Local SEO can mean a lot of things. For the sake of this article, it refers to organic visibility in Google Maps via the Local Pack. Or, more plainly, your Google Business Profile (GBP).

GBP is particularly relevant today because small businesses are losing organic clicks from top and mid-funnel queries to AI Overviews (AIO). For any business or marketer, fewer clicks means less data. For these small businesses, it can mean fewer leads, too.

In other words, showing up for bottom-of-funnel search queries is more important than ever. For local businesses, those queries are the ones driving prospective customers to the Local Pack.

How AIOs Impact SMBs: A Quick Look at 2025

For a lot of businesses, clicks go down as AIOs take over relevant search engine results pages (SERPs). This is true even if the business ranks well in the overviews, as the business referenced below does. While some AIO citations result in clicks, many do not.

Correlation is not causation, but this is not an isolated example. SMBs are seeing fewer clicks across the board, and it’s not difficult to guess why.

GBP is a Critical Source of Leads for SMBs

The bright side is this: GBP remains a critical source of leads for SMBs. In fact, I’ve seen about 10-15% more calls come through GBP compared to pre-AIO times.

Additionally, first-time calls to businesses with aggressive marketing packages saw their Google listings start to drive more leads than their organic website traffic (which was unusual for the businesses I work with, historically).

With the advent of AIOs, GBP has overtaken organic search for phone calls by a margin of about 12%.

Small Business Local SEO 101: Make Patterns, Not Big Changes

SMBs need an actionable and consistent approach to GBP. We’ll dive into tactics in a minute, but for now, I want to focus on the right approach: Don’t look for one “big” change to fix everything. Look for small improvements and iterate on them.

Google actually encourages this approach with on-site SEO in its SEO Starter guide. It says “…if you’re not satisfied with your results and your business strategies allow it, try iterating with the changes and see if they make a difference.”

This statement isn’t about GBP, but the same principle applies. Don’t chase the big fixes; instead, iterate on the small ones to create a positive pattern.

This includes things like:

• Posting regularly, in a natural cadence that reflects your business’s updates, events, specials, etc.
• Gathering reviews over time, naturally, and in a way that reflects customer experience
• Consistently reviewing changes to your GBP data and keeping it fresh, accurate, and updated
• Responding to reviews consistently, over time
• Responding to customer questions in the Q&A section as they are asked
• Keeping your website updated with relevant content and information

Let’s Talk Strategy: Tactics that Customers (and Google!) Love

So, what patterns should you create? And which tactics create them? The simple answer is this: Focus on the things you can control, or at least try to.

Below, I’ve listed what I consider the more important local SEO tactics for small businesses. Some of them may seem obvious; others not. But they’re all important, especially when taken as part of a larger strategy.

Keep Your Profile Updated & Accurate

This one’s pretty obvious: it’s important to keep your business information updated and accurate. Not because it’ll help you rank, but because it’s a good customer experience. (And because customers will get annoyed if your information is wrong.)

A 2023 study from BrightLocal found that 62% of consumers would not use a business if they found incorrect information about them online.

It’s also completely within your control and could impact whether or not a customer is able to find or call you. Thus, it’s worth noting.

Describe Your Business Accurately (Don’t worry about the SEO)

As a general rule of thumb, make sure your GBP accurately reflects your business as customers experience it in the real world. This means filling out every field in your profile and adding as much detail as GBP allows, including your business description.

Here are a few best practices for the description:

• DO fill out your business description with as much helpful information as possible, so customers can see what you’re about.
• DON’T use keywords in your description or try to cater to what you think Google wants.

Keep Your Photos Updated (and Helpful)

Include photos of your business storefront so customers know what it looks like from the street or parking lot. Add pictures of the inside, too, so they know what to expect when they get there.

Update images if something changes. This is especially relevant for businesses (such as restaurants) that change their menu frequently. Service-based businesses, such as law firms, may not need to update their photos as often unless something at the business location changes.

A few things to avoid:

• Stock photos
• Geo-tagging your images
• Low-quality images
• Outdated images

Show Customers What You Have to Offer

If it’s available for your business type, add products and services to your listing.

Products are detailed snapshots of what you offer; services are more like a menu of what you do.

I find the products feature particularly valuable because you can add a detailed description, image, and link to a related page on your website from the product listing. Even for service-based businesses (like law firms or dentists), “products” are a great way to give customers more information about how you can help them.

Prep for GBP Suspensions Before They Happen

Google Business Profile suspensions are a hassle. Prepare for them in advance. There are two types of suspensions: hard and soft suspensions. A soft suspension keeps you from editing your business information; a hard suspension completely removes it from SERPs.

If your listing gets suspended, you can appeal it and submit evidence for reinstatement.

Here’s a quick list of what you should have on file to make sure you can appeal your listing quickly in the unfortunate event of a suspension:

• Business registration
• Business license
• Tax certificates
• Utility bills (Internet, phone, water, etc.)

I also recommend keeping a picture of their storefront with signage on hand as well.

Reviews, Reviews, Reviews

Treat reviews like an ongoing part of your business operations and request them consistently.

The number of reviews and average star rating are important, but velocity (how often people review your business) is also important. If you can, I recommend using review management software, such as BrightLocal, GatherUp, or Podium, to request reviews.

A few best practices and notes regarding reviews:

• It’s okay if your star rating isn’t 5/5. People know you’re not perfect, and a 4.8/5 can look more authentic to customers anyway.
• Respond to reviews. Be kind and don’t get defensive. If you’re able, offer to fix the problem. If not, let the customer know you’ll do better next time.
• If a review is fake or harassment, do not respond to it; instead, report it to Google so it can be removed.
• Do not have your employees leave reviews! Only reviews from real customers count.

Perfect Your Intake (Make Every Lead Count)

It’s easy to treat your digital marketing as something separate from your business’s day-to-day operations. Once you get a lead or someone walks through the door, your Google Listing has done its job, right?

Kind of. The next step is just as important, though. When you get a lead (call, form, text), you need to make sure that prospective customers have the same helpful experience they got online. If you can, audit your intake (you’ll need call tracking for this!) and coach your team on how to work with prospective customers/clients when they reach out.

The goal is to turn leads into revenue, and that only happens when the lead converts.

Track everything really well (call Tracking, UTM codes, etc.)

Speaking of call tracking, if your business gets leads over the phone, use call tracking software on your website and your Google listing. Call data is part of your local SEO Strategy.

Set up call recording (if permitted by local laws) and pay attention to the origin of your calls.

Additionally, make sure to add UTM tracking codes to your Google listing and any links on it (appointment link, product link, website link, etc.). I won’t go into too much detail here, but this resource from Claire Carlile has everything you need to know (including a template!).

What about directory listings (other than GBP)?

“Local SEO” used to be synonymous with “directory listings,” and the general rule of thumb was this: The more, the merrier! Today, it’s more closely associated with Google Maps optimization, and it’s worth asking whether other directories are worth the time and money it takes to stay listed in them.

Not long ago, I revised my approach to these third-party listings and removed clients from many of them. Here’s what happened:

• Rankings did not go down (they went up, on average, for important terms)
• Leads did not go down (they went up, on average, for most clients)

This doesn’t mean directories don’t have their place, but syndicating your business information to 80+ listings that will never be indexed or seen by humans simply is not needed to achieve local SEO success.

When Third-party Directory Listings Really Matter

Local SEO is still SEO, so “it depends” applies even to third-party directory listings. There are a few technical instances in which directories are relevant, and not just for your ideal clients:

New Businesses

I’ve worked with some new businesses that struggle to get their Google listing verified because they are so new.

If your business falls into this category, consider getting it listed in more directories than I recommended above. Listings that come with a unique profile that Google can index are best. Syndicating your data to many publishers is one way you can show search engines that your business is, in fact, “legit” and has some semblance of an online footprint.

Website Indexation

The same goes for new websites (often associated with new businesses).

In recent years, I’ve seen new domains struggle to get indexed without the help of some third-party mentions. Directory listings are one way to encourage crawlers to engage with your site.

Of course, your website needs to include some kind of value and helpful content, too, but getting onto directory listings can help move the indexation process along.

Address Changes

Changing an address in GBP can be really easy, but it can also be tough if Google deems the change unreliable. Having additional listings (ones that are easier to update, ideally) with the new address in place can increase the likelihood of Google accepting the change quickly.

LLMs Use Listings for Business Information

Kate Herbert-Smith, Digital Learning Manager at BrightLocal

BrightLocal’s research from July 2025 found that AI has bought citations and listings back into a more prominent position. While their importance had been waning for a few years, LLMs now use them as a regular source of information for your brand.

A few of our findings:

• Yelp is used as a source in a third of all searches, and often multiple times in one search.
• LLMs use reviews from Yelp, Google Business Profile, and other sources to get additional rich information.
• LLMs also take information from social media channels.
• Businesses own websites are incredibly important sources for LLMs.
• Industry niche directories are a regular source of information.

Read the full study

Your On-site SEO Matters, Too!

Your website is part of your local SEO strategy, too. Not only because it can rank for local queries, but also because your website optimization can impact your performance in Google Maps.

It goes without saying that for your GBP to reap the benefits of an optimized and authoritative website, you need a live website to optimize. But research shows that only 40% of SMBs said they had a dedicated website for their business.

