Algorithms are evolving. Zero-click SERPs are more common, through AI Overviews (AIO) and Search Generative Experience (SGE). And, consumers’ social awareness has shifted. Having a recognizable and trustworthy brand can make or break your local visibility in 2025.

In our recent Live Masterclass: How Important is Brand for Local Search Visibility in 2025?, expert panellist Elizabeth Rule unpacked how brand strength influences local SEO performance. 

Here are the top takeaways from Elizabeth’s session to help you align your branding efforts with your local SEO goals—and get found by more customers in 2025.

Watch the Replay

Brand Is As Important Now As It Always Has Been

Why is everyone talking about brand right now?

The hype of AIOs and SGE, alongside the increase in zero-click search has brought brand right into focus. A good example of this is how Forbes tends to rank across multiple AIO searches, and continues to show up after various algorithm updates. It feels like Google is favoring bigger brands with more domain authority over smaller brands. 

Alongside this, Google is launching a new brand profile through the merchant center (not all local businesses will be able to use this), which is a clear indicator that Google is shifting toward focusing on what a brand can bring to a topic or industry in search results. 

Tip 1: A Strong Brand Is More than Just Your Logo

Having a strong brand means people know and trust your business. They’re more likely to click on your listing or your website than a brand they don’t know.

Trust and awareness in your brand can come from the local community, your review profile and through zero-click search.

Tip 2: Tap into Communities

Offline communities, online communities, and social media are all great ways to get your brand out to your target audience. 

Brands that use more traditional marketing, such as billboards and branded vehicles, do a little better in SEO because more people are aware of and engaged with the brand in general. This engagement helps you rank better, and the more people click your website, the higher up in the SERPs you’ll show.  

Spread your marketing efforts beyond Google and your website. Local social media groups or community forums, like Facebook groups, Next Door, or local SubReddits, are great ways to get your brand out there. 

Tip 3: Your Brand Website Is Critical

Getting your website up to date is crucial, as it’s a valuable source of truth for Google. Mention the important information about your business—who you are, what you do, the services you offer, and where you do it. Make it easy for Google and your customers to understand all of this information. 

While this information helps Google build its organic results and customers move further down the funnel, it could also help your brand if and when it appears on AIOs. Though there doesn’t seem to be a known indication of Google’s ranking factors for AIO, or how they pull the information that appears from it, it is known that Google sometimes pulls through incorrect information.

Tip 4: Become an Authority in Your Sector

Showcase your authority, knowledge, and understanding of your website through your brand entity. For example, your website is a great place to put your well-crafted content and answer the questions that your customers and potential customers have. 

Tell your audience how to do things and show that you know how to do it best. (An example here would be a decorator—explain to your audience how they can decorate themselves, but also show your authority and expertise in case they’d prefer for you to do it for them.) Become the go-to brand for knowledge and education.

Tip 5: Should You Use Keywords in Business Names?

Your business name is a huge part of your brand, and you want to make sure your business profile appears at the top of search results. With that in mind, adding one or two top-converting keywords to your business name means you can have a keyword-rich Google Business Profile.

An example of this would be to add a unique brand modifier to your name. This could be ‘Tarquin Heating and Air Conditioning’ as opposed to ‘Toronto Heating and Air Conditioning’. 

An oldie, but a goodie… do not do this! 

Tip 6: Online Reputation Is Crucial for Brand

Your brand reputation shows potential customers how well you do business, and reflects your brand as a whole. That’s why reviews are critical for brand, and something you really shouldn’t ignore.

Getting new, regular Google reviews is a ranking factor, and according to the 2025 Local Consumer Review Survey, 27% of consumers would use a business if they can see new reviews from the past month.

So, while you don’t have full control over your Google reviews, you can control how you manage your reputation. Whether that’s responding kindly to a negative review, responding with gratitude for positive reviews, or asking your customers to leave a review for you, reputation can help build trust and conversions. 

All in all, brand-building isn’t a quick SEO fix. It’s a strategic, long-term investment that pays off in trust, engagement, and higher-quality traffic. Having a strong brand will impact the way potential customers perceive you, remember you, and engage with you. 

If you need help building your brand, get in touch with our local SEO services team to discover how we can support your goals. 

