AI-Powered Search and SEO: Impact on Coworking & Flex Space Visibility

The rise of AI-driven search engines – from Google’s Search Generative Experience (SGE) to LLMs like ChatGPT, Gemini, Perplexity, Claude and Bing Chat – is reshaping how members discover coworking and flex spaces online.

This article examines the global impact of AI-powered search on coworking space visibility, compares traditional SEO practices with emerging AI-focused SEO strategies, and provides real examples, risks, and actionable recommendations for coworking and flex space owners to stay competitive.

All insights are backed by recent research, in-house expertise, and case studies, ensuring relevance in 2025 and beyond.

Quick Summary:

• AI-Powered Search Revolution: Generative AI (e.g., Google SGE, ChatGPT, Gemini) is transforming how users find coworking and flex spaces, favoring zero‑click answers and conversational queries over traditional blue‑link clicks.
• Traditional SEO Alone Isn’t Enough: Ranking on page one no longer guarantees visibility; only ~4.5% of AI‑generated answers cite top organic results, so you must optimize for AI discovery (GEO/LLMO).
• Critical AI‑SEO Tactics: Ensure consistent business listings (NAP, hours, photos), implement structured data (LocalBusiness, Review, FAQ schema), and craft conversational, intent‑focused content to be AI‑readable and reliable.
• Leverage Reviews & Authority: Collect diverse, keyword‑rich reviews and secure mentions in high‑authority local directories and media lists to boost AI citations and credibility.
• Case Study Insights: Examples like Expansive’s market‑specific landing pages and Industrious’s live review widgets drove +150% traffic lifts and higher conversions by aligning with AI search trends.
• Risk of Inaction: Failing to adapt can lead to reduced organic traffic, missed leads due to zero‑click results, and potential misinformation harming your reputation.

How AI Search Is Changing Visibility for Coworking Spaces

Online search has long been critical for coworking businesses. In fact, Google remains the first stop for most people to find coworking spaces in their area.

Traditionally, a coworking space that ranked high for “coworking in [City]” or appeared in Google’s local map pack would attract substantial organic traffic.

Now, AI-powered search is disrupting this model in several key ways:

Direct Answers Over Clicks

AI search tools can answer user queries directly with generated summaries. For example, users are already asking conversational questions like “Affordable coworking spaces in Lisbon” and getting answers that list spaces without any click-through links. If a coworking brand isn’t referenced in that answer, it essentially becomes invisible in that interaction. This “zero-click” dynamic means fewer users may reach your website at all, unless your brand is part of the AI’s answer.

AI Answers Dominate the Screen

On Google, the new SGE AI-generated overview often occupies a large portion of the results page, pushing traditional listings far below the fold. Studies show that in SGE tests, the AI answer can push the #1 organic result down by over 1,500 pixels – more than an entire screen’s height.

Featured snippets and other rich results get similarly displaced (a 1478 px drop on average for snippets). For coworking operators, this means even if you have strong SEO and rank on page one, users might not see your link unless you’re also featured within the AI summary.

Different Content Gets Pulled

AI search doesn’t always cite the top-ranked sites. Remarkably, only about 4.5% of the URLs that Google’s generative AI uses in answers are identical to the traditional top 10 organic results. In other words, the vast majority of sources used in AI answers come from beyond page one (often from deeper or alternative sources).

This leveling effect can be a double-edged sword: a less-SEO-optimized blog with highly relevant info might get cited by the AI, while a top-ranked homepage might be skipped. Traditional ranking alone no longer guarantees visibility if the AI finds a more contextually relevant snippet elsewhere.

Integration of Local Data

For local-intent queries (like “coworking space near me”), Google’s AI can incorporate Google Business Profile details, maps info, hours, photos, and review snippets directly into the answer.