Here’s an example of how an active website can impact your local SEO:

I encountered a business not too long ago that wasn’t new, wasn’t indexed except for the home page. Additionally, Google refused to display their website on GBP (would deny the update every time). Initially, the clear problem was thin content. However, the site encountered the same issues after that was fixed.

After checking the site’s technical elements (robots.txt, internal links, etc.), I noticed unsavory backlinks in the client’s backlink profile and submitted a disavow file.

Within two weeks, the site was indexed, and the firm’s visibility in Google Maps increased by 44%. Calls followed a similar pattern:

In short, the relevance of your website impacts the relevance of your Google listing.

If you’re interested in how to structure your website for local success and how to optimize your service pages, check out my course on mastering service page optimization from BrightLocal Academy.

Conclusion

SEO is iterative, and local SEO is no exception. Don’t look for one big lever you can pull and walk away. GBP isn’t a slot machine. If you treat it like one, you’ll end up disappointed. Look for the little things you can do consistently (and well!) that pile up over time. That’s how you win.

This is a real issue that has grown significantly in recent months, so much so that Google has introduced new guidance and recommendations. While facing a sudden flood of negative reviews can feel stressful and even overwhelming, it’s important to know that you’re not alone and that there are clear, calm steps you can take to protect your Google Business Profile. Let’s look at what’s happening and how to handle it with confidence.

Understanding the Google review scam

This phenomenon, often called review bombing, is a coordinated effort in which a business receives a high volume of unearned, fraudulent 1-star ratings on Google Business Profile, often dropped all at once. Sometimes, the review includes a little text, but often, it’s just the star rating.

Source 

The unfortunate reality is that many of these campaigns are actually extortion attempts. The individuals responsible will post the negative reviews and then contact the business, claiming they can “fix” the problem and remove the reviews for a fee.

It’s crucial to understand that these attacks are not a reflection of your quality or service. They are a criminal scheme designed to panic you into paying.

If you are contacted by anyone claiming they can remove the bad reviews for money, the most important piece of advice is not to engage with them and not to pay them anything.

Paying the ransom simply encourages the criminals and makes your business a target for future attacks. Google’s platform is the only legitimate way to have fraudulent reviews removed.

New Policies & Shady Review Schemes: Is Google Helping or Hurting?

Learn more

How to confirm and identify Google review sabotage

Before raising the alarm, you need to confirm that you are dealing with a malicious attack and not an unfortunate wave of genuine complaints. Look out for these tell-tale signs of review sabotage:

• Sudden influx of negative reviews: Review ‘attacks’ often come in sharp waves. Keep an eye out for an immediate, unnatural spike in negative reviews on your Google Business Profile, particularly if they are all posted within a day or two.

If you are dealing with just one or two potentially fraudulent reviews that are not part of a coordinated attack, you should still report them.

You can find the steps for removing any fraudulent Google reviews here. 

• Phone numbers in reviews: Some fraudulent reviews may even include a phone number in the review text or even in the profile picture. This is a crucial red flag, as including contact information in a review is almost always against Google’s guidelines and is a clear indicator that the review should be removed. Under no circumstances should you call the number provided; this is just another tactic to draw you into contact with the scammer.
• Check reviewer history: Check how many reviews these Google accounts have made elsewhere. In most cases, fraudulent accounts will have none or only a few other reviews. Genuine, active reviewers typically have a broader history of activity.
• Look for red flags in the Profiles: Do the names and profile photos on Google look legitimate? Profiles with no profile picture and a generic alias as the name are often clear signs of a fake account. One person even saw someone use “John Doe” for one of the accounts. 
• Cross-check your system: Do your due diligence by checking your booking system, client records, or sales data to confirm whether these individuals had actually visited or purchased from you. This is the strongest way to verify which Google reviews are genuine and which are fraudulent.
• Trust your instincts: Do the reviews just feel wrong? If the content or tone of the reviews is inconsistent with your usual feedback, especially if you have a history of thousands of glowing reviews, it’s highly likely to be part of the attack. Some of the fake reviews have a very obvious pattern across each review. With a similar structure and generic complaints that could have been generated by AI.

Source

How to get these Google reviews removed

Dealing with a review bomb or extortion scam requires a calm, systematic approach. Focus on immediate flagging, thorough documentation, and a clear escalation path.

Step 1: Flag the reviews immediately

This is your first and most immediate action.

• Go to the negative review.
• Click the stop sign with an exclamation point next to it, and select ‘spam’.
• Ensure you are logged into Google as the manager/owner of the Google Business Profile (GBP).

Clay Seaman’s experience emphasizes the importance and speed of this initial step:

“I manage around 500 GBPs. Had this happen ONCE before about a year ago, and they mentioned in the review to pay them or more negative reviews were going to continue. I flagged those and they were removed very quickly.

On October 8, 2025 we had “10” 1 star reviews posted on one of our GBPs in a row with a lengthy specific message that looked legit but also you can see it was fake—all 10 had a similar message. Flagged all 10 on the 9th first thing. Google removed this morning first thing when I checked.”

Step 2: Document everything (build your case file)

You need evidence in case the initial flagging isn’t successful within a few days.

• Take Screenshots: Capture all suspicious Google reviews, noting the reviewer’s name, the time, and the date.
• Collect evidence: Save any emails or messages from people offering to remove the reviews for money. This evidence of a coordinated attack is vital. You can find advice from Google here on what evidence to prepare.

Step 3: Appeal/escalate to Google

If the reviews are not removed within 3 days after flagging, it’s time to escalate using Google’s dedicated tools.

• Submit a Report: Report the reviews immediately to Google using the dedicated reporting form. Provide all the requested information and attach the screenshots and files you collected in Step 2.

Step 4: Post a professional response

While you wait for Google to investigate, it’s a good idea to manage public perception.

• Post a Simple, Professional Response: Consider posting one general response to the cluster of fake reviews on your Google Business Profile. This lets your real customers know what’s happening.

Step 5: Dilute the impact and consider escalation

Here are proactive measures you can take while waiting for Google’s final decision.

• Encourage genuine reviews: To soften the blow to your overall average, gently encourage your recent, happy customers to leave an honest review on Google. A positive influx of real reviews helps dilute the impact of the fake ones.
• The Multi-layered strategy (if all else fails): If you are facing significant resistance or delays, you can consider a more aggressive approach, as advised by Local SEO specialist and spam fighter, Jason Brown:

“Flag the reviews using the tool. Go back and appeal the reviews and upload the image from the scammer. Then post for help on the forum. Finally, contact the local news stations. Once the press contacts Google, the reviews get removed prior to the story going live.”

Stay informed and prepared

The world of online reviews is always changing, and Google is constantly updating its policies to better combat these shady schemes. Understanding Google’s rules is your best defense.

For an in-depth look at the shifting landscape of review policies and the tactics being used, read this helpful BrightLocal article on shady review schemes.

By staying vigilant and handling these attacks calmly, you can successfully protect the great reputation you’ve worked hard to build on Google!

Love them or loathe them, online reviews are big business. Your star rating can play a huge part in whether someone chooses you or your biggest competitor.

But we all know reviews aren’t always fair, honest, or in some cases, even real. From glowing fake feedback to defamatory lies, the world of online reviews can get a little sticky, legally speaking. 

In this guide, we’ll break down the key legal rules and cases that every US business and review writer needs to know. 

Reviews and the law: TL;DR

The reality of reviews 

Good, bad, or fake, every online review is subject to the law.

For businesses, it’s not just about customers breaking the law; your own actions can also lead to legal headaches. Staying up-to-date on the law can help you avoid lengthy lawsuits and significant fines. 

Review site guidelines vs. the law 

Let’s start with guidelines. Yelp, Google, Facebook, and all other reputable review sites have extensive terms and conditions and review guidelines for users to follow.

These guidelines aren’t the same as the laws around US reviews. Doing something perfectly legal may get you a telling off, or even a ban from some review platforms if it’s against their own rules.

For example, there is no hard and fast rule around incentivizing for reviews, but platforms, including Yelp, are firmly against this. 

When you sign up for review platforms, you’ll often end up agreeing to their terms and conditions. This means that, in theory, if you break these, you could end up breaking contract law. Of course, what’s included in these terms can’t be illegal, but there’s more to think about than just US law. 

The big one: FTC Final Rule on Consumer Reviews and Testimonials

In October 2024, the Federal Trade Commission announced its long-awaited online reviews Final Rule, formally known as 16 CFR Part 465: Trade Regulation Rule on the Use of Consumer Reviews and Testimonials. 

While not the first legislation influencing online reviews, this Final Rule seeks to give clear national guidance on a previously grey area. It aims to stop the buying and selling of fake reviews, with big penalties against “knowing violators”.

This includes: 

Fake reviews and testimonials 

Reviews and testimonials are now banned if they are written by someone who;

1. Doesn’t have real experience of a business
2. Misrepresents their experience. 

This includes AI-generated fake reviews, or fake review attacks by real people aiming to damage or boost a business’s reputation unfairly. It also covers testimonials falsely attributed to celebrities.

It is now against the law to buy and sell fake reviews if the business “knew or should have known” that the reviews or testimonials are false.

