Explaining Google AI Search to Franchisees 

Google rolled out its biggest change in 25 years with AI Search. It's changing how customers discover local businesses.and your franchisees have questions.

To help, we've created the following comunication.  It explains what's changing, and what franchisees can do locally to strengthen their local visibility.

While it is geared toward DevHub customers, any franchise brand you can copy, customize, and send directly to your franchisees.You can also make a copy from this ready-to-use Google Doc. 

For additional perspective, DevHub CTO Daniel Rust shared his take on what AI search means for franchise websites. 

What Google AI Search Means for You as a [Brand] Franchisee

Google is changing how customers discover local businesses. Instead of simply showing a list of websites, AI is increasingly answering questions and recommending businesses directly.

Think of it this way: Google is moving from "Here's a list of options" to "Here's what we recommend."

For example, when a homeowner searches:

• Same day AC repair near me
• What’s the best HVAC company near me?
• How much does AC repair cost in (city)?

Google's AI may answer questions, recommend businesses, and even display pricing directly, without the consumer ever visiting our website. This is a continuation of a trend toward “zero-click” Google searches, resulting in less traffic to websites.

We're also getting closer to a future where AI agents can actually schedule appointments, request quotes, and make purchases on behalf of consumers.

The good news is that this doesn't require you to learn a completely new way of marketing your business. 

What Does This Mean for Your Location?

While AI is changing how customers find us, the good news is that we are well positioned for this shift.

Over the past few years, we've invested heavily in our digital foundation, including our website platform, location microsites, integrations, and business data. That puts us ahead of many of our competitors.

Many of the fundamentals that AI relies on are already part of our digital strategy:

• Location microsites with in-depth, localized content
• Integrated online scheduling and service information
• Structured content that Google and AI can understand
• Customer reviews and reputation signals
• Accurate business information
• Fast website performance

In other words, we're not starting from scratch. The foundation we need for AI is already in place.

Our partnership with DevHub (our website provider) helps ensure our websites are always current and built to support the way search is evolving.

What Hasn’t Changed

While we continue investing in the technology, there are several things you can do locally to strengthen your visibility and reputation. In fact, these are the same fundamentals we've always encouraged because they continue to matter.

> Stay Active on Social & Digital

Keep your Google Business Profile accurate and stay active on your local social channels. AI platforms increasingly pull information from across the web, making a consistent and up-to-date digital presence more important than ever.

> Focus on Customer Experience, Reputation & Reviews

Great customer experiences still drive business growth. Continue asking satisfied customers for reviews, responding to feedback, and earning the trust that leads to positive word of mouth and repeat business.

> Get Involved in Your Community

Community involvement, local partnerships, events, and sponsorships help strengthen awareness and trust in your market. The stronger your local reputation becomes, the more likely customers are to think of you, recommend you, and choose you.

> The Fundamentals Still Win

Technology will continue to evolve, but the fundamentals remain the same. Customers want businesses they can trust, and our job is to help them find you while your job is to give them a reason to choose you.

Looking Ahead

The way customers discover businesses may change, but the opportunity remains the same: be the most trusted brand in your market.

If you have questions about local marketing, connect with your Franchise Business Coach. We’re here to help!