What's New in Local SEO This Week: January 2026 Update

The Big Picture: December 2025 Core Update Impacts Local Search

Google's December 2025 core update rolled out over 18 days, and local businesses are feeling the effects. The good news? These changes aren't designed to punish you—they're rewarding authentic businesses that provide real value to their communities.

Key Takeaway: E-E-A-T is Everything in 2026

Experience, Expertise, Authoritativeness, and Trustworthiness (E-E-A-T) has been Google's quality guideline for years, but this update puts more weight on it than ever for local results.

What this means for your business:

• Authentic visuals matter: Use real photos of your location, team, and customers—not stock images. Geo-tagged photos on your Google Business Profile signal locality.
• Highlight your team's expertise: Create staff bio pages or encourage employees to link to your business on LinkedIn. Verified experts carry more weight than anonymous content.
• User-generated content builds trust: Encourage testimonials and reviews. Real customer stories differentiate you from generic competitors.

Google Business Profile Rankings Matter More Than Organic

This week's analysis confirms what we've been seeing: for local searches, users interact with Google Maps and GBP listings before scrolling to organic results. Even a well-optimized website can struggle locally if your GBP isn't strong.

Action items for this week:

• Post an update to your GBP (events, offers, or new products)
• Add fresh, location-specific photos
• Respond to all pending reviews (positive and negative)
• Verify your service areas are correctly defined

Local Backlinks: Quality Over Quantity

The 2025 refinements reward relevant, community-based backlinks. A link from your local chamber of commerce, neighborhood blog, or partner business now holds more value than generic directory links.

Think local:

• Sponsor a local event or charity
• Partner with complementary businesses for cross-promotion
• Get listed in your city's official business directory
• Contribute to local news or community blogs

Forget Keyword Stuffing—Answer Real Questions

Google's systems are better at detecting and deprioritizing forced, unnatural phrasing. Instead of cramming keywords, create content that directly answers what your customers are actually asking.

Hyper-local content wins: Instead of "best pizza in Cincinnati," target "best pizza in Oakley neighborhood" and tie it to your verified address for stronger relevance.

Reviews: Your Strongest Local Ranking Signal

Reviews carry significant weight in local algorithms—quantity, recency, variety, and sentiment all matter. Actively encourage feedback without being pushy.

Try this simple prompt:

"If you enjoyed your experience, we'd love a quick Google review to help other locals find us."

And respond to every review. Thank happy customers and address concerns professionally. This shows Google you're committed to improvement.

Bottom Line

Google's 2025 changes level the playing field for authentic local businesses. By focusing on real customer experiences, consistent information, and helpful content, you can gain visibility without advanced SEO tactics.

Monitor your rankings and traffic over the next few weeks as the update settles. If you see drops, audit for authenticity and user value rather than looking for quick fixes.

Need Help Adapting?

Local SEO in 2026 is about consistency and authenticity, not tricks. At May Marketing SEO, we help businesses across Ohio build sustainable local visibility. Contact us for a free GBP audit—we'll show you exactly what opportunities you're missing.