Buying positive or negative reviews 

Businesses can no longer give money or other incentives if they are conditional on customers writing a positive (or negative) review. This is true whether the incentive is clear or just implied. 

This doesn’t mean that incentives are completely out of the question. Businesses are still legally allowed to reward customers for leaving a review as long as it’s unconditional on whether this review is positive or negative. However, make sure you check the individual review site’s guidelines before doing this, as platforms including Yelp are against this.

Insider reviews and testimonials 

Reviews written by someone with a vague link to the company are now prohibited. This includes reviews written by managers and officers, and any testimonial that the business should have known was written by a company insider. 

It also imposes rules on reviews solicited from immediate family members, employees, or employees’ families. Transparency is key here. If a family member or employee has a legitimate reason to leave a review, they must disclose their connection to avoid misleading consumers. 

Review suppression 

Businesses are not allowed to threaten or attempt to intimidate review writers to prevent or remove negative reviews. This includes both physical and legal threats. 

The Final Rule also bars businesses from misrepresenting the reviews shown on their website as if they represent all or most submissions, when in fact negative reviews have been hidden or suppressed. 

This doesn’t mean you need to showcase your worst review front and centre on your website. But if you claim you have a perfect five-star rating on Google and this isn’t actually true, you could be fined. 

Company-controlled review websites

The Final Rule makes it clear that businesses can’t pass off websites they own or control as independent sources of reviews or opinions if these include reviews about their own products and services. 

This applies to company-run microsites, blogs, or platforms that look like review hubs but are in fact controlled by the business being reviewed. Even if the reviews themselves are genuine, failing to disclose a link is considered deceptive and could land you a fine. 

Misuse of social media influence indicators

This is not related to online reviews, but the Final Rule also stops the buying and selling of fake indicators of social media influence (e.g., followers or views by bots or hijacked accounts). 

This is limited to cases where the buyer “knew or should have known” that these indicators were fake and misrepresented their influence. This practice can mislead consumers about a business’s popularity or credibility.

Fines and the Final Rule

Rulebreakers won’t face jail time, but instead face civil penalties (AKA fines) of up to $51,744 per violation, or per day for ongoing violations. That’s not exactly pocket change for most local businesses. 

Before the Rule, the FTC needed to jump through additional hoops to bring enforcement under Section 5 of the FTC act. Now, they can fine violators directly. 

It’s important to note that the Final Rule doesn’t replace earlier laws or cover all areas of online reviews law (which we’ll touch on below). Instead, it strengthens the toolkit for the regulators, businesses, and local marketers fighting against fake and unfair review practices. 

For those who want to dig deeper, the FTC has published the full 163-page ruling, which lays out the specifics of what is and isn’t allowed. 

Other US laws and online reviews 

While the FTC’s Final Rule on Consumer Reviews and Testimonials is a strong cover all for fake reviews and misrepresentation, it isn’t the first rule to touch the murky world of online reviews. 

Previous laws and cases already tackle some of the more pertinent issues surrounding reviews, while the Final Rule covers the gaps.

Other laws to be aware of include: 

• Defamation laws
• Anti-SLAPP rules
• The Consumer Review Fairness Act (CRFA) 2016
• Section 230 of the Communications Decency Act

We’ll cover each in brief below.

Defamation laws

When it comes to online reviews and the law, one of the biggest legal risks comes down to defamation. In the U.S., defamation is defined as “a statement that injures a third party’s reputation”. To prove defamation, it must be: 

1. A false statement pretending to be a fact
2. Published or communicated to a third person
3. Be malicious or negligent in its intent (i.e., they knew it was wrong or should have checked)
4. Caused harm to the reputation of the subject 

Opinions (“The food was bland”) are protected by the First Amendment, but false claims presented as fact (“The food was laced with arsenic”) can cross the line into defamation. 

Sharing a genuine bad experience is protected. But making up or exaggerating facts to damage a business’s reputation could land a reviewer in court. 

Anti-SLAPP rules 

SLAPPs (strategic lawsuits against public participation) have been used to intimidate or silence people through costly and baseless legal action. 

In the past, some businesses have attempted to sue customers that left negative (but perfectly truthful) reviews. Even when these cases had no real chance in court, the threat of legal proceedings can intimidate reviewers into taking down their reviews. This kind of intimidation not only harms the reviewer, but also stops other consumers getting a full picture of a business. 

The introduction of Anti-SLAPP laws aimed to stop people from using threats of lawsuits to those exercising their First Amendment rights. These laws remain in place and continue to protect free speech and public participation in honest opinions and criticisms.

Consumer Review Fairness Act

The Consumer Review Fairness Act (CRFA) 2016 is a federal law that protects consumers’ rights to share honest experiences online. It made it illegal for businesses to add clauses to contracts that prevent customers from posting honest reviews or penalize them for negative feedback. It also tackled the requirement for customers to give up intellectual property rights in reviews. 

This law meant that customers could speak freely about their experiences without being punished or fined by businesses. 

Like with the FTC Final Ruling, breaking the terms of the CRFA can lead to fines. 

Section 230 of the Communications Decency Act

When it comes to online reviews, Section 230 of the Communications Decency Act is one of the most important laws businesses probably won’t have heard of. Essentially, it shields websites and review platforms from being held liable for content posted by users. 

This means if a customer leaves a negative review, a business cannot then sue Yelp or Google for hosting the review. If a business is unhappy with the legality of the review, it must either take the reviewer to court or attempt to get the review taken down if it’s against the site’s terms and guidelines. 

Review responses and the law 

It’s not just the practices surrounding reviews and what customers can write, but also how businesses choose to respond. Responding to reviews is a key part of managing your online reputation, but these responses are still bound by the law.

California Consumer Privacy Act (CCPA/CRPA)

California’s CCPA and CRPA privacy laws protect consumers’ personal information and regulate how businesses can use it. When responding to reviews, avoid sharing any details that could identify a customer or reveal private information. 

Other states including Virginia, Connecticut, and Utah have their own privacy protections in place. Avoid the risk of a lawsuit no matter the location of your customers and never disclose personal information without consent. 

HIIPA

For healthcare businesses, the Health Insurance Portability and Accountability Act (HIPAA) is a critical consideration when responding to online reviews. 

HIPAA protects patients’ private health information, meaning you can’t share any details about a patient or their treatment in a review response, even if the patient has publicly shared their own details. Avoid mentioning appointments, treatments, diagnoses, or any other information that could identify the patient. Even thanking a patient by name can be risky. 

If a reviewer raises a serious concern, the safest approach is to address it in private by asking the reviewer to contact you directly. This way, there is no chance of breaking the rules. 

GLBA

Financial services businesses such as banks, credit unions, or lenders should be familiar with the Gramm-Leach-Bliley Act (GLBA) when responding to reviews. GLBA protects consumers’ private personal financial information, including balances, credit history, and other sensitive financial data. 

This means businesses can’t disclose any financial information in review responses, even if the original review raised specific concerns on these. Like with HIPAA compliance, the best way to tackle issues is to encourage the reviewer to get in touch privately. 

How to handle illegal reviews

Reviews sometimes cross the line into defamation, false accusations, or harassment. When this happens, it’s important for businesses to act carefully and legally. Follow our step-by-step plan to make sure things don’t get worse. 

1. Stay calm and assess the situation

Start by assessing whether the review is truly illegal or just hurtful. A review only crosses into lawbreaking if it includes defamation or involves threats or harassment. As you assess, keep in mind the Streisand Effect: could the effort to silence the review actually draw more attention to it? 

2. Document everything

Before taking action, make sure you have a full record of the review. Save screenshots, note the date and time, and capture any related correspondence with the reviewer. This evidence is essential if you escalate to the review platform or go down the legal route. 

3. Contact the review platform

Review platforms, including Yelp and Google, have procedures for reporting reviews that violate their terms of service and content guidelines.

Provide clear evidence that the review is false or illegal. Be prepared that platforms are often cautious and may only act when the violation is clear-cut.

4. Get legal advice

If you think the review may break the law, consult a lawyer who specializes in defamation to help you decide if your case has merit. Next steps may include a cease and desist letter or even pursuing a full lawsuit. 

Keep in mind that the bar is high: courts generally won’t punish opinions, so legal action tends to only be successful if you can prove the review is false. 

5. Get more reviews 

While you’re working your way through potentially lengthy legal and review platform processes, work on strengthening your overall reputation. Encourage recent customers to share their genuine experiences so that the illegal review has less visibility and effect on your overall star rating. 

Stay smart, stay legal

Online reviews are a powerful tool for businesses, but the legal landscape in the US around them is complex and constantly evolving. Between the FTC’s Final Rule on Consumer Reviews, defamation and anti-SLAPP protections, and state-specific privacy laws, it’s easy to get tangled in legal grey areas. 

The good news? Most honest reviews and responsible responses are perfectly fine. Don’t buy fake reviews or indulge in dodgy practices, and you’ll stay on the right side of the law. 

Please remember nothing here replaces professional legal advice. When in doubt, a qualified lawyer is the only person who can guide you safely through online reviews and the law. 

According to Yell Business, reviews can also help improve communication and customer service. They give your business credibility and act as social proof, even for very new businesses. Online reviews also provide other customers with valuable company information, with first-hand insights that business owners may not have thought to share.

