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September 18.2025
3 Minutes Read

Why Focusing on Human Behavior Rather Than LLMs is Key for SEO

Two professionals on a video call discussing local business marketing

Understanding Human Behavior in the Age of AI

The rapid evolution of artificial intelligence, particularly in the realm of large language models (LLMs) and chatbots, has transformed the landscape of search engine optimization (SEO). Yet, as Ray Grieselhuber, CEO of Demand Sphere, emphasizes in his recent interview, the core of search remains human behavior. Grieselhuber observes that while Google integrates AI to enhance its search capabilities, the fundamental way people search is still grounded in their behaviors and habits. For entrepreneurs and marketing professionals aiming to expand their local presence and digital footprint, understanding these behaviors is paramount.

Why Grounding Data Is More Critical Than Ever

Grieselhuber argues that focusing on grounding data—consistent, reliable data sources—matters significantly more than the model powering AI. "The index is the prize," he notes, explaining that tools like ChatGPT rely heavily on Google’s extensive indexing capabilities to provide relevant search results. Given that Google has been embedding AI into its algorithms for over a decade, businesses should pivot their SEO strategies to focus on grounding data. This shift is crucial for small to medium-sized businesses aiming to rank high in search results.

A Focus on 'AI Search': Bridging Traditional and Modern Methods

In the digital marketing sphere, there's an ongoing debate about the differentiation between traditional and AI-enhanced search. Grieselhuber insists that this dichotomy is misleading; the reality is that everything is AI-driven now. Entrepreneurs should prioritize understanding how humans interact with search engines rather than getting caught up in terminologies. By recognizing that human search behavior forms the backbone of SEO, businesses can better strategize their digital marketing efforts.

Overcoming Misconceptions in the Digital Marketing Landscape

One prevalent misconception in digital marketing is the belief that traditional methods are becoming obsolete due to the rise of AI. Grieselhuber argues that SEOs often fail to appreciate the value of historical data and existing strategies. Rather than discarding past methods, businesses could benefit by integrating reliable historical insights with innovative AI technologies. This balanced approach allows for a compelling digital marketing strategy that capitalizes on both experience and innovation.

Actionable Insights for Improving Local SEO

As businesses work to solidify their online presence, practical insights can significantly enhance local SEO strategies:

  • Optimize Google My Business: This is a foundational step for local visibility, ensuring accurate business information is available to searchers.
  • Utilize Grounded Data: Leverage reliable, recent data for your content and marketing campaigns to enhance relevance and engagement.
  • Encourage Customer Feedback: Actively seek reviews and testimonials to build trust and community engagement, which can improve local search rankings.

Understanding the Future of SEO and AI

Looking ahead, the convergence of AI capabilities and traditional search fundamentals can reshape digital marketing landscapes profoundly. Businesses that prioritize grounding data and value human behavior in their SEO strategies will undoubtedly experience enhanced growth. As this powerful combination of technology and psychology continues to evolve, marketing professionals must adapt their approaches to stay relevant and effective.

The Path Forward

To thrive in a continually transforming digital marketplace, it's crucial for small to medium-sized business owners to embrace these insights. By focusing on grounding data, understanding human behavior, and avoiding the traps of misinformation, marketing professionals can develop more effective strategies tailored to today’s audience. Ultimately, leveraging the power of AI and understanding what drives customer behavior will set successful businesses apart in the competitive landscape.

Local SEO

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Unlocking Growth: How Google NotebookLM Ignoring Robots.txt Affects Your Marketing Strategy

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Unlock the Power of AI for Local Business Marketing Strategies in 2026

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