Ever searched for your business online only to find your competitors dominating the local search results?

You’re not alone.

Every day, potential customers near you are searching for the exact products and services you offer.

But if your business isn’t visible in local searches, you’re missing out on these ready-to-buy customers.

The harsh reality?

76% of people who search for something nearby on their smartphone visit a business within 24 hours.

If they can’t find you, they’ll find your competition instead.

That’s where SEMrush Local SEO tools come in.

I’ve tested these tools extensively and found they can transform your local visibility when used correctly.

In this guide, I’ll show you exactly how to use SEMrush Local to get your business showing up for nearby customers, with real strategies that actually work in 2025.

Table of Contents

What Is SEMrush Local?

SEMrush Local is a suite of tools within the SEMrush platform specifically designed to help businesses improve their local search presence.

If you have a physical location or serve customers in specific areas, these tools can help you appear when people search for businesses like yours nearby.

The SEMrush Local toolkit includes:

Listing Management – Control how your business appears across 70+ online directories
Local Rankings – Track how you rank for local keywords in specific locations
Review Management – Monitor and respond to customer reviews from multiple platforms
Heatmap Tracking – Visualize where you rank on Google Maps in different locations

SEMrush Local also integrates with both Yext (for premium listing distribution) and Google Business Profile (formerly Google My Business) to provide a central dashboard for your local SEO efforts.

Pro Tip: SEMrush Local works best for businesses with physical locations that want to track rankings, reviews, and listings all in one place. If you’re managing multiple locations or client accounts, you’ll find the dashboard organization particularly helpful.

SEMrush Local Features (The Complete Breakdown)

Let’s take a deep dive into what each feature actually does and how it can help your business appear in local searches.

Listing Management

The listing management tool helps ensure your business information is accurate and consistent across the web. Here’s what you get:

Distribution to 70+ directories, including Google, Facebook, Yelp, and Apple Maps
Automated scanning for incorrect listings
NAP (Name, Address, Phone) consistency monitoring
Business hours and service area updates
Rich media management for photos and videos

When I tested this feature, I found the initial setup took about 30 minutes, but after that, updates were simple to push across all platforms with just a few clicks.

The biggest advantage here is time savings – changing your business hours across dozens of platforms manually would take hours, but with SEMrush it takes seconds.

Local Ranking Tracker

This tool goes beyond standard rank tracking by focusing specifically on local search results. Key capabilities include:

Tracking keywords by specific ZIP codes or city names
Monitoring mobile vs. desktop rankings (important since most local searches happen on phones)
A visibility score that combines all your rankings into one metric
Tracking both standard search results and map pack positions
Competitor comparison for local keywords

What makes this different from regular SEMrush rank tracking is the location-based focus. You can see how you rank for “coffee shop” specifically in the 90210 area code, rather than just nationally.

Review Management

The review management section aggregates all your reviews from multiple platforms into one dashboard. Features include:

Combined reviews from Google, Facebook, Yelp, and other platforms
Sentiment analysis that categorizes reviews as positive, neutral, or negative
Response capabilities are directly within the platform
Review trend tracking over time
Competitor review monitoring

When testing this feature, I found the sentiment analysis particularly useful for identifying patterns in customer feedback without having to read every single review.

Heatmap (Local Map Tracking)

This is SEMrush’s standout feature that most competitors don’t offer. The heatmap shows:

Visual representation of where you rank on Google Maps
Color-coded areas showing ranking strength
Multiple location tracking for businesses with several locations
Competitor overlay to see where you’re winning and losing
Historical data to track progress over time

The heatmap makes it easy to spot geographic areas where your rankings are weak, helping you focus your optimization efforts where they’re most needed.

Use Cases: Who Benefits Most From SEMrush Local?

Based on my testing and research, these businesses get the most value from SEMrush Local:

Local Service Businesses

Plumbers, electricians, roofers, and other service providers benefit greatly from the local ranking features, especially when they serve multiple nearby areas or neighborhoods.

Retail Stores

Brick-and-mortar retailers can use the listing management to ensure store hours, directions, and product information stay updated across all platforms.

Restaurants

Food service businesses can monitor reviews closely and respond quickly, which is crucial in an industry where reputation management directly impacts revenue.

Multi-Location Franchises

Businesses with multiple locations can manage all their local SEO from one dashboard instead of juggling multiple accounts.

Marketing Agencies

Agencies managing local clients can use white-label reporting to show progress and justify their services with clear metrics.

Freelance SEO Consultants

Individual consultants can manage multiple local clients efficiently without needing separate tools for each aspect of local SEO.

