Local SEO in 2025 looks different from 2022 in three big ways: reviews matter more, AI answers matter at all, and proximity matters less than relevance. Here's the short version for owners with no time to follow blogs.
What changed most
- Reviews now outweigh proximity for some categories — 4.8★ at 1.2km beats 4.2★ at 400m.
- Reply rate became a documented signal.
- AI chatbots cite reviews and Reddit, not just Google data.
- Posts that show up in answers boost CTR by ~14%.
What still works
- Profile completeness (categories, hours, photos).
- Consistent NAP across web.
- Fresh activity (last 30 days).
- Real reviews from real customers.
See how Yerly handles all of it →
Frequently asked questions
Is keyword stuffing in the business description still a thing?↓
No — Google's 2024 update demotes obvious stuffing. Use keywords naturally, once each, in a real description.