Is Local SEO Dead? The Truth About Local Search in 2025

As a business owner, you can’t afford to ignore the power of local search. It’s what connects you with the customers right in your backyard, the ones who are most likely to walk through your doors and make a purchase.

But is local SEO dead in 2025?

Hardly. It’s just undergoing a metamorphosis, transforming to keep pace with the constantly shifting world of search engines and the way people use them.

Stick with me, and I’ll show you how to make local SEO work for you in 2025 and beyond.

Table Of Contents:

Is Local SEO Dead in 2025?

The world of digital marketing is always changing. And with those changes, some are quick to say certain strategies are “dead”.

But I’m here to tell you, local SEO is alive and well in 2025.

Sure, the digital landscape has evolved. Global e-commerce is booming. Paid advertising and email marketing are go-to strategies. But for businesses targeting local customers, local search engine optimization remains crucial.

Why? Because 46% of all Google searches have local intent.

People are actively looking for products and services near them. And they want relevant, helpful information to guide their decisions.

By making sure your online presence is optimized for local search, you’re essentially placing your business on a silver platter for potential customers to discover. This builds credibility, increases traffic, and helps your business grow like never before.

In the digital age we live in, local SEO is not just important – it’s a must.

So don’t believe the myth. Local SEO isn’t dead. It’s a thriving, essential part of any local business’s marketing strategy.

The Importance of Local SEO for Businesses

If you’re a local business owner, you might be wondering, “Do I really need to invest in local SEO?”

The short answer? Yes. Absolutely.

Here’s the thing. When potential customers search for businesses like yours, you want to be the first name they see. Because if you’re not there, your competitors will be.

Getting listed at the top of search results is like having a giant billboard right where your customers are hanging out.

Think about it. When someone searches for “best pizza near me” or “top-rated hair salon in [your city]”, you want your business to pop up. You want them to see your glowing online reviews, your enticing photos, and your helpful information. That’s how you attract new customers and grow your business.

But it’s not just about attracting new customers. Local SEO also helps you nurture relationships with your existing customer base. By regularly showing up in their searches and providing valuable content, you stay top of mind, build loyalty, and encourage repeat business.

Local SEO is like the secret ingredient for businesses hungry to dominate their local market. Sure, it can take some time for local SEO to show results, but when they do, you’ll be glad you put in the work.

Top Local SEO Strategies in 2025

Alright, so we’ve established that local SEO is important. But how do you actually do it? What are the most effective local SEO strategies for 2025?

Here are a few of my top recommendations:

1. Optimize Your Google Business Profile

Your Google Business Profile (GBP) is often the first impression potential customers have of your business.

When users search for services or products near them, Google highlights local businesses on its map and in the “Local Pack.”

A well-optimized GBP increases your visibility, enhances your credibility, and helps drive foot traffic and online conversions.

Think of your GBP as your digital storefront — it has to be accurate, appealing, and informative to attract potential customers.

By optimizing your GMB listing with valuable information, engaging photos, and real-time updates, you’re significantly increasing your chances of being noticed by potential customers in your area.

How do you set up and optimize your Google Business Profile?

Step 1: Claim and Verify Your Business Profile

If you haven’t already, go to Google Business Profile and claim your listing. Verification may involve receiving a postcard from Google with a code, or in some cases, verifying via phone or email.

For example: If you’re a bakery in Austin, Texas, claiming your profile ensures you appear in local searches like “best bakery in Austin.”

Step 2: Complete Your Business Information

Fill out every field accurately, including:

• Business name (must match the name on your signage and other platforms)
• Address (consistent with NAP details)
• Phone number
• Website URL
• Operating hours (including holiday hours)

Use the correct categories to describe your business, as this affects your visibility in search results.

For example: A pet store might select “Pet Supplies” and “Pet Grooming” as categories.

💡Tip: Regularly update hours, photos, and posts to reflect any changes in your business.

Step 3: Use High-Quality Visuals

Upload appealing images and videos of your business, such as:

• Storefront and interior photos
• Team photos
• Product images or menu items
• Short videos showcasing services

Use the recommended dimensions (e.g., 720×720 pixels for images).

For example: A yoga studio could upload images of serene class setups or short video clips of classes in session.

Step 4: Leverage Attributes

Use attributes to highlight unique features or services your business offers, such as:

• Women-owned
• Outdoor seating
• Free Wi-Fi
• Wheelchair accessible
• Accepts reservations

For example: A coffee shop might select attributes like “Outdoor seating” and “Live music.”

Step 5: Post Regular Updates

Use the GBP Posts feature to share updates, promotions, or events.

Posts can include:

• Text (1500 characters max)
• Images or videos
• Calls-to-action like “Order Online” or “Book Now.”

Keep posts fresh by updating them weekly.

For example: A fitness center can post about upcoming boot camps or membership discounts.

💡Tip: Focus on local SEO keywords such as phrases with “near me” and location-specific keywords in your description and posts.

Learn how to add keywords to your Google Business Profile.

Step 6: Encourage and Manage Reviews

Positive reviews improve your ranking and attract customers.

Ask customers to leave reviews by:

• Sending follow-up emails with a review link
• Displaying review requests in-store or on receipts

Respond to reviews (both positive and negative) professionally to show you value customer feedback.

For example: A restaurant could respond to a glowing review with, “Thank you for dining with us! We’re thrilled you loved the pasta special.”

💡Tip: The Q&A section on your profile is a great place to engage with potential customers.

Step 7: Monitor Analytics

The “Insights” section of your GBP helps you understand how people find and interact with your listing.

Track actions like calls, clicks, and direction requests and use these insights to refine your strategy.