SEMrush Local vs. Competitors

Let’s see how SEMrush Local stacks up against other popular local SEO tools:

Feature	SEMrush Local	BrightLocal	Moz Local	Yext
Listings Management	✓	✓	✓	✓
Review Monitoring	✓	✓	✗	✓
Local Keyword Tracking	✓	✓	✓	✗
Heatmap Feature	✓	✗	✗	✗
Competitive Analysis	✓	Partial	Partial	✗
Price (Starting)	~$30/mo	~$29/mo	~$14/mo	~$199/mo
Included Locations	1-5	1-3	1	1+
White Label Reporting	✓	✓	✗	✓

The heatmap feature is where SEMrush truly stands out.

While other tools can tell you that you rank #3 for a keyword, only SEMrush shows you visually where you rank well across an entire geographic area.

Step-by-Step: How to Use SEMrush for Local SEO

Let me walk you through exactly how to set up and use SEMrush Local for maximum benefit:

1. Set Up Your Business Profile

First, navigate to the Local SEO section in your SEMrush dashboard and create a new business profile. You’ll need:

Your exact business name
Complete address
Phone number
Website URL
Business category
Business hours
High-quality photos

Be extra careful with your NAP details (Name, Address, Phone) these must be consistent across all listings for good local SEO.

2. Connect Google Business Profile

Link your Google Business Profile account to SEMrush:

Click on “Connect GBP” in the dashboard
Log into your Google account when prompted
Select which locations to connect if you have multiple
Verify the connection

This integration lets you update your Google listing and see insights directly in SEMrush.

3. Add Local Keywords

In the Local Rankings section:

Click “Add keywords”
Enter terms relevant to your business (e.g., “plumber near me”)
Add the locations you want to track (ZIP codes or city names)
Set your tracking frequency (daily or weekly)
Add 3-5 competitors to track alongside your business

Start with 20-30 core keywords that matter most to your business rather than tracking hundreds of terms.

4. Sync Directory Listings

In the Listing Management section:

Review your business information
Select which directories you want to be listed in
Choose between standard distribution or Yext premium
Submit your listings
Fix any errors that are flagged during submission

The verification process for some directories can take 1-2 weeks, so be patient with this step.

5. Monitor Reviews & Respond

Set up review monitoring:

Connect your review platforms (Google, Facebook, Yelp)
Set up alerts for new reviews
Create response templates for common review types
Schedule time weekly to respond to new reviews
Track sentiment trends to spot recurring issues

When responding to negative reviews, always take the conversation offline by providing contact information rather than getting into back-and-forth arguments.

6. Track Performance With Heatmaps & Reports

Use the reporting tools to measure progress:

Set up a baseline heatmap for your primary keywords
Schedule monthly reports to track improvements
Monitor visibility score trends
Compare your performance against competitors
Identify geographic areas where rankings are weak

Save these reports so you can show progress over time – local SEO is a marathon, not a sprint.

Real Results: My 30-Day SEMrush Local Test

When testing SEMrush Local on a client’s small accounting firm, here’s what happened over 30 days:

Starting Point:

27 directory listings found with 14 inconsistencies
Average position #7 for local keywords
37 reviews across platforms with 3.7 average rating
Limited visibility in neighboring ZIP codes

After 30 Days:

73 consistent directory listings established
Average position improved to #4 for local keywords
Review response rate increased to 100%
Visibility expanded to 3 additional ZIP codes
18% increase in “directions” clicks from Google Business Profile

The biggest time-saver was the listing management tool. What would have taken days to update manually was accomplished in under an hour.

The biggest challenge was waiting for directory listings to be verified and published – some took over a week to appear.

Pros & Cons

Pros

A user-friendly dashboard makes it easy to manage all local SEO tasks
Accurate local tracking that separates map pack from organic results
Great for agencies with multiple clients through organization features
Competitive heatmap tool provides unique visual insights
Time-saving listing management across multiple directories
Review management catches issues before they damage reputation

Cons

Some advanced listing features require Yext upgrade (adding ~$150/month)
Limited to certain countries (primarily US, Canada, UK, Australia)
Not useful for online-only businesses without physical locations
Limited historical data for new accounts (only 30 days back)
Learning curve for some of the more advanced features
Missing some industry-specific directories in the basic package

Pricing & Plans For Semrush Local

Base Plan: Local SEO add-on starts at $30/month
Pro Plan: Local SEO add-on starts at $40/month
Business Plan: Reach out for this pricing.

