Local SEO in a Post-Google My Business World
Let’s throw it back to 2014, when Google My Business (GMB) first launched. The platform originally enabled business owners who had a brick and mortar, to promote their business and extend their reach online. They could easily connect a Google account, add their details, and start collecting customer reviews. It was as simple as that.
Fast forward to the latter end of 2021, when Google My Business changed to Google Business Profile (GBP). This enhanced their existing business platform while having better integration with Google Search and Maps.
Today, local SEO goes far beyond GBP listings. According to Brightlocal, 47% of local search queries show business websites, and 31% are directories. Therefore, successful strategies now require both on-site and off-site optimisation, with the consideration of AI also being an important factor.
Key Changes and What They Mean for Local SEO
AI-Enhanced Optimisation in Google Business Profile
Google has integrated AI-driven suggestions directly into Google Business Profile, offering personalised prompts to improve your business listing. This includes recommendations for refining business descriptions, adding relevant services, or optimising hours based on customer activity trends.
Reviews as Ranking & Content Signals
Reviews now play a larger role in local search rankings – not just the volume, but also the quality, sentiment, and response engagement. Google’s algorithm evaluates how promptly and thoughtfully you reply to reviews, and in some cases, even includes those replies in AI-generated summaries. Generic or templated responses are less effective; instead, businesses should focus on responding personally and adding value to the conversation.
New Visibility Features for Restaurants & Food Businesses
Restaurants and hospitality businesses can now take advantage of a “What’s Happening” section within their profiles to showcase weekly specials, promotions, or events. This gives them real estate in local search results that goes beyond static information.
Messaging & Booking Upgrades
GBP now supports messaging through WhatsApp, SMS, and Google Chat, depending on region and industry. Businesses can set up automated replies when closed or unavailable. In select categories, real-time bookings through “Reserve with Google” are now fully integrated into the search experience, greatly improving convenience for users and conversions for service-based businesses.
Google’s “Ask for Me” AI Calling Feature
Google’s AI assistant, powered by Duplex, can now call businesses on a user’s behalf to ask questions, book appointments, or check availability. Whilst this enhances user experience, it requires businesses to be responsive and accurate with their listings to avoid missed opportunities or misinformation.
Enhanced Visual Content & Interactive Reviews
GBP now emphasises visual storytelling, allowing businesses to upload short video covers and encouraging customers to leave photo-based reviews. These visual reviews often appear in a new “story-style” format within the profile. Emoji reactions and rich media make interactions feel more authentic and boost engagement, especially among mobile users browsing through Google Maps.
AI-Powered Search Generative Experience (SGE)
Google’s Search Generative Experience (SGE) uses AI to summarise information about businesses, often pulling content directly from your GBP. To ensure your business is featured accurately and attractively, keep your GBP updated with complete services, clear descriptions, reviews, and images.
The Impact of AI in Local Search
AI is rapidly reshaping the entire search landscape: from how results are generated to how users interact with them. In local search, this shift is especially significant. Traditional tactics like optimising for map packs or organic listings are no longer enough; AI-generated answers, such as Google’s AI Overviews and the newly introduced AI Mode, now summarise local business information directly in search results, often without requiring a click.
Additionally, AI-powered crawlers from platforms like ChatGPT and Perplexity are indexing business information and surfacing it through conversational interfaces. This means local businesses need to adapt their strategies.
🔍 Generative Engine Optimisation (GEO): Optimise for AI Citations
GEO is about ensuring your content is actually cited by generative AI responses. Focus on comprehensive, authoritative content with structured metadata and rich local context. This includes using llms.txt, AI‑specific metadata, and clearly organised local business details to increase citation likelihood.
📍 Local Context & Intent: Favour Location-Specific Content
AI overviews often suppress generic informational queries but preserve local commercial queries when tied to specific locations. Local businesses can leverage this by creating content rich in geo-specific terms, such as Mayfair Restaurants, and answering “why” questions about their services in those locations.