This creates a hybrid result where the AI might say, for example, “Workspace Hub – open 24/7, located downtown, rated 4.8★ – is one option” pulling from your listings. Incomplete or inconsistent business listings now pose a bigger risk: an AI might present outdated info if your Google/Bing profile isn’t updated. It also means aspects like photos and review text are part of your first impression in AI results – not just your meta description.

Prevalence of AI in Search

AI-generated answers are quickly becoming common. Google’s SGE is appearing for an estimated 86.8% of all searches in testing, and roughly 68% of local business queries now trigger an AI overview on the results page. And in the last few weeks these numbers climbed even more.

By contrast, the traditional local pack (map + listings) appeared for only ~39% of those same searches. In general, the more conversational or specific the query, the more likely an AI answer will appear. Informational questions (e.g. “What’s the cheapest coworking option in Tokyo?”) trigger AI answers over 90% of the time, whereas a basic location search (“coworking space Tokyo”) might show a classic map pack more often.

Traditional SEO vs. AI-Powered SEO: What’s the Difference?

The fundamentals of SEO (Search Engine Optimization) are evolving. Traditional SEO focused on making your website rank higher on search engine result pages.

AI-powered SEO (often dubbed Generative Engine Optimization or LLM Optimization) extends those principles to ensure your business is also visible to AI-driven search and recommendation engines.

The table below highlights the key differences:

Case Studies: Coworking Spaces Already Using AI Search Strategies

Forward-thinking flex-space businesses have begun adapting their digital strategies to align with AI-driven search trends.

In many cases, these organizations implemented effective approaches even before AI search became prominent, and those same strategies continue to deliver results today.

The Growth of Expansive

Background: Expansive (formelry known as Novel Coworking) is one of the largest independent flex-space providers in the U.S., with over 40 markets under management.

They faced stiff competition from national brands and needed a way to scale efficiently while maintaining strong local visibility in the early AI-search era.

How they did it?

• Localized SEO Roll-out: For each new market launch, Novel implemented city- and neighborhood-specific landing pages, fully optimized with localized keywords, schema markup (LocalBusiness + Offer + FAQ), and regionally targeted meta tags.
• Content & PR Integration: They ran PR campaigns to get featured in local business journals and blogs (e.g. Chicago Business, Denver Inno), then repurposed those mentions into “As featured in…” social proof on their site.
• Advanced Tracking: They set up end-to-end attribution to measure organic, paid, and referral traffic down to the market level.

Expansive’s AI Overviews presence trend

Results:

• +156% Organic Traffic across all locations in the first year after the SEO overhaul
• +152% Overall Traffic, driving not just more visits but higher-quality leads through better conversion tracking

• Achieved market-leading share in key queries like “coworking space in Chicago” and “flexible office Denver” within three months of launch.
• Big bump in AI Overview mentions

Expansive outperformed every other space in Chicago, setting the template for our nationwide expansion.

— Bill Bennett, CEO, Expansive

Check out their full case study here.

Industrious – Integrating Google Reviews to Boost Conversions and AI Online Visibility

Background: Industrious is a U.S.–based coworking and flexible office provider with a growing footprint of locations nationwide. They wanted to leverage member testimonials more effectively to stand out in a crowded market.

Solution: Industrious partnered with EmbedSocial’s EmbedReviews platform to automatically collect and synchronize all Google Business Profile reviews and display them as dynamic widgets and badges directly on their website.

This gave potential members immediate, trustworthy “social proof” without manual updates.

Impact:

• Conversion Rate Lift: Displaying live Google reviews and star-rating badges on key pages led to a measurable increase in both new tour inquiries and membership sign-ups.
• Operational Ease: By automating review aggregation and display, Industrious reduced the time spent on manual updates, ensuring always-fresh testimonials.
• Member Trust: Prospects arriving via AI-driven search or zero-click scenarios saw real member feedback up front, reinforcing credibility before visiting the site.