Hidden Gems: Features You Might Miss

During my testing, I discovered several useful features that aren’t immediately obvious:

Sentiment Trends From Reviews

The review section includes a sentiment analysis tool that categorizes review content by topic (service, price, quality, etc.) and sentiment (positive/negative). This helps identify specific areas of your business that need improvement.

Automated Listing Audits

SEMrush automatically scans for new instances of your business online, flagging any incorrect information without you having to manually search.

Competitor Local Listings Benchmarking

You can see exactly which directories your competitors are listed in that you’re missing, helping prioritize your listing strategy.

Voice Search Optimization Metrics

The keyword section includes voice search data showing which of your keywords are commonly used in voice searches, helping you optimize for “near me” and question-based queries.

Geographic Expansion Suggestions

Based on your current performance, SEMrush will suggest nearby areas where you could expand your local SEO efforts for quick wins.

Is SEMrush Local Worth It?

After testing SEMrush Local extensively, here’s my verdict on whether it’s worth the investment:

For Small Local Businesses (1-2 locations)

If you’re handling SEO yourself, SEMrush Local can save you 5-10 hours per month of manual work. At $20-40/month, that’s a clear ROI win for most businesses.

For Multi-Location Businesses

The value increases dramatically with each location. Managing 10 locations’ listings and reviews manually would be nearly impossible without a tool like this.

For Agencies

If you’re managing local SEO for clients, the white-label reporting and multi-location management make this a no-brainer. The time savings alone justify the cost, plus you can deliver more consistent results.

Budget Alternatives

If budget is tight, consider:

Starting with just the rank tracking feature and handling listings manually
Using Google Business Profile directly and free tools like Moz Local Listing Score
Focusing on one area of local SEO at a time rather than trying to do everything at once

Bonus Tips to Maximize SEMrush Local

Want to get even more value from your subscription? Try these advanced strategies:

Custom Neighborhood Tags

Add custom tags to your keywords based on neighborhood names or local landmarks to organize your tracking more effectively.

Listing Audit Action Plan

Create a priority list from your listing audit results, focusing first on the most important directories like Google, Facebook, Yelp, and Apple Maps.

GBP Q&A Integration

Monitor the Questions & Answers section of your Google Business Profile and incorporate common questions into your website FAQ to improve local relevance.

Review Sentiment to Content Strategy

Use the sentiment analysis from reviews to guide your content creation – if customers frequently praise a specific service, create more content around it.

Local Link Building Tracking

Add local publications and websites to your backlink tracking to identify local link-building opportunities your competitors are using.

Seasonal Keyword Adjustments

Create separate keyword groups for seasonal terms and adjust tracking throughout the year (like “ice cream shop” in summer vs. “hot chocolate” in winter).

Frequently Asked Questions

What exactly is SEMrush Local used for?

SEMrush Local helps businesses manage their online presence across multiple directories, track local search rankings, monitor customer reviews, and visualize performance on Google Maps – all from one dashboard.

How does SEMrush Local help with Google Maps rankings?

It tracks your position in Google Maps searches with visual heatmaps showing where you rank well and where you need improvement, plus it ensures your business information is consistent across the web.

Is SEMrush Local included in the basic SEMrush subscription?

No, it’s a paid add-on to your main SEMrush subscription, starting around $20/month for a single location on the Pro plan.

Do I need the Yext integration with SEMrush Local?

Not necessarily. The basic functionality works without Yext, but adding Yext gives you access to premium directories and faster updates across all platforms.

Can SEMrush Local manage multiple business locations?

Yes, depending on your plan, you can manage from 1 to 10+ locations under a single account, with separate tracking and reporting for each.

How does SEMrush Local compare to BrightLocal for local SEO?

SEMrush offers the unique heatmap feature for visual tracking of map rankings, while BrightLocal provides more detailed citation-building and cleanup tools.

Will SEMrush Local work for service-area businesses without a physical address?

Yes, it works for service businesses that travel to customers, though some features like heatmap tracking are more limited without a physical address.

Can I use SEMrush Local to track competitors’ rankings?

Absolutely. You can add multiple competitors to track alongside your business, seeing their rankings, review scores, and listing presence.

How often does SEMrush Local update ranking data?

Ranking data updates daily or weekly depending on your plan, while review monitoring is typically refreshed every 24 hours.

Does SEMrush Local help with local link building?

Not directly, but it can identify competitors’ successful local strategies that you can then analyze for link-building opportunities.

Is SEMrush Local good for reputation management?

Yes, it excels at reputation management with its review monitoring, sentiment analysis, and response tools that aggregate reviews from multiple platforms.

How long does it take to see results from using SEMrush Local?

Listing corrections typically show improvement within 2-4 weeks, