The State of Local SEO in 2025: A Data-Driven Perspective

Keeping It Local

In the ever-evolving digital landscape, a critical challenge for marketers and business owners is separating timeless, foundational principles from fleeting trends. Statistics and data provide a crucial compass, but the sheer volume of information can be overwhelming. This article provides a curated list of the most current and relevant local SEO statistics for 2025, verified and sourced from leading industry reports, to help you craft a more effective and informed local marketing strategy.

The core of local search remains unchanged: connecting consumers to businesses in their immediate vicinity. However, how those connections are made has been profoundly reshaped by the proliferation of new platforms, the increasing role of social media, and the transformative power of artificial intelligence.

General Local Search and Consumer Behavior

The local search ecosystem is more vibrant than ever, with consumers seamlessly integrating online research into their daily lives. The intent behind their searches is a powerful signal for local businesses.

A significant portion of searches have local intent: While the oft-cited statistic of 46% of all Google searches having local intent from a 2018 Google presentation (Search Engine Roundtable, 2018) remains a foundational benchmark, more recent data from sources like SEO.AI indicates that 4 out of 5 users now conduct searches with local intent on search engines. This underscores that local queries are not a niche behavior but a fundamental part of how people use search.
Search for local businesses is a daily habit: A SOCi Consumer Behavior Index from 2025 reveals that 80% of U.S. consumers search online for local businesses weekly, and an impressive 32% do so daily. This highlights the need for a constant and visible online presence, as consumers are always in discovery mode.
Mobile-first is a non-negotiable: An AIOSEO report for 2025 found that nearly one-third of all mobile searches are related to location, emphasizing that a mobile-optimized website and Google Business Profile are essential. Furthermore, 76% of consumers who search for something nearby on their smartphone visit a business within one day (Google).
The path to purchase starts online: A 2023 Think with Google study found that 2 in 3 U.S. consumers have already made a decision about what they’re going to buy before they even visit a physical store. This statistic, still relevant in 2025, shows that the online research phase is the most critical part of the modern customer journey.
SERP composition for local queries: A 2024 Business Listings Visibility Study found that for local search queries, the top organic results are composed of business websites (47%), directories (31%), and business mentions (16%). This highlights the importance of not only having a strong website but also maintaining a presence on third-party directories like Yelp and TripAdvisor.

The Rising Power of Local Reviews and Reputation

Online reviews are more than just a ranking factor; they are a direct reflection of a business’s reputation and trustworthiness. In 2025, the way consumers interact with and trust reviews has become more nuanced.

Google remains the dominant review platform: The 2025 Local Consumer Review Survey from BrightLocal found that 83% of consumers use Google to find local business reviews. However, this report also highlights the growing importance of alternative platforms, with 31% of U.S. consumers using Instagram and 20% using TikTok as alternative review platforms.
Multi-platform research is the norm: The same BrightLocal report revealed that 74% of consumers use at least two review platforms in their business research, while 34% use three or more. This emphasizes the need for a consistent and proactive review management strategy across all relevant channels.
Video reviews are a powerful trust signal: A significant finding from the 2025 Local Consumer Review Survey is that over three-quarters (76%) of U.S. consumers now consume video content when researching a local business. For younger audiences, this trend is even more pronounced, with 40% of consumers preferring video reviews (SOCi, 2025).
Rating and review sentiment are trust-builders:
- 71% of consumers would not consider using a business with an average review rating below three stars (Local Consumer Review Survey, 2024).
- 63% of consumers said seeing mostly negative written reviews would make them lose trust in a business (Local Business Discovery and Trust Report, 2023).
- 88% of consumers say they’d use a business that responds to both positive and negative reviews, while only 47% would consider a business that doesn’t respond at all (Local Consumer Review Survey, 2024). This shows that active engagement with customer feedback is as crucial as the reviews themselves.

The AI Revolution in Local Search

Artificial Intelligence is no longer just a futuristic concept; it’s a present-day reality that is fundamentally changing how people search and how businesses are discovered.

AI is influencing search results: A 2024 study on ChatGPT Search Sources found that AI-powered search results still prioritize traditional web sources, with 58% of local search sources showing business websites, followed by business mentions (27%) and online directories (15%). However, AI Overviews are also becoming more common, pulling information from trusted sources like Google Business Profiles and online reviews (PinMeTo, 2025).
Consumers are open to AI, with caveats: A 2024 SOCi Consumer Behavior Index found that 41% of consumers are comfortable with businesses using AI to inform and communicate, as long as it improves their overall experience. However, another SOCi report in 2025 cautions that while 19% of consumers use AI tools to find businesses, 95% say AI is the least trusted source when it comes to making actual purchase decisions. This highlights that AI may aid in discovery, but human-generated content and reviews are still essential for building trust.
Marketers are rapidly adopting AI: The 2024 Brand Beacon Report shows that 88% of multi-location marketers are using generative AI in their organizations. High-performing brands are leading the charge, with 36% using AI to a “great extent,” compared to just 13% of average-performing brands. This indicates a clear competitive advantage for those who leverage AI in their local marketing.

The Local Search Industry Landscape

The effectiveness of a local marketing strategy is directly tied to the level of commitment and resources a business dedicates to it.

A dedicated strategy is a key differentiator: According to the 2024 Brand Beacon Report, 94% of high-performing brands have a dedicated local marketing strategy, compared to just 60% of average-performing brands. This data makes a strong case for treating local SEO as a distinct and prioritized marketing channel.
Industry awareness of changes: A 2024 Local Marketing Industry Survey found that 86% of local marketers say their clients are aware of how new developments in search could impact their business visibility and rankings. This indicates that the conversation around local SEO is maturing, and both marketers and their clients recognize the need for adaptation.
Valued local SEO services: A 2025 survey from BrightLocal found that the most valuable local SEO services, according to local businesses themselves, are Google Business Profile management (52%), content creation (39%), and website design (34%). This provides a clear roadmap for where to invest marketing resources to achieve the greatest impact.