Reviews are also becoming more prominent as a content format in their own right. Star ratings are increasingly visible in search results, with review add-ons for Google Ads and ratings in local search via Google Business Profile (formerly known as Google My Business). Sometimes, snippets of actual reviews appear in results, making them a highly visible source of information and a frequent stop on the customer path to purchase.

In ranking terms, reviews are also important. The 2017 LocalSEO Guide ranking factors study pegged reviews as one of the most important local ranking factors. The number of good and bad reviews received was determined to play a part in local pack positioning, as was the speed and frequency of response.

Responding to reviews is a way of showing the world how much you care about the customer experience — as well as being a way to earn a few more local SEO brownie points. All reviews should be acknowledged promptly, but it’s particularly easy to succumb to temptation and respond to a negative review as soon as you see it. Before you give in to this impulse, it pays to be aware of the six core types of reviewer so you can formulate an appropriate, effective response to fit.

1. The First-time Reviewer

With only 63% of consumers having left a review for a local business, there are still plenty of shoppers out there who haven’t ever felt moved to review a business.

When you do encounter a first-time reviewer, keep in mind that if yours is the first review they’ve left, they clearly feel quite strongly about their experience (whether good or bad).

How to deal with the First-time Reviewer

You should take a first-time reviewer seriously and if good, appreciate that your service must have been outstanding to push them into leaving a review. Make sure to pass this feedback on to your team, and congratulate them on a job well done!

On the flip side, negative reviews must be delicately handled and considerable thought given to the response.  It’s unlikely that you will receive further interaction after the initial review, even when you do respond, but that shouldn’t impact how you proceed.

In the case of a negative review, ask yourself if there is any truth in the feedback and if changes need to be made internally to rectify the issue being flagged up. If valid, your response should outline the steps that will be taken to avoid this issue again in the future. And, if you disagree with the reviewer’s claims, politely and professionally provide your side of the story. This will help provide context to readers. 

2. The Serial Complainer

Serial complainers are the exact opposite of first-timers and will be prolific reviewers. They’ll have a long and storied history of leaving negative reviews and will likely review every business, product or service they use. They may well be incredibly picky and have unrealistically high standards or expectations of what they have actually paid for.

How to deal with the Serial Complainer

Tread carefully here, as the serial complainer has had lots of experience with other businesses just like yours. They are professionals at making you look bad. Your response will need to be very measured while also addressing the points made. Look at how other businesses have fared when dealing with them and avoid making the same mistakes.

Be aware that the serial complainer is very likely to continue the conversation and will respond back to your comments, often with additional complaints or disagreements. And if you can’t change their mind, don’t be too disheartened! 

3. The Direct Communicator

The direct communicator won’t mince words. They’ll get straight to the point and expect someone senior to take note. These are people who don’t direct their reviews to the world at large, but to you, the business owner.

If they’re negative, they’ll want to receive a very personal response and likely want to have the discussion on the public review site rather than over a private email conversation.

How to deal with the Direct Communicator

When dealing with a direct communicator, don’t be tempted to be similarly abrupt in your response.

Be clear but not overly wordy and don’t resort to a direct or confrontational style. Avoid making excuses too – the direct communicator values straight talk and expects swift action.

4. The Storyteller

The storyteller takes time to craft exceptionally detailed reviews.

They will share the smallest of details and paint a picture of their entire experience – typically including lots of information not directly related to the product or service being reviewed. You can recognize a storyteller by the length of the review. There’ll also be plenty of the reviewer’s own recommendations, suggestions, and advice.

How to deal with the Storyteller

If your storyteller is posting a negative account of their dealings with your business, take time to check and re-check your response before posting, as the storyteller will often be highly critical of replies which aren’t equally as thought out.

This doesn’t mean you should match the tone or length – don’t be tempted to add lots of background info if it doesn’t serve a purpose. Likewise, if they’re sarcastic and snide, don’t be tempted to match this tone, as it’ll likely backfire, and potentially damage onlookers’ opinions of your business.

5. The Sharpshooter

The sharpshooter pulls no punches. The review will be brief and to the point,  and perhaps poorly written or rushed. Don’t respond in kind to a sharpshooter or go too far the other way with a long-winded response.

How to deal with the Sharpshooter

When dealing with a review from a sharpshooter, be conscious that your reply should be concise but not short. Use succinct, clear sentences rather than wordy, elaborate ones to better reflect this type of reviewer’s communication style.

6. The Faker

Most businesses will have fallen victim to a fake review at least once. If you’re in that boat, you’ll agree that the faker is the worst kind of reviewer.

A faker has never used your business or purchased your product. Despite this, they have a grudge and delight in leaving one-star reviews with made-up complaints to damage your online reputation. They may be working on behalf of a competitor (or even be a competitor!) Do some research on them and see if they have links someone who would have beef with you. The review itself may also shed some light on this.

How to deal with the Faker

If you suspect a review is fake, check your customer records to determine if they have ever used your business.

Don’t be tempted to reply straight away if you think it’s fake. Instead, take a look at BrightLocal contributor Ben Fisher’s guide to getting fake reviews removed. In the meantime, focus on acquiring new positive, genuine reviews to push the fake one star down.

We’d love to hear your thoughts

What kinds of reviewers have you encountered and what tips do you have for responding? I’d love to hear about your experiences in the comments below.

With two days of incredible talks and presentations about what you need to know for local marketing success right now.

Whether you tuned in live or are just catching up now, we’ve rounded up the key moments and insights from the event so you can dive straight into the good stuff.

Building a Brand That Locals Love, and How That Just Might Help You Battle Against the Big Behemoths

Wil’s keynote talk inspired us to consider the real need for authentic marketing in an age of AI. He talked us through various examples of brands that do this well, and gave practical tips on how to appear in AI search results.

Wil Reynolds

Founder and CEO at Seer Interactive

“There’s a lot of different ways to win in this new future. The question is, are we going to go back to what SEO was founded on, which was low quality, sometimes spammy stuff? Or are we going to go try to win for humans? And really, I want you to think you’re not going to win by outsourcing your authenticity. So lean into that. As a local business, I think now’s the best time to be rewarded for that.”

From Google Maps to TikTok: Adapting Local Content for Every Platform

Melissa walks us through creating bespoke content for a mix of social media channels, including Facebook, TikTok, and Instagram. She explains how to repurpose content and ensure everything is localized and authentically valuable for potential customers.

Melissa Popp

Content Strategy Director at RicketyRoo

“Show the things that go wrong. People love human stories. Don’t shy away from failures. They’re actually a goldmine for content. And make sure that you’re tagging every post with a location and any businesses you’re asked… You want to invite people to that conversation, whether it’s a good review or a bad review. Talk to those people about it and share with your community about that.”

Rad Ranking Roadmap for Reddit

Andrew showed us how authentic engagement on Reddit can boost both Google rankings and AI visibility.

Andrew Shotland

CEO at Local SEO Guide

“I don’t care about your website. Maybe when I go to find your phone number, fill out a form. I do, but I don’t care about your 500 blog posts you wrote about how to fix your toilet. I care about people telling me how to do things and giving me advice. And so if you can get on Facebook or Reddit or whatever and be there with the content you put on your website, I think you have a lot better chance of ranking better and a lot better chance of actually converting customers from those sites.”

The New Customer Journey: How Local Searchers Find and Choose Lawyers

Near Media’s session uncovered how consumers really search for personal injury lawyers. Reviews, response times, and knowing where people start their search can make all the difference in capturing high-intent leads.

David Mihm

Local Search Consultant at Near Media

“Law firms need an outrageous number of reviews and near-perfect ratings in order to get those initial clicks and additional considerations. And if you do happen to get a phone call from somebody who has done a search and has chosen you for their first call, you’d better respond within a couple of hours because you might lose the case if you’re more delayed than that.”

Greg Sterling

Co-Founder at Near Media

“We found a number of demographic differences… younger people are more inclined to start their lawyer search on Google. And older people are more inclined to tap into word-of-mouth referrals. That doesn’t mean that older people aren’t using Google, or that younger people aren’t using word of mouth. It just means this is sort of their go-to entry point for this kind of inquiry.”

Mike Blumenthal

Co-Founder at Near Media

“I would add that in terms of Google AIOs… it’s a function of query length, and low funnel queries are typically shorter. Google delivers the local pack where longer queries… are not as local in nature. So Google sort of makes this transition, apparently based on query length, whether they show AIOs or whether they show the local.”

Technical SEO for Local Websites and Why It Matters

Iva reminded us that technical SEO isn’t separate from local; it’s the foundation. A site that’s fast, structured, and easy for search engines to understand helps every part of your local strategy shine.

Iva Jovanovic

Freelance SEO Specialist at Self-Employed

“There’s this division in SEO of doing on-page, off-page, technical, and local. They all benefit one another, and local SEO definitely benefits from technical SEO. Technical SEO is the thing that allows the content from your website to perform to its full potential. It is what helps search engines find and get what your website is about and ultimately index your website and its content.”

GBP Problems and How to Solve Them + AMA

Joy and Ben shared practical tips for navigating Google Business Profile hurdles, from verification tricks to maximizing your ranking radius.

