How Google's Latest Update Changes Local SEO – And How We Boosted a Client's Traffic by 30% in 30 Days
Google just rolled out another significant update to its local search algorithm—and if you're a local business owner, service provider, or multi-location brand, you need to understand what changed and how to respond immediately.
On November 3, 2025, Google began a widespread rollout affecting how local businesses appear in the Map Pack, Local Finder, and organic search results. Early data from Search Engine Land and SEO tracking tools show significant ranking volatility for local queries—particularly for service-area businesses, multi-location brands, and industries with high competition in Google Maps.
At SEOMA (Search Engine Optimized Marketing Agency), we've been tracking this update closely. More importantly, we immediately implemented strategic changes for one of our clients—a Vero Beach-based HVAC company—and helped them increase organic traffic by 30% in just 30 days.
In this article, I'll break down exactly what changed in Google's local search algorithm, why it matters for your business, and the specific strategies we used to help our client not only survive this update—but thrive.
What Actually Changed in Google's November 2025 Local Search Update
Based on our analysis of ranking fluctuations, Google Business Profile (GBP) data, and conversations with other SEO professionals, here are the key changes:
1 Proximity Signals Got Stronger
Google is now weighing proximity to the searcher even more heavily than before. If your business is 5 miles away and a competitor is 2 miles away (with similar relevance and prominence), you're likely to lose visibility—even if your GBP is more optimized.
Impact: Service-area businesses without a physical storefront may see rankings drop unless they have robust service area coverage and strong local signals.
2 Google Business Profile Completeness Matters More
Incomplete GBP profiles are being penalized more aggressively. Businesses with missing business hours, incomplete service menus, sparse descriptions, or few photos are seeing drops in Map Pack rankings.
Impact: Even if you have strong reviews, an incomplete profile can hurt your rankings significantly.
3 Review Velocity and Recency Are More Critical
Businesses that consistently earn new reviews (especially in the last 30-90 days) are being rewarded. Google appears to be discounting older reviews unless they're supplemented with recent feedback.
Impact: If you haven't received a review in 3+ months, your rankings could suffer—even if you have a 4.8-star average.
4 Local Content and Schema Are Under the Microscope
Websites with location-specific landing pages, proper schema markup, and locally-optimized content are ranking higher. Generic service pages without local relevance are losing ground.
Impact: If your website doesn't explicitly mention your service areas and include LocalBusiness schema, you're missing out.
5 AI-Powered Search (SGE) and GEO Are Influencing Local Results
With Google's AI Overviews expanding, Generative Engine Optimization (GEO) is now affecting local search visibility. Businesses that appear in AI-generated answers and local recommendations are seeing increased click-through rates.
Impact: Traditional SEO alone isn't enough. You need GEO strategies to get cited by AI search tools.
Why This Update Matters for Your Business
If you're a local business or service provider, this update could mean the difference between showing up in the Map Pack (where 44% of clicks go) or disappearing into page two of Google (where <2% of users ever look).
Businesses Hurt by This Update:
- Service-area businesses without clear service area definitions
- Businesses with incomplete or outdated GBP profiles
- Companies that haven't received reviews in 90+ days
- Websites without location-specific landing pages or schema
Businesses Winning with This Update:
- Businesses with fully optimized, frequently updated GBP profiles
- Companies earning consistent, recent reviews
- Websites with location-specific content and proper schema markup
- Brands investing in both SEO and GEO strategies
Bottom line: If you're relying on local search for customers (whether you're a dentist in Vero Beach, an HVAC company, or a real estate agent), this update demands immediate action.
Want to Know How This Update Affects YOUR Business?
Get a free local SEO audit and discover exactly where you're losing visibility—and how to fix it.