From Google searches to AI-generated recommendations, discover how local businesses can strengthen their online presence, reach holiday customers, and make sure their digital information is working for them.
The holiday season is approaching, and businesses throughout Burlington and Skagit County are preparing for one of the busiest shopping, dining, and service seasons of the year.
Holiday promotions are being planned. Social media calendars are filling up. Seasonal events, special offers, and shopping campaigns are beginning to take shape.
But while businesses are busy deciding what to post, there's another question worth asking:
When someone searches for what your business offers, are they actually finding the right information?
And perhaps more importantly, when someone asks an artificial intelligence (AI) tool for a recommendation, does your business have the digital presence needed to be considered?
The way consumers discover businesses is changing, and understanding those changes could make a difference in how effectively you reach potential customers this holiday season.
Your Next Customer Might Be Asking AI Instead of Searching Google
Think about how people traditionally searched for a business.
They might type "best holiday gifts in Burlington WA" or "restaurants near me" into Google, scroll through the results, and click a few websites.
That still happens.
But increasingly, people are also asking conversational questions using tools such as ChatGPT, Google AI Overviews, and Microsoft Copilot.
Instead of searching individual keywords, someone might ask:
- "Where can I find locally made Christmas gifts near Burlington, Washington?"
- "What restaurants in Skagit County are good for a holiday family dinner?"
- "Which local businesses offer gift certificates for spa services?"
- "Where can I find a contractor who installs outdoor lighting before the holidays?"
- "What organizations in Skagit County could use volunteers or donations this Christmas?"
These questions are more specific and conversational.
AI-powered search experiences may use information from business websites, online listings, reviews, and other available sources to help generate responses or recommend places to explore.
That's why your business's digital presence needs to do more than look good.
It needs to clearly communicate who you are, what you offer, where you operate, and why someone should choose you.
The Right Answer Matters More Than Ever
Imagine a customer asks an AI tool whether your business offers holiday gift certificates.
You do.
You've offered them for years.
But your website doesn't mention them, your social media hasn't discussed them recently, and your online business listings provide no indication they're available.
A potential customer might never learn that your business offers exactly what they're looking for.
Or perhaps you've extended your holiday hours, but your Google Business Profile still shows your regular schedule.
A customer could receive outdated information, make a different purchasing decision, or arrive when your business is closed.
While businesses cannot control everything AI tools say about them, they can take meaningful steps to make accurate, useful information easier to discover.
This approach is often called Answer Engine Optimization (AEO) or Generative Engine Optimization (GEO).
If those sound like complicated marketing terms, don't worry.
The practical concept is simple:
Make your business the clearest, most useful answer to the questions your customers are already asking.
Traditional Search Engine Optimization (SEO) remains important. In fact, Google continues to recommend established SEO best practices for websites seeking visibility in its AI-powered search experiences.
The opportunity isn't necessarily to completely reinvent your marketing.
It's to strengthen what you already have.
Six Ways to Strengthen Your Digital Marketing Before the Holidays
1. Make Sure Your Business Information Is Accurate Everywhere
Start with the basics.
Review your website, Google Business Profile, social media accounts, and relevant online directories.
Are your business hours correct? Is your phone number current? Does your website link work? Are your services accurately described?
If you have holiday hours, seasonal closures, special shopping events, or extended availability, make sure that information is easy to find.
Remember to review your Chamber member directory listing, too.
Your digital footprint extends beyond your own website, and consistency across platforms helps customers find reliable information about your business.
2. Answer the Questions Your Customers Actually Ask
Your customers are already providing valuable marketing ideas every time they call, message, email, or walk through your door.
Pay attention to recurring questions.
Do you offer gift cards? Do you provide delivery? Are appointments required? Do you serve customers outside Burlington? How far in advance should holiday orders be placed?
Consider creating a Frequently Asked Questions (FAQ) section on your website or adding these answers directly to your product and service pages.
For example, instead of simply promoting "Holiday Catering Available," explain: "We offer holiday catering for businesses and family gatherings in Burlington and surrounding Skagit County communities. Contact us for menu options, availability, and ordering deadlines."
Clear, specific information helps customers make decisions and gives search systems more useful content to discover.
3. Give Your Holiday Promotions a Home on Your Website
Social media is fantastic for generating excitement.
But a holiday announcement that exists only in a Facebook graphic or Instagram Story may be difficult for customers to find later.
Consider creating a dedicated holiday page on your website with current specials, event details, gift options, ordering instructions, or appointment availability.
Link to that page from your social media posts, emails, and business profiles.
Make sure the most important details are written as actual website text, rather than appearing only inside an image.
And don't forget to update or remove expired promotions when the season ends.
4. Use AI to Help Create Content, Not Replace Your Business's Voice
One of the most accessible uses of AI for small businesses is content development.
