Optimizing Local SEO Strategies for MSMEs in the AI Era: A Medan Case Study

May Handri; Jam’an Amadi; Fajrillah; Zuhri; Ari Lestari

doi:10.59890/ijgsr.v4i5.240

Authors

May Handri Universitas IBBI
Jam’an Amadi Universitas IBBI
Fajrillah Universitas IBBI
Zuhri Sekolah Tinggi Ilmu Manajemen Sukma
Ari Lestari STMIK Logika

DOI:

https://doi.org/10.59890/ijgsr.v4i5.240

Keywords:

Local SEO, Medan MSMEs, AI Overview, Google Business Profile

Abstract

This study aims to examine the most effective E-E-A-T Local SEO strategies for Micro, Small, and Medium Enterprises (MSMEs) in Medan City and how to optimize them in the current era of artificial intelligence (AI)-based search engines. The study used the Systematic Literature Review (SLR) method with content analysis of 15 reputable articles (2019-2025). The variables tested included NAP (Name, Address, Phone) consistency, review management, and E-E-A-T (Experience, Expertise, Authority, Trustworthiness) signals. The results showed that local citations and hyperlocal keyword density (Medan, Petisah, Belawan) were the dominant factors in Medan. The implication of this study is the need for MSMEs to abandon "static checklists" and shift to strategies based on direct experience and high review frequency.

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