For example: If your profile shows high traffic from searches for “lunch near me,” consider highlighting lunch specials in your posts.

By fully optimizing your Google Business Profile, you can dominate the Local Pack and Maps results, making it easier for customers to find and trust your business. This strategy is a simple yet powerful way to stand out in a crowded local market.

2. Ensure NAP Consistency

NAP stands for Name, Address, and Phone Number — the three key pieces of information that tell search engines and potential customers who you are and where to find you.

Maintaining consistent NAP details across all online platforms is crucial for three reasons:

1. Search Engine Credibility: Search engines prioritize accurate and trustworthy information. Inconsistent NAP details can confuse algorithms and hurt your local rankings.

Note that many voice assistants pull data from Google or Bing so consistency in these listings is also essential for appearing in voice search results.

2. Customer Trust: Customers who see different phone numbers or addresses might question your business’s legitimacy or choose a competitor.

3. Improved User Experience: A seamless experience — from finding your business online to visiting or contacting you — leads to higher satisfaction and conversions.

Imagine a small café looking to attract more local customers. If the café’s Yelp listing shows an outdated phone number, while its Google Business Profile lists the correct one, customers might call the wrong number and lose trust when they can’t get through. By maintaining consistent NAP details, the café improves its chances of being discovered and builds credibility.

Follow these steps to ensure your NAP information is consistent across all platforms:

Step 1: Audit Your Existing Listings

Search for your business on platforms like Google, Yelp, Bing, Facebook, and industry-specific directories.

Look for discrepancies in your business name, address, and phone number. Common errors include outdated addresses, old phone numbers, or misspelled business names.

For example: If your dental office recently moved to a new location, ensure the updated address is reflected on all your listings.

Step 2: Use a Standard Format

Choose a consistent way to display your NAP information and stick to it.

If your business name is “John’s Bakery & Café,” avoid variations like “John’s Bakery and Cafe” or “John’s Café.”

Ensure your address includes the same abbreviations (e.g., “St.” versus “Street”) across platforms.

Step 3: Update Key Directories

Update your NAP details on high-priority platforms:

• Google Business Profile
• Online directories: Yelp, TripAdvisor, Yellow Pages, and Bing Places.
• Social media profiles: Facebook, Twitter/X, Instagram, LinkedIn, and Pinterest

Don’t forget niche directories specific to your industry such as Avvo, FindLaw, or Lawyers.com for legal firms or Zillow for real estate.

💡Tip: If time is limited, prioritize correcting NAP details on the most visible and high-traffic platforms like Google and Yelp.

Step 4: Use Tools for NAP Management

Use tools to automate and monitor your NAP details across the web. Popular options include Moz Local, BrightLocal, and Yext.

These tools identify inconsistencies, automate updates, and track changes over time.

💡Tip: Services like Whitespark or Semrush can help build and maintain consistent citations across hundreds of platforms.

Step 5: Keep Your Website NAP Accurate

Display your NAP information prominently on your website, ideally in the header, footer, and contact page.

Use schema markup to help search engines understand your business details.

For example: A plumbing service could include its NAP information in the footer of every page, alongside a “Request a Service” CTA.

💡Tip: Set a recurring reminder to audit your NAP details, especially after major changes like a move, rebrand, or phone number update. Make sure your NAP details also match your offline materials like business cards and signage.

NAP consistency is foundational to local SEO — it’s a straightforward but essential practice that ensures both search engines and customers can easily find and connect with your business.

3. Research Local Keywords

Local keyword research is the backbone of any successful local SEO strategy. It helps you identify the exact terms your target audience uses when searching for products or services in your area. By targeting these localized terms, you can:

• Attract the Right Audience: Connect with people who are actively searching for what you offer in your area.
• Improve Visibility in Local Searches: Rank higher in search results for location-specific queries.
• Boost Conversions: Localized searches often indicate a strong intent to act, leading to higher click-through rates and sales.

For example, a restaurant in Miami would benefit more from targeting “best Cuban food in Miami” than a generic term like “best Cuban food.”

So how do you find these local keywords?

Start with Google Suggestions

Type a general term related to your business into Google and note the auto-suggested phrases. These reflect real search queries.

For example: A hair salon owner in Dallas might start with “haircuts in Dallas” and discover related terms like “affordable hair salons near me” or “best hair colorist in Dallas.”

Scroll down to the middle of the SERP and you’ll find more keyword suggestions in the “People Also Ask” section:

Finally, at the bottom of the results page, you’ll see the “People Also Search For” section with related searches:

Use Keyword Research Tools

Keyword tools like Google Keyword Planner, Ahrefs, and Ubersuggest, and even a content marketing platform like BrandWell, can help identify local keywords with high search volume and manageable competition.

Here’s how I used BrandWell‘s keyword research tool to find some localized keywords for a bakery in San Francisco:

And from these keywords, I asked the AI to generate a new post for my blog:

Focus on Long-Tail Keywords

Long-tail keywords are more specific and less competitive, making them easier to rank for. These keywords often have higher conversion rates because they reflect strong user intent.

For example: Instead of targeting “dentists in Austin,” a dental office could target “emergency dentist in Austin” or “family dentist near Zilker Park.”

Incorporate “Near Me” and Location-Based Phrases

Many local searches include terms like “near me” or specific neighborhoods. Optimize for these terms to capture mobile users and those looking for immediate solutions.

For example: A gym in Los Angeles could target “gyms near Hollywood” or “24-hour gym near me.”

Want to rank for “near me” keywords? Read our comprehensive guide.

