If your business has a physical location or serves specific areas, local SEO can potentially provide a significant competitive advantage.  With 46% of all Google searches having local intent globally and 35% of US consumers conducting local business searches online multiple times a week, when someone searches for businesses or services within a specific location, you want to be there. Local searches connect intent with proximity in ways that can help transform your business visibility, whether it’s a local resident seeking professional services or a potential customer searching for a restaurant whilst on holiday.
Understanding Different Types of SEO
Before diving deeper, it’s worth clarifying that both approaches are important but function differently. Organic SEO focuses on ranking highly across broader searches using carefully selected keywords, excellent website user experience, quality content, and authoritative links.
Local SEO operates through a different mechanism entirely. It primarily functions through Google Business Profile (formerly Google My Business). It relates to how your business information appears in location-based searches. When people search for businesses near them, Google Maps listings appear prominently, often before traditional organic results. This positioning is crucial: 42% of people who conduct a local search click on results within the Google Maps Pack. This means that optimising your Google Business Profile correctly can potentially improve your competitive position, regardless of your organic SEO performance.
The quality and quantity of customer reviews significantly influence these local rankings, as reviews act as a critical ranking signal to search engines. Google’s algorithm considers review quantity, quality, recency, and sentiment when determining local search positions.
How to Boost Your Local SEO in 2025
Google Business Profile: Your Local SEO Foundation
The foundation of any successful local SEO strategy starts with your Google Business Profile. Google My Business was once a simple business directory-style listing. Still, it has evolved into a powerful platform that’s fully integrated into Google Maps. Serving as the primary driver of local search visibility, creating or claiming your listing is no longer optional; it’s essential for any business wanting to be found locally.
Key 2025 optimisations include
Complete Profile Information
It sounds obvious! But so many profiles have incomplete or incorrect information. Ensure your business name, address, phone number (NAP data), hours, categories, and services are 100% accurate. Your primary category selection is now considered the number one ranking factor for Google Business Profile listings. Businesses with complete Google Business Profiles are twice as likely to be considered reputable by consumers.
New Features to Use!
Google has introduced several advanced features, including WhatsApp integration, AI-powered business descriptions, QR codes for easy review requests, and enhanced social media integration. These features signal to Google that your business is actively managed and customer-focused.
Please note: Feature availability may vary by region and business type. Some features are being rolled out gradually and may not be available to all businesses immediately.
Visual Content Strategy
High-quality, up-to-date imagery at 720p or higher resolution is critical, with Google’s increased reliance on visual search through Google Lens making photo optimisation more critical than ever.
Regular Engagement
This often confuses people; many don’t realise you can post to your Google Profile. Google now considers peak-time traffic and engagement patterns as ranking factors. Businesses experiencing higher engagement during busy hours tend to perform better in local search results. Post regular updates, respond to reviews promptly, and maintain an active presence.
Mobile Optimisation – Beyond Basic Responsiveness
Most local searches happen on mobile devices, which makes mobile optimisation critical for your local SEO success. Globally, 57% of local searches come from mobile devices and tablets, with 30% of all mobile searches being location-related. However, Google’s requirements have evolved far beyond simply having a mobile-friendly website. Currently, mobile optimisation centres around delivering an exceptional user experience, measured through specific performance metrics called Core Web Vitals.
Consistent Business Information Across All Platforms
One of the most overlooked aspects of local SEO is maintaining consistent business information across the web. Your business’s digital footprint encompasses every online mention of your name, address, phone number, opening hours, and services.
When information is inconsistent across different platforms, it creates confusion for both search engines and potential customers, ultimately damaging your local search performance.
We recommend that you:
- Audit your business listings across major directories (Yell, Bing Places, Apple Maps)
- Ensure opening hours match across all platforms
- Update any outdated pricing or service information
- Monitor for unauthorised changes to your business details
Advanced Local SEO Strategies for 2025
Beyond the fundamental optimisations, several emerging strategies can give your business a competitive edge in local search.  These advanced approaches reflect how Google’s algorithms have become more sophisticated in understanding genuine local relevance and community connection.
Hyperlocal Content Creation
Google’s algorithms now take a hyper-targeted approach to local search, often rewarding businesses that demonstrate a genuine connection to their specific community rather than generic local optimisation.
Review Management Strategy
Beyond simply encouraging reviews, businesses should focus on meaningful engagement, responding thoughtfully and thoroughly to feedback, and using customer insights to improve services. Research shows that 88% of consumers trust online reviews as much as personal recommendations, making review management crucial for local success.
Tracking Your Local SEO Performance
Understanding whether your local SEO efforts are working requires monitoring the right metrics and using the appropriate tools. Unlike general SEO, local SEO success is measured through specific actions and behaviours that indicate local search visibility and customer engagement.
Tools like Google Search Console’s Performance report can show you which local search terms drive traffic to your website, whilst Google Business Profile insights reveal how customers find and interact with your listing.
Key metrics to track:
- Google Business Profile views and actions
- Local keyword rankings
- Direction requests and phone calls from your listing
- Customer review volume and sentiment
- Website traffic from local searches
Ready to Diagnose Your Local SEO Needs?
If you’ve read this far, you understand that local SEO isn’t about applying a standard checklist of tactics. It requires understanding your unique market position and competitive landscape, then developing a strategy that addresses your specific challenges and opportunities.
What does your local search presence actually look like right now? Are you appearing for the searches that matter most to your business? How do you compare to others in your area who serve similar customers?
Every business faces different local SEO challenges, from multi-location coordination to single-site optimisation, from review management to technical website issues. Rather than assuming what you need, we start by diagnosing your actual situation.
Ready to discover what your organisation actually needs to improve its local search performance? Let’s begin with an honest conversation about your current local market position, specific challenges, and growth aspirations.
