What Is Local SEO? Staying Ahead of Google’s Ongoing Changes and Algorithm Updates
Tyler Goddard • March 28, 2025
Simply knowing what local SEO is isn’t enough anymore. You also need to stay on top of the continuous shifts in search engine algorithms. While local SEO ensures businesses appear in search results relevant to their geographic area, these algorithms can change rapidly, impacting your local visibility.
Google determines local rankings primarily based on proximity, relevance, and prominence. This article will provide actionable tips to maintain and improve your local search position, even when Google’s algorithms evolve.
Why Local SEO Evolves So Quickly
- Search Engines Test and Refine
Google, Bing, and other search engines regularly test new features to enhance user experience. These tests can involve changes to the local map pack, the weight of customer reviews, or how signals like proximity factor into results. - Changing User Behavior
With the surge in mobile usage, on-the-go searches have become the norm. People expect instant, relevant results for queries like “pizza delivery” or “emergency plumber,” pushing Google to emphasize mobile responsiveness and accurate local information. - Competition and Spam Control
Spammers look for loopholes to manipulate rankings, prompting Google to release updates that penalize low-quality or misleading content. As a legitimate local business, staying informed about these changes helps you keep a competitive edge.
Key Local Ranking Factors to Watch
- Google Business Profile (GBP)
- Formerly Google My Business, your GBP listing is often a searcher’s first impression.
- Keep your address, phone number, and operating hours accurate. Post updates and photos regularly.
- Encourage genuine customer reviews (with photos and/or videos for a bonus) and monitor the Q&A section.
- Local Citations and NAP Consistency
- Citations (mentions of your business on directories like Yelp or Yellow Pages) confirm your legitimacy and location.
- Ensure Name, Address, and Phone (NAP) consistency across all platforms and listings.
- Customer Reviews
- Reviews are crucial quality and quantity both matter.
- Promptly respond to positive and negative reviews to show you value customer feedback and trustworthiness.
- Location-Specific Content
- Create and update localized landing pages.
- Incorporate relevant keywords naturally, focusing on how your products or services solve local problems.
- Mobile Responsiveness and Page Speed
- Google prioritizes sites that load quickly and function seamlessly on mobile.
- Slow or unresponsive websites risk lower visibility in local search results.
Tools and Resources for Tracking Local SEO Changes
- Moz’s Local Search Ranking Factors
The Moz Blog provides annual insights from top local SEO experts. - Google Search Console (GSC)
GSC monitors your site’s performance and page indexing and flags potential issues. - Local Search Forums & Blogs
Search Engine Land is a trusted source for industry news and analysis. - SEO Tools for Local Audits
Platforms such as MAP Local can help you manage citations, monitor reviews, and track keyword rankings.
Adapting Your Strategy to Google’s Updates
- Regularly Audit Your Online Presence
- Check citations for consistent NAP details.
- Keep your Google Business Profile active with fresh posts and photos.
- Update your website content to reflect new services, seasonal changes, or promotions.
- Emphasize High-Quality, Localized Content
- Write blog posts about local events, milestones, or challenges your community faces.
- Balance relevant keywords with engaging storytelling for a more authentic user experience.
- Encourage Customer Engagement
- Actively request reviews through email follow-ups or in-store prompts.
- Address negative feedback politely and promptly to show accountability.
- Use the Q&A feature on your Google Business Profile to connect with potential customers.
- Test, Measure, and Refine
- Track user engagement metrics (time on page, bounce rate) to gauge content effectiveness.
- If rankings dip after a known update, systematically review your technical SEO, content quality, and citations.
- Stay Informed on Algorithm Changes
- Subscribe to official channels such as Google Search Central or follow reputable SEO experts on social media.
- Attend webinars or local marketing conferences for firsthand insights.
Real-World Example: Andra Arnold & Associates
Case Study: Andra Arnold & Associates, a real estate team in Guelph, Ontario, used Google Business Profile optimization, location-targeted keywords, and citation campaigns to help boost their SERP by 266%!
How CCC Helped
- Focused on NAP consistency
- Ran citation campaigns capturing over 140 local citations
- Focused on local content for blog posts. Example: Getting Around Guelph With Public Transit
- Full management and optimization of multiple GBP profiles
Results
- Improved local rankings for the following keywords:
- guelph realtor - with an average rank of 2
- realtor - with an average rank of 1.4
- real estate guelph - with an average rank of 1.8
- guelph real estate agents - with an average rank of 1.4
- 266% increase in SERP
- 117,066 GBP impressions
- 61% increase in conversions
Annual SERP Data from January 2023 - January 2025, as reported by Google Search Console
Start Harnessing Your Local Efforts
Local SEO is constantly adapting to the latest algorithm updates and user trends. By maintaining a consistent online presence, optimizing location-specific content, and monitoring key ranking factors, you can keep your business relevant—no matter how often Google’s algorithms evolve.
Remember: What is local SEO? It's more than a definition. It’s an ongoing commitment to improve your website, engage your community, and stay informed about search engine updates. Whether you’re a solo entrepreneur or a multi-location business, embracing these best practices ensures you’ll remain visible to the local audience that matters most.
Need More Help?
If you have any questions or need tailored advice for your local SEO strategy, feel free to book a complimentary account review!
By staying proactive and informed, you’ll be well-equipped to thrive in today’s search landscape.
Written by: Tyler Goddard, a Search Specialist at Conscious Commerce Corporation.