Analyze Competitor Keywords

Look at competitors ranking well in local search results and analyze the keywords they’re targeting. Use tools like Ahrefs or Semrush to discover their organic keyword strategy.

For example: If a competitor coffee shop ranks well for “best coffee shop in Downtown Seattle,” consider incorporating similar keywords into your content and meta tags.

Find out how you can outwit your rivals by ranking for competitor keywords.

Leverage Customer Insights

Ask your customers how they describe your services or what they would search for to find a business like yours. Use surveys or social media polls to gather ideas directly from your audience.

Once you have a list of keywords to target, add them to your web page titles, meta descriptions, headers (H1-H6), body content, image alt text, and Google Business Profile descriptions and FAQs.

For example: A bakery might use the keyword “best cupcakes in Portland” in a blog post titled “5 Reasons We Have the Best Cupcakes in Portland.”

💡Tip: Since voice search queries are conversational, include natural phrases and questions in your keyword strategy.

For example: A hotel in Denver could optimize for phrases like “What are the best hotels near Denver Airport?”

💡Tip: Identify terms that peak during specific times of the year, such as “Christmas tree delivery in Chicago” or “back-to-school deals in Austin.”

Imagine a home repair service in Phoenix targeting broad terms like “plumber.” While it may attract some attention, targeting “24-hour emergency plumber in Phoenix” would drive highly motivated customers to their website. This level of precision is what makes local keyword research a game-changer for small businesses.

4. Create Local Content

Google’s getting pretty clever these days, figuring out where you are and what you’ve searched for before to give you personalized results. So, if you and your buddy look up the same thing from different places, don’t be surprised if you see different stuff pop up.

To make sure your business stands out in personalized search, focus on crafting content that truly resonates with your local community. Whether it’s a blog post about an upcoming festival, a guide to the best restaurants in town, or industry-specific tips for your area, creating local content is key.

By creating local content, you signal to search engines that your business is highly relevant to people in your area. Plus, it provides value to your potential and current customers, establishing you as a knowledgeable local resource.

A couple of ideas for creating local content:

Know Your Audience and Community

Research what matters to your local audience, such as popular events, landmarks, or community issues. Engage directly with your customers to learn about their preferences and challenges.

For example: A landscaping business might find that many customers struggle with drought-resistant gardening. That’s a good topic to build content around.

Cover Local Events and News

Write about events happening in your area, such as fairs, festivals, or community gatherings. Share how your business is involved in these events, or provide helpful tips related to them.

For example: A fitness studio could blog about “How to Stay Hydrated During the Boston Marathon.”

Highlight Local Culture and Landmarks

Showcase what makes your city or town unique. This not only appeals to locals but also resonates with tourists or newcomers.

For example: A photography studio in Seattle could write a guide on “The Best Spots for Engagement Photos in Seattle.”

Answer Local Questions

Use tools like AnswerThePublic, Google’s “People Also Ask” section, or customer feedback to find common questions people have in your area then write content that provides clear, helpful answers.

For example: A dentist might create a blog post titled “Where Can I Find Affordable Teeth Whitening in Scottsdale?”

Create Local Resource Guides

Develop comprehensive guides to local resources or activities that relate to your business. These are highly shareable and can attract backlinks from other local businesses.

For example: A hardware store could create a guide like “Top DIY Stores and Workshops in [Neighborhood].”

💡Tip: Link local content to relevant pages on your website, such as location-specific service pages.

Use Local Testimonials and Case Studies

Share stories of satisfied customers from your area to build credibility and trust. Highlight specific challenges and how your business addressed them.

For example: A pest control company could share a case study about eliminating termites from a historic home in your city.

Leverage Multimedia Content

Use photos, videos, and infographics to make your content more engaging. Include visuals that showcase your business in a local context.

For example: A coffee shop could create a video of the local coffee bean roasting process or host a live Q&A about sourcing beans locally.

💡Tip: Add location data to images to help search engines understand their relevance to your area.

What types of local content can you create?

• Blogs and Articles: Focus on topics like “Best Restaurants in [City]” or “Top Tips for Moving to [City].”
• Videos: Create virtual tours, how-tos, or behind-the-scenes videos highlighting your connection to the local community.
• Social Media Posts: Share bite-sized updates about local events, customer shoutouts, or employee spotlights.
• Email Newsletters: Include local event highlights or exclusive offers tied to local holidays.

Here’s how a local piece of content would look like:

A pet store in Denver might create a blog post titled, “The Ultimate Guide to Dog-Friendly Hiking Trails in Denver.” The post could include:

• A list of trails with photos and customer reviews.
• Tips for keeping pets safe while hiking.
• A link to their store for hiking gear like water bottles or dog booties.

This not only attracts pet owners searching for hiking trails but also drives traffic to the store’s website.

Creating local content allows you to connect with your community on a personal level, driving both online engagement and in-store traffic. By addressing local interests, you can establish your business as a trusted and visible resource in your area.

5. Build Local Citations

Local citations are online mentions of your business’s name, address, and phone number (NAP). These citations help search engines verify your business’s legitimacy and can boost your local search rankings.

Elevate your business’s visibility by securing listings in online directories, industry-specific databases, local publications, and social platforms.

Begin by ensuring your business is listed on major directories like Google My Business, Yelp, Bing Places, and Apple Maps.

Depending on your business, there may be industry-specific directories such as Tripadvisor for travel and hospitality and HomeAdvisor for home repair and improvement services. List your business on these relevant directories for more targeted visibility.

Don’t overlook local business directories specific to your city or region like your local Chamber of Commerce. These can provide more relevant links and are often seen as more trustworthy by local search engines.

