Local businesses need to do what they can to stand apart online, and a big component of online digital marketing is local search engine optimization (SEO). Good local SEO practices can help you climb to the top of search engines, but you must also incorporate the latest trends to succeed in this ever-changing landscape.
In this blog post, Senior SEO Manager, Keely McGroarty, will review the latest local SEO trends for 2025 and discuss how you can optimize for local searches by understanding user intent and behavior.
What’s Covered:
My Expert Opinion on Local SEO Trends
Appealing to the latest digital marketing trends in local SEO can help you get and stay ahead of competitors, attract more high-quality leads and maximize sales.
At the same time, you must incorporate meaningful data with actionable insights into your efforts to get the best results. Measuring your campaigns and continuously optimizing your site will ultimately guide you to long-term success.
Without local SEO, many businesses will struggle to maximize their online visibility and be more likely to lose to well-optimized competitors in their areas.
Whether a business has one or more brick-and-mortar locations or a particular service area within a certain region, any locally focused business can benefit from a strong local SEO campaign.
Key Local Search Ranking Factors
There are multiple local search ranking factors to optimize for with your local SEO strategies, including:
- Relevance: Determines how well your business matches people’s search terms.
- Proximity: Relates to the location of your business in proximity to the searcher.
- Prominence: Refers to your business’s position in search rankings.
One of the main elements that will impact each of these ranking factors is your Google Business Profile, which is a business listing that appears on Google and can show up for local searches related to your business.
A good profile will include all relevant information to help your audiences and search engines better understand your business and what it’s about.
A company wishing to rank for local searches should first create a Google Business Profile to directly impact search results via Google’s Map Pack and local optimization.
With a GBP and other aspects comprising a strong local SEO strategy, your business can benefit from more sustained traffic, leads, and conversions by getting your brand and locations in front of local target audiences.
18 Local SEO Trends in 2025
To help you stay on top of local searches, here are some of the top digital marketing trends in local SEO to factor into your strategy.
1. Integration of Generative AI
Artificial intelligence (AI) has made its way into just about every aspect of digital marketing, and SEO is no exception.
One aspect of AI to watch and optimize for in local SEO is the use of generative AI search results, namely Google’s AI Overviews, which are starting to feature more prominently. These overviews summarize information in a convenient, bite-sized format while citing the original sources.
AI Overviews are among the most important local SEO trends because of their ability to attract more views and clicks from searchers without the need to scroll down to other organic results, and they’re getting increasingly accurate based on the content they summarize.
You can optimize for generative engines by answering people’s questions in a clear and concise format that search results are likely to pick up.
2. Emphasis on Personalized Search Results
Personalization is another critical local search ranking factor to optimize for in your content. Just consider the fact that 89% of marketing leaders consider personalization crucial for sustained success within the next three years.
Be sure to create unique location pages for each location when appropriate. Each page can discuss features unique to that location and tailor it to the specific audience.
You can even target hyper-specific locations in your content based on specific landmarks, such as “directly across the fountain on X street, just west of the intersection of X and Y,” which could appeal to local searches from people who recognize those features or need help finding hard-to-spot places.
3. Prioritization of User-Generated Content and Reviews in Algorithms
People want to hear from other people before making buying decisions, and this applies to local SEO trends. According to recent local SEO statistics, 88% of consumers have stated that they trust recommendations from friends and family, and 84% of people trust reviews from strangers just as much.
To appeal to this need, focus on encouraging user-generated content and reviews on Google, Yelp, and other platforms. For instance, you can incentivize customers to leave reviews in exchange for a raffle entry or another small reward, while your social media efforts involve contests that lead people to create compelling user-generated video content, which you can repurpose for marketing.
4. Increased Use of Voice Search in Local SEO
One of the most important digital marketing trends in local SEO is the rise of voice search, which people are three times more likely to use for local searches over traditional text queries, according to Synup.
To appeal to this local search ranking factor, it’s important to target conversational keywords that people are likely to naturally say when communicating with virtual assistants like Siri and Google Home.
5. Growing Need for More Mobile-Friendly Content
According to local SEO statistics, 57% of local searches come from mobile devices like smartphones and tablets.
To connect with these audiences and ensure you appear in local mobile searches, you must have a mobile-responsive website that offers a seamless user experience for desktop and mobile users.
Before launching any of your content, check to see how it looks across all devices and whether it’s easy to read and navigable on all screens.
6. Zero-Party Data Collection
With the undecided future of third-party cookies, it’s becoming increasingly challenging to measure and improve local SEO based on data. However, there are some ways to get the critical data you need for successful optimization, including first- and zero-party data.
First-party data tracks users’ interactions on a website using a cookie specific to that website, while zero-party data refers to data that websites collect directly through visitor input.
For example, you can collect contact information, preferences, interests, and demographic data through contact forms, which you can then use to get a better feel for your audience and improve targeting efforts.
7. Focus on the Customer Experience (CX)
The customer experience, or CX, is another essential factor when optimizing for local SEO. The better the experience, the more likely you are to appear high in search results.
