Local SEO Is More Than Just “Near Me” Now

Local SEO used to be about getting your website listed on Google for specific words. Now Google is trying to understand questions and locations in order to show which business is the best match.

The good old days of local SEO and how customers found you were pretty simple.

If you needed a plumber in Petoskey, you Googled “plumber Petoskey MI” and chose from a list of website links on page one.

When a tourist wanted to find a restaurant in Harbor Springs, they searched “restaurants Harbor Springs” and clicked on various options in their search results.

Those searches still happen. We’re still typing the service we need in our specific location.

But they’re no longer the whole story.

Local SEO and Northern Michigan Businesses

Mobile devices have changed everything and today’s search queries are more conversational.

You do it. I do it. You pull out your phone and ask a question.

“Who can fix a leaking water heater near Harbor Springs”
“What gallery near Petoskey sells local art and is open today?”
“Find a contractor near Boyne City who specializes in kitchen remodeling.”
“Where can I get a pizza near me with outdoor seating?”

In the past, Google looked for webpages that had the exact keywords that were typed.

Now, Google is trying to understand the question being asked and the location. It then determines which businesses are the best matches to show in search results.

Plus, AI is now a big part of the search shift.

Potential Customers Search on Mobile

We no longer wait until we get home to search for services or things to do on our desktop computer.

Everyone has a computer in their pocket. We use it to search and learn on the go.

Mobile search has a big impact on businesses here in northern Michigan.

The average new customer is not sitting behind a desktop computer.

So, where are tourists and locals searching from?

While they’re walking around downtown Petoskey.
Sitting in a cottage in Harbor Springs.
Driving through Charlevoix looking for an art gallery.
Driving around Emmet County looking for the best beach.
Standing outside a business wondering if it’s open.

They can be just about anywhere searching from their phone. Boats, beaches, campgrounds, hotels, vacation rentals, eating ice cream from Yummies…

Get it? Search happens everywhere now.

And a huge percentage of local searches have immediate intent behind them.

Where is their shop or office?
Are they open?
Do they offer what I need?
Are the trustworthy?

Today’s Local SEO is much bigger than just putting the words “Northern Michigan” on your website a few times and hoping for the best.

Google Needs to Understand Three Things

Google uses three core factors to determine local search results:

Relevance

What does this business do and does it match what someone is searching for?

Distance

Where is this business and are they close to the location specified in someone’s search?

Prominence

Is this business trustworthy and well-known enough to recommend?

Google is relying on your website and your Google Business Profile to help understand these three things.

Now, here’s where many small businesses run into trouble.

Their website says one thing.
Their Google Business Profile says another.

They haven’t made their service area clear on their website or profile.

Content on their website barely explains what they actually do and what they want to be hired for.

And somewhere online their business says they’re open on Wednesday even though they’ve been closed on Wednesdays for years.

For awhile now, this business has been wondering:

“Why isn’t Google showing me?”

Because, Google can’t confidently recommend information it doesn’t confidently understand.

Local SEO and Your Google Business Profile

Having an accurate Google Business Profile is a big part of Local SEO.

It’s a big deal for your local business because it controls how you appear on Google Maps and local search results

If you want to show up in Google Maps and local search results, your Google Business Profile deserves attention.

Not just that one time you set it up.

Regularly.

Prime Visibility – Your business is shown in the Local Pack (top map results) in nearby searches.
Trust – We can see your hours, contact info, and customer reviews all in one place before visiting.
Easy Actions – Searchers can ask for directions or call your business while still on the search page.
Google and AI – Search engines and modern AI tools use your profile data when giving local recommendations.
Cost – Google Business Profile is free to set up and manage

Choosing the right primary category is really important because Google needs to know exactly what kind of business you are.

Same with your services. Don’t choose every service that sounds impressive. Only list the services you want to be hired for.

By having an accurate Google Business Profile, you’re helping Google and AI determine if your business is relevant to someone’s search.

Websites Will Always Matter for Local SEO

Your website still matters. A lot.

I’ve had people ask me, “Do people even visit websites anymore?”

Yes, they do.

And Google visits websites, too.

Your website is where you can explain your business in a really unique way.

A website is your marketing hub where you get to use your brand voice and show your personality.

And, since Google and AI tools are looking for helpful content for humans, you can explain your services in great detail.

What kinds of services do you provide?
Who is your ideal customer and where are they located?
What areas do you serve or visit?
Is your business seasonal or year round?

Not only are those details are useful to customers, they’re also useful to search engines and AI systems. They’re all trying to understand whether your company is a good answer to a specific question.