6. Customer Reviews and Reputation Management

Online reviews are the modern-day word of mouth. They heavily influence consumer decision-making, with 93% of consumers reading reviews before deciding to make a purchase.

Imagine a diner searching for breakfast spots. A listing with 500 reviews and a 4.8-star rating will likely win over a restaurant with only 10 reviews and a 3.0-star rating.

Customer reviews are also crucial for SEO because Google uses reviews as a ranking signal for local search. Businesses with more positive reviews tend to rank higher in search results.

How do you earn, manage, and maximize customer reviews?

Encourage Customers to Leave Reviews

• Ask Directly: Happy customers are your biggest fans, so why not ask them to spread the love? Politely request a review after a purchase or service. Timing is key — ask when the experience is fresh in their minds.
• Provide Incentives (Where Permissible): Offer discounts, freebies, or entries into a giveaway to encourage feedback.
• Make It Easy: Provide direct links to your review pages on Google, Yelp, or industry-specific platforms.

For example: A salon might send a follow-up text after a visit: “Thanks for visiting [Salon Name]! We’d love to hear about your experience. Click here to leave a review: [Link].”

Respond to All Reviews

• Positive Reviews: Thank customers for their feedback and mention specific details to personalize your response.
• Negative Reviews: Address concerns promptly and professionally. Apologize, offer solutions, and encourage them to reach out privately to resolve the issue.

Responses show that your business values customer opinions and is committed to improving.

Here’s an example of a restaurant responding to a positive review: “Thank you, Sarah! We’re thrilled you loved our new summer menu. We look forward to serving you again soon!”

Monitor Reviews Regularly

Set up alerts for new reviews using tools like Google My Business notifications or platforms like Hootsuite. Regular monitoring ensures you can respond promptly and identify recurring issues.

Leverage Positive Reviews in Marketing

Highlight glowing reviews on your website, social media, or marketing materials. Create testimonial videos or graphics to showcase satisfied customers.

For example: A fitness trainer might share a quote from a review on Instagram, paired with a photo of the client’s progress.

Address Fake or Harmful Reviews

Report fake reviews to platforms like Google or Yelp with evidence to back your claim. Respond to the review professionally, stating your side of the story without escalating the situation.

Here’s a sample response to a fake review: “We don’t have a record of serving you, but we’d love to assist if you reach out to us directly at [Contact Info].”

To help you monitor and review customer feedback, consider using these tools:

• Google My Business: Monitor and respond to Google reviews.
• Yelp for Business: Manage reviews and engage with Yelp users.
• Reputation Management Software: Tools like Podium, Birdeye, and Trustpilot streamline the process of requesting and managing reviews.
• Social Listening Tools: Use tools like Mention or Sprout Social to track brand mentions and reviews across platforms.

Follow these tips to maintain a good reputation online:

• Be Proactive: Actively ask for reviews instead of waiting for them to happen organically.
• Provide Stellar Customer Service: Happy customers are more likely to leave positive reviews.
• Maintain Transparency: Don’t manipulate reviews or create fake ones — it can backfire and harm your credibility.
• Follow Review Platform Guidelines: Platforms like Google and Yelp have strict policies about how businesses can request reviews. Stay compliant to avoid penalties.
• Automate Requests: Use CRM tools to send review requests automatically after a purchase or service.
• Respond Quickly: Aim to reply to reviews within 24 hours to show attentiveness.
• Segment Feedback: Use reviews to identify your business strengths and weaknesses, then adapt your strategy accordingly.
• Celebrate Milestones: Reached a certain number of reviews? Thank your customers on social media and celebrate your achievement.

A robust review profile not only boosts your online visibility but also fosters trust and loyalty. By prioritizing reviews and reputation management, your business can stand out as a reliable choice in your local market — earning you both clicks and customers.

7. Local Link Building

Local link building involves acquiring backlinks from other local websites, businesses, and organizations. These links act as “votes of confidence” for your website, signaling to search engines that your business is credible and relevant within the local community.

For example, a craft brewery in Austin getting backlinks from a local food blog or events website not only improves SEO but also increases exposure to a relevant audience.

Let me share a few strategies for effective local link-building:

Partner with Local Businesses

Collaborate with complementary businesses to create joint content, promotions, or events. Ask for backlinks in exchange for promoting their business on your site or social media.

For example: A florist might team up with a wedding planner to write a blog post on “The Best Wedding Trends in [City]” and link to each other’s websites.

Get Listed in Local Directories

Submit your business to high-quality local directories like Chamber of Commerce websites, industry-specific directories, or local review sites.
Ensure your NAP information is consistent.

For example: A yoga studio could list itself on a local wellness directory or health-focused community site.

Sponsor Local Events or Charities

Support local events, sports teams, or charities in exchange for a backlink on their website. This not only boosts your SEO but also enhances your reputation in the community.

For example: A real estate agency sponsoring a local 5K race might receive a link from the event’s official site.

Collaborate with Local Influencers

Partner with local bloggers, YouTubers, or social media influencers to feature your business. Provide a product or service for them to review, or co-create content.

For example: A bakery could collaborate with a local food blogger to create a video tour of the shop, linking back to the bakery’s website.

Leverage Local News and PR

Share newsworthy updates with local media outlets, such as launching a new product, hosting an event, or reaching a milestone. Submit press releases to local newspapers, radio stations, and online news portals.

For example: A tech store opening a new location could share the story with the local press, earning backlinks from news websites.

Engage with Community Forums and Blogs

Participate in discussions on local forums, blogs, or community websites. Provide valuable insights and include your website link where relevant (but not in a spammy way).

