Why local SEO matters

Local search remains one of the most effective ways for businesses to attract and convert customers. Nearly half of all Google searches have local intent, and a significant percentage of local mobile searches lead to in-person transactions within a day. This behaviour reflects a clear shift toward immediate, location-driven decision-making. However, while many businesses maintain a Google Business Profile and attempt to collect reviews, few consistently rank in the top map results—often referred to as the Local Pack.

This underperformance is not typically due to lack of effort, but rather a misunderstanding of how local SEO functions today. Ranking in 2025 depends on real-world engagement, consistent online signals, and verifiable trust—not outdated tactics or keyword stuffing.

Search

Google's algorithm for local results is built on proximity, relevance, and prominence. Proximity determines how close your business is to the searcher. Relevance reflects how well your business matches the user’s intent. Prominence measures how authoritative and trusted your business appears online.

To improve visibility, businesses must ensure that:

• Their physical location and service areas are properly defined.
• Their services and content match user queries.
• They consistently demonstrate trust signals through customer engagement, reviews, and public recognition.

Obsolete

Many historical techniques used in local SEO no longer work and may now be counterproductive. These include excessive map pin creation, mass embedding of location maps, purchasing fake engagement, or using artificial direction requests to boost location activity. Google’s evolving algorithm now prioritises measurable and organic signals—rewarding legitimate customer interactions and penalising manipulation.

Proximity

While proximity remains a fundamental input, Google increasingly evaluates whether businesses demonstrate active, localised user engagement. Businesses that attract physical visits, direction requests, or check-ins send clear proximity signals to Google.

To enhance proximity relevance:

• Verify all business locations in Google Business Profile.
• Define clear service areas for mobile or multi-region operations.
• Encourage genuine “get directions” interactions through website prompts and customer support follow-up.

Relevance

Relevance is determined by how well a business’s listed services, categories, and online content align with user queries. Profiles should reflect precise service categories, relevant local keywords, and clear service area content.

To improve relevance:

• Use targeted keywords in descriptions and metadata.
• Create dedicated landing pages for each service area.
• Include structured data to reinforce service and location clarity.

Prominence

Prominence reflects a business’s credibility. It is shaped by review volume and frequency, brand mentions, and consistency across digital assets.

Effective methods to build prominence include:

• Maintaining up-to-date directory listings with consistent NAP data.
• Regularly requesting authentic reviews and responding promptly.
• Securing backlinks and mentions from credible local sources.

Performance

Local SEO requires structured testing. Using rank-tracking tools and geo-grid heatmaps can clarify which efforts are producing visibility improvements. For example, testing changes on one location page before applying them across all service areas enables focused, evidence-based refinement.

Track metrics such as:

• Direction requests and call volume.
• Review frequency and sentiment.
• Visibility in map results across targeted zones.

Direction

Search behaviour is shifting. AI-driven algorithms now prioritise user intent and contextual signals. As voice and visual search gain traction, businesses must ensure listings are not only keyword-optimised but conversationally structured.

Additionally, platforms like Apple Maps and Bing Places influence mobile search, meaning businesses must extend beyond Google.

A modern local SEO strategy includes:

• Verified GBP setup and ongoing engagement.
• Structured website content, schema markup, and location-specific updates.
• A diverse presence across directories and maps platforms.
• Continued investment in review management and community interaction.

For organisations not seeing progress, a full local SEO audit can identify structural gaps, misalignments, or missing signals. A tailored strategy based on market conditions and service areas provides more predictable outcomes.

For assistance with auditing, refining or scaling your local SEO strategy, contact our team for a consultation.