Future-Proofing Your Local SEO in 2025 and Beyond

The way people search for local businesses is changing. AI is starting to play a bigger role in search results, Google is testing new ways of showing local business info, and your competition isn’t sitting still.

That might sound like a lot, but it’s actually an opportunity. If you know what to focus on now, you can put yourself in a position where these changes work for you instead of against you.

I’ve been in the salon industry for more than 25 years, I’ve built Shopify stores, ranked businesses in some of the toughest markets, and watched Google roll out update after update. I know what actually moves the needle. Let’s get into it.

1. The New Reality: AI is Already in Local Search

Google is testing AI “overviews” for local search. In most cases, they’re showing results straight from the map pack you already know.

That tells me one thing. Your Google Business Profile (GBP) isn’t just important. It’s the base your entire local SEO rests on.

Here’s the twist. AI-driven search engines like ChatGPT or Perplexity don’t use GBP data the same way Google does. They’re looking for your business name, address and phone number on other sites too — directories, your own website, industry publications, anywhere you’re mentioned.

If you want to be ready for what’s coming, you have to optimize for both the local search we have today and the way AI is going to deliver results in the future.

2. Google Business Profile: Get it Right

• Add every service and product you offer
• Use real photos from your business, not stock images
• Get reviews consistently, not just once in a while
• Respond to every review, especially the bad ones
• Post updates regularly so Google sees activity

If you have more than one location, each one needs its own GBP. Only create profiles for locations you actually want to rank in local search.

3. Your Website: Match and Support Your GBP

Your website needs to back up what’s on your GBP. If your GBP says you’re in “Downtown Springfield,” your website better say the same thing — with the same phone number and address.

For multi-location businesses, create a separate page for each location. Make each one unique, with its own reviews, phone number and details. Use page titles and meta descriptions that include the city or neighborhood name so it’s clear where you’re based.

This not only helps you rank better, it makes your local PPC campaigns more effective.

4. Off-Page SEO: Build Your Citations

Citations are mentions of your business name, address and phone number on other sites. They don’t always send traffic directly, but they make a big difference to your local rankings.

Get listed on industry directories, Yelp, local business associations, and community websites. The more quality mentions you have, the more credible your business looks to Google.

If you don’t want to spend hours doing it yourself, use a tool like Semrush Local to handle the heavy lifting.

5. Go Hyperlocal

• Target suburbs, districts and neighborhoods, not just the main city
• Use local terminology — people in different areas search differently
• Think about where people work as well as where they live

Create content that makes it clear you’re part of the community. Cover local events, create guides, and show you know the area.

6. The Tools I Recommend

• Semrush Local for GBP management, review tracking, directory listings and map rank tracking
• Exposure Ninja for a full website and marketing review to spot opportunities and weaknesses

Final Word

Local SEO in 2025 isn’t about chasing quick wins. It’s about building a strong presence that works now and will keep working as AI changes the way people search.

Get your Google Business Profile in shape. Keep your website consistent. Build your citations. And most importantly, make sure your salon shows up for the people who are ready to book.

If you want to make sure your salon shows up where your dream clients are searching, we can help. My team and I know exactly how to dial in your Google Business Profile, your website and your overall online presence so you’re not just found — you’re the obvious choice.

Reach out and let’s get your local SEO working for you, not against you.