The Future of Local SEO: Emerging Trends

Local SEO has come a long way from simply listing a business in online directories and stuffing keywords into website content. Over the years, Google has continuously refined its search algorithms to provide users with the most relevant and accurate local search results. In 2025, it’s clear that local SEO is more sophisticated and user-focused than ever before. So, what should businesses consider to keep winning customers through local searches?

Google’s introduction of the Search Generative Experience (SGE) (currently Google’s AI Overviews) has transformed how search results are displayed. Instead of just listing businesses based on keywords and proximity, AI-powered results summarize the best answers using machine learning. In this case, Google relies more on entity-based search than just keywords.

This means that users can get answers directly from Google’s AI, reducing the number of traditional organic clicks. To dominate AI-generated results that gain more and more prominence, local companies should optimize for conversational search by using natural, question-based content and enhance their authority to stand out as a trusted source.  

In 2024, nearly 60% of Google searches were zero-click, i.e., people found answers without ever clicking a website link. This trend means that Google provides users with enough information right on the search results page (SERP) through featured snippets, Google Business Profile (GBP) listings, or AI-generated responses. The growing statistics on zero-click searches define the trend as a major shift, and businesses should adapt to it to stay visible and searchable online. They should:

• Optimize for position zero by structuring content for featured snippets and FAQ-rich results.

• Ensure their GBP profile is fully optimized with up-to-date business information, photos, and posts.

• Implement schema markup to stand out in search results.

Yet another important shift in local searches that is here to stay and expand is that queries are getting more precise, focusing on micro-locations rather than just cities. Google in turn changes its algorithms to prioritize local businesses that cater to specific neighborhoods, districts, or even streets. Hyperlocal queries are high-intent searches that require immediate relevant answers and have a high action-taking potential. To ace this game and win qualified leads in their area, companies should:

• Create location-specific landing pages for each service area.

• Optimize for Google’s “Near Me” searches with structured data.

• Use geo-targeted keywords and references in content.

• Optimize for mobile search to embrace the growing number of local search requests coming from mobile devices.

Today, over 50% of local searches are voice-driven, thanks to the increasing use of smart assistants like Siri, Alexa, and Google Assistant. People gravitate toward searching in natural, conversational phrases rather than short keywords. Instead of  “best coffee shop NYC” they would type “Where’s the best coffee shop near me that’s open right now?”. To match voice search behavior and tap into the pool of tech-savvy customers, businesses need to:

• Optimize for long-tail, question-based queries.

• Make sure their business details are clear and accessible for voice search results.

• Add structured data markup to improve voice search accuracy.

GBP acts as a mini-website for local businesses, with new features, such as AI-powered customer interaction tools, business highlights, product showcases, and even limited ecommerce capabilities, allowing companies to engage customers directly from search results. Today, it’s much more than a mere listing and requires more complex and deep optimization accordingly.

• Regularly update GBP with posts, Q&As, and photos to stay relevant.

• Utilize GBP messaging to interact with customers in real time and promote their engagement with the brand.

• Encourage and respond to customer reviews, which impact ranking.

Platforms like TikTok, Instagram, and Facebook play an increasing role in local SEO rankings. Google now indexes social content, making social signals an SEO factor. Hence, companies that generate local engagement through social media are more likely to rank higher in local searches. Video content and reels showcasing products, services, and customer testimonials can help businesses attract more local visibility.

Backlinks remain a key ranking factor, but local link building is now more than citations in geo-specific listings and directories. High-quality, relevant links from local sources are what really boost authority and search rankings. With that in mind, companies should strive to:

• Get featured in local news sites, blogs, and community websites.

• Partner with local influencers to increase brand visibility.

• Submit business details to high-authority local directories for credibility.

In 2025, local SEO is no longer a set-it-and-forget-it strategy. To thrive in a highly competitive environment requires expertise, strategy, and continuous adaptation, which is often a challenge for local companies and small businesses, with many operational tasks on their plates and little understanding of digital promotion nuances. This is where the help of a professional company for local SEO becomes invaluable. Expert guidance from SEO agencies like Livepage will not only ensure you stay ahead of the curve, attracting high-intent customers and outperforming competitors but also promote sustainable local growth for your business.