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Once you have created your Google Business Profile, you will need to complete the verification process before it can be shown publicly. Verification methods are automatically determined by Google, are based on your business type, public information, region, or business hours, and can’t be changed. In some cases, you may need to verify your business with more than one method. Methods include: Video Recording Record a 30+ second, unedited video proving you are the owner of the business and it is located at the address indicated in the profile. Phone or Text When you select this method, you will get a call or text with a code Email This method will have you receive an email with verification steps Live Video Call Similar to the video recording, you will join a live video call and show the support representative key details proving your business ownership and locations Mail A postcard will be sent to the address associated with your profile within approximately 14 days. On the postcard will be a secure verification code. What's Next After you complete the verification steps, Google reviews the info you provided. To help maintain the integrity of your Business Profile, verification review can take up to 5 business days. Once the review process is complete, you will receive a notification email. If your verification was approved, your profile will be visible to the public. If your verification was not approved, you will have one of these three options to proceed: Re-Verification When the “Get verified” button appears on your Business Profile again, it means Google couldn’t completely verify your business. To fix this issue, try to re-verify your business. Review Issues When you verify through a video recording and get a “Review issues” notification, it means your video wasn’t accepted. To fix this issue: Select Review issues . Follow the on-screen instructions. Give Additional Information If you’re asked to provide additional info to re-verify your profile, it’s likely because some of your business details were recently updated.
The most commonly used verification method for Google Business Profiles as of 2025 is video verification. This process involves uploading a video that captures key details about your business and helps Google confirm that you represent the business. Before you start Take the time to plan your video. You can’t record a video offline and then upload the file for verification later. Your video will need to be at least 30 seconds long and unedited. Your video recording should not include: Any sensitive information like bank account, tax, or identification numbers. Any other private information about yourself or others. Other people’s faces. Video Requirements For Storefronts Important: If your business doesn’t have permanent on-site signage, it's not eligible as a storefront and should be listed as a service-area business. Videos must show: The location of your business: Capture the official street and number signs, nearby businesses, recognizable landmarks, or the area around your business that shows your business is at the correct Google Maps location. Evidence that your business exists: Capture the storefront, showroom, or business signage. Show your business name printed on permanent fixtures, such as a signboard, wall, or window. The business name shown in the video must match the name of your Business Profile. Demonstrate proof of management: You can show that you’re authorized to represent your business by recording employee-only items or areas. Record yourself opening a cash register, accessing a point-of-sale system, unlocking the store, staff room, kitchen, or storage room. Video Requirements For Service-Area Businesses Videos must show: The location where you offer your services: Good examples include signs in your service area that advertise your business or street signs and landmarks next to your business. A bad example is land that can be present anywhere or unmarked land. Show evidence that your business exists: Capture branded work equipment, marketing materials, services or products for sale, or tools you use to serve your customers. Good examples include recording yourself unlocking a van with your business name on it or branded t-shirts for employees or customers. Demonstrate proof of management: You can record yourself providing the service or showing business documents. For example, business registration, invoices, or utility bills that match the name on your Business Profile.
If you’re a business owner but a verified Business Profile for your business on Google Search or Maps is owned by someone else, you can request ownership from the current profile owner.
As an owner of your business's Google Business Profile (GBP), you can add users to the profile. Each user will get their own access and you won't need to share login information.
When you add and verify your Business Profile, customers can find your business on Search and Maps. To make sure your business is eligible to show up on Google, verify your Business Profile . After you successfully add or claim your profile, you can control how your business information shows up on Google. You can add or claim your business at no charge. If you have questions about profile verification, check the Business Profile community .
Your Google Business Profile may be suspended or disabled for "not following Google's guidelines ". If you believe that it should be reinstated or that you have updated it to conform to the guidelines, you may submit an appeal. Submitting an Appeal Step 1: Prepare Your Evidence Once you begin your appeal process and open the evidence form, you will have 60 minutes to submit the form, or it will not be attached to your appeal. Evidence that you may be requested to attach includes things like your official business registration, a business license, and tax certificates. These documents must match the business name and address that you have listed on the Google Business Profile. Step 2: Submit Your Appeal Open the Google Business Profile appeals tool . If you’re signed in to the Google account related to the profile you want to appeal, select Confirm. To select a different account, select Switch account. Select the Business Profile that you want to appeal > Continue. The Google Business Profile appeals tool shows: The restricted profile The reason for the moderation action A link to the violated policy At the bottom right, select Submit Appeal. Optional: A prompt to submit evidence may appear. To strengthen your appeal, we highly recommend submitting evidence. To open the evidence form, after you submit your appeal, select Add evidence. Select Submit. Google will review your appeal and send you an email with a decision. Step 3: Check the Status of Your Appeal After you submit your appeal, you can stay aware of the status by doing the following: Open the Google Business Profile appeals tool . Make sure you’re signed in to the Google Account related to your Business Profile. Select the Business Profile for the appeal that you submitted. On the right, you’ll find the status of the appeal: Submitted Approved Not Approved Can't be appealed Eligible for appeal Optional Step 4: Request an Additional Review If your reinstatement request is denied, you may be able to request an additional review to prove your eligibility. In this review, you can submit more evidence that was not added to your original appeal.
You can have only one Business Profile for each business. Multiple profiles for the same business may mislead your customers and are against Google's policies. If a profile is considered a duplicate, it won’t show on Google Search or Maps. Understand Why Profiles are Marked as Duplicates There are several reasons why a profile may be considered a duplicate: Existing verified profile: A verified profile already exists for the same business on Google. Same address: Multiple profiles have the same address. Different services: Multiple profiles exist for the same business that offer different services. You can refer to the following guidance to resolve situations with duplicate profiles.
Your Google Business Profile houses a lot of important information about your company. Keeping this information up to date will help to ensure your clients can confidently make informed buying decisions. The areas we will go into in this guide are : Address Hours Service areas Description Social media links Attributes Categories
