and a half. Let's do it again in another 18 months and. Absolutely, we'll see if, if you're still married. I think you told me before we came on that your wife said you, you speak to Claude more than her now. That's right. It's like a, you know, I, it's. I gotta be careful, man. Like she's way more important to me than Claude is, you know, but the hours logged, like, you may not feel that way. David, if people want to find the local Falcon tool, if they want to hunt you down, where can they go? Just localfalcon.com, you know, or search us up. I mean, just. Just go ask Claude. If you ask Claude, you'll probably find us in the Connector gallery. And, you know, from there you can make an account. It's free to make an account and, you know, start. Start your. Your interactions. That's awesome, David. Thank you so much. Thank you. Appreciate it.