If you're still trying to push your business to the top of Google Search and Google Maps manually - testing random local SEO strategies every day - you’re leaving a lot of potential on the table in 2025. Manual optimizations have their limits; they’re no longer the holy grail of local SEO.
This year is all about working smarter, not harder - leveraging AI and automation to effortlessly secure the #1 spot for local searches. In this article, we’ll introduce the must-have local SEO tools for 2025 and explore a few additional options that might complement your strategy. Let’s dive in!
The Best Basic Local SEO Tool
First, let’s explore the top local SEO tools you’ll need in 2025! In this section, we’ll cover the essential fundamentals—without these, a local SEO strategy can’t even get off the ground
Google Business Profile
Yes, it may seem obvious, but it’s worth repeating - without a Google Business Profile (GBP), your local business is missing out on one of the biggest opportunities to attract more customers. Alone in the U.S. there’s more than 5.9 million keywords related to “near me” and 800 million searches per month that include a variation of “near me” keywords. If you don’t have a Google Business Profile (GBP), you’re missing out on these searches - your business won’t appear in the Google Map Pack or directly on Google Maps.
Learn how to set up and optimize your Google Business Profile for local SEO!
The Best Local SEO Tools for Finding Local Keywords
Local keywords are a crucial part of your local SEO strategy, strategically placed in your Google Business Profile (GBP), Google Post captions, business directory descriptions, and, of course, your website. To discover and analyze the best local keywords, you can use one of the following keyword research tools. These tools are especially valuable if you’re not only focused on local SEO but also looking to boost your website’s rankings through traditional SEO.
| Criteria | SEMrush | Ahrefs | Surfer SEO | Google Keyword Planner |
|---|---|---|---|---|
| Price Range | Starts at $129.95/month (Pro), $249.95/month (Guru), $499.95/month (Business) | Starts at $129/month (Lite), $249/month (Standard), $449/month (Advanced) | Starts at $79/month (Essential), $175/month (Scale) | Free (requires a Google Ads account) |
| Keyword Research | Extensive keyword research with intent analysis, keyword difficulty, and local search volume. | Large keyword database with accurate difficulty scores and trends. | Focuses on keyword clustering and NLP-driven suggestions. | Provides keyword suggestions, search volume, and competition level. |
| Local SEO Features | Local SEO toolkit with position tracking by zip code, Google My Business (GMB) integration, and citation management. | Less focused on local SEO but offers keyword rankings and competitor tracking for local terms. | Limited local SEO capabilities, focuses more on content optimization. | Provides keyword data by city, state, or country. |
| Backlink Analysis | Strong backlink audit and toxic link detection. | Industry-leading backlink database. | Limited backlink analysis as the primary focus is on on-page SEO. | No backlink data. |
| Ease of Use | Feature-rich but can be overwhelming for beginners. | Streamlined UI but requires learning for advanced tools. | Easy to use with a simple interface. | Simple interface but lacks in-depth insights. |
| Competitor Analysis | Domain comparisons, keyword gap analysis, and traffic insights. | Strong competitor research with backlink and keyword overlap insights. | No direct competitor analysis, but analyzes top-ranking content. | Basic competitor insights based on PPC competition. |
| SERP Features Tracking | Tracks featured snippets, knowledge panels, and local packs. | In-depth SERP analysis but not as focused on local features. | Analyzes SERP structure for content optimization. | No SERP feature tracking. |
| Technical SEO | Comprehensive site audit tool including Core Web Vitals insights. | Strong site audit tool with prioritization of issues. | Focuses on on-page optimization rather than site-wide audits. | No technical SEO features. |
| Content Optimization | SEO Writing Assistant helps optimize content for SEO. | Keyword suggestions but no direct content optimization. | NLP-based content scoring and SERP analysis for ranking improvements. | No content optimization features. |
| Best For | Businesses and agencies needing full local SEO capabilities. | SEO professionals who prioritize backlinks and competitive research. | Content writers and marketers optimizing on-page SEO. | Small businesses needing basic keyword research for Google Ads. |
Conclusion
- SEMrush: Best for full local SEO strategy, including GMB tracking, citation management, and keyword research.
- Ahrefs: Best for backlink analysis and competitor research, with strong keyword tracking.
- Surfer SEO: Best for on-page optimization and content marketing using NLP-driven recommendations.
