How Local Search Works in 2025

Your Website and Google Business Profile as the Keys to Local Success

For small and medium businesses (SMBs), getting into Google’s Map Pack—the top three spots in local search results—is the ultimate prize. Why? Because that’s where your ideal customers are actively searching for products and services.

But reaching that goal isn’t as simple as setting up a Google Business Profile (GBP) or launching a website. It requires a strategic approach, with your website as the central hub and your GBP as the bridge to visibility. At Faribault Web, we build websites and help businesses position themselves for long-term local search success.

Here’s how it all works and why it matters for your business in 2025.

The Google Map Pack: Where Buyers Are Looking

The Map Pack—those top three local business listings that appear alongside the map in search results—is prime digital real estate. It’s where potential customers go when they’re ready to buy, call, or book.

Appearing in the Map Pack means your business is:

• Visible to Local Buyers: These listings are front and center in local searches.
• Credible: Google ranks businesses it trusts.
• Convenient: Customers can quickly find your location, hours, and reviews—all the details they need to take action.

The question is, how do you get there?

Your Website: The Hub of Your Local SEO Strategy

Your website is the foundation of your Local SEO efforts. Without a strong website, your chances of ranking in the Map Pack are slim. It’s the anchor that ties all your online activity together, signaling to Google that your business is credible, professional, and ready to serve customers.

Here’s how your website plays a critical role:

• Authoritative Information: Search engines look to your website to verify your GBP data, such as your name, address, phone number (NAP), and services.
• Detailed Content: Your site’s service pages, blog posts, and FAQs provide the depth Google needs to understand and rank your business.
• Conversion Power: Once visitors click through, your website must guide them to take the next step—calling, booking, or purchasing.

A strong website ensures your Local SEO efforts don’t hit a dead end.

Google Business Profile: Your Gateway to the Map Pack

If your website is the hub, your Google Business Profile (GBP) is the front door. GBP is the most important tool for getting your business into the Map Pack.

Here’s why GBP is so crucial:

• Quick Access to Buyers: GBP listings show up for highly targeted, local searches like “roofers near me” or “dentist in [city].”
• Relevance Signals: Google uses your GBP to assess whether your business matches what the customer is searching for.
• Engagement Features: Photos, reviews, and GBP posts allow customers to interact with your business before visiting your website.

To maximize your GBP:

• Ensure your profile is complete and accurate. This includes all NAP details, services, and categories.
• Regularly post updates, promotions, and events to keep your profile fresh and engaging.
• Link your GBP directly to relevant pages on your website to drive traffic and conversions.

When your GBP and website work together seamlessly, your chances of landing in the Map Pack skyrocket.

The Role of Reviews in Local SEO

Customer reviews are a key factor in GBP optimization and Local SEO success. Google uses reviews to gauge a business’s trustworthiness and relevance. Buyers also actively consider reviews when deciding which company to contact.

Tips for leveraging reviews:

• Ask satisfied customers to leave reviews on your GBP.
• Respond to all positive and negative reviews to show you’re engaged.
• Feature top reviews on your website to build credibility.

A steady stream of fresh, positive reviews boosts your rankings and encourages more customers to choose your business.

How AI Tools Are Changing Local Search

Search engines are no longer just delivering links—they’re providing answers. AI-powered tools like Google’s Knowledge Graph and generative engines (e.g., ChatGPT or Gemini) are changing the game.

AI tools pull data from trusted sources, like your website and GBP, to provide conversational answers to questions like:

• “Who’s the best HVAC company near me?”
• “What time does [business name] close?”

To ensure your business gets featured:

• Use schema markup on your website to structure data like hours, services, and reviews.
• Keep your GBP accurate, detailed, and aligned with your website content.
• Add FAQ pages to your website to provide AI engines with relevant answers.

These tools make local search more competitive and offer enormous opportunities for well-prepared businesses.

Crushing Local: The Next Step After Your Website

Once your site is built and optimized, the next step is strategic marketing to make sure it’s driving results. That’s where Crushing Local, our sister company, comes in.

Crushing Local specializes in helping SMBs dominate the Map Pack through ongoing GBP management, review strategies, and advanced Local SEO tools. Together, Faribault Web and Crushing Local create a complete solution:

• Faribault Web designs your website: A professional, conversion-focused hub optimized for Local SEO.
• Crushing Local amplifies your visibility Through GBP management, weekly updates, and tools that keep you ahead of the competition.

This partnership ensures your business doesn’t just exist online—it thrives.

Partnering for Your Growth

Getting into the Map Pack isn’t easy, but it’s where the buyers and your business needs to be. The digital landscape is complex, but you don’t have to navigate it alone.

At Faribault Web, we build websites designed to work hand-in-hand with your GBP, setting the stage for local search success. With the support of Crushing Local, you’ll have all the tools and strategies you need to grow your business and stay ahead in 2025.

Ready to Own the Map Pack?

Let’s make your business the obvious choice for local buyers. Contact Faribault Web today to build the foundation for your Local SEO success.

 

#LocalSEO #GoogleMapPack #SmallBusinessSuccess