Hosting events allows you to connect with other organizations that might link to your event details.

Offer discounts or unique benefits for community groups in exchange for a backlink on their website.

For example: A pet groomer could answer questions about grooming tips in a local pet owner forum and link to a blog post on their site.

Create Link-Worthy Local Content

Develop content that local websites or organizations will want to link to, such as:

• Local guides: “Best Hiking Trails in [City]”
• Data or reports: “Small Business Trends in [City], 2025”
• Event calendars: “Upcoming Community Events in [Neighborhood]”

To ensure success in your local link-building efforts:

• Prioritize Quality Over Quantity: Focus on securing backlinks from authoritative and relevant local websites.
• Build Genuine Relationships: Engage with local businesses, influencers, and community leaders to establish trust and collaboration.
• Avoid Spammy Links: Low-quality directories or irrelevant links can harm your SEO efforts.
• Keep Track of Your Efforts: Use tools like Google Analytics to monitor the performance of your backlinks.

Local link building doesn’t just improve your search rankings — it strengthens your local presence and helps establish your business as a pillar in the community. By creating meaningful relationships and focusing on high-quality backlinks, you’ll drive more traffic, improve visibility, and grow your local brand long-term.

8. Location Pages

If your business serves multiple areas, create dedicated pages for each location.

Location pages provide detailed, location-specific information to help customers and search engines understand where your business operates.

Example of a location page

Location pages are great for:

• Improving Local Visibility: Location pages help your business rank for geographic-specific searches, like “pizza delivery in Brooklyn.”
• Enhancing User Experience: They make it easy for potential customers to find essential information about your services in their area.
• Improving Relevance for Multiple Locations: Location pages allow you to tailor content to each community that your business serves.

For example, a plumbing company serving Miami and Fort Lauderdale could create separate pages for each city, targeting keywords and needs unique to those areas.

What should you include in your location pages?

Essential Information

• Business Name, Address, and Phone Number (NAP)
• Operating hours
• Services or products offered in that specific location
• Unique selling points relevant to the area.

Image source: Hurrdat Marketing

Targeted Keywords

Optimize each page with keywords specific to the location, such as “emergency HVAC repair in Dallas” or “organic grocery store in Boulder.”

Include variations like neighborhood names, zip codes, and nearby landmarks.

For example: A dentist in Chicago could target “teeth whitening near Lincoln Park, Chicago.”

Maps and Driving Directions

Embed a Google Map on each location page to help users find your business easily. Include written directions from major local landmarks or highways.

Local Testimonials and Reviews

Showcase customer reviews or testimonials from people in the specific area. This builds trust and adds a personal touch to each location page.

For example: A fitness center might feature a testimonial like, “This is the best gym in South Austin! The trainers are incredible.”

Local Events and Community Involvement

Mention events your business has participated in or sponsored within the area. Showcase your connection to the community to foster trust and engagement.

For example: A bakery could write about its role in providing treats for a local pet adoption event.

Unique Content for Each Page

Avoid duplicating content across multiple location pages. Each page should have unique, tailored content relevant to its specific audience.

For example: Instead of copying “Our Services” verbatim, highlight how the services are customized for each location.

💡Tip: Local images can make each location page unique. Include photos of your storefront, team members, or events in the specific area to personalize the page.

Example of Location Page Content:

A pest control company in Houston might create a location page titled “Professional Pest Control Services in Houston, TX.” The page could include:

• A description of common pests in Houston and how the company addresses them
• A map of their service area in Houston
• Customer testimonials highlighting success stories in the Houston community
• A call-to-action like “Schedule your free inspection today!”

Location pages bridge the gap between your business and your local audience. They not only improve your local SEO rankings but also establish your brand as a trusted, community-focused provider. With the right strategy, location pages can turn casual browsers into loyal customers.

9. Mobile Optimization

According to research, 93% of consumers use the Internet to find local businesses. This has prompted Google to shift to mobile-first indexing — meaning Google now primarily uses the mobile version of your website to rank your pages. Businesses that fail to optimize for mobile risk losing customers to competitors with faster, more accessible sites.

Here’s why mobile optimization matters:

• Improved User Experience: A seamless mobile experience keeps visitors on your site longer, reducing bounce rates.
• Better Local Search Rankings: Mobile-friendly sites are favored by Google, improving your visibility in local searches.
• Increased Conversions: Easy-to-navigate, fast-loading websites lead to higher conversions, especially for users seeking immediate solutions.

For example, a hungry customer searching for “best burgers near me” is more likely to order from a restaurant with a mobile-friendly menu and easy online ordering.

To ensure your website is mobile-friendly:

Implement a Responsive Design

With a responsive web design, your site automatically adjusts to fit any screen size, from smartphones to tablets. Test your site on multiple devices to confirm it looks and functions well everywhere.

If you run a hotel website, it should display room options, pricing, and booking forms clearly on all types of devices.

Optimize Page Speed

If your website takes too long to load, use Google PageSpeed Insights to identify and resolve speed issues. One way to speed up your loading time is to compress images and use modern formats like WebP instead of the traditional JPG or PNG.

Minimize code by enabling browser caching and removing unnecessary scripts.

💡Tip: Aim for a loading time of 3 seconds or less — slow websites can lead to high bounce rates.

Prioritize Local Features

Add click-to-call buttons so users can contact you instantly. And for users who are ready to visit your physical store, include maps with directions to your business.

Highlight operating hours and services directly on the homepage.

For example: A spa could use a mobile-optimized booking form that pre-fills customer details for repeat visitors.

💡Tip: If you sell products or services online, make mobile payment options (e.g., Apple Pay, Google Pay) available for seamless transactions.

