Google Local SEO Update: 2024 Proximity and Experience Boost

What changed?

In mid-2024, Google rolled out its Proximity Boost Update, placing greater emphasis on user location proximity for local search results. Alongside, the Local Experience Update enhanced the ranking of Google Business Profiles enriched with photos, videos, and detailed attributes.
(Source: Google Search Central Blog)

Why it matters for local SEO:

“Near me” searches now prioritize businesses physically closer to the user.
Google Business Profiles with complete, rich content rank higher.
Update your local listings with accurate info, add quality media, and optimize your localized website pages.

Google Local SEO Algorithm Changes: 2025

What happened?

In early 2025, Google adjusted its local ranking algorithm, placing stronger weight on consistent NAP (Name, Address, Phone) data, proximity, and quality of reviews. Businesses with incomplete or inaccurate Google Business Profiles were dropped from the Local Pack.
(Source: Google Search Central Blog)

A core update in March 2025 further emphasized local signals like reviews, business hours, and mobile UX as critical ranking factors.

Local SEO implications:

Keep your Google Business Profile complete and regularly updated (photos, reviews, hours, services).
Encourage fresh, quality reviews and engage with customers.
Optimize your website for mobile speed and user experience — now key local ranking signals.