The redesign will feature a ‘Local’ specific tab that will group together local community-specific features, such as Marketplace, Groups, and Events.

Image source: Tech Crunch

Local content will also begin to be featured in a user’s feed, showcasing posts and information from their local area. 

Image source: Tech Crunch

Other features in this redesign include the addition of an Explore tab and changes to events and groups. The Explore tab will move towards showing entertaining and useful content to the user, much like Instagram’s Explore page or TikTok’s For You Page. Facebook events will allow visitors without an account to view and respond to events, while groups are integrating a new AI feature to help answer group questions. 

So, let’s dive into the current state of Facebook and business discovery for a Gen-Z audience and consider what local businesses might need to know about the future. 

What is the current state of Facebook? 

According to data published by Digital Media Ninja, 87% of millennials use Facebook at least once per week. 

We know that the platform boomed for this generation around 15 years ago, many of whom have long since abandoned the space in search of greener pastures. It was a space to connect with our friends, share albums of 600 digital camera photos from one night out, and wish someone we used to go to school a ‘happy birthday’ when their notification popped up. 

The space is still used to share photos or life updates, but there’s also a cacophony of spam and engagement bait accounts that provide little to no value to our scrolling experience.  

These days, we millennials use Facebook for its Marketplace feature (though it’s increasingly like avoiding a laser security system to get away from scammers) and its groups. Yes, we love our local neighborhood groups to find out where our missing parcels have ended up, make recommendations for local services and contractors, and get the best restaurant recommendations for the area, but that’s the extent of the involvement for many of us.

Older generations might still use the platform for human interaction with friends and family, whereas Millennials are using it for transactional and informational purposes. And we know that Gen Z audiences don’t really use the platform at all. 

So, is Facebook’s update to introduce new local features targeted at Gen Z too little, too late?

In this year’s Local SEO for Good, we spoke to Steve Wiideman about the current trends in search. He told us that ”51% of Gen Alpha and Gen Z are using TikTok for search more than Google. They’re living and breathing TikTok, so why would they go anywhere else?”

How are Gen Zs using social media for business discovery?

As of last year, “only 33% of U.S. teens are now on Facebook”, an unsurprising statistic for those of us who have watched the decline of Facebook’s popularity in real-time.

Instead, “91% of Gen Z social media users are on Instagram and another 86% are on TikTok”. 

Nowadays, Instagram and TikTok are not only used as social media platforms to connect with friends and communities; they also act as tools for product discovery, news and events, and customer care. 

Image source: Sprout Social

These platforms keep their audiences scrolling through carefully crafted (see also: addictive) algorithms that engage, educate, and, ultimately, entertain. 

Whether it’s an algorithm that is painfully accurate to one’s interests and current trends or it’s the hyper-relatable content creators who have overtaken the OG influencers, TikTok and Instagram have a unique hold on young audiences. 

Plus, both platforms offer short-form video, which is now the most popular way of consuming content. 

“People are short on time, but that doesn’t take away their desire for content. They want it — just faster.” Hubspot

Of course, other social media platforms have adopted short-form video, including Facebook, YouTube, Snapchat, and even LinkedIn. However, Instagram and TikTok are the most popular platforms for this age group. 

Many people might wonder: should we care about Gen Z and how they use social media for business discovery? Why bother to focus on a group that doesn’t represent a huge portion of our current market and, generally speaking, isn’t making huge purchasing decisions? The answer is simple: Gen Z represents an entirely new generation. They are your business’ future customers.

“Even if you don’t care to be in the zeitgeist. They are our future consumers, so you need to have them in mind—even if you’re not trying to reach them today.” Casey Lewis, Social Media Consultant

Gen Z represents people born between 1997 and 2012. Those aged 24-27 are now coming into their own and have more spending power. Those aged 18-23 might represent college students descending on new towns, eager to explore and find little luxuries. And the 12-18-year-olds represent the next group of consumers we need to prepare to appeal to. 

Gen Z consumers are some of the most conscious consumers, keen to support local businesses rather than national conglomerates. Whether it’s visiting a local coffee shop, shopping second-hand at a local thrift store, or supporting local community events. 

Plus, we know younger generations are early adopters. Case in point: Facebook, which was once a millennial hangout, now plays host to older folk. 

