75% of ChatGPT Users Still Rely on Keywords to Find Local Services

As AI tools like ChatGPT become part of everyday search behavior, many marketers assume that traditional keyword searches are fading away—especially for local services. The belief is simple: people are now typing long, conversational prompts instead of short, search-style queries.

But new behavioral data tells a very different story.

A recent observational study of real users searching for local healthcare and aesthetic services through ChatGPT reveals that keywords are far from dead. In fact, they remain the dominant way people search.

Let’s break down what the data actually shows—and what it means for local SEO and GEO (Generative Engine Optimization).

75% of ChatGPT Sessions Included Keyword-Based Searches

One of the most surprising findings from the study was how often users relied on short, keyword-style prompts when searching for local providers.

Across all observed sessions: 75% included at least one keyword-based search. Examples looked very similar to traditional Google queries:

• “Dentist in Chicago”
• “Dentists Montgomery”
• “Botox by a doctor”

Rather than crafting long, conversational requests, users consistently chose faster, low-effort inputs. Typing something like “dentist 11214” was far more common than a detailed sentence asking for recommendations.

This mirrors search behavior that’s existed for decades—and it hasn’t disappeared just because AI entered the picture.

Key takeaway: For local services, keyword research and tracking still matter, even in AI-driven search environments.

Local Searches on ChatGPT Aren’t Very Conversational

Another major assumption challenged by the data is that users engage in long back-and-forth conversations when searching for services.

In reality:

• 45% of sessions were one-shot prompts with no follow-up
• 34% of second prompts were simply requests for more results
• The average user used just 2.1 prompts per local search

Conversational AI use is often overstated for local discovery.

Intent Shapes How People Prompt AI

While conversational behavior does exist, it appears far more common in informational searches than transactional ones.

When users need a service:

• They default to keywords
• They minimize effort
• They expect relevant, localized results immediately

This behavior may evolve as users grow more familiar with AI tools or gain access to paid features. However, one thing is clear: if short prompts work, users will keep using them. AI doesn’t replace convenience—it amplifies it.

What This Means for Local SEO and GEO

The findings challenge the idea that GEO should revolve around turning keywords into long, conversational sentences.

For local services:

• Keyword intent still drives discovery
• Traditional keyword optimization remains relevant
• GEO strategies should complement, not replace, local SEO fundamentals

Businesses that abandon keyword research too early risk losing visibility—both in search engines and AI-generated results.

Despite all the talk of conversational search, old habits die hard—especially when people are looking for local services. AI-first search doesn’t eliminate keywords. It simply delivers answers faster when those keywords are used correctly.

Looking to improve your visibility for local searches in New York? Earn SEO, a trusted local SEO agency in New York, specializes in helping businesses dominate local search results. From keyword research to GEO optimization, they make sure your customers find you when it matters most. Get in touch today and let us help your business stand out in the AI-driven search era.