Joy Hawkins

Owner at Sterling Sky

“If you’re a service business, you actually don’t have to verify your business at your home address. A lot of people think you do. You can actually drive out, like if you’re a realtor, you can drive out to a home that you are selling in the neighborhood that matches your service area. And as long as you can, like start your car, open the door to the house, and then like, show your sign on the front line, you’re good to verify there.”

Ben Fisher

Founder at Steady Demand

“From the work that we’ve seen and done, we see that a service for your business on average… will rank, you know, up to about two miles a day, right? Whereas, you know, a storefront can now rank anywhere from 5 to 10 miles… So it’s a clear win if you can get a physical address, of course, you have to abide by the guidelines.”

Marketing Advice from the Best Marketer You’ve Never Heard Of

Andi’s keynote talk showed how sharp strategy and tight targeting can transform results.

Andi Jarvis

Founder and Strategy Director at Eximo Marketing

“Most marketers are terrible at this, but great positioning is like having one tennis ball and throwing it at someone. You throw a tennis ball at someone, and they’ll catch it. You throw ten tennis balls at someone, they’re not going to catch any of them… You’ve got to focus, you’ve got to remove to improve.”

A Conversation with Google

Omar reinforced that the fundamentals still matter: clear SEO, a complete GBP, and content that brings real value to customers.

Omar Riaz

Strategic Partnerships at Google

“The fundamentals of SEO are even more important now than before. Even the way people are searching is evolving, the core goal remains the same, and the goal is to help people find outstanding original content that adds unique value… Now, in the new world, where the more informed users are coming to the website, it’s really important to look beyond the click-through rates, to measure what really matters, like engagement, conversations, and building a loyal audience.”

Choose Wisely: GBP Category Strategies for Maximizing Google Maps Visibility

Elizabeth showed why GBP categories are a big deal. Use every available slot thoughtfully to give your business a stronger shot at visibility.

Elizabeth Rule

Local SEO Strategist and Account Manager at Sterling Sky

“Once we choose the best primary category, you then want to spell out all the possible secondary categories that are available… since we have nine available sections in the additional category section on GBP, you’re going to want to fill up all nine if at all possible with relevant categories. Because, remember, secondary categories were number seven on the list of local search ranking factors out of over 100 factors. So they’re still very important for local rankings.”

Mining Gold from Customer Feedback

Julian explained how to turn customer feedback into insights. He explained how to spot keyword-rich themes in reviews, use them in on-page content, and learn from negative feedback to improve operations.

Julian Hooks

Senior Manager of SEO at Asurion

“There’s a ton of value in criticism, and no one likes getting one-star reviews, but a lot of times they are very much justified… Frequent complaints highlight operational and content opportunities. You can use these to fix the issue if it’s something happening in real time in the store… Rewriting service descriptions to clarify expectations… using this for CRO tests and user experience updates to the site. If people are frustrated about something, try to fix it.”

Keeping Humans in Marketing

Leighanne encouraged using AI as a tool, not a replacement. She emphasized that true connection and trust come from human insight.

Leighanne Jones (Rayome)

SEO Manager at Beyond Blue Media

“AI can provide the foundation or the bones [of] strategy, but I don’t think it should be used as a full implementation of everything that you’re doing… writing content faster with AI doesn’t necessarily mean it’s going to get you results faster. Nothing is a guarantee. So Google still follows its own ranking processes. And answer engines generally mirror Google, and we’re seeing more of that as well. So speed doesn’t guarantee visibility or success”

Local SEO: How To Make More Customers Click, Choose, and Walk Through Your Doors

Krystal and Paul wrapped up the event with data-driven insights from Uberall’s Consumer Survey Report on how consumers find and choose local businesses online.

Paul Modaley

Senior Marketing Programs Manager at Uberall

“So we ask consumers to select their three preferred ways to search local businesses…Google search in our consumer survey came out number one, followed by Google Maps and social media. AI tools back in May… things like ChatGPT… came in fourth most used at 19% and then Apple Maps just behind that.”

Krystal Taing

VP Solutions at Uberall

“One of the most interesting things that we’ve got is so much feedback about pricing, either not having pricing online that someone can access or having conflicting pricing… So if you’re a business and you have a menu, whether it’s food or services, even having a starting at price range is really important to capture those customers that are deciding between you and another business.

Conclusion

From AI to authenticity, from technical SEO to the power of reviews, Local SEO for Good 2025 delivered a wealth of insights to help local marketers stay ahead. Whether you’re refining your content strategy, tightening technical foundations, or engaging your community, these lessons set the stage for a stronger, more visible local presence in 2025 and beyond.

Catch up on all the talks from day 1 and day 2 now on our YouTube channel.

Luckily, it’s not quite as resource-draining as link building. In fact, building and managing local citations is easy to get to grips with. Though it’s not complex, the actual time taken to build citations can be a barrier, which is where listing management tools can come in handy. More on that later.

A citation is a mention of your business information shared online. Citation building is simply the process of creating more of these citations across the web.

The best kinds of mentions include your business name, address, and phone number (NAP), along with any supplementary information that may be relevant. This could be your opening hours, web address, or email, depending on where the mention is going to exist online.

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You could have built local citations without even realizing it, such as through:

• Social media profiles 
• Directory listings
• Event listings
• Review profiles 
• Articles 
• Aggregators or booking websites

Each accurate, high-quality citation is a valuable piece of your local SEO strategy.

Because of this, many purposefully set out to grow their current profile by searching for local directories, niche industry sites, social media platforms, and so on, to share their business details. This process, though time-consuming, is well worth it, which is why many businesses choose to utilize citation-building tools in order to create a robust portfolio across the web (without spending hours creating it).

How many should you aim to build?

As with links, there’s no magic number that you should target. It’s more often helpful to focus instead on consistently building as many good quality, accurate citations as possible.

The bigger your pool of high-quality, accurate, and consistent mentions, the better for your search visibility and consumer discovery.

That being said, the more citations you have, the harder they are to keep track of—dozens of citations do nothing if they all contain outdated, mismatched information. Citation tracking methods and tools come in handy for this exact reason.

Another helpful tip is to benchmark your count against your competitors. We know citations are a top local search ranking factor, so you should aim for as many local citations—if not more—as your biggest competitor. 

Overall, building and managing high-quality, accurate citations is a key building block of your local SEO strategy. Luckily, you can find a host of tools to help maximize the benefit of the process.

We’ve previously talked about the changing nature of SEO, and how that means some tactics can become outdated or even no longer seen as best practice. Combine that with some of the, um, questionable advice that can sometimes be found online, and you can find yourself in a bit of a pickle.

Mistakes happen, but some can be more costly than others. If your business no longer ranks in the local map pack or organic results, that’s a problem because it means prospective customers aren’t able to find you. If you’ve recently received several negative reviews and didn’t respond to them in the hope the issue might go away, that’s a problem because it’s going to affect the way consumers perceive your business.

Understanding the consequences of mistakes and missed opportunities can help you make sure they don’t happen. And if they do? We’ve gathered some of the biggest local SEO mistakes from our industry friends, and shared their fixes here with you. 

Not investing in the right platforms

It may come as a surprise, but the biggest mistake could be simple inactivity.

In August 2025, we surveyed 778 SMB owners and managers. While 72% of them said that SEO had a medium-high impact on their business, the reality of their tactics highlighted some serious mistakes.

• 40% said they have a dedicated website.
• 35% of SMBs have Google Business Profiles.

So before we get into the specific mistakes that experts often see across these platforms, it’s worth knowing that the biggest mistake of all is not being present in the first place. A Google Business Profile and a website are basic foundations for ranking and interacting with your customers.

The good news is these mistakes are simple to fix, and we can help. Read our guides on creating a Google Business Profile (they’re free, and simple to claim), and our step-by-step advice on creating a website from scratch.

Google Business Profile mistakes

There are many mistakes you can make with a Google Business Profile (GBP) beyond being among the two-thirds of businesses that don’t have one. If you are, quickly go and claim one now. Read on for tips to help you avoid a profile suspension and find out why adding secondary categories is more than just a tick-box exercise.

"GBP category errors are almost always highlighted in our audits and pitches."

Rachel Ellen, Local Search Strategist at Croud

When setting up or managing your GBP, you’re given the option to choose one primary category and up to nine additional ones. Sounds simple enough, but this is hands down one of the most common (and costly) mistakes I see across the wide range of clients I work with, no matter the industry.

Correctly chosen categories help your listing show up in the right local searches. But get them wrong, or worse, leave out relevant ones, and you’re practically handing over visibility to your competitors.

Take a recent example: I was reviewing a client’s GBP who specialises in boots and shoes. They hadn’t selected either “Boot shop” or “Shoe shop” as a category. Instead, they’d gone with something vague and less helpful. No wonder they were struggling to rank for the terms that actually mattered to them.

And it’s not just about visibility, it’s about instilling confidence in potential customers. Even if your profile does rank, having a broad primary category like “Clinic” while your competitors are listed as “Physiotherapy clinic” or “Chiropractor” can make you seem like a less relevant choice. Someone looking for a specific service is much more likely to click on the profile that spells it out clearly.

In multi-practitioner scenarios, think doctors, therapists, or dentists, shared primary categories across all profiles can even result in a practitioner profile outranking the main business listing. One way around this is to diversify categories across listings to protect your brand’s presence in local results.

