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Google’s Local Ranking Factors in 2025: What’s Changed?
Many digital marketers believed that 2024 was a year of transformation for Search Engine Optimisation (SEO), that included major algorithm updates, not to mention Artificial Intelligence (AI) that has changed search engine results pages (SERPs).
While it seems to have settled down a bit in 2025, SEO continues to evolve at a record pace, and local business owners need to adapt in order to remain competitive and reach their local community. While the foundational principles remain the same in 2025, new technologies, trends, and changes in user behaviour and preferences means businesses need new tactics in order to improve ranking and maintain online visibility.
SEO has transformed exponentially over the past year with AI and quality-focused algorithms changing how local businesses compete to remain visible online. Your listings now need to be optimised, your content needs to be generated for users, and your website must be user-friendly in order to succeed.
The six local SEO ranking factors that has become essential in 2025, includes:
Google's algorithms take a granular approach to local search, prioritising businesses that show a deep and authentic community connection at a hyper-local level.
With the introduction of AI-enhanced search intent, businesses now need to address the needs behind local search queries, addressing user needs.
Google Business Profile is now more than an online business card, it's a representation of your brand that needs to be regularly optimised and managed to drive engagement and generate leads.
Online reviews are direct ranking factors that relate to your prominence in searches. They have become influential in local SEO with search engines using review quantity, quality, and recency, as ranking factors.
Mobile optimisation in local SEO efforts has become more important in 2025 as more users use their mobile devices when searching for local businesses, products, and services. This means ensuring your website is responsive, working across all devices, operating systems, and screen sizes.
Search engines are so sophisticated these days they can actually predict the users journey, taking user experience metrics, such as engagement, interaction, and bounce rates into consideration when ranking your web pages for search results.
At Genie Crawl, we have put together some effective local SEO tips for 2025:
Create content that speaks to your local community to boost your ranking in 2025. This involves adding local keyword naturally, writing about local news and events, along with providing neighbourhood-specific information.
Claim or create your GBP profile, completing all sections in detail, optimising it using your targeted local keywords, and ensuring your information is accurate, consistent, and up to date. Remember to encourage customer reviews, responding to all reviews, both positive and negative.
Citation and backlink strategies require a quality focused approach. You need to ensure you selection authoritative directories and niche industry listings for citations, ensuring your NAP (Name, Address, Phone number) is consistent across all platforms, while acquiring high quality local backlinks naturally.
In order to ensure your local SEO success, you will need to ensure your website pages are optimised for success. This involves extensive local keyword research, local competitor analysis, optimising your URL, titles, meta descriptions, and images to ensure they are displayed effectively in search results. Increase your chances of being selected for rich snippets by adding structured data to your web pages.
SEO, as a whole, is constantly evolving as search engine algorithms become smarter and more sophisticated. In 2025, local businesses need to be authentic, helping the local community, while ensuring you follow SEO best practices. If you are looking to increase your online visibility for local results, get in touch with the expert team at Genie Crawl today for your free evaluation and quote.
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Awesome service, Tony and the team have been great with completing our website and meeting all the deadlines we set. They have lots of bright ideas and created so much value to our business. Our search engine rankings are now on the first page of the Google! We wouldn't have managed this without you guys!
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GenieCrawl was recommended to me for their SEO optimisation services and they have been great to work with. Our traffic jumped straight away and our business has gone from strength to strength thanks to their support.
I was really struggling to get my SEO ratings higher for my business, and my website noticed on google. Thanks to GenieCrawl and their excellent service and SEO knowledge, I was able to increase my rankings sufficiently and am now reaping the benefits of their optimizations. I would highly recommend their service if you are struggling with SEO rankings as I was.
As a new business start up we needed help driving traffic to our website. In all fairness this was an area we were all pretty clueless on. Genie Crawl have been invaluable to us and undoubtedly have been a driving force to increasing sales. They are always there with helpful advice when we need them. Thanks!
I was a little skeptical about hiring a company to help with the SEO for my website, but I am over the moon with my decision to work with Genie Crawl. They have really increased the traffic to my website and I would highly recommend them to everyone!
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