Ensure Easy Navigation

Since your customers are viewing your page on a small screen, make sure you have large, clickable buttons for key actions like “Call Now” or “Get Directions.”

Keep the menus simple and avoid overcrowding the screen with links or text.

Implement sticky navigation bars for quick access to essential features.

Design for Touch

Since mobile users don’t have the benefit of using a mouse, ensure all elements are easy to tap on touchscreens — including buttons and links.

Avoid placing clickable elements too close together to prevent accidental clicks.

Enable Accelerated Mobile Pages (AMP)

Use AMP to create lightweight versions of your web pages that load almost instantly. This is particularly useful for blog posts or news content.

A mobile-optimized website ensures that potential customers can find, navigate, and interact with your business effortlessly—wherever they are. In a world dominated by smartphones, ensuring a fast, responsive, and user-friendly mobile experience is key to staying ahead of the competition and capturing local customers on the go.

10. Voice Search Optimization

One of the biggest game-changers in local search has been the rise of voice search.

With the increasing popularity of smart speakers like Amazon Alexa and Google Assistant, more and more people are using their voices to search for local businesses. In fact, 46% of voice search users look for a local business daily.

As voice-enabled devices continue to dominate, businesses need to ensure their websites are optimized to meet this shift in search behavior.

Here’s why voice search matters:

• Increased Local Intent: Many voice searches have a strong local intent, with people asking for immediate, nearby solutions (e.g., “Where’s the closest coffee shop?”).
• User Convenience: Voice search offers an easy, hands-free way for users to find what they need, making it essential for businesses to provide answers quickly and directly.
• Google’s Focus on Conversational Queries: As voice search becomes more conversational, Google’s algorithms are placing more emphasis on long-tail, question-type keywords and natural language.

So, what does this mean for your local SEO strategy?

It means you need to optimize your content for conversational queries. Think about how people might ask for your business using their voice.

For example, someone who just had a frozen pipe explode might say, “Who’s the best plumber near me?” or “Find me a plumber available now,” rather than typing out a generic search term like “plumber near me.”

Focus on Conversational Keywords

Voice search queries are typically longer and more conversational than text-based searches. Instead of optimizing for short keywords, aim for long-tail keywords and question-based phrases.

For example: A local hair salon could optimize for “Where can I get a haircut in Atlantic City?” instead of just “Atlantic City hair salon.”

Leverage Featured Snippets

Google often pulls answers to voice searches directly from featured snippets. Make it your goal to have your content picked up by Google as a snippet, answering common questions in a concise, easy-to-read format.

For example: A landscaping business might create an FAQ page addressing questions like, “How much does lawn care cost in Jersey?” for a chance to appear in a featured snippet.

Optimize Your GMB Profile

A well-optimized GMB profile increases your chances of appearing in voice searches.

Ensure your NAP details are accurate, add high-quality photos, update business hours, and enable messaging.

For example: A bakery with an updated GMB profile will appear when someone asks their voice assistant, “Is [Bakery Name] open now?”

When optimizing your website for voice search:

• Keep It Simple and Direct: Voice search users are typically looking for quick, concise answers. Keep your content short and to the point while still providing value.
• Prioritize Local Queries: Voice search often has local intent, so emphasize location-specific content (e.g., “best sushi in [City]” or “best chiropractor near me”).
• Use Natural Language: Voice search queries are often phrased in a conversational tone so write content in the way that you speak.
• Create an FAQ Page: Answer common questions in a Q&A format, making it easy for voice assistants to extract relevant information.

Voice search is an evolving trend that’s only going to grow in importance. By optimizing for voice search, businesses can tap into a rapidly expanding market of users who demand instant, local, and voice-friendly answers.

11. Secure and Fast Website

Website speed and security are critical components of local SEO success.

Google prioritizes user experience, meaning fast-loading, secure websites are more likely to rank higher in search results.

For local businesses, this means attracting more customers and building trust.

Here’s why speed and security are crucial:

• Improved Search Rankings: Speed and security are direct ranking factors in Google’s algorithm.
• Enhanced User Trust: A secure website with HTTPS encryption reassures visitors that their data is safe.
• Reduced Bounce Rates: Faster websites keep visitors engaged and less likely to leave due to frustration.

Imagine a customer searching for “auto repair near me” clicks your link, but your site is slow or shows a “Not Secure” warning. Chances are, they’ll bounce and choose a competitor instead.

How to build and maintain a secure and fast website:

Implement HTTPS (SSL Certificate)

Secure your website with an SSL (Secure Sockets Layer) certificate. This encrypts data transferred between your site and users, ensuring privacy.

Note that Google labels non-HTTPS sites as “Not Secure,” which can turn off users.

If you’re a local retailer, your website with HTTPS gives users confidence when submitting an online order or payment details.

Use a Reliable Hosting Provider

Choose a hosting provider that offers fast servers, reliable uptime, and scalable resources. Consider Content Delivery Networks (CDNs) like Cloudflare or Akamai to distribute content across servers for faster access globally.

A law firm with clients across the state can benefit from a CDN to ensure quick access to its site, no matter the user’s location.

Enable Gzip Compression

Compress your website’s files to reduce their size before they’re sent to a browser. This significantly improves load times, especially for users with slower internet connections.

Eliminate Unnecessary Plugins and Scripts

Too many plugins or third-party scripts can slow down your website. Audit these regularly and remove any that are unnecessary or outdated.

A local restaurant with an online menu should streamline its site by focusing only on the essential plugins for menu display and booking.