"Time and time again: a merchant gets unsuspended or verified, and immediately makes changes to their GBP"

Ben Fisher, Founder and Lead Consultant at Steady Demand

I see it time and time again: a merchant gets unsuspended or verified, and they immediately do things like change their business name or add or remove an address. This can trigger another verification process and usually a suspension.

Another big thing I see is with profile suspensions in particular. The situation usually unfolds like this: the merchant is suspended and they do not read the appeal screen properly and rush through the process. They will ignore the section for adding proof or forget about it. Then, after the appeal is denied, they rush through the review process. These are your two chances to appeal, so don’t waste them.

Missed opportunities for content

Many business owners don’t realize the opportunities that posting their own photos, videos and posts to GBP presents. As Claudia Tomina explains below, it’s now more important than ever.

"Photos and videos aren’t just nice-to-haves anymore; they’re ranking signals"

Claudia Tomina, CEO at Reputation Arm

One of the most common mistakes I see in local SEO is the lack of content. Specifically, not generating enough photos and videos. These aren’t just nice-to-haves anymore; they’re ranking signals. Google now uses visual content to extract context, keywords, and relevance, so when businesses neglect this area, they’re missing a major opportunity to improve visibility.

The fix? Stop overthinking it and start recording. For service-based businesses like plumbers, contractors, or restoration teams, the job site is your content studio. Capture before-and-after photos, record quick videos explaining what was done, and upload consistently.

You don’t need to be a polished presenter, authenticity will resonate. Over time, this habit will build trust with potential customers and strengthen your brand presence across search.

"Hire a professional photographer to upgrade the quality of your images"

Mike Blumenthal, Co-founder at Near Media

For Mike Blumenthal, one of the biggest local SEO mistakes is:

Using stock photography. Hire a professional photographer for a day to upgrade the quality of the images uploaded to GBP.

Not carrying out competitor research

Local-level competitor research may seem like a ‘nice to have,’ but if you aren’t monitoring your closest competitors then you could be harming your own visibility without even realizing. Amsive’s Bambi Frazier explains in more detail below.

"People think they know what’s holding them back, when in reality, it’s their top competitors simply executing better at the local level."

Bambi Frazier, Sr. Product Manager (Local SEO) at Amsive

Review management missteps 

We’ve all seen funny examples of negative business reviews with sarcastic owner responses. But in reality, this response sentiment can be a detriment to the brand and how others perceive it. And not responding to reviews at all? Customers do notice.

"So many business owners don’t realise they shouldn’t do this: replying poorly to negative Google reviews."

Elizabeth Rule, SEO Analyst at Sterling Sky

"Appreciate those who write reviews"

Greg Sterling, Co-founder at Near Media

Not responding to business reviews. Business owners or managers should respond to all reviews to address concerns, appreciate those who wrote reviews and demonstrate general engagement and responsiveness. This will help with consumer perceptions of the business and may indirectly help with local visibility.

Responding to all of your business reviews

The 2025 Local Consumer Review Survey found that 89% of consumers would use a local business that responds to both positive and negative reviews.

 

Hopefully, these mistakes and missed opportunities have given you some food for thought, and something to keep front of mind as you navigate the realms of local marketing. But if you feel that these have simply added to your never-ending list of things to do, you might also want to consider how fully managed local SEO services could help you.

What is listings management?

Listings management is the process of creating, updating, and optimizing your business information across a multitude of online platforms. This includes major search engines like Google, Bing, and Apple Maps, social media sites like Facebook, and countless online directories and review sites.

The goal is to ensure that your Name, Address, and Phone number (NAP) are consistent and accurate everywhere your business is found online, along with other important details such as opening hours, services, photos, and customer reviews.

Listings management also includes monitoring suggested edits, tracking performance, and proactively responding to customer interactions, helping you to present a reliable and trustworthy brand.

How it Differs from Building Citations

While often used interchangeably, ‘listings management’ and ‘citation building’ are two different but related practices.

Citation building primarily focuses on creating new citations (mentions of your business’s NAP) on various directories and platforms. It’s about establishing a foundational presence and expanding your reach. 

Listings management, on the other hand, is an ongoing, proactive activity. It includes not only building new citations but also monitoring existing ones, ensuring their accuracy, optimizing them for search, responding to reviews, and managing any suggested or external edits that may arise. 

In short, citation building is one of the activities involved in listings management. 

Why You Need It

Proper listings management isn’t just a best practice; it’s necessary for any local business aiming to thrive online. Here’s why:

• Boosts Search Visibility: Accurate and optimized listings show search engines that your business is legitimate and trustworthy, leading to higher rankings in local search results and maps. Plus, AI search engines use these as sources for information, too.
• Helps New Customer Discovery: When potential customers search for businesses, complete and optimized listings make it easier for them to find you, understand what you offer, and choose you over competitors.

  For example, according to our Local Business Discovery and Trust Report, 61% of consumers use business information sites to discover new local businesses.

• Provides Essential Customer Information: Online listings give potential customers key information like your hours, phone number, and location, making it easier for them to decide to become customers.
• Enhances Customer Trust and Experience: Inaccurate information can frustrate customers and damage your reputation. In fact, BrightLocal’s Local Business Discovery and Trust Report 2023 reveals that 62% of consumers would avoid using a business if they found incorrect information online. Consistent and reliable listings build trust and provide a seamless experience, whether they are looking for your phone number or checking if you offer curbside pickup.
• Improves Local SEO Performance: Search engines prioritize businesses with accurate and consistent information. By actively managing your listings, you provide clear signals that improve your overall local SEO position.

Not All Listings Sites Are Equal

While there are thousands of listing sites out there, your focus should be on these four powerhouses: 

• Google Maps
• Apple Maps
• Bing
• Facebook

Why? Because together, they capture the vast majority of local consumer engagement, meaning that’s where your customers are looking.

Now, imagine the holidays are coming up, and your opening hours are changing. You need to update them across every single platform where your business is listed, especially those crucial four. Going to each site manually to make those changes is a time-consuming headache.

Centralizing it is a much better option.

Tools like BrightLocal’s Active Sync act like a central control panel for all your business information, saving you valuable time and ensuring consistency. Here’s what it does:

1. Keeps everything correct and consistent: You tell Active Sync your business details once, and it automatically makes sure that the same correct information is on all the important websites where your business is listed. 
2. Makes updates easy: If your hours change or you get a new phone number, you just update it in Active Sync. It then pushes that change out to all your connected listings, saving you a lot of time and hassle.
3. Give more control: It directly connects to big sites like Google Business Profile and Apple Maps, giving you more power over how your business appears there.
4. Monitors external edits: Many listing platforms, including Google and Bing, allow consumers or other data sources to suggest edits to your business information. These external changes, if incorrect, can negatively impact your local search visibility and customer experience.

   Active Sync helps monitor your listings, so if someone tries to change your information incorrectly (like a wrong phone number), it will alert you so you can catch it and fix it.

Things to Consider for Effective Listings Management

To truly master your business listings, consider the following key things:

Crafting a Business Description

Your business description is often the first impression a new customer has. It should be clear, succinct, and highlight your unique selling points, products, and services. Keep character limits in mind for platforms like: Google (750 characters) and Apple Maps (500 characters), and always avoid keyword stuffing. Active Sync can help you manage and update these descriptions efficiently across platforms.

Using Phone Tracking Numbers or URLs

While most major platforms don’t strictly prohibit tracking numbers or URLs, be cautious when using them. Google, Apple, and Bing generally allow them as long as they connect directly to your business location and you have direct control.

However, consistency is key: using different tracking numbers can confuse both consumers and search engines.

How Frequently to Update and Optimize Your Listing

Your listings should be living documents, updated as often as necessary to reflect any changes in your business. This includes:

• Seasonal or special opening hours
• Changes to products, services, or pricing
• New payment methods
• Updates to contact information
• Adding new photos and responding to reviews (at least weekly for Google Business Profile)

As mentioned, Active Sync enables you to push these critical updates instantly, ensuring your information is always current across all synced listings without having to update each platform manually. 

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Monitor and Audit Listings

Regularly auditing your business listings is a crucial yet often overlooked step. Over time, your business information can become outdated, duplicated, or even (as mentioned earlier) altered by third-party sources. If left unchecked, these inconsistencies can hurt your visibility, confuse customers, and destroy trust.

By making listing audits a regular part of your local SEO strategy, we’d suggest quarterly at minimum, you maintain control over how your business is represented online and ensure customers always find the right information when they need it. 

Scan for and Eliminate Duplicate Listings

So, at least every quarter, scan for duplicates. Duplicate listings, especially on platforms like Google, Bing, and Yelp, can split your ranking power, confuse search engines, and send mixed signals about your business. Identifying and removing or merging them ensures you maintain a single, authoritative version of your business information across every directory.

Double-check Your Map Pins and Address Formatting

Next, verify the accuracy of your listing details, especially your map pins. A misplaced location pin on Google Maps or Apple Maps can send customers to the wrong place, leading to missed opportunities and frustration. Manually check that your business appears correctly on each platform and that the address formatting is consistent.

Use Tools to Monitor and Maintain Listing Health

Finally, use reliable tools to uncover issues and track your listing’s health. BrightLocal’s Citation Tracker can quickly highlight inconsistencies, duplicates, and missing information across major platforms. Tools like Active Sync not only help you manage updates but also monitor your listings in real time, flagging issues before they escalate. 

