Understanding Local SEO

Most business owners with a website have heard of SEO—Search Engine Optimization. But in 2025, if your business serves a specific area or has a physical location, there’s one branch of SEO that should be high on your priority list: Local SEO.

What is Local SEO?

Local SEO is the process of optimizing your online presence to help your business appear in local search results. Whether someone’s searching for “best plumber near me” or “coffee shop open now,” Google and other search engines prioritize businesses that are not only relevant but hyperlocal—based on the user’s exact location.

As local search results become more personalized and map-driven, optimizing your website and listings for local intent is essential to getting discovered by customers who are ready to take action—whether that means making a call, getting directions, or visiting your storefront.

The Google 3-Pack

The Google 3-Pack refers to the top three business listings that appear in a box at the top of local search results (alongside a map). These listings typically show your business name, reviews, address, hours, and contact info—making it incredibly easy for potential customers to reach out or drop by.

While Google uses a variety of signals to determine which businesses appear in the 3-Pack, strong local SEO practices can significantly improve your chances of showing up there.

How to Optimize for Local SEO in 2025

Here are the most important strategies you should focus on this year:

Set Up and Optimize Your Google Business Profile

Your Google Business Profile (formerly Google My Business) is your most important local SEO asset. If you haven’t claimed and verified your listing yet, now’s the time.

Make sure to:

• Add accurate business hours, contact info, and services

• Choose the most relevant business category

• Upload high-quality photos of your location or offerings

• Regularly post updates or promotions

• Respond to reviews promptly

Keeping this listing active and complete sends strong trust signals to both Google and your potential customers.

Claim your Google My Business listing here.

Embrace Hyperlocal Keywords

Generic city-wide terms aren’t enough anymore. Search engines now favour businesses that reflect specific neighbourhoods, districts, or landmarks.

What to do:
Update your website copy to include relevant local identifiers. Mention nearby streets, communities, or areas you serve. If you’re a service-based business, include the local regions you cover on your service pages.

Collect and Respond to Customer Reviews

Customer reviews are one of the biggest ranking signals in local search—and they influence user trust and click-throughs.

Encourage happy customers to leave reviews by:

• Sending follow-up emails after service

• Adding a review link in your email signature

• Displaying signage in-store

• Training staff to ask politely after a positive interaction

Always take the time to respond—especially to negative feedback. It shows you care and helps build credibility.

Optimize for Voice Search

With the rise of smart speakers and mobile voice assistants, local searches are often spoken rather than typed.

What to do:
Use natural, conversational language on your site. Add an FAQ page that answers common questions in plain terms, and structure your content so it’s easy for Google to pull snippets from.

Improve Your Mobile Experience

Most local searches happen on mobile devices—so your website needs to be fast, responsive, and easy to navigate on any screen size.

Key things to check:

• Mobile-friendly design with readable fonts and easy buttons

• Fast page load speeds

• Click-to-call functionality

• Accurate location info on every page (ideally in your footer)

A poor mobile experience can harm both your rankings and your reputation.

Add Location-Specific Content

Content is still king, and creating blog posts or landing pages that target local events, services, or community interests can help boost your visibility.

Ideas include:

• Blogs about local festivals or news

• Highlighting partnerships with nearby businesses

• Showcasing customer stories from your area

This type of content builds trust and relevance while targeting local search terms.

Although these are just some of the ways to optimize your website for local SEO, following these steps will surely improve your ranking and increase your chances of being featured in the Google 3-Pack. 

Need help with your website SEO? Not sure where to start? We can help! Read more about our Search Engine Optimization Services here.