- Google Keyword Planner: Best for free keyword research, especially for Google Ads campaigns and local search volume insights. If you want to start your local SEO journey without a big budget, start with this!
The Best Local SEO Tools for Analyzing Progress
Let’s explore some great free tools for tracking your progress, spotting industry trends, and creating custom reports! Each tool serves a different purpose, so you’ll want to include them all in your strategy for a well-rounded analysis. Keep in mind that keyword research tools also have analytics features, but we won’t cover those in this overview.
| Tool | Best For | Key Features | Price | Ease of Use |
|---|---|---|---|---|
| Google Search Console | Tracking website performance in Google search | Keyword rankings, CTR & impressions, Indexing issues, mobile usability insights | Free | Moderate (some learning curve) |
| Google Trends | Analyzing search trends over time | Keyword trend analysis, regional search interest, seasonal keyword trends | Free | Very easy |
| Looker Studio | Creating custom SEO reports & dashboards | Connects to Google Analytics, Search Console, GMB, etc., interactive reports, custom data visualization | Free | Moderate (requires setup) |
| Google Business Profile Insights | Tracking local engagement & visibility | Views, clicks, calls tracking, customer actions insights, local search performance data | Free | Easy |
The Best Local SEO Tools for Ranking Analysis
Naturally, you want to know which keywords your business is ranking for, which ones need improvement, and how your rankings change over time!
| Tool | Key Features | Best For | Keyword Research |
|---|---|---|---|
| SEMrush | Comprehensive SEO toolkit - Site audit, competitor analysis, keyword tracking, backlink analysis, local SEO features including Google Business Profile (GBP) integration and local rank tracking. | Businesses and agencies seeking an all-in-one SEO solution. | Offers extensive keyword research tools with data on search volume, difficulty, and competitive analysis. |
| GEO Ranker | Local SERP tracking by city, ZIP code, or country, Google Maps rank tracking, competitor analysis. | Businesses focusing on detailed local SEO performance across multiple locations. | Provides localized keyword data to assess performance in specific regions. |
| AccuRanker | Real-time keyword ranking updates, SERP feature tracking, Google & Bing local rankings, in-depth analytics. | SEO professionals needing fast and accurate keyword rank tracking. | Offers keyword research capabilities with a focus on tracking and analyzing keyword performance. |
| Nightwatch | Geo-specific rank tracking, competitor ranking insights, advanced segmentation, customizable reporting. | Agencies and businesses requiring in-depth local rank tracking with customizable reporting. | Offers keyword research tools with a focus on local search performance. |
| Tool | User-Friendliness | Local Ranking Checker | Price Range |
|---|---|---|---|
| SEMrush | Feature-rich platform with a learning curve due to its comprehensive offerings. | Provides local rank tracking, including monitoring of GBP rankings in the local pack. | Starts at $129.95/month (Pro), $249.95/month (Guru), $499.95/month (Business). |
| GEO Ranker | User-friendly interface tailored for local SEO analysis. | Specializes in local rank tracking, including Google Maps and local pack rankings. | Starts at $99/month (Pro), $249/month (Agencies), $490/month (Enterprises). |
| AccuRanker | Intuitive and easy-to-navigate interface. | Provides precise local rank tracking, including monitoring of GBP rankings in the local pack. | Keyword volume-based pricing starts at $129/month (1k keywords), $2769 (50k keywords). |
| Nightwatch | User-friendly with customizable features. | Provides detailed local rank tracking, including monitoring of GBP rankings in the local pack. | Keyword volume-based pricing starts at $32/month (250 keywords), $559/month (10k keywords). |
Conclusion
- SEMrush: Ideal for businesses and agencies seeking a comprehensive SEO solution with strong local SEO features, including local rank tracking and GBP integration.
- GEO Ranker: Best suited for businesses focusing on detailed local performance across multiple locations, offering specialized local rank tracking capabilities.
- AccuRanker: Suitable for SEO professionals needing fast and accurate keyword rank tracking, including precise local rank tracking and GBP monitoring.
- Nightwatch: Great for agencies and businesses requiring in-depth local rank tracking with customizable reporting features.
Note: Ahrefs and Surfer SEO do not offer features specifically designed for monitoring Google Business Profile (GBP) rankings within the local 3-pack. Their primary focus is traditional SEO keyword research for on-page SEO. Thus, they are not mentioned in this comparison.