Monitor Google Business Profile Insights and Use UTM Tracking

Keeping tabs on how your listings are performing is just as important as managing the information they contain. Google Business Profile (GBP) provides valuable insights that show how customers are interacting with your listing, and these metrics can help guide your optimization efforts.

Here’s what you should be monitoring regularly:

• Website Clicks: See how many people are visiting your site directly from your GBP. If clicks are low, it might be time to refine your description, add clearer calls to action, or improve your images.

• Direction Requests: A high number of requests suggests strong local interest. If these numbers drop suddenly, it may signal that there’s an issue with your map pin or location info.

• Phone Calls: GBP Insights show when and how often people call your business. Use this data to track trends over time and see if certain days or promotions are generating more inquiries.

• Search Impressions: This shows how often your business appears in local search results. If you see a drop in these numbers it may indicate listing or SEO issues.

Additionally, to gain even more granular data on website traffic originating from your GBP, implementing UTM tracking is highly recommended. UTMs are simple code snippets you can add to the end of your URLs. When someone clicks a link with a UTM code, it sends specific information back to your Google Analytics (or other analytics tool), allowing you to see exactly where your website visitors came from and what campaign drove them.

For your GBP website link, you might use UTM parameters like:

• utm_source=google_my_business

• utm_medium=organic

• utm_campaign=gmb_listing

This allows you to differentiate traffic from your GBP from other organic search traffic, providing a clearer picture of your listing’s performance in driving website visits.

Monitor and Respond to Reviews

Online reviews are more than just feedback; they’re one of the most influential trust signals for local consumers and search engines. When someone looks up your business on Google, Yelp, or Facebook, reviews are front and center. That makes review monitoring and responding a core part of effective listings management.

Ignoring your reviews (even the positive ones) means missing out on the chance to build stronger customer relationships, enhance your reputation, and boost your visibility in local search. In fact, 89% of consumers expect business owners to respond to all types of reviews, according to BrightLocal’s Local Consumer Review Survey.

Best Practices for Review Management

• Monitor Reviews Across All Platforms
  Keep an eye on your reviews. Each listing is a customer touchpoint that influences perception and buying decisions.
  
  
  Tip: Use our Reputation Manager tool to monitor, manage, and respond to reviews across multiple platforms from one centralized dashboard.
• Respond Promptly and Professionally
  Make it a habit to respond to every review—positive or negative—ideally within 24–48 hours. Thank customers for kind words and address any issues in a polite, constructive manner. This not only reassures the original reviewer but also shows potential customers that you value feedback.

• Spot Trends and Take Action
  Pay attention to recurring themes in reviews. Are customers frequently mentioning slow service, unclear directions, or outdated business hours? These insights can signal problems in your operations or your listings that need addressing.

• Encourage New Reviews
  A steady stream of recent reviews signals to both customers and Google that your business is active and relevant. Make it easy for happy customers to leave reviews by sharing direct links, adding reminders in post-service emails, or using in-store signage.
  
  
  Tip: With our Get Reviews feature, you can send review requests by email or SMS and direct happy customers to your preferred platforms.

How Abbreviations Affect NAP Consistency

NAP consistency is essential for local SEO. While Google and Bing are often smart enough to understand common abbreviations (e.g., ‘St.’ for ‘Street’), it’s best practice to maintain exact consistency across all listings. If you choose an abbreviation, stick to it everywhere. As mentioned already, Active Sync can help keep all your business info the same everywhere online. This stops confusing differences that could make it harder for people to find you in searches.

How to Manage Multiple Business Listings at the Same Time

Managing listings for a single business location is already a significant task, but when you operate multiple branches or franchise locations, that complexity multiplies. Each location may have unique hours, services, contact details, and reviews to manage. Without the right systems in place, things can quickly spiral into inconsistency and confusion.

Here’s how to effectively manage multiple business listings without losing control:

Use a Centralized Listings Management Platform

The key to managing multiple locations efficiently is centralization. A tool like Active Sync becomes indispensable when handling multiple listings. It allows you to:

• Control all listings from one dashboard: Manage every location’s information from a single interface instead of logging into separate accounts

• Maintain location-specific information: Even with centralized management, you can customize descriptions, categories, and attributes for each location to reflect local differences.

• Stay on top of suggested edits and duplicates: Active Sync monitors each listing for third-party edits or duplicate entries, alerting you so you can act before issues impact your visibility.

Centralize Review Management

With multiple listings, reviews can come in from many platforms and locations simultaneously. Using a tool like Reputation Manager, you can:

• Aggregate and track reviews from all major platforms
• Get notified of new reviews in real-time
• Respond quickly and consistently, maintaining a strong brand voice across all locations

This central approach helps to ensure no customer feedback slips through the cracks and reinforces trust with both search engines and potential customers.

Leverage Google Business Profile Manager

For businesses with multiple locations on Google, the Google Business Profile Manager is essential. It allows you to:

• Create and manage profiles in bulk
• Organize listings using business groups
• Apply updates across multiple locations simultaneously
• Share access with team members or franchise managers, with controlled permissions

This ensures your presence on Google remains consistent, accurate, and easy to manage at scale.

Assign Roles and Responsibilities

If multiple team members are involved in listings management, clearly define who’s responsible for what. Whether it’s updating business hours, responding to reviews, or conducting regular audits, assigning specific tasks ensures:

• Accountability
• Timely updates
• Fewer errors or oversights

Monitor Performance Across All Locations

Tracking performance by location helps you understand what’s working and where improvements are needed. Use tools like BrightLocal, Google Business Profile Insights, Google Analytics, and Google Search Console to monitor key metrics such as:

• Website clicks: To measure engagement and conversion potential
• Direction requests: To track local demand
• Call volume: To identify peaks in customer interest
• Search impressions: To evaluate overall local visibility

This data enables you to identify top-performing branches, optimize underperforming listings, and catch issues like outdated info or negative reviews before they impact your reputation.

Conclusion

Managing your business listings properly is an ongoing process that requires attention to detail and consistent effort. By understanding the nuances of listings management, differentiating it from simple citation building, and leveraging powerful tools like BrightLocal’s Active Sync, you can ensure your business information is always accurate, optimized, and working hard to attract and retain local customers.

Our guide to Google local search is jargon-free, up to date, explains everything in plain English, and is packed with easy-to-action tips.

We’ll touch on the essential local SEO tools you’ll need to make your life easier and provide you with a complete overview of which areas you need to focus on to make your business more visible to local customers. So, let’s get started!

The Basics: Why local search?

If you’re new to Google local search or have come over from traditional SEO, you may wonder where it’s come from and why it’s so important to local businesses everywhere. The answer to this question lies with a piece of tech that you likely have in your pocket, in your hands, or on your desk right now—your smartphone.

The widespread availability of mobile technology has seriously changed how we behave as consumers. We can now hop online at any time, from any location, and search for something we need or want. That means that anything from the nearest pizza place to the pet grooming parlor (plus any product or service you can think of in between) is just a few taps on your smartphone screen away.

Constant connectivity equals convenience, so more and more, everyday shoppers are heading to Google on their phones when they need to find something. According to BrightLocal’s own Local Consumer Review Survey, 21% of consumers go online to find a local business every day, 77% search for a local business at least once per week, and 91% look online for local businesses at least once a month.

It’s easy to see how appearing prominently on Google when local people search for your kind of service can be lucrative!

What is a ‘local search’? How does it differ from a normal search?

A local search is perhaps best described with an example:

You’re driving in town and have a flat tire. You pull out your smartphone, head to your web browser, and type ‘mechanic’ into Google.

Whether or not you add ‘near me’, you’re still performing a local search as you’re looking for a specific service in your local area.

Thanks to modern technology, and provided you’ve allowed for this in your privacy settings, Google can accurately pinpoint your location. It can use your Wi-Fi connection or GPS, for example, to get an idea of where you are and then return results for products, services, and merchants that are in close proximity to your location.

Without getting too technical, proximity between searcher and business is one of the three key pillars of local search (along with relevance and prominence) for businesses looking to get their web presence seen by the right people at the right time.

Google will calculate the distance from the search user to a local business when deciding how to rank search results. It knows that, more often than not, search users need a solution that is close to them—especially when searching on a mobile device.

Breaking Down Your Search

You may think there’s nothing much to decode when you type a few words into Google to hunt down a vital product or service. That’s actually not the case, though.

The words and phrases you type in before hitting ‘search’ are a good indicator to Google whether you need something local or a solution from further afield. Let’s look at some of the ways that Google works out if you’re looking for something local.

“Near Me” Searches

Let’s go back to that city drive and your flat tire.

Now, chances are, you don’t just type in mechanic, although that is possible. In your eagerness to return to the road with a fully inflated tire as soon as possible, you might tell Google you’re looking for a “mechanic near me”.

Right away, ‘near me’ triggers a local search, as you need assistance close to your physical location.

The same is true of your customers’ searches. Whether they’re looking for a pool cleaner or a cable guy, ‘near me’ flags up to Google that only a business close to the searcher’s current location will suffice.

This means that Google knows to present that user with service providers from their immediate area. If you’re a mechanic in that city, you’ll want to ensure that you have your local search visibility taken care of to be visible to that customer and stand a chance of winning that job.