These examples underline a common theme:

The Risk of Inaction: Why Standing Still Is Not an Option

Failing to respond to AI-driven search changes can have serious consequences for coworking and flex space businesses. Here are the key risks of inaction:

Declining Organic Traffic

As AI answers siphon off clicks, overall search engine traffic is expected to shrink. Gartner predicts that organic search volume will drop 25% by 2026 due to AI chatbots and virtual agents.

If you do nothing, you may see fewer visitors finding your website via traditional Google search, month after month. A 25% traffic decline could mean a similar drop in tour bookings and inquiries originating from search. In short, an unchanged SEO strategy will yield diminishing returns.

“Invisible” to AI Users

Every day, more consumers are using AI assistants instead of search engines for recommendations. If your space is not being picked up in AI-generated answers, those users simply won’t hear about you.

Your competitor down the street might be the one the AI mentions as the best option, effectively cutting you out of a growing segment of the market. Being absent from AI answers = being invisible to a portion of your audience.

Losing the “Zero-Click” Race

Even if you rank #1 on Google, an AI summary might appear above you and satisfy the user’s query without any clicks. If that summary doesn’t include your brand, you lost an opportunity without even knowing it.

This zero-click phenomenon makes it hard to track what you’re losing – you simply receive fewer leads and might not realize an AI tool answered the query. Competitors that find a way into that AI summary essentially steal the lead before it ever reaches search results.

Misinformation or Reputation Damage

AI models can sometimes give incorrect or outdated information about your business if you haven’t kept your data fresh. For example, if your hours or pricing changed and your site or listings weren’t updated, an AI might confidently tell a user wrong details (e.g. old prices or “closed now” when you’re open).

Similarly, AI might surface a negative review or misleading comment as representative of your space if positive content is sparse. Not taking control of your online information and narrative opens the door to an AI accidentally harming your reputation.

Competitive Disadvantage

The flex space market is getting more competitive globally. If a few pioneering coworking operators in each city optimize for AI and voice search, they will capture the majority of new-gen search queries – whether it’s “Which coworking space has free parking in Bangalore?” or “Alexa, find me a coworking space with private offices in downtown Chicago.”

Late adopters will be left fighting over a shrinking share of traditional search referrals. Essentially, ignoring AI trends now is like neglecting SEO 10 years ago – your space could fall behind peers in discoverability and brand awareness.

Missing Out on Global/Remote Opportunities

AI search doesn’t just affect local discovery. Digital nomads and remote teams often use AI tools to research options worldwide (“ChatGPT, what are some great coworking spaces in Seoul?”). If you have locations in multiple cities or appeal to international members, failing to optimize for AI means you may miss out on these global queries.

In contrast, spaces that provide rich information online (in English and other languages) can get picked up in worldwide AI-driven searches, tapping into a broader audience.

Adapting and Thriving: 9 AI SEO Strategies for Coworking Spaces

Fortunately, there are concrete steps coworking and flex space operators can take to improve their visibility in AI-powered search results. By updating your website, content, and local SEO practices, you can future-proof your business against these changes.

Below are actionable recommendations to remain visible and competitive.

#1 Ensure Your Business Data Is Consistent Everywhere

Audit all online listings for your space – Google Business Profile, Bing Places, Yelp, Facebook, Apple Maps, coworking directories, etc. Unify your NAP (Name, Address, Phone) and other details across all platforms.

Inconsistent or outdated info (different addresses, old phone numbers, varying names) can confuse AI and lead to wrong details in answers.

Also, make sure your hours, amenities, and descriptions are up to date. Google’s SGE and other AI pull from these sources heavily, so this is step one to “feed” the AI correct data.

#2 Double Down on Reviews and Ratings

Reviews are effectively content about your business written by members – content that AI models love to digest. Encourage your members to leave reviews on Google, Facebook, Yelp, and relevant sites.

Aim for detailed reviews that mention specific amenities or use-cases (e.g. “great for startups”, “fast Wi-Fi, quiet environment”) as these keywords might get picked up in AI responses.

