Published: Last updated:
TL;DR
New Features and Updates
Local search continued to evolve in 2022 with new features in Google Business Profile, changes to local ranking factors, and updates to local service ads. Google rolled out the “vicinity” update at the end of 2021, which carried over into 2022, giving more weight to proximity in local results.
Distance from the searcher remains relevant to local results. Merely drawing a larger service area on a profile does not establish that a business is physically closer to customers. Profile attributes can help people understand a business when they are accurate.
Optimising for Local Success
To stay competitive, ensure your business profile is accurate and complete. Update your service area, hours, and contact details regularly.
Add photos and videos that showcase your products or premises, and use the Q&A feature to answer common questions. Encourage customers to leave reviews and respond thoughtfully to each one.
For service area businesses, clearly outline the boundaries you serve. If you have multiple locations, create separate landing pages with unique content and local keywords.
The Importance of Reviews and Reputation
Reviews help customers evaluate a business and form part of Google's published description of local popularity. Ask eligible customers for honest feedback without selecting only satisfied customers, and address negative reviews constructively.
Google does not publish a simple review count or response-rate formula that guarantees position. A credible reputation can support customer trust; measure it separately from rankings.
Current check for a UK service business
Verify real opening hours, service area, category and website destination, then compare confirmed enquiries with relevant local search activity. See the local SEO reading guide and Google's current local ranking explanation. Reviewed 14 October 2026; earlier feature references remain historical.
SEO Takeaways and Next Steps
Local search is dynamic and increasingly personalised. By staying on top of new features and actively engaging with your community, you can secure a prominent place in local results. If you need help managing your local SEO, contact info@phil‑carr.co.uk or 01226 697 325 for expert support.
If you need help with your SEO strategy, get in touch by emailing info@phil-carr.co.uk or calling 01226 697 325.