Geo-targeted Searches

In some cases, rather than typing in “near me”, you may simply add your location to the end of the search to be assured that you’ll be served relevant results. For example, “mechanic brighton”.

It’s pretty clear to Google that this is a local search, and so to be useful, it needs to show you listings for mechanics in Brighton.

You’d also use geo-targeted searches if you were looking for a place in a specific location that isn’t near you, for example when planning a trip. It’s important to remember this because otherwise, it’s easy to think that ‘local search’ equals ‘near me search’.

Location-enabled Searches

If you have your location enabled on your phone, you can perform a local search without even realizing it. In most cases, if you simply type in ‘mechanic’, you’ll get local results simply because you have location services enabled on your phone (Google is clever enough to know that you’re probably not looking for a definition of a mechanic unless you specifically ask for one).

This can vary depending on the type of business searched for, though. Searches for popular business types like hotels, restaurants, and car dealerships are always likely to trigger a location-enabled search.

What is a local search result in Google?

As we’ve seen, there are several types of ways to make a local search on Google, and fittingly, there are multiple types of local search results, too.

Depending on the device used for the search and the type of search performed, a different type of local search result may be shown.

Here, we just want to share a few terms that pop up most often to describe local search results so you feel comfortable with each one when you carry out local searches, speak to a local SEO agency, or look for local SEO services.

Local Pack

The most common result you’ll see when making a local search for a business is the Local Pack, though Google is doing its best to make AI Overviews the de facto search result—more on this shortly.

The Local Pack is a section of Google’s search results that shows the top local businesses related to your query. Whenever your query has local intent, Google will show a set of local businesses that might answer your query.

You’ll see the Local Pack appear if you go to Google and type in your search query in the search bar. It will often have an image of a map above or beside it and then usually three suggested local businesses below or to the side, sometimes with snippets of reviews, opening times, justifications, and photos.

For local businesses, this is the ultimate goal in local SEO, as these three spots are generally consistent across mobile and desktop and are by far the most popular way of discovering local businesses on Google.

Google Maps

If you use Google Maps to perform a search, you’ll get local map results. This will show the location of businesses matching your search query on a map with options for filtering according to criteria such as ‘top rated’ or ‘open now’, or even business types like ‘restaurants’.

Local Finder

If you click a listing in the Local Pack or scroll through the list of businesses on Google Maps, you’ll get what are called ‘Local Finder’ results. The Local Finder is the source of truth for all local listings on Google.

Wherever you see listings for a particular search term in a particular location, the Local Finder results are what’s being pulled. BrightLocal tracks these positions in our Local Rank Tracker and Local Search Grid.

Google AI Overviews

Getting back to general browser results, today you might find an AI Overview result in response to your local search query. These responses are generated by Google’s Gemini LLM (“AI” is entirely a misnomer—and a deliberate one: there is no “intelligence” going on here, merely pattern recognition and prediction, and the same is true of other LLMs like ChatGPT).

In this local search result type, Gemini does its best to discern what sort of result the user is searching for and pulls from authoritative guides and online sources to compile a response that’s conversational in tone.

The sources themselves are hidden behind ‘link’ icons and in the right-hand box (which I’ve already opened in the screenshot above).

These results are experimental and vary wildly from day to day and from search to search. It’s safe to say that until Google has stabilized Gemini and implemented it fully and consistently, you can’t rely on AI Overviews appearing for any given search, be that local or otherwise.

“Find Results On”

This may vary depending on where in the world you are searching from, but thanks to Google’s ongoing legal issues in the EU (the governing bodies of which want to see Google stop ‘self-preferencing’ in its products) the search giant has had to compromise and place links to other directories prominently in search results.

This is why you might see ‘Find Results On’ above even the Local Pack in your search results. The prominence of these directories in local search results (and in organic results) further highlights the importance of getting your business featured in all the right directories.

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Localized Organic Results

Localized organic results are a slightly different version of local search results. These results are shown in the main search area. They aren’t strictly business-related (so they likely won’t include specific local businesses unless they’re performing very well in local SEO for the search term you’ve used), but they do have a strong local connection via their content.

If the searcher is clearly looking for something local, the results will often consist of directory listings or ‘listicle’ style articles (such as “Top 10 Best X in Y”) and articles from local bloggers and newspapers.

Non-Google Local Search

As mentioned above, we’re now in an era where not everyone relies solely on Google to search the web. 

In fact, they might not even need to go to the traditional ‘web’ (as found via a browser). Search behavior has changed so much in recent years that it’s now perfectly normal for someone to, say, use ChatGPT to get restaurant recommendations and details, use Instagram to check out what the food looks like, and then find an impartial video review on YouTube or TikTok to make the final decision.

Our own Local Business Discovery and Trust Report found these to be the top apps for business discovery on social media:

1. Facebook (59% of consumers use Facebook to learn about businesses)
2. YouTube (49%)
3. Instagram (40%)
4. TikTok (32%)
5. Twitter/X (28%

Let’s take a brief tour of some of these to understand what a local search might look like.

Local Search on Facebook

Facebook is the #1 social media app for business discovery, so we have a dedicated guide to local search and Facebook. For now, let’s move on to some of the others on this list.

Local Search on Instagram

Instagram isn’t quite clever (or perhaps nosy) enough to use your location to prop up a generic search like ‘restaurant’ or ‘restaurant near me’ but if you include a place name, like ‘restaurant new york’, you’ll see posts related to that search, generally from super-popular Instagram accounts.

Another way to search for local businesses on Instagram is a clunky one, but it’s great for a more visual way to browse if you love Instagram.

1. Type a business name you know is in the area and industry you’re researching into the search bar and scroll over to ‘Places’:
   
   
2. Tap on the business name to see posts related to that ‘Place’.
   
3. Zoom out of the map and click ‘Search This Area’ to see a bunch of posts and reels related to your search. That’s where you’ll find similar business types.
   

This is a niche trick for Instagram business search, but it works and highlights the importance of having an updated and engaging Instagram presence that’s properly detailed, with opening times and the correct address.

Local Search on TikTok

TikTok works in much the same way for business discovery as Instagram, but with one key difference: TikTok actually gives businesses the equivalent of a directory listing.

Perform a business search or stumble across a business another way, and you’ll eventually land on the business’s own listing, which contains:

• reviews on TikTok
• reviews from other platforms like Google Maps
• a link to call the business
• a link to find the business on Apple Maps
• the full address, price range, and even…
• an estimate of how close to you the business is (no other platform does this!)

Where does TikTok get this information from? It doesn’t just aggregate it from other platforms, it actually requests business owners to submit and verify their business details via a dedicated form.

With a social media platform taking business discovery so seriously, you can see why Google’s not in the same position it used to be for local search.

Local Search on YouTube

Unlike some of the other platforms mentioned here, YouTube doesn’t need to keep track of your location and doesn’t tailor its search results based on it. Instead, to perform a local search on YouTube, you’ll need to add your location to the search term (e.g. restaurants brighton).

A local search on YouTube provides you with the same kind of results you’d get for a standard YouTube. It’ll likely be comprised of listicles from popular bloggers or review sites, peppered with sponsored posts from content creators or the businesses themselves.

Where YouTube really comes into its own is in individual product or business reviews. Depending on the sector, you could find a host of reviews to help you make a local business decision, or better yet, local experts who take the time to provide their unbiased reviews.

ChatGPT (and other non-Google LLMs)

Finally, we come to LLMs like ChatGPT, and LLM-powered search engines like Perplexity and Arc Search. What all these have in common is that they’re less ‘search engines’ and more ‘answer engines’. By this, I mean that they’re designed to provide clear answers to questions, rather than a host of results for the user to browse around and use to come to their own conclusions.

They’re designed for conversational activity, so you can start a local search with a simple question like ‘where is a good coffee shop in brixton’, and then refine the results conversationally, without having to repeat the question, like so: “which of these is close to t a train station”. This sort of conversation is what LLM providers mean when they say things like “it can help you plan an entire trip”.

As you can see in the screenshot above, ChatGPT answers local business questions with a map and a carousel of businesses it’s highlighted as suitable for the search term. Want to know which sources it used to decide on this list? Just click ‘Sources’ at the bottom, and ChatGPT will provide you with the list of top sources (usually business websites, authoritative blogs, directories, or local news sources) that it used.

Where do LLMs get the bulk of their information from? The training data used (and how up-to-date it is) is different depending on the LLM you choose, but by far the most popular, ChatGPT, primarily uses Microsoft Bing as its search engine, leveraging its data to provide up-to-date information when searching the web through the “ChatGPT Search” feature. This is because OpenAI, the developers of ChatGPT, have a partnership with Microsoft, which owns Bing.

Uncovering ChatGPT Search Sources

Learn More

What about other search engines?

While they’re not nearly as popular as Google, there are a multitude of niche or localized search engines available, from industry stalwarts like Yahoo! and Bing to others like Baidu and Yandex. Take a look at our guide to alternative search engines to learn how local search works on those platforms.

Conclusion

Now that you know the differences and commonalities between local search types and local search results, you can dive further into learning what affects these things.

Whatever you do, always be testing and learning. There’s no such thing as set-it-and-forget-it in SEO, and local search is no different. Even citations have to be updated sometimes!