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The State of Local SEO in 2025
Why the Google 3-Pack Still Matters
Even as AI search becomes more conversational, Google’s Map Pack (often called the 3-Pack) continues to dominate. Roughly one in four users clicks a Map Pack result before scrolling to the organic listings. Those three spots capture the highest-intent traffic and convert at a rate traditional ads can’t touch. For any local business, the Map Pack is still the neighborhood billboard everyone sees first.
How AI and LLMs Are Changing Local Search Behavior
Search in 2025 focuses less on single keywords and more on context. Large language models (LLMs) such as ChatGPT, Gemini, and Perplexity interpret meaning, intent, and location. A query like “best plumber near me” has evolved into “who is the most reliable plumber in Westwood that’s open right now.”
Google’s AI Overviews often pull their answers directly from verified Google Business Profiles. That means the data you feed into your GBP influences not only your Map Pack ranking but also how AI summarizes your business.
The Shift from Keywords to Entities and Intent
Google now sees your business as an entity. It connects signals such as reviews, photos, mentions, and category data to form a holistic picture. You are no longer optimizing for words. You are optimizing for identity, credibility, and clarity.
Google’s Map Pack vs. AI-Powered Search Results
The New Reality: LLMs Show One, Google Shows Three
When you search “plumber Westwood MA” in Google, you see three local businesses (sometimes four if a sponsored result appears).
Perform the same search using Atlas Search or a conversational model such as ChatGPT, and you’ll usually get one recommendation. For example, Atlas may only highlight Roto-Rooter Plumbing & Water Cleanup – Westwood while Google shows multiple nearby plumbers.
That difference reflects how each system works. Google ranks several options using measurable signals like relevance, distance, and prominence. LLMs summarize and recommend the single business they trust most based on verified information, reviews, and external credibility.
Why It Matters for Local SEO
This shift signals a new era of discovery. Google still rewards visibility. AI models reward confidence. Businesses that dominate both typically share these traits:
- A fully verified and complete GBP
- Consistent, high-quality reviews
- Structured data (schema) that clearly defines services and location
- Mentions from credible local or industry sources
Understanding Google’s Local Ranking Factors
Relevance: Matching Search Intent and Content
Relevance measures how closely your listing and website match what users want. Choose categories carefully, write clear service descriptions, and ensure your website reinforces those same topics.
Distance: Proximity and Service Area Optimization
Google weighs how close a business is to the searcher. For service-area businesses, define boundaries precisely within your GBP. Create service-area pages that target each major town or neighborhood to extend visibility.
Prominence: Authority, Reviews, and Citations
Prominence is Google’s trust score. It depends on backlinks, mentions, review volume, and local press. A business featured in respected directories or community articles will often outrank those that are invisible beyond their own site.
The Hidden Fourth Factor: Behavioral Signals
Clicks, direction requests, calls, and engagement data feed back into rankings. When users interact with your listing, Google learns that your business is valuable and pushes it higher.
(Source: support.google.com/business/answer/7091)
Key Local SEO Ranking Factors for 2025
Complete and Accurate Google Business Profile Data
Every field counts. Fill out your GBP completely: categories, hours, services, attributes, and products. Businesses that post updates at least twice per month consistently outperform inactive profiles.
Review Velocity, Recency, and Response Rate
Google favors a consistent stream of authentic reviews. Fresh reviews every few weeks signal that your business is active. Always respond promptly to show engagement and professionalism.
Consistent NAP Across the Web
Your name, address, and phone number should be identical everywhere. Discrepancies can confuse algorithms. Run quarterly audits to verify that every mention of your business is consistent.
High-Quality Local Citations
Submit your business to high-authority directories such as BBB, Yelp, and industry-specific listings. Use aggregators like Neustar or Yext for broader coverage, but never sacrifice accuracy for quantity.
On-Page Optimization with Location Keywords
Integrate city or town names naturally in meta titles, H1s, and content. Use internal links to connect related service and location pages. This builds topical authority across your site.
Structured Data and Entity Markup
Implement schema markup for LocalBusiness, Service, and FAQPage. This gives Google and AI systems a clear understanding of who you are, what you offer, and where you operate.
Building Local Backlinks and Mentions
Collaborate with local charities, host workshops, or contribute guest posts to community blogs. Each credible link reinforces your local prominence.
Improving Engagement Metrics
Upload new photos, use GBP posts to share updates, and enable messaging. Listings that maintain visual freshness and consistent activity tend to gain visibility.