Local
Local SEO is the practice of optimizing your online presence so that your business shows up in local search results—especially on Google. It’s all about helping people near your physical location find you when they’re searching for your product or service.
Improving your local SEO strategy
Local SEO is crucial for businesses looking to capture nearby customers or increase online visibility in local markets. Whether you’re managing Google Business Profile listings, creating content for local keywords, or handling customer reviews, Search Engine Land offers the guidance you need to stay ahead. Explore strategies to maximize visibility in local search results, optimize your presence in Google Maps, and take advantage of advanced tools like local schema markup. With insights into location-based ranking factors, customer behavior trends, and algorithm updates, you’ll be equipped to fine-tune your approach for better results.
By optimizing for local SEO, you can:
📍 Show up in the Google Map Pack (top 3 local listings with map pins)
🔝 Rank higher in “near me” searches
💬 Increase calls, bookings, and foot traffic
⭐ Build trust with strong reviews and ratings
💸 Drive more qualified leads with high purchase intent
It’s one of the most cost-effective marketing strategies for local businesses.
Future outlook for local SEO
In 2025, mobile-first behavior is still growing, and Google continues to prioritize personalized, location-based results. Voice searches like “Where can I get tacos right now?” are also on the rise—most of which are local intent searches. If you’re not showing up locally, you’re likely invisible to customers who are ready to buy right now.
What you read here is written by our experienced in-house team, and subject matter experts from leading brands and agencies. Don’t miss out on critical local SEO updates! Get the Search Engine Land newsletter delivered daily to your inbox. Subscribe for free and stay ahead in the ever-evolving landscape of local marketing!
Yelp introduces “Proof of vaccination required” and “Staff fully vaccinated” profile attributes
Users will be able to filter searches using these attributes and Yelp is monitoring reviews for businesses that add them.
Google’s local ads tips for the back-to-school shopping season
More than 50% of North American back-to-school shoppers say they’ll check for in-store inventory online before heading to a store, according to Google.
These 4 local SEO tips will help you improve your Google ranking
In this webinar, learn how to rank higher with ratings and reviews that build trust in your brand.
Users can now leave more detailed restaurant reviews on Google
Details like price range and meal type are useful for potential customers, but will Google use it to enable search filters?
Yelp Audiences allows advertisers to reach Yelp users off the platform
Targeting is based on the user’s purchase intent on Yelp and ads do not have to lead back to Yelp’s platform.
Google My Business performance report adding driving direction requests and website visits
This is slowly rolling out, you might not see it show up yet in your Google My Business account.
Diners are returning to restaurants in record numbers, according to Yelp
Last month, the platform seated an all-time high of over 3.7 million diners, but the labor shortage is pushing wages higher and preventing some businesses from fully reopening.
Google My Business phases out short names
If your business currently uses short names, the links and campaigns you have associated with them won't be affected.
Google removes short names from business profiles, adds new label to local listings and tests new local card
Google is always busy with new features, changes and updates to its local search product.
Google launches new ad formats for local campaigns and pickup later option for local inventory ads
Google announced a number of local ad features at its annual Google Marketing Livestream event.
Yelp adds the LGBTQ-owned attribute and rainbow-colored map pins for Pride Month
In April, searches for LGBTQ+-owned businesses on Yelp were up by more than 150% YoY.
How Storage Asset Management succeeds with a focus on reviews and social media
SAM relies heavily on customer reviews, managed through Reputation
Google call history report begins to show data in Google My Business
Several months after showing a "preview call history" feature, Google is now showing some data in this report.
Yelp announces Custom Location Targeting, budget recommendations and more features to expand reach for local businesses
Local business owners are no longer limited to advertising around their physical location.
Google local car dealership inventory search results
Google seems to be getting into the local car inventory space with a new search service.
Yelp introduces a searchable Asian-owned business profile attribute
In February, Yelp searches for Asian-owned businesses were up 130% YoY.
Pickup and delivery attributes, indoor Live View and more AI-powered features are coming to Google Maps and GMB
Google is packing more features, many commerce-related, into Maps, helping the company maintain its position as the intermediary between our online and offline activities.
Google My Business releases tool to manage your reviews
Previously, there was no real way to see the status of reviews you submitted for a takedown in an organized fashion
Google tests displaying cost estimates in local search results
Google has confirmed the company is showing cost estimates from Homewyse for some local queries.
Google Hotel search showing free listings in results
Google opens the door to more hotels by offering free hotel listings, separate from paid results.
Google My Business report shows how people found your business
You can now see device and platform breakdown in your Google My Business performance reports.
Yelp’s Waitlist, analytics and POS updates aim to address shifting consumer preferences
Waitlist now supports takeout orders, and enhanced analytics may help managers evaluate how their restaurants are performing
6 tips to win local with paid search
Recent change in consumer behavior has put local search on the map.
Google My Business adds messaging to desktop interface
Businesses can now message with customers through their web browser, not just the mobile app.
Google officially displays years in business in local pack
After several months of testing, Google has officially launched this new label that shows how many years your business has been in operation.
Google My Business updates flag review feature
The new form and options are much more detailed now, compared to the old method.
Yelp launches “health and safety measures” community feedback feature
Yelp launches new rating feature for community to leave feedback on local business social distancing and mask compliance.
Google My Business launches new performance reporting
You can access these new reports within Google My Business under the insights section.
SEO year in review 2020: COVID forces platforms to adapt their local and e-commerce offerings, and more
Even a pandemic couldn’t slow down developments in the search industry. Here’s our recap of the year’s most important stories and news.
Google Maps local listing now showing web search results
As you scroll through the local listings in Google Maps, Google may show you web results at the bottom.
As local media lose budgets, Field Day offers ‘last mile activation’ for brands
The company says it offers local human outreach at scale.
Even as more people shop online, searches for ‘available near me’ up over 100% vs. last year
Google's Reena Nadkarni explains what retailers can do to drive local sales.
Google expands local business message & map query analytics
Consumers will be able to message with businesses in more ways and businesses will be able to see more local insights.
Google Guaranteed badge starting to appear on Google Maps listings
Google seems to be testing how consumers react to Google Guaranteed badges in places other than in Local Services Ads.
Google’s new Small Business Advisors program aims to help SMBs grow
Don't think of it as an enhanced version of Google Support.
How to check Google search results for different locations
When doing SEO, make sure to focus on search results specific to your location -- this is where your true competitors are.
CallRail’s Lead Center is a virtual phone system and contact center for SMBs
The platform builds on the company's call tracking and analytics capabilities.
Holiday 2020 is do or die for many SMBs
Small businesses need to focus their marketing on key consumer sites, especially Google, for survival into 2021.
Social Shorts: Snapchat’s rising ARPU, Facebook’s moves on Nextdoor, Instagram’s age controls
Snapchat’s North America ARPU shoots up Snapchat reported revenues increased 52% year-over-year to $679 million and average daily active users (DAUs) increased by 18% year-over-year to $249 million for the third quarter of the year. One stat that stood out to us in particular was the average revenue per user (ARPU) in North America. Overall […]
Video: Mike Blumenthal on review attribution in local search
Reviews can be used for a way to speak to your customers and as a competitive intelligence tool.