Where younger generations are, older audiences will follow. That’s why it’s important to understand where Gen Z is, how they discover businesses, and how they engage with content. Social media is a great way to raise your brand’s awareness and educate an audience enough to make an informed decision about purchase. 

For what it’s worth, whilst Facebook is trying to capture a Gen Z audience, they’re bound to have already missed the mark. I don’t believe that these new features will bring a new audience, but I do think that they will provide some useful functionality for people already active on the platform. 

If they’re pushing forward relevant, useful, local information to people, that’s got to be a good thing, right? And if this means more visibility for local businesses, then it could be a promising new update. 

What do local businesses need to know, and what should they do? 

Regardless of the uptake from Gen Z, Facebook’s new local features offer more visibility for local businesses. It’s key to remember how useful social media can be for local businesses and take advantage of the opportunities available.

Having an active and up-to-date social media presence is highly beneficial. Make sure your online reputation is well managed, that Facebook reviews are responded to, and recommendations on local Facebook groups are followed up with. Even if it’s not certain that Gen Z will see what you do on Facebook, someone will.

Commit to posting on social media, informing local customers of your offerings, educating them, and helping them. If local content is going to be shown on user’s feeds, now’s your chance to impress them! 

Work out where people are searching for you, and make sure you’re there. 

If that means meeting a Gen Z audience on Gen Z platforms or navigating new Facebook features, there’s plenty of opportunity for business discovery. 

Updates to LSAs and Local Ads

LSA Image Carousels

Some Google ads for local searches are now showing an expanding carousel of images, which, when clicked, take you to the Google Business Profile. 

LSA Photo Guidelines

Additionally, the guidelines around photos in Local Services Ads have now been consolidated with the guidelines for using photos in local search. This goes into effect on November 13, 2023. There are no major changes in the guidelines that you need to be aware of, but consolidating the guidelines should make it easier for users to find and follow. 

You Can Now Get LSA Leads via Text

You can now get your Local Services Ads leads sent to you via text message. Google has added this option via a checkbox in your settings. You can also change the phone number the leads go to. 

New LSA Categories

And finally, Joy Hawkins has spotted 15 new categories available for Local Services Ads. Businesses such as barbers, hair or nail salons, and tattoo and piercing studios can now use LSAs.

GBP Updates and Tests

Google Business Profile is often adding new tests and updates, so take note of these in case you start spotting some new or unfamiliar features. 

Attributes

Google has added new “disabled-owned” and “indigenous-owned” attributes to business profiles. These new attributes are in addition to existing ones such as “black-owned”, “LGBT-owned”, and “women-owned”. 

Attributes act as mini statements that say something about your business to help searchers decide whether your business is one they’d like to visit. 

You may have also that seen some business attributes have been automatically changed by Google. 

One local SEO has noticed Google automatically changing payment options as well as information about Covid-19 testing centers being removed. 

Ultimately, this looks to be a small but useful change from Google, and a good reminder to look at your own GBPs to make sure your attributes are accurate and up to date. 

Estimated vs Precise Location

A few local SEOs have been given the option to search using their ‘estimated location’ or their ‘precise location’ to better localize their search. Barry Schwartz notes that the setting is not new, but the UI is. 

Hotel SERP Carousel

A more interactive carousel of images has been spotted on hotel SERPs. This new test shows a group of image cards under search results, allowing users to swipe through images. 

GBP Social Media Links Global Roll Out

We noticed this back in August, but the ability to add your social media profile links to your GBP has now rolled out globally to every profile. 

Third-Party Book Online CTA

A new CTA button has been added to GBPs for anyone using third-party booking software. This example from Joy Hawkins shows a ‘Book Online’ button on a business using the software Service Titan. This CTA goes to the third-party Reserve with Google integration which may be a new feature.  

Expandable Business Groupings

Google is testing a new UI where they show you an expandable list of business categories related to your search. Selecting one will show matching local businesses

This was spotted by Khushal Berwani and posted on X (formerly Twitter):

Google testing expandable grouping business profile in mobile serp.

cc @rustybrick pic.twitter.com/V7LV80JBkW

— Khushal Bherwani (@b4k_khushal) October 5, 2023

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Food Preferences Setting

For anyone searching for restaurants, you may see a new settings option. The option to set your food preferences in search results is being tested, with the ability to filter by cuisine, dietary preference. Previously, this setting was available in Maps, but the test sees the option being brought straight into search results. 

