Siri Finally Gets Local Search: How Apple's Move Could Change Local SEO

Apple’s recent update to Siri in iOS 18.1 and macOS 15.1 quietly introduces major upgrades in local search capabilities, which could have a lasting impact on the SEO landscape. With Siri now empowered to handle more complex local inquiries, Apple is poised to be a real contender in local search, challenging the dominance of Google. Here’s a look at Siri’s advancements in local search and what businesses can do to prepare for these shifts.

What’s New in Siri Local Search?

The new Type-to-Siri feature, accessible on the latest iPhones and Macs, is a key player in Siri's local search evolution. This update allows users to type inquiries directly to Siri, which is not only faster but also sidesteps some of Siri’s previous limitations in accurately interpreting spoken commands. Users can now access local search from any screen with a quick double-tap, putting local discovery at their fingertips and making local search less dependent on traditional search engines.

When paired with AirPods, Siri’s local search even uses head gestures to confirm user preferences. For example, after Siri suggests a local restaurant, users can simply nod or shake their head to confirm or decline, creating a seamless hands-free experience. This innovation is especially beneficial for users on the go, like cyclists or drivers, who want efficient local recommendations.

The Shift in Local Search Landscape

For years, Google has dominated local search thanks to its extensive business information, reviews, and maps integrations. However, Apple is advancing fast, leveraging its Apple Business Connect platform to gather essential business data, photos, and customer reviews. This foundation means Siri is no longer just a virtual assistant; it’s evolving into a robust local search engine.

What’s more, Apple’s integration with ChatGPT’s capabilities later this year could significantly enhance Siri’s potential, allowing it to handle more complex local search inquiries. For example, a user may soon be able to ask Siri to plan a weekend trip, including hotel bookings, activities, and restaurant recommendations, something that has traditionally been Google’s stronghold.

Preparing for Siri’s Local Search Impact on SEO

With Siri’s improvements, businesses need to consider optimizing for Apple’s local search ecosystem. Here are steps to take:

1. Claim and Optimize Your Listing on Apple Business Connect
   Ensure your business information is accurate, as this listing will feed directly into Siri’s local search results.

2. Focus on High-Quality Photos and Promotions
   Images and promotions play a large role in engaging users, so make sure to keep your visuals up-to-date and compelling.

3. Leverage Partner Platforms for Reviews and Photos
   Apple often relies on third-party platforms like Yelp and Tripadvisor for user-generated content. Research which platform Apple uses in your industry and encourage satisfied customers to leave reviews there.

4. Invest in Call Tracking
   Since Siri is built to take actions like calling or navigating to a location, track incoming calls from your Apple Business Connect profile to evaluate Siri’s impact.

5. Analyze Apple’s Local Insights
   Apple offers analytics to show engagement with your listing. Use these insights to gauge your performance on Siri and adjust your strategy as needed.

The Future of Siri in Local Search

Siri currently handles 1.5 billion queries a day, and this number is expected to rise sharply as more devices adopt the new capabilities. While Siri’s local search is not yet a direct replacement for Google, it’s moving in that direction, with Apple poised to become a formidable competitor in the coming years.

Apple’s incremental improvements, though gradual, are persistent. If history is any indication—think Apple Maps’ transformation from its rocky beginnings—Apple is likely in this for the long haul. As Siri’s capabilities expand and adoption grows, businesses that optimize early will be well-positioned to capture this evolving local search audience.

Conclusion

Siri’s leap into local search represents a new era for local SEO. As Apple continues its methodical approach to enhancing Siri, the tech giant could carve out a significant share of the local search market. For businesses, this means getting ahead by claiming Apple Business Connect listings, leveraging third-party review platforms, and investing in call tracking. Siri may still have room to grow, but the foundation is set for Apple to shape the future of local search—leaving search marketers with a new challenge and opportunity.