Monitor and Fix Broken Links

Broken links frustrate users and harm your SEO. Regularly check your website for broken links using tools like Screaming Frog or Ahrefs and fix them.

💡Tip: Use redirects to ensure users land on a functional page if you’ve removed old content.

Read our complete guides on how to fix broken links and properly use redirects to preserve link equity.

Implement Lazy Loading

Lazy loading delays the loading of non-essential content (like images or videos) until users scroll to it. This improves initial load times, especially on mobile.

Test and maintain your website using these tools:

• Speed Testing: Use tools like Google PageSpeed Insights, Lighthouse, or Pingdom to monitor load times and identify areas for improvement.
• Security Audits: Regularly check for vulnerabilities and keep your CMS (e.g., WordPress) and plugins updated to avoid security risks.
• Monitor Downtime: Use services like UptimeRobot to get alerts if your website goes offline.

To keep your website fast and secure:

• Backup Regularly: Keep backups of your website so you can quickly restore it in case of an issue.
• Use Security Plugins: Install security plugins like Wordfence or Sucuri (for WordPress users) to monitor threats.’
• Optimize for Core Web Vitals: Google’s Core Web Vitals measures site speed, responsiveness, and visual stability. Ensure your site scores well in these metrics.
• Conduct Regular Updates: Outdated software can be a security risk so keep everything updated, including themes and plugins.

A secure and fast website not only improves search rankings but also builds trust with your audience. Customers are more likely to stay on your site, make purchases, or book services when they feel confident in its safety and efficiency.

12. Schema Markup for Local Businesses

Local schema markup, also known as structured data, is a code you add to your website to help search engines understand the context of your content. For local businesses, schema markup ensures that search engines accurately display crucial business details, such as your address, phone number, and operating hours, in search results.

Here’s why it matters for local SEO:

• Enhanced Search Result Appearance: Schema markup enables rich snippets, like reviews, business hours, and maps, to appear alongside your listing, making it more eye-catching and informative.
• Improved Local Search Rankings: Clear, structured data helps search engines connect your business to local queries.
• Better User Experience: Providing detailed information upfront reduces friction for users looking to contact or visit your business.
• Increased Click-Through Rates (CTR): Rich snippets make your listing more appealing and informative, encouraging users to click.
• Accurate Search Results: Ensures users find up-to-date and precise information about your business.
• Higher Conversions: By providing key details upfront, schema markup reduces the steps a customer needs to take to contact or visit you.

For example: A donut shop using schema markup might display customer ratings and a “Reserve a Table” link directly in the search results, encouraging more clicks.

How to implement schema markup for local businesses:

Choose the Right Schema Type

Use LocalBusiness schema for most local businesses. For specific industries, choose a relevant subtype such as Restaurant, HealthAndBeautyBusiness, or MedicalClinic.

For example: A restaurant can use the Restaurant schema to include details like its menu, opening hours, and accepted payment methods.

Include Key Details in Your Markup

• Name: Your business name exactly as it appears in your Google Business Profile
• Address: Include street, city, state, and ZIP code (consistent with your NAP)
• Phone Number: Add your primary contact number
• Business Hours: List your operating hours, including holidays if applicable.
• Geo-coordinates: Specify your business’s latitude and longitude for precise map placement.
• Social Media Profiles: Link your active social accounts for better connectivity.

Add Optional Enhancements

• Aggregate Ratings: Include average ratings and review counts to stand out
• Price Range: Help users understand your pricing (e.g., “$$”)
• Photos: Highlight your storefront, products, or interior to increase trust
• Special Offers: Use markup to showcase promotions or discounts.

Use Tools to Generate Schema Markup

Tools like Google’s Structured Data Markup Helper or Schema.org make it easy to generate schema code. Alternatively, use plugins like Yoast SEO or RankMath if your site runs on WordPress.

💡Tip: Use JSON-LD format as it’s the preferred method for schema markup by Google.

Add Schema to Your Website

Insert the schema code directly into the HTML of relevant pages (e.g., homepage, contact page, or location-specific pages).

For WordPress users, add it via plugins or theme settings.

Test and Validate Your Schema

Use Google’s Rich Results Test to verify your markup is correctly implemented.

Regularly check for errors or updates to ensure the schema remains accurate.

Here’s an example of a schema markup for a local business:

A local yoga studio implements schema markup on its website. When users search for “yoga classes near me,” its Google search listing displays:

Average rating: ⭐⭐⭐⭐⭐ (4.9)
Operating hours: “Open now: 7 AM–9 PM”
A direct link to book a class online.

This enhanced result increases visibility and attracts more clicks compared to competitors with standard listings.

Schema markup bridges the gap between your website and search engines, ensuring your business is displayed prominently and accurately in local search results. By making it easier for customers to find and engage with your business, schema markup is a must-have tool for staying competitive in 2025.

13. Social Media Marketing

Everyone and their mother are on social media nowadays. If you want your target customers to find you, then you should be where they are usually hanging out.

First, Choose the Right Platforms

Focus on platforms where your target audience spends the most time.

Restaurants might benefit from Instagram and TikTok for food photos and videos.

B2B businesses can leverage LinkedIn to connect with local professionals.

Optimize Your Profiles for Local Visibility

Create a social media account using your business name and add your address and phone number.

Add links to your website and Google Business Profile.

Don’t forget to include location-specific hashtags and keywords in your bio or profile description.

For example: A fitness studio could list #YogaClasses in Cleveland or “Find us in Downtown Chicago!” on their profile.

Share Engaging, Localized Content

Post content that resonates with your local audience, such as:

• Community events you’re participating in.
• Customer testimonials or success stories.
• Seasonal promotions or holiday-themed posts.