Google now offers place recommendations (for food related searches) based on your food preferences in search results. (1/2)
cc: @rustybrick pic.twitter.com/tEtuCf75Gh

— Shameem Adhikarath (@shemiadhikarath) October 13, 2023

New Local Pack Design?

Google seems to be testing a new local pack design where restaurant reviews and menu are shown in a card format on mobile. 

This was another clever spot by @shemiadhikarath on X (formerly Twitter):

Looks like new interface for GBP results. Menu, and Reviews card showing in a card format at GMP result on Mobile device. Also see the rating graph in the card.

Cc: @rustybrick pic.twitter.com/sZFSdItIGV

— Shameem Adhikarath (@shemiadhikarath) October 18, 2023

Conclusion

While these may be a lot of little changes, it’s important to keep a close eye on what Google’s up to… and, as we know, and they’re always up to something! Have you seen any new features, tests, or updates? Join our Facebook group, The Local Pack, to share your findings! 

We summoned our brave community to share their most spine-tingling, hair-raising, and downright terrifying local SEO experiences. Prepare to be haunted by client catastrophes, cursed Google Business Profiles, and marketing stories that are best told under the cloak of darkness. Read on if you dare!

Greg "Ghostly" Gifford

Chief Operating Officer at SearchLab Digital

Claire "The Crypt Keeper" Carlile

Local SEO Expert at BrightLocal

In addition to Greg’s totally terrifying Q&As, Claire found even more horrifying answers on a Google Business Profile. 

As you can see, one local car dealership’s poor customer service was brought to the forefront of their GBP Q&A section. Surely answering the phone isn’t as scary as they think? 

In the words of Stephen King, “hotels are superstitious places. No thirteenth floor or room thirteen, no mirrors on the back of the door you come in through, stuff like that.”

However, the Stanley Hotel that inspired his book, The Shining, is making good use of their Q&A section, with guests asking the all-important questions. 

Melissa "Poltergeist" Popp

Content Strategy Director at RicketyRoo

“RicketyRoo welcomed a client fleeing from an evil past agency, a villain that had orchestrated an unholy contract, claiming copyright ownership over every piece of content on the client’s existing website. Like an eerie ghost story where the antagonist traps the innocent in a haunted mansion, this agency had the client ensnared in a legal nightmare, forcing them to relinquish their own digital home.

“The terror didn’t stop there. As we hurried to recreate their website, we felt the haunting pressure of the clock ticking ominously, knowing the previous agency’s shadow loomed large. This unsettling episode wasn’t just a jump scare but a full-length horror film that unfolded right before our eyes. We managed to exorcise the client’s digital demons, but the fear for our industry—now revealed to have its own set of lurking monsters—still lingers.”

Elizabeth "Ghoul" Rule

SEO Analyst at Sterling Sky

“Here is a Local SEO horror story I think many can relate to!!

“It takes a lot to scare me, but when a client sends an email that they have moved their office address without consulting their SEO team I get instant chills down my spine.

“The chills only get worse upon checking the new address when we discover it happens to be located in the SAME building as some of the toughest competition in their industry. This scenario would make even the bravest local SEOs want to run and hide.

“Turns out ALL the injury lawyers in the area rent offices in the same building the client just moved into… guess PI lawyers get a good deal on rent there Cue the Psycho style scream as I realize I will need to explain to the client how the local filter was now going to be working OVERTIME on their listing and their rankings were going to take a hit. Making major business decisions without consulting your SEO team? Now THAT’S scary!!”

Blake "Dracula" Denman

Founder at RicketyRoo

“A former PPC client sent someone to my apartment to threaten me. The client thought I was clicking on his ads. He added single keyword, broad match and upped the budget to $5k/day. I fixed it, and he sent me a commercial grade Vitamix that was used in a Burger King promo. Still have it!”

