How to Future-Proof Your Local SEO Strategy
Whether you’re running a nationwide franchise or a single-location business, local SEO is moving fast — and staying visible in search means staying ahead of the curve. From Google’s evolving use of AI to the rise of alternative search engines like Perplexity and ChatGPT, here’s how to stay competitive now and in the years ahead.
What’s Changing in Local SEO and Search?
Google is already experimenting with AI-generated overviews in some local search queries, and while these haven’t rolled out everywhere yet, it’s clear where things are heading. In early tests, the AI overviews just pulled from the same listings found in the map pack — meaning your Google Business Profile is still the cornerstone of any local SEO strategy.
Other platforms, like ChatGPT and Perplexity, don’t index your Google Business Page (hereinafter called GBP) the same way Google does. Instead, they rely on directory listings, mentions, and website content. That means now’s the time to make sure you’re building your authority across the web — not just in Google’s walled garden.
Optimising Your Google Business Profile
Your GBP should be more than just your address and phone number. Use every available feature: services, products, photos, videos, social media links, FAQs, updates, and especially reviews. The more complete your profile is, the better your chances of being pulled into Google’s AI overviews — or simply ranking higher in the local map pack.
Consider tools like SEMrush Local to audit and manage your GBP and listings at scale. They allow you to update NAP data across dozens of directories at once and track your visibility by location and keyword.
Local SEO: The Importance of Reviews
Reviews are one of the most visible ranking and trust signals in local SEO. If you’re not actively collecting them, you’re losing out. Automate review requests through post-sale email flows and, just as importantly, respond to them — especially the bad ones. AI can help here, but you should personally handle the sensitive ones.
Beyond Google, don’t forget to repurpose good reviews in your marketing: Instagram highlights, testimonial pages, or even embedded into email newsletters.
Multi-Location SEO Strategy
If you have more than one physical location, each one needs its own GBP, local listings, and ideally its own landing page on your site. These pages should have:
- Unique NAP details
- Location-specific reviews
- Custom content about the area
Don’t just clone your pages and swap the town name. Make them meaningful — because that’s what Google (and users) want.
Local Directory Listings, Citations & Video
Local citations (mentions of your business name, address, and phone number) are still a signal Google uses to validate your presence. Submit to the usual suspects: Yell, Yelp, FreeIndex, Thomson Local, etc., and ensure your details are consistent everywhere. Use tools or agencies to handle the boring stuff if needed — but don’t skip it.
One of the easiest ways to build trust with potential customers is to create a simple “About Us” video. It doesn’t need to be fancy—just a short, honest introduction to your business, who you are, what you do, and why people choose you. Upload it to YouTube and embed it on your website or Google Business Profile. Customers are far more likely to contact a business when they can put a face to the name, hear you speak, and get a feel for the people behind the brand. It adds a human touch and reassures people that you’re real, approachable, and know your stuff.
What Not to Do
There are still businesses out there trying to game local SEO with spammy doorway pages, fake locations, and low-effort location farming — dozens of near-identical pages with just the town name swapped. That might have worked ten years ago, but now it’s a fast track to getting filtered out of the results altogether.
If you’re curious what that looks like in the wild, here’s a list of what not to do — Google’s unlikely to reward sites built like that for much longer.
Hyperlocal SEO & Content Targeting
Use hyperlocal terms and references where you can — not just “Manchester” or “Leeds,” but smaller suburbs, commuter towns, and even landmarks. People don’t always search by postal town; they search by what they know. Where do they work, shop, or take the kids to school? Target content there too.
If you’re in a niche like healthcare or legal, consider interactive tools (e.g., compensation calculators) to keep users on-site longer and attract backlinks.
Final Thoughts
Google Business Profile, review collection, proper location pages, citations, and hyperlocal content — get those five areas right and you’ll have a future-proof local SEO strategy that works today and tomorrow.
And if you’re overwhelmed, there are good agencies out there (like Exposure Ninja, if you’re watching the same video we did) that can help. Or start small — even just making your GBP truly complete is more than most businesses manage.
It’s surprising how many sites still try to shortcut local SEO with those outdated tricks. Google’s algorithms have really evolved to reward quality and relevance, so it’s definitely better to invest in creating genuinely useful, locally relevant content. Thanks for breaking down what not to do; it’s a helpful reminder for anyone managing local business listings.