Local SEO used to be about building citations and getting reviews. That's still part of it — but Google's 2024 and early 2025 updates have changed what signals matter most, and in what order.
GBP posting is not optional anymore
Google Business Profile posts have always been available. In the 2024 update, activity signals — including post frequency and engagement — became a stronger local ranking factor. Post at minimum twice per week.
Review velocity beats review quantity
A business with 200 reviews from 2022 ranks below one with 80 reviews that got 40 in the last 90 days. Recency of reviews signals that the business is active. Build a systematic review request process.
Localised landing pages still win
For multi-location businesses, dedicated city-specific landing pages outperform a single generic page with a service-area map. The content needs to be genuinely local — not just 'we serve [city]' repeated six times.