People visiting your website from search results should be inclined to stay on your website and continue navigating, which will signal to Google that your website is relevant and otherwise appeal to Google’s E-E-A-T guidelines for Experience, Expertise, Authority, and Trustworthiness in your content.
Optimize your CX by incorporating easy navigation, appealing designs and layouts, and highly readable content that hooks your audiences.
8. Multimodal Search Optimization
This type of optimization involves searches that can implement multiple types of data to influence results, such as text, audio, images, and gestures.
For example, an ecommerce website might use multimodal search to help users find a product based on a visual search. Someone finds an object in the real world, takes a picture of it with their smartphone, and uploads it to the ecommerce site, where the site brings back products that match the one in the image.
Including a visual discovery system or otherwise optimizing your images with relevant filenames, captions, and alt text can help you appear in multimodal searches.
9. Integration of Wearable Technology
People also may use Smartwatches and other wearables to complete searches, typically through a voice search.
As such, you should optimize for voice search to appeal to people using these technologies in addition to smartphones and home assistants.
Certain types of biometric data that fitness wearables collect could also influence campaigns for healthcare and fitness companies, with data such as specific health-related metrics potentially impacting content optimization and targeting.
10. Blockchain for Data Security
This is among the most crucial local SEO trends if you want to maximize security.
Blockchain SEO is the process of optimizing website content using blockchain technology, which can boost security for users while promoting transparent SEO practices.
For example, conventional SEO relies on link building to boost rankings, but these campaigns can be susceptible to manipulation and fraud in many cases when people buy or sell links. Blockchain technology can use a decentralized ledger to track and verify links, minimizing the risk of malicious behavior.
Ultimately, using this technology can help you maintain good standing with your target audiences and search engines alike.
11. Immersive Content Experiences
Giving people the ability to fully immerse themselves in your content can keep them more engaged. This engagement will subsequently positively impact your SEO by signaling to search engines that your content is relevant and engaging.
For example, real estate and other location-focused websites can include virtual tours of certain areas using 360-degree photos or videos, while VR and AR experiences (which we’ll get into below) can further immerse your visitors.
12. Predictive SEO
To get the most from your local SEO reports, you’ll want the best data that helps you stay ahead.
Using predictive SEO analytics, you can get some insights into emerging and continuing local SEO trends based on the data in your system and AI-driven analysis.
13. Content Optimization for Zero-Click Searches
You want your content to get to the very top of the page while also optimizing for rich results and other zero-click content that appears within search results.
By using structured data and concise, helpful content, you can increase your chances of showing up for knowledge graphs, “People also ask” sections, and other rich results that complement other organic results.
14. Shifting From Traditional Search Engines
While billions still use Google and other conventional search engines every day, many users rely on other search engines to find what they’re looking for.
For example, sites like YouTube, Amazon, and social media platforms each have their own search algorithms to connect people to the content they want. By optimizing for these terms on the platforms you use, including your own website if it has its own version of a search engine, you can optimize accordingly based on user behavior.
People are also veering toward generative search engines like ChatGPT, Andi, and Waldo to help them find what they need, which you can also optimize for to get in front of more people.
15. Hyper-Local Digital Advertising
To supplement your local SEO efforts, it’s important to implement good local search marketing through locally targeted digital ads.
Digital advertising can target certain terms that your organic efforts aren’t and lead even more people to find you via search engines and other websites.
Google’s Display Network and Microsoft Advertising, for instance, can get your local ads on websites across the web to engage more users and increase brand recognition.
16. Augmented Reality (AR) and Virtual Reality (VR) Integrations
AR and VR integrations remain popular among many brands.
When appropriate, use these experiences on your website or in a mobile app to engage users and boost SEO performance.
An example here can include an ecommerce platform that uses AR to allow users to preview objects in real-world settings before buying.
IKEA is one such company that has implemented this technology successfully.
17. Geotargeting and Geofencing
Other elements to help people find you and boost SEO efforts include a combination of geotargeting and geofencing.
Geotargeting allows you to target specific locations with local keywords and other optimization efforts, reaching users in any location, while geofencing connects you with people physically located within a particular region.
As you learn how to rank for “near me” searches, geofencing will be particularly helpful, ensuring more people find you through location-based apps within a specific geographic radius or region.
18. Data Privacy Prioritization
People want to know their data is secure, and websites must adhere to GDPR and CCPA requirements to maintain data privacy.
With secure websites and clear privacy policies, you can build more trust among users, which will lead to more engagement and, subsequently, better SEO.
Stay on Top of Local SEO Trends With Ignite Visibility
Want to excel with local SEO? Ignite Visibility can help with a solution that really works.
When you work with our experts, you can:
- Conduct research into local audiences and keywords
- Develop high-quality local content that resonates
- Supplement local SEO with local search marketing efforts
- Continually optimize based on regular local SEO reports
- And more!
Contact us to learn more about what we can do to help you dominate search rankings.