Oh, and here’s something to consider…

If a service is important to your business and it’s something customers are search for the most, that service deserves its own web page on your website.

Create a useful page that explains the service in great detail. Add some questions that real people ask you, and provide helpful answers.

Now you’re giving your potential customers more details and Google can present that service more often since it has a page of its own.

AI Search Loves Questions

People are becoming much more conversational with search.

Old Search: “wedding caterer Petoskey”
Today’s Search: “Who caters small outdoor weddings near Petoskey and can use locally sourced ingredients?”

Those are two very different searches.

Now, the specific details you include on your website matter even more.

If your website clearly talks about small weddings, outdoor events, locally sourced ingredients and your northern Michigan service area, you’ve given search engines much more information to work with.

That’s why I keep harping on writing FAQs and adding Q&As to content.

Because, customers have questions and good FAQs give helpful answers.

How much does a new website cost?
Do you charge monthly fees? If so, what do they cover?
Do you offer web design services year-round?
Will I be able to manage and update my new website?

Those are exactly the kinds of conversational questions potential clients ask me.

That means they’re also asking search engines and AI tools the same questions about web design.

Answer them.

Local SEO is More Adding City Names Everywhere

Back in the old local SEO days, a business that served Petoskey, Harbor Springs, Charlevoix, and Boyne City would create a whole bunch of pages.

Examples for a website designer:

Website Design + Petoskey

Website Design + Harbor Springs

Website Design + Charlevoix

Website Design + Boyne City

Why is this bad? These service pages were basically the same page copied over and over again.

That was then. Don’t do this now.

If you create location-specific content, it has to have a unique a reason to exist.

Today, I would talk about unique website projects I completed in that location.

A page can explain how your services relate to businesses, residents, and visitors in that particular area.

Useful local content is valuable for today’s local SEO.

Those old cloned pages with different town names are not.

Show Your Local Authority

Google looks beyond just what you’re saying about yourself. Googles is always looking for evidence of your local authority elsewhere.

Your community involvement has online benefits. Make sure your online profiles show your local authority.

Chamber of Commerce membership
Local tourism organization
Event sponsor and/or volunteer
Membership in an industry association
Being featured in local publications
Inbound links from respected local websites

These profiles and links tell Google that you’re a real business operating in a real community.

That kind of authority builds trust with potential customers, not just Google.

Getting on Google Maps

For your business to show up on Google Maps, the physical location of the search is a big part of it.

Your Google Maps visibility depends partly on where someone is located when searching.

So, location matters. Here’s an example:

Your business is in Harbor Springs.
Someone is standing in Charlevoix searching for the type of service you provide.
There are strong businesses located much closer to them.
Those close-proximity businesses might appear before you.

Your SEO is not bad. It’s the location that matters.

When determining local search results, Google considers relevance, distance, and prominence.

You can always improve relevance and you can build prominence.

Your location can’t be changed in “near me” search results.

And There’s AI Search

AI has not changed everything we’ve learned about SEO. It’s quite the opposite.

SEO fundamentals matter even more!

Clear information.
Useful, helpful content.
Experience and expertise.
Accurate business information.
Strong local signals.
Real questions with helpful answers.
A well-built website that’s mobile-friendly.
Verified and optimized Google Business Profile.

There isn’t a magical “Optimize for AI” rule or plugin for WordPress.

All AI needs is information it can understand about your business.

Focus on giving it good information.

Local SEO for Big Visibility

We’re way past using tricks when it comes to Local SEO.

Tricks and meta tags don’t work anymore.

What matters most?

Your website and all content.
Your Google Business Profile.
Consistent business information across the web.
A great local reputation.
Website and profile photos.
Inbound links and mentions of your business.
How you answer real customer questions.

All of these things reinforce each other, especially when they’re updated often.

Google needs consistent information from multiple trustworthy sources to understand who you are, what you do, and where you belong in search results.

We’re Done Trying to Trick Google

The most important Local SEO advice I can give my website clients?

Stop trying to figure out how to trick Google into ranking you!

Instead, make it easy for Google to understand what do you do, where do you do it, and who you help.

Let Google know that your business is relevant to a particular search, that your claims can be supported by information elsewhere, and customers are happy with you.

This is how you build a much stronger foundation for traditional search, Google Maps and AI-powered search.

And remember, local search is becoming much more conversational.

People are using real talk when asking Google to solve problems, make recommendations, and answer questions.

For your northern Michigan businesses, that’s a huge opportunity.