Worcester Business Journal

wbjournal.com | January 26, 2026 | Worcester Business Journal 21 BY LYSA MILLER Special to WBJ I n the past, it has been relatively easy for businesses to rank in local search results. Businesses optimized their websites, claimed Google Business Profiles, and collected reviews, making them more likely to appear in search results. As AI in search continues to evolve, local businesses in Central Massachusetts face new challenges, but also game-changing opportunities. Changes in AI-powered search place less emphasis on keywords and location and more on understanding the user's intent. When a customer is looking for a "fam- ily-friendly restaurant in Westborough" or a "reliable HVAC company in Worcester County," AI assesses the user's intent and will match them with what it deems the most relevant results. is shi can give local business- es an advantage when competing with larger companies and national brands. Brick-and-mortar businesses in Central Massachusetts have more than a local physical presence. In our small region, most businesses put a face to a name and make an impact on the community. Search intent is meant to match the right customers with the right busi- ness. As a digital agency, we have seen search intent help improve conversion rates for clients who embrace AI. AI-powered search should improve results for local businesses demonstrating real expertise, audience mes- saging, and community relevance. It favors websites that clearly explain who a business serves, what problems it solves, and why it's uniquely qualified to serve that cus- tomer. A homepage filled with generic keyword-stuffed content is less effective than one that speaks directly to a local audience. AI-friendly websites mention service areas, local regulations, regional needs, and seasonal information specific to Central Massachusetts. Business reviews, user engagement, accessibility, and site performance all help AI assess whether a business is trustworthy and useful to users. A local healthcare provider or professional services firm with clear, accessi- ble information and strong patient or client feedback is more likely to surface in AI-powered search results than a competitor with outdated or spammy content. AI-generated answers are now a huge part of search. Tools like Google's AI Overviews and conversational search experiences provide direct responses rather than lists of links. To appear in these results, businesses must structure their content clearly, answer frequently asked questions, and provide authoritative information. As AI and voice search impact how people find local services, businesses that adapt early will gain momentum. In Central Massachusetts, where businesses are built on strong local connections and expertise, AI-powered search should help grow those that embrace the changes needed to stay relevant in the new age of search. Lysa Miller is the founder of the Hudon agency Ladybugz Interactive, which specializes in website design, accessibili- ty, and search optimization for growing organizations. AI good for local small businesses Every community should adopt the small business tax break S mall businesses need a break. e tumult in the regional and national economies has hit all industries and businesses differently, but rising costs and workforce shortages have fallen disproportionately on small businesses. Just in Worcester alone, high-profile businesses like e Queen's Cup bakery, the Maker to Main grocery store, Redemption Rocking Brewing, and restaurants Lock 50 and Flying Rhino have closed since 2024. Not helping those small businesses in their effort to survive is the high cost of doing business. In Worcester, those costs include a sky-high commercial property tax rate, which small businesses pay either directly or indirectly through their leases. At $29.06 per $1,000 in property valuation, Worcester's tax rate is the highest in Central Mass. and the eighth highest in the entire state, even outpacing Boston. To make a small dent in this problem, former Worcester City Councilor George Russell suggests the City of Worcester adopt a little-used state law allowing for a 10% property tax exemption for buildings with small businesses, as WBJ Managing Editor Eric Casey writes in his "Tax breaks for small businesses?" story on page 6. Every municipality in Central Massachusetts should take a hard look at heeding Russell's advice, especially those 17 communities like Worcester, Marlborough, Framingham, Milford, and Clinton with a split-tax rate where commercial property owners shoulder a disproportionately higher burden. Typically, whenever local governments give out property tax breaks to businesses, they award multi-million dollar TIFs to very large businesses and new companies/developers with the resources to request a significant deal. By offering a uniform tax break to small businesses, communities can help homegrown entrepreneurs and family businesses stay competitive, with the hope they can invest further in the local economy. Moreover, the tax break would encourage commercial landlords to seek out small businesses for vacancies. Auburn and Berlin are the only two Central Mass. municipalities that have already adopted the small business tax break, and they should be lauded for their efforts. Auburn is going through the legal process to offer the tax break to more businesses, by raising the property size and employment count thresholds that businesses need to qualify. e standard tax break of 10% offered through the state law only equates to a few thousand dollars, but communities have the option to offer more. Places like Worcester with onerous commercial tax rates should look in the 15% range. More than any cost savings, communities send a message: Small businesses are welcome here, and we want to see them succeed. at's a message every community can get on board with. The Worcester Business Journal welcomes letters to the editor and commentary submissions. Please send submissions to Brad Kane, editor, at bkane@wbjournal.com. Lysa Miller W W

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