What We’re Seeing
Recent developments in the Search Engine Results Pages highlight a shift in Google’s approach to prioritising geographically relevant content over broader, national-level information. Insights from the recent Google leak reveal a potential demotion of “global pages” in favour of what Google refers to as “super global” pages, which are highly relevant to wide audiences yet might lack local targeting.
In our own work, we’ve observed a growing trend where Google increasingly prioritises localised content in search results, even for broadly relevant terms. For example, a term like “car hire” once showed primarily national-level organic listings along with a local pack of nearby providers. Now, we’re seeing an increase in locally optimised landing pages that address specific geographic areas, pushing national or generalised results further down the SERPs:
Makeup of the Search Engine Results Page (SERP) for “car hire” versus 2022 (Ahrefs). A clear increasing emphasis for London (presumably the server where the Ahrefs keyword data originates from).
Enhancements to Google Business Profiles now allow businesses to provide more dynamic, detailed content, such as real-time service updates, customer reviews and special offers. By empowering businesses to manage their local presence more actively, Google makes its platform the first stop for users seeking comprehensive, locally relevant information.
Moreover, Google’s integration of AI-driven language models, such as BERT, has enabled the search engine to better understand user intent, particularly in the context of localised queries. With the added support of GA4’s advanced data insights, brands can now enhance data-driven strategies to improve year-on-year comparisons and refine local SEO efforts.
Want to hear more about what our team have observed over the past year when it comes to localisation? Download the full whitepaper now.
Our prediction
In 2025, local search is poised for further innovation as Google strengthens its competitive edge against other local search platforms, continuing its shift towards hyper-localised results.
“Large mainstay brands relying on traditional PR methods to sustain their brand reputation may see a decline in organic traffic for head terms in 2025 as local operators begin to covertly outperform them.” – Ashleigh Noad, Senior SEO Consultant
One area to watch closely in 2025 is Google Business Profiles. As Google aims to keep users engaged on its platform, we expect GBP to evolve with new features. These may include enhanced local reviews, richer media options or improved tools, particularly within Google Maps, giving business owners the option to engage with potential customers through more comprehensive and interactive local business information.
What now?
If you’d like to know what our expert SEO team recommend you do in response to this trend, you can download the full whitepaper via the link below now.
If you’re considering a localised approach for your landing pages in 2025, get in touch. We’ll help you assess the potential impact of local optimisation on visibility, engagement and conversions to ensure you’re effectively reaching your target audience.