A high volume of positive reviews on multiple platforms not only boosts traditional local SEO, but increases the likelihood that an AI will cite your business as a “top-rated” example.

Don’t focus only on Google – SGE pulls reviews from Tripadvisor and niche sites too – so diversify where you collect reviews.

Monitor your ratings and respond to reviews as well; showing engagement and up-to-date customer feedback can only help your credibility with AI algorithms.

Like John Williams, put it at the GCUC UK conference last year,

Search algorithms are developing yet again, and it’s good news for coworking spaces with strong brand identities – operators should double down on brand.

#3 Implement Structured Data Markup

Adding schema markup to your website is crucial in the AI era. Use LocalBusiness schema (or the more specific subtype if available, e.g. Office, Organization, etc.) to mark up your name, address, phone, geo-coordinates, opening hours, price range, and more.

Implement Review schema for testimonials and ratings on your site, FAQ schema for common questions, and Offer schema for any memberships or day-pass products.

This extra metadata makes it easier for AI to identify key facts about your space. For instance, with proper markup, an AI answer about your space could confidently state “open 24/7” or “prices start at $20/day” because it found structured info.

Use Google’s Structured Data Testing Tool to validate your schema. This might require a one-time web developer effort, but it’s worth the investment – businesses using schema have an edge in being correctly cited by AI.

#4 Create “AI-Friendly” Content (Conversational and Intent-Focused)

Adjust your content strategy to cover the kind of questions people ask AI. Add an FAQ page or expand it with questions phrased exactly as users would speak them (“Does [Your Space] offer day passes?”, “What’s the parking situation at [Your Space]?”, “Is it pet-friendly?” etc.). Write blog posts targeting specific long-tail queries: for example, a post on “How to choose a coworking space for a fintech startup” or “5 ways freelancers can benefit from coworking in [City]”.

These are the sorts of queries an AI might get, and if your content directly answers them, the AI is more likely to pull from it. Remember to write in a natural, conversational tone – LLMs prefer content that reads like how people talk.

Tools like ChatGPT can even help brainstorm questions or draft answers (just be sure to fact-check and humanize any AI-generated text before publishing).

The goal is to speak the user’s language so the AI finds your content highly relevant to the query. This also prepares you for the growing impact of voice search, where queries tend to be full questions.

#5 Produce Localized, Useful Resources

In addition to promotional content, offer value-driven content that can position you as a local authority. For example, create a guide like “Best Lunch Spots Near [Your Coworking Space]” or “Hosting Meetups in [City]: Tips from [Your Space]”.

These localized pieces can get traction and backlinks, and an AI might treat your site as a knowledge source for local insights (possibly citing your recommendations in an answer about the local area).

Google’s AI overview favors “topical authority,” so writing in-depth about your city’s remote work scene, events, or tips for using coworking effectively can indirectly boost your prominence in AI results.

#6 Be Present on All Key Platforms (Not Just Your Site)

Make it a point that your business has a profile or listing on every major platform relevant to local search. This includes establishing or updating your presence on: Google and Bing (obviously), Yelp, TripAdvisor (especially if you target digital nomads or travelers), niche coworking directories (e.g. Coworker, Deskpass), local business chambers or forums, and even Wikipedia if your brand is notable enough.

The reason is simple: AI models scour all these sources. If, say, Bing’s index or a popular app has a blurb about your space that others lack, an AI might use that information.

The more cross-verified and widespread your information is, the more confidently an AI will include you. Conversely, if you’re missing from one of these data sources, you might be left out from answers that rely on them.

A quick win is to claim and fill out profiles on any site that lists “workspace” or “office space” in your category – many are free and can send you leads in their own right.

#7 Monitor Your AI Search Presence and Mentions

Start treating AI visibility like you treat Google rankings. Use tools or manual checks to see what answers AI platforms give for key queries related to your business.

