SEO for Local Businesses in 2025 and Beyond: My Take

I've been in the SEO game for 7 years, focusing mainly on local businesses, and I've watched the landscape shift dramatically. From algorithm updates to the rise of AI, things are changing fast, and local SEO is stepping into the spotlight. Here's my breakdown on why it's time to rethink traditional approaches and double down on what really drives results.

The Shift in Google SERPs: Local Packs Taking Over

Google is pushing local pack results hard in searches with commercial intent, making those classic blue links less relevant. For queries like "roofers dublin near me," the SERP is flooded with local stuff right from the top.

Take a look: First, you get places listings from third-party sites like Yelp and Trustpilot. Then the main local pack pops up, followed by just one company website. After that, another local pack, a handful of company sites mixed with Reddit threads and other non-business links. See the trend? Traditional organic rankings are getting buried under local signals, and with ad blockers in play, it's even clearer on July 20, 2025. Blue links aren't the king they used to be for local searches.

AI Search: A Game You Need to Play for Local Wins

AI search is gaining ground fast, it's already more prominent in the US, but it'll go global soon. It's set to benefit businesses that play nice with it, especially locals who can leverage its focus on location-based results.

Let's check the current state with a real example: Searching for "roofers dallas near me." This is a classic local, transactional query. In Google's AI mode (available in the US as of July 20, 2025), it pulls up exclusively local results. There's no sign of traditional blue links, just AI recommendations highlighting Google Maps profiles, followed by something that resembles the classic maps packs, and even some AI-generated advice on how to choose between the recommended options. It's a complete shift from traditional search, prioritizing direct, actionable local info over broad organic listings.

The elephant in the room: Does traditional SEO and tracking blue link positions still make sense? My take: Local businesses need to get ahead of this shift, it's already here and only growing in 2025 and beyond.

Why Local SEO is the Smart Bet for Many Niches

For new and established companies in competitive niches, shifting resources to local SEO pays off big. Industries like affiliate marketing, journalism, and tutorials might struggle as AI takes over, but locals stand to win. If you're in a service-based or location-dependent field, this is where the real opportunities lie, high-intent traffic that's ready to convert.

Proven Strategies to Boost Your Local SEO

• Full Google Business Profile Optimization: Every detail, every update, all the new features.

• Review Management: Actively collect positive reviews; screen potential negatives by understanding client history (try tools like epieos.com). Manual outreach works best; make it part of every employee’s workflow. Don’t rely only on Google, amplify presence across Trustpilot, Yelp, and more.

• Maxed-Out Citations: List ONLY in relevant, local directories, community boards, and industry-specific platforms. Do not list in spam or low quality directories. Make sure the NAP is consistent!

• Local PR: Press releases and features that feed Google’s desire for trusted sources.

• High-Authority Local Backlinks: Sponsor local events, charities, and get listed on government or city websites.

• Local Schema Markup

• Review Generation Playbook: Use QR codes on site, personalized email follow-ups, and reward staff for consistent review asks.

Patience and consistency are key. Results don’t pop overnight, but one solid strategy can take you from invisible to the local shortlist in under six months—even for tough keywords.

On reviews, here's how to get them consistently based on what actually works.

• Make gathering them part of your team's job process; it's non-optional, and everyone buys in. Stick to manual asks over automated, it's more genuine. Pro tip from my experience: If you have a client's Gmail from a form, use a tool like epieos.com to check their review history. Filter out habitual complainers to protect your rating.
• Hand out QR codes for easy scans on-site, leave business cards with QR links for later, and send follow-up emails via a CRM to keep it organized without nagging.
• And yeah, buying reviews is an option, plenty sell them, but choose wisely. We offer solid ones at reviewconnect.me.

For those looking to dive deeper into local SEO, the BrightLocal Learning Hub is an excellent resource with in-depth guides and research.

Build a site that ranks and converts. Local SEO thrives when you master the basics, do them well, stay consistent, and be patient. Stop overcomplicating it, and you'll see the results.