For example: A florist could share a time-lapse video of their team preparing Valentine’s Day bouquets, tagging the local city in the post.

Local hashtags like #EatLocalSeattle or #HoustonFitness that reference your city, neighborhood, or region can help improve discoverability.

Encourage User-Generated Content (UGC)

Ask customers to share photos or reviews of your business and tag you, then repost them to build trust and foster community engagement.

For example: A coffee shop could encourage patrons to tag them in photos of their latte art for a chance to be featured on their Instagram page.

Encourage engagement by offering a prize in exchange for likes, shares, or tagging friends.

For example: A spa could offer a free facial for followers who tag three friends in the comments.

Run Localized Ads

Use platforms like Facebook Ads and Instagram Ads to target local audiences with precision. Narrow your audience by location, interests, and behaviors.

💡Tip: Promote time-sensitive offers, such as “20% off this weekend only,” to drive immediate action.

Create Video Content

Video content has higher engagement rates than text or image posts. Use videos to showcase products, provide how-to guides, or give behind-the-scenes looks at your business.

Platforms like TikTok, Instagram Reels, and YouTube Shorts are ideal for short, engaging videos.

Share insights into your day-to-day operations or host giveaways exclusive to residents within certain ZIP codes. This can build rapport and encourage interaction from nearby consumers keen on supporting neighborhood establishments over national chains.

14. Engage with Local Customers

Building relationships with your community fosters loyalty, generates word-of-mouth referrals, and strengthens your brand’s reputation. From responding to inquiries to hosting events, actively engaging with your audience ensures that your business stays top of mind for local customers.

A few tips on how to engage with your local customers:

Respond to Reviews and Questions Right Away

Respond promptly to both positive and negative reviews on Google, Yelp, and social media. Address questions on forums like Reddit, Nextdoor, or Quora if they pertain to your business or industry.

For example: A dentist’s office could respond to a positive review with “Thank you for your kind words, John! We’re so glad you had a great experience and look forward to seeing you again soon.”

Start a Loyalty Program

Reward repeat customers with discounts, points, or freebies. Promote your program online and in-store to encourage participation.

Most coffee shops offer a free drink after every 10 purchases, with a digital or physical punch card.

Create Interactive Content

Use polls, quizzes, or giveaways to encourage interaction. Reply to comments, answer questions, and join conversations about local topics.

For example: A pet store could run a poll on Instagram Stories asking followers which type of pet food they prefer, then offer a discount on the winning product. Engage with customers who ask about special diets for puppies/kittens, senior pets, and those with certain medical conditions.

Support Local Causes

Partner with local charities or organizations to give back to the community then promote your involvement on your website and social media to show customers you care about local issues.

For example: A bakery could donate a portion of proceeds from its cake sales to a local food bank and encourage customers to participate.

Encourage Check-Ins and Tags

Offer incentives for customers who check in on social media or tag your business in their posts, then feature them on your own social media profiles to create a sense of community.

For example: A salon could offer 10% off for customers who check in on Facebook or tag their location on Instagram.

Create Personalized Experiences

Go above and beyond to make customers feel valued, such as remembering their birthdays, anniversaries, and buying preferences. Offer tailored recommendations based on their needs.

For example: A bookstore could suggest new releases based on a customer’s past purchases or browsing history.

Send Localized Email Campaigns

Use email to share updates, promotions, or personalized offers tailored to your local audience.

For example: A boutique clothing store could send a seasonal email announcing a summer sale, highlighting items suited to the local weather.

Engaging with local customers strengthens your business’s connection to the community and boosts your local SEO efforts. Search engines recognize when a business is active, responsive, and popular among locals, rewarding it with better rankings.

FAQs: Is Local SEO Dead?

Is SEO dying in 2025?

No, SEO is not dying in 2025. It is evolving to prioritize user intent, high-quality content, and emerging technologies like AI, voice search, and mobile optimization, making it more essential than ever for businesses.

Is doing local SEO worth it?

Absolutely. Local SEO is worth it as it helps businesses attract nearby customers, improve visibility in local search results, and drive foot traffic and online conversions, offering a high return on investment.

Is SEO going away?

Fat chance. As long as search engines run the digital landscape, SEO will remain key for any business’s online presence. SEO will continue to adapt with search engine algorithms and technology advancements, remaining vital for businesses seeking online visibility and competitive advantage.

How to do local SEO in 2025?

To do local SEO in 2025, optimize your Google Business Profile, ensure NAP consistency, research and target local keywords, create localized content, encourage customer reviews, use schema markup, and prioritize mobile and voice search optimization.

Conclusion

Local SEO is far from dead. It’s alive and kicking, ready to help your business thrive in the digital age.

In 2025, local SEO is more critical than ever for businesses to stand out and attract nearby customers. Implementing strategies like optimizing your Google Business Profile, maintaining NAP consistency, and creating localized content can drive results — but it requires expertise and a focused approach.

That’s where a powerful tool like BrandWell can help. This all-in-one content marketing platform specializes in helping businesses dominate local search by:

• Researching Long-Tail Local Keywords: Generate highly specific, low-competition keywords that align with what your local customers are searching for.
• Generating Local Content: Draft engaging blogs, articles, video scripts, social media posts, email sequences, and promotions tailored to your community, helping you connect with your audience and boost visibility.
• Optimizing Location Pages: Create dedicated location pages that highlight your services, integrate schema markup, and include essential local details to rank higher in search results.

Whether you’re just starting your local SEO journey or looking to refine your strategy, BrandWell can help put your business on the map.

Sign up today and let’s grow your local presence together!