🧩 E-E-A-T & Local Authority: Build Trust for AI & Users
High-quality local content must demonstrate Expertise, Experience, Authoritativeness, and Trustworthiness (E-E-A-T). Therefore, the use of author bylines, data-backed claims, and genuine customer testimonials is imperative. Additionally, positive reviews and consistent NAP (Name, Address and Phone Number) details across directories reinforce your brand’s local credibility and provide signals which AI models rely on when deciding whom to feature.
⚙️ Structured Data & Technical Readiness: Get Machines to Interpret Your Site
A well-structured website is crucial for AI visibility, which is why we recommend using schema markup such as LocalBusiness, FAQPage, HowTo, and Service schemas to help AI easily extract and present your data from your local pages.
✍️ Content Quality & Hyperlocal Relevance: Outshine Pure AI Pages
AI-generated service pages that lack unique detail often don’t gain visibility. Instead, create locally relevant, human-edited content (preferably at least 200–500 words per location) that addresses real customer intent and local context.
🔗 Directories Are Key for AI Search
AI models increasingly rely on directories and citations to verify and retrieve business information across industries. Large language models (LLMs) like Google’s AI Mode and Perplexity are pulling data from both general directories, such as MapQuest and other niche, industry-specific sources.
Other Emerging 2025 Local Trends
Social media
Social media is becoming a key driver of local visibility, far beyond the use of just being a brand awareness tactic. Platforms like Instagram, Facebook, and TikTok are now essential for connecting with local audiences and influencing purchasing decisions. Sharing location-tagged content, promoting events, and encouraging customer interactions on social media can improve your local relevance.
Augmented Reality
Augmented Reality is enhancing how consumers engage with local businesses, particularly in industries such as retail, hospitality, and real estate. Tools like Google Maps Live View, virtual store walkthroughs, and AR product previews offer immersive experiences that help potential customers decide where to go or what to buy.
Visual Search
Visual search is on the rise as users turn to tools like Google Lens to discover products, menus, or storefronts simply by pointing their phone cameras. For local businesses, this means optimising images is no longer optional. Using high-quality photos with descriptive file names, alt text, and consistent branding across platforms can enhance your business’s visual discoverability.
User-Generated Content (UGC)
User-Generated Content (UGC), including photos, reviews, social check-ins, and testimonials, has become one of the most authentic forms of local marketing. When customers share their experiences online and tag your location, it acts as social proof and boosts your credibility in the eyes of potential customers.
Voice search
Voice search plays a growing role in local SEO as more users rely on assistants like Siri, Alexa, and Google Assistant to find nearby businesses and services. These searches are typically more conversational and often include urgent, intent-driven phrases such as “best pizza near me” or “pharmacy open now.” To stay competitive, businesses need to optimise their content using natural language and long-tail keywords that reflect how people speak rather than type.
In Summary
Since the launch of Google My Business in 2014, local SEO has evolved far beyond simply claiming a listing. In today’s landscape, businesses must embrace a broader strategy that includes review engagement, AI-optimised profiles, rich visual content, and structured data. Recent updates like AI-powered Search Generative Experience (SGE), AI Mode, and Duplex-driven features are changing how local businesses appear in search, often surfacing directly in AI summaries without the need for users to click. To stay visible, businesses should focus on creating location-specific, authoritative content and maintaining accurate citations across directories.
Emerging tactics such as Generative Engine Optimisation (GEO), building E-E-A-T, and integrating schema help AI tools recognise and reference your content. Meanwhile, platforms such as ChatGPT and Perplexity are indexing directory data and user reviews, reinforcing the importance of consistent online presence. On top of that, local trends like voice search, visual search, augmented reality, social media integration, and user-generated content (UGC) are playing a growing role in how consumers discover and engage with nearby businesses. The local SEO playbook has expanded, and adapting to these changes is essential for long-term visibility and growth.
If you’re interested in evolving your local search strategy, get in touch with House Digital today for a Local SEO audit.