For example, ask ChatGPT (with browsing enabled or via Bing Chat) something like “What are good coworking spaces in [Your City]?”. See if and where you’re mentioned.

If you notice inaccuracies (e.g. wrong pricing or amenities), address them by correcting your site or major listings – the AI likely picked the info up from some data source.

If you’re not mentioned at all, analyze what the AI does mention – is it citing a blog list you’re absent from, or highlighting a feature you haven’t publicized?

This can inform your marketing. Google’s Search Console and Business Profile insights can also reveal if your traffic or impressions dip, possibly indicating AI answers are taking over some queries.

Additionally, stay alert for new AI features (like Google’s “SGE follow-ups” or Bing’s chat plugins) that could affect how your information is presented. The local search landscape is evolving quickly, so continuous monitoring and agile adjustments will be key.

A useful tool for monitoring your AI search presence are Hubspot’s Free AI Search Grader Tool.

#8 Local “Best of” Lists & AI Visibility

Many coworking operators are finding that getting featured in authoritative third-party content is now as important as optimizing their own site.

For instance, a high-traffic article like “Top 10 Coworking Spaces in the USA” can directly feed AI answers. If ChatGPT or SGE is asked “What are the best coworking spaces in Singapore?”, it may draw from such curated rankings and mention those ten spaces by name.

Coworking brands that have secured spots on popular lists (e.g. in local magazines, blogs, or platforms like Coworker.com) have a head start – the AI is more likely to “know” about them.

Spaces are responding by ramping up PR and partnerships to get mentioned in these roundup articles and local press.

The effect is verifiable: ask an AI assistant for the best coworking in your city, and you’ll notice it often echoes the names seen in media lists and high-rated review sites.

#9 Stay Agile and Keep Experimenting

The introduction of generative AI in search is not a one-time change – it’s an ongoing evolution. Make sure someone on your team (or an external consultant) is staying educated on AI search developments. For instance, voice and multimodal search are rising, meaning users might search by asking Alexa or by uploading a photo of a location.

Plan to adapt your SEO for these scenarios too (ensure your space’s name and images are recognizable and tagged).

In practical terms, regularly update your content to answer new questions members ask, use analytics to spot changes in how people find you, and be willing to A/B test new approaches (like different content formats or Q&A sections).

Those who treat this as a dynamic part of marketing – and not a one-and-done project – will fare best.

And so, by implementing these steps, coworking space owners can significantly improve their odds of being visible in the AI-driven search landscape.

In fact, many of these actions (e.g. maintaining listings, getting reviews, producing quality content) are extensions of good digital marketing practices you may already know – now tuned specifically to how AI systems gather and prioritize information.

The overarching theme is to make your business “AI-readable” and trusted: provide clear, structured info, demonstrate credibility through reviews and mentions, and speak to the user intents that AI is trying to satisfy.

Conclusion: Embracing the AI Search Revolution in Coworking

The advent of AI-powered search is a paradigm shift for online discovery, and coworking and flex space operators around the globe must respond proactively.

The way potential members find and evaluate workspaces is moving toward conversational queries, AI-curated answers, and zero-click decisions.

This shift brings challenges – reduced organic traffic, new optimization tactics, less control over messaging – but it also creates opportunities for those who adapt early.

Operators who invest in AI-focused SEO can capture highly qualified, intent-driven leads (e.g. someone who asks an AI for “24/7 access coworking with a podcast studio” is probably ready to convert if your space fits).

In essence, the future of search is AI-first, and the future of coworking marketing must be too. By following the strategies outlined – from structured data to conversational content and beyond – you can ensure your workspace remains discoverable, relevant, and attractive in this new landscape.

As the AI search engines continue to evolve (and as Google potentially rolls SGE out globally in multiple languages), keep iterating on your approach.

The businesses that thrive will be those that combine the best of traditional SEO (great user-focused content and service) with the new requirements of AI SEO (data optimization and broad online presence).