Amy "Tomb" Toman

SEO Analyst at Digital Law Marketing

“I’m aware of a website that has 200+ “keywords” added in an exceptionally small font on the bottom of every single page (not a footer; customized to each page). I thought that went out in 2010 2005. ”

Dana "Dastardly" DiTomaso

President & Partner at Kick Point

“[I once had] a client who originally wanted to focus on organic traffic increases but then didn’t actually say what they do at their company on their website, in their marketing materials, literally anywhere at all. ”

Ben "Boo" Fisher

Founder and VP of Marketing at Steady Demand

In our latest webinar, Ben Fisher shared a rotten example of a business who created their own business signage to get their GBP verified… This led to a suspension, and we all know there’s no worse local SEO horror story than a GBP suspension! 

Celeste "Gory" Gonzalez

SEO Strategist at RicketyRoo

“A client demanded to know why they did not receive the same amount of leads as they did the year before when they had never done SEO before or tracked leads from their website. Their leads from the previous year came from their paper flyers, Facebook groups, and NextDoor posts. Then that same client then also was upset about Google Ads leads coming from the location radius that he had set and confirmed with our PPC team.”

Krystal "Fang" Taing

Solutions Engineer, Strategic Partnerships at Uberall

“I once had a multi-location eyeglass retailer where a customer spammed their listings and added pictures of Lord Voldemort in glasses to about 50 different locations. This was fun reporting and escalating to Google! “

“Be afraid. Be very afraid.”

The Fly (1986)

Even More Tales from the Web-keepers

We also asked our community of local SEOs for their spooky tales, and let’s just say, you might want to sit down reading some of these; they’re guaranteed to scare the hell out of you (or at least make you laugh!). 

Nina P, SEO Lady shared:

“The eCommerce [I owned] sold same sex wedding table decorations, like Mr & Mr / Mrs & Mrs. However, it’s a site I built which had my home office address [on it]. Putting it on Google Maps was a dreadful mistake. We had swingers knocking on the door asking to buy latex clothing and wanting to come in. I still have an answerphone message with a mobile phone number asking me whether I’d like some fun this weekend!”

Nina followed up with another story…

“I was in Tunisia on holiday with my school friend and drinking wine by the pool when my phone pinged and it was the front door CCTV. A very dapper older gentleman with white hair, a leather man bag and golf umbrella was waiting.

“My husband answered the door, there was a short exchange, and the door slammed leaving the gentleman standing there for a second.

“My phone pinged, hubby was furious. Marriage ending mad. “WHAT HAVE YOU BEEN DOING?” and I had to put down my wine.

“The gent had politely enquired what range of butt plugs we had in stock, and could he come in to take a look at our toys. What surprised us both is that we are on a residential street with no shop front. 

“My husband thought I was having an affair! I explained about Google Business and in 15 years not one person has come knocking on our door to speak with the SEO Lady. Clearly I’d underestimated the gravitas of naming my business samesexgifts.co.uk which was named Same Sex Gifts on Maps and Facebook.  

“When I got home I hid our address. The domain and eCommerce site are for sale .” 

Ash Nallawalla explained:

“I didn’t keep a screenshot, but my detailed check of a bank’s GBPs showed a horror story that had not been picked up. Google had scrambled up entries of many entities. e.g. Bank A’s ATM showed the address of Bank B or of Bank C, all on the same page. During the same Google glitch, I lost my own “Melbourne SEO” ranking in GBP to a competitor on the same floor of our building. Their photos were shown among ours and the two addresses were mixed up.”

Stefan Janjić Lozo told us: 

“There’s an auto wrecker and spare parts business in Serbia where the reviews on the business are becoming a meme in the region.”

A note from BrightLocal:

Upon further investigation, we found the owner of the business is just plain rude to his customers! We’ll keep the business anonymous, but as you can see from the 1-star review below, he’s certainly left a curse on his customers!

This, in turn, has led to an onslaught of reviews from those commending his rudeness, and as Stefan says, has turned into a bit of a meme.

The website even details at length, how not to behave and communicate with him. The translation includes “Please do not call us before 9am and after 9pm. Most people know when to call, but there are also those who for some reason think it’s okay to call in the morning at 6am or in the evening after 11pm!?” 

“The terror, which would not end for another twenty-eight years—if it ever did end—began…”

Stephen King, It (1986)

And with that, we close the book on spooky stories, hide the book in a locked box, and keep the locked box well out of sight. Have a great Friday 13th, and remember to avoid breaking mirrors, crossing black cats, or getting your GBP suspended.