Let’s dive right into this. After all, after Google’s continued push for Helpful Content, we know that Google values quick, clear, and concise answers to questions. Is long-form content dead? That’s a discussion for another time. Today, we’re answering some questions regarding local SEO in 2025.
What Is the Best Local SEO Strategy of 2025?
Our strategy follows a structured approach to optimizing your website and online presence in this order:
- Optimize Your Google Business Profile
- Build Local Citations
- Technical SEO
- Basic ADA Compliance
- Fix Thin Content
- Build Relevant Backlinks
- Don’t Ignore Bing
How Do You Optimize a Google Business Profile in 2025?
Isn’t it refreshing that I didn’t start this off by giving you the entire history of the concept of a Google Business Profile? That said, let’s get straight to the point—your Google Business Profile (GBP) is often more critical than your website when it comes to local search rankings. Ensuring that it’s optimized should be your top priority.
Verify Your Business
If you haven’t verified your Google Business Profile yet, that should be your first step. Google continues to rely heavily on video verification, making the process more involved than simply receiving a postcard in the mail. If you’re struggling with verification, there are great resources available, such as Darren Shaw’s video on navigating Google’s verification woes.
NAP Consistency
Your Name, Address, and Phone number (NAP) should be identical across all platforms, especially your website and GBP. Consistency is key in establishing trust with search engines. For example, if your website lists your business as “Bill’s Cart Co.” but your GBP lists “Bill’s Golf Cart Company,” search engines may hesitate to rank you above competitors with more consistent branding.
Use a Local Number
Ensure you’re using a local area code that matches your service area. This helps search engines confirm that your business is genuinely local to the area you claim.
Choose the Right Service Area
Google allows you to select multiple cities, but don’t overdo it. A good rule of thumb is to focus on locations within a 40-mile radius of your business.
Select the Correct Business Categories
Check your competitors’ GBP categories and align yours accordingly. You can choose multiple categories, so take advantage of that to cover all aspects of your business.
Upload Photos
Google favors active profiles. Uploading high-quality photos not only builds trust with customers but also signals to Google that you’re an engaged business.
Use Your Profile Regularly
Your GBP functions almost like a social media platform. Post updates, promotions, and announcements regularly to engage customers and stay visible in search results.
Get Reviews (The Right Way)
Encourage happy customers to leave genuine reviews, but never incentivize them. Google frowns upon incentivized reviews and may penalize businesses that engage in such practices.
To find your GBP review link:
- Log in to your Google Business Profile.
- Search for your business name on Google and click on your reviews.
- Click “Get More Reviews.”
- Copy and share the link with customers.
Building Local Citations for SEO in 2025
Now that your GBP is optimized, the next step is building local citations. Google values businesses that are listed in reputable directories. Not only does this establish credibility, but it also provides valuable backlinks.
Some of the most important directories include:
- Yelp
- Yellow Pages
- Foursquare
- Data Axel
For maximum impact, focus on local business directories, such as your Chamber of Commerce website. While some may charge an annual fee, the Asheville local SEO benefits are often worth it.
Technical SEO for Local Search in 2025
Technical SEO is a foundational element that should be part of any modern website. If your site isn’t mobile-friendly, secure (HTTPS), and optimized for speed, then you’re already at a disadvantage.
By 2025, any new website should launch with high Core Web Vitals scores. If your site doesn’t perform well on Google’s PageSpeed Insights, you may need to reconsider your design approach.
Basic ADA Compliance for Local SEO
Let’s be clear: “bare minimum” accessibility does not mean ADA compliance. However, Google does favor sites that are more accessible.
You can improve usability by:
- Using high-contrast text for readability
- Adding alt text for images
- Installing an accessibility toolbar such as One Click Accessibility
Fixing Thin Content
Thin content refers to content that lacks depth and doesn’t provide value. If your website contains generic, AI-generated content that isn’t edited or personalized, you’re setting yourself up for failure.
Search engines don’t penalize AI-generated content, but they do penalize low-quality and unhelpful content. The solution? Be unique, use your own voice, and provide real value.
Building Relevant Backlinks in 2025
Anyone still saying “backlinks are dead” is completely wrong. What’s actually dead are spammy backlinks from irrelevant sites.
Search engines in 2025 prioritize quality over quantity. Instead of chasing thousands of meaningless links, focus on:
- Getting backlinks from industry-relevant websites
- Earning links from local media outlets and blogs
- Contributing to trusted industry publications
Stop Ignoring Bing in 2025
Bing continues to grow, especially with Microsoft’s heavy investment in AI search. If you’re ignoring Bing, you’re missing out on potential customers.
Key Bing SEO steps:
- Claim your Bing Places listing (it syncs with GBP!)
- Set up Bing Webmaster Tools (Bing’s equivalent of Google Search Console)
- Optimize for voice search, as Bing is heavily integrated with Microsoft’s AI and Windows devices
Final Thoughts on Local SEO in 2025
The fundamentals of local SEO remain the same, but Google’s updates are constantly refining what’s effective. Focus on real user engagement, strong branding, and high-quality content, and you’ll see success in 2025.
By following this structured approach, you can dominate local search and ensure your business stands out in the evolving digital landscape.