Tools such as ChatGPT can help brainstorm holiday campaigns, draft email newsletters, organize content calendars, generate blog outlines, and develop promotional ideas.
For example, try asking: "Help me create five holiday social media posts for a small locally owned retail business in Burlington, Washington. Focus on shopping local, gift ideas, and customer appreciation. Keep the tone friendly and authentic."
You can use the results as a starting point, then personalize them to reflect your actual business.
AI can help save time, especially for business owners who are already balancing a dozen responsibilities.
But remember, AI tools can make mistakes.
Verify details, avoid publishing invented claims or testimonials, and don't assume automatically generated content accurately represents your products or services.
Your business's personality, experience, and relationships are still what set you apart.
5. Don't Forget the Power of Reviews and Community Connections
Holiday customers often want reassurance before trying a new business.
Authentic customer reviews, updated business photos, testimonials, and community recommendations can help build that confidence.
Encourage satisfied customers to leave honest reviews on platforms relevant to your business.
Respond professionally to feedback and keep your online presence active.
Also look for opportunities to collaborate with other local businesses.
Holiday gift guides, shared promotions, community events, and cross-promotion can introduce your business to customers who may not have discovered you otherwise.
Local relationships remain one of Burlington's greatest strengths.
Technology should help amplify those relationships, not replace them.
6. Measure What Actually Matters
A social media post receiving hundreds of likes can feel exciting.
But did it bring customers through your doors?
Did people visit your website, make appointments, request quotes, sign up for your newsletter, or complete purchases?
Before investing in additional advertising or marketing tools, decide what success looks like for your business.
That could mean more holiday reservations, increased gift card sales, new customer inquiries, or greater awareness of your services.
Review your website analytics, Google Business Profile performance, advertising results, and customer feedback.
Even simple questions like "How did you hear about us?" can provide helpful information.
Marketing success isn't just about being seen. It's about reaching the right people and helping them take the next step.
A New Advertising Opportunity: ChatGPT Ads
As AI-powered platforms continue evolving, new advertising opportunities are also emerging.
OpenAI has introduced advertising within ChatGPT, allowing participating businesses to reach potential customers as they explore options, compare products, and make purchasing decisions.
Unlike traditional advertising based primarily on search keywords, ChatGPT advertising can consider the context of a conversation when determining which sponsored messages may be relevant.
For businesses interested in exploring this newer advertising channel, OpenAI is currently promoting an introductory offer for new ChatGPT advertisers: spend $500 and receive $500 in advertising credit, subject to eligibility and offer terms.
It's important to understand that these are paid advertisements, separate from ChatGPT's generated answers. Purchasing advertising does not guarantee that your business will be recommended in an AI response.
The advertising offer also requires qualifying spending, and promotional credits are subject to expiration and other restrictions.
For businesses already considering paid holiday advertising, it may be worth researching whether ChatGPT Ads fits their audience, marketing goals, and budget.
Learn more through the official ChatGPT Ads website.
Your Digital Presence Is Becoming Part of Your Customer Service
Here's something we encourage every business owner to consider:
Your website, business listings, and online content may answer questions for your customers long before anyone calls, emails, or visits your location.
That means outdated information isn't simply a marketing issue.
It's a customer service issue.
And a missed opportunity to provide helpful information could become a missed opportunity for your business.
You don't need to become an AI expert overnight or invest thousands of dollars in new technology to make meaningful improvements.
Start by looking at your business through the eyes of someone who has never heard of you.
What would they want to know? What questions would they ask? Would your online information provide clear and accurate answers?
And if an AI-powered platform used publicly available information to describe your business, would that description reflect what you actually offer today?
Those are questions worth exploring before the holiday rush.
Supporting Local Businesses in a Changing Digital Landscape
At the Burlington Chamber of Commerce, we recognize that technology, marketing trends, and consumer behaviors continue to evolve.
For many small businesses, keeping up can feel overwhelming, especially when you're already focused on customers, employees, daily operations, and planning for the busy season ahead.
Our goal is to help connect businesses with information, educational opportunities, and resources that make navigating those changes a little easier.
Whether you're preparing a holiday retail campaign, promoting seasonal services, marketing a community event, or simply trying to strengthen your online visibility, the fundamentals remain the same.
Be clear about what you offer.
Keep your information accurate.
Build meaningful relationships.
And make it easy for customers to find the answers they're looking for.
Because in a world where technology is changing how customers discover businesses, being the right answer could be just as important as being the first result.
This holiday season, let's make sure Burlington businesses are ready to be found.
Have a digital marketing question, a helpful resource, or an educational topic you'd like the Burlington Chamber to explore?
We'd love to hear from you. Connect with the Burlington Chamber of Commerce and help us continue sharing information that supports a strong, connected, and economically vibrant business community.