The Best Local SEO Tools for AI Automation
AI is making its way into every industry, helping business owners, employees, and creatives automate tasks and work more efficiently. Whether you're managing local SEO for your own business or handling multiple clients at an agency, AI Agents are your ticket to a smoother workflow. Why? Because they take care of the heavy lifting while you enjoy your coffee and chat with coworkers (officially, you’re deep in work mode, of course).
Jokes aside, AI Agents should be a key part of your local SEO strategy. Let’s dive into Obenan’s three AI Agents that can help you dominate local search results!
| Agent | Purpose | Key Features | Impact on AI & Local Search |
|---|---|---|---|
| Indexability Agent | Ensures business is properly indexed by search engines and AI platforms. | Market & trend analysis, business listing optimization across 125+ platforms (Google Business Profile, Bing Places, etc.), ensures correct categorization & structured data. | Improves search engine indexing, enhances AI visibility by making business data accessible to AI-driven search tools. |
| Discoverability Agent | Helps businesses rank higher and get matched with the right search queries. | Daily content updates for search engines & AI, incorporates traffic-driving keywords, enhances ranking authority on Google Search, 3-Pack, and Maps. | Increases organic visibility, improves ranking potential in AI-generated search results (Google SGE, ChatGPT, etc.). |
| Reputation Management Agent | Boosts online reputation by managing and optimizing customer reviews. | Collects fresh customer reviews with relevant keywords, auto-responds to reviews & prevents negative ones, maintains a 100% response rate. | Strengthens AI ranking signals (recent, positive, and keyword-rich reviews matter in AI search), positions business as trustworthy & authoritative. |
Long Story Short
- Indexability Agent: Ensures your business is indexed and recognized by AI-driven platforms. Improved indexability is the base for becoming visible online.
- Discoverability Agent: Boosts visibility, rankings, and relevance in local search results. Better discoverability means being found by more potential customers and clients.
- Reputation Management Agent: Strengthens trust & authority with AI-friendly review strategies. An improved online reputation positively impacts discoverability as well as your customer conversion rate due to increased trust and credibility.
Discover how Obenan can enhance your online visibility by automating essential local SEO tasks, boosting local rankings, and ultimately saving you time while increasing your revenue!
How to Choose the Best Local SEO Tools for Your Unique Situation?
Evaluate what is the most important tool for your unique situation. Depending on the number of locations you manage or your specific role (agency, business owner, SEO manager, etc.) you need to weigh the pros and cons of getting a certain subscription.
- Get Your Goals in Line: If you are a single-location business, getting the most expensive subscription to a keyword research tool is unnecessary if you just want to look up some basic keywords for your Google Business Profile or website. However, if you are fully committed to improving your local SEO or if you are an agency managing local and traditional SEO for clients, you need a plan that matches your needs!
- Check the Different Subscription Plans: Keyword research tools (and others) offer multiple plans to choose from. If you manage a single location, you likely won’t need the most advanced plan. However, if you are an agency, you will need additional functionalities, such as for instance white-label reporting.
- Compare Tools and Offers: Compare different plans to see which tools might overlap. If you opt for Obenan, you likely won’t need a separate keyword research tool because Obenan’s SEO specialists conduct keyword research for you! However, if you are working for an agency performing multiple SEO activities for clients, you might still need an additional keyword research tool for traditional SEO purposes. As we saw earlier, while SEMrush primarily focuses on traditional SEO, it also provides local ranking tracking. However, tools like GEO Ranker, which specializes in local SEO rankings, may offer deeper insights into your local rankings.
- Trial Periods: Everyone has different needs - we’ve seen this within our own team. While some prefer Ahrefs, others swear by SEMrush or Surfer SEO. Regardless of which tool has the best online reviews, it ultimately comes down to personal preference. That’s why we recommend trying out different tools and exploring their features firsthand! This way, you can make your own informed decision on which tool works best for you.
- Look for AI Automation: Why take the hard route when there’s an easier way? When comparing tools, make sure they offer automation - even better, AI-powered automation. For local SEO, automation is essential, especially for listing management. Do you really want to spend hours updating your business information across hundreds of listings and checking them weekly for accuracy? Didn’t think so. That’s why specialized local SEO solutions like Obenan focus on automating these processes, so you can spend more time running your business (or enjoying coffee with your colleagues - your choice!).
*Prices and offers mentioned in this article are based on information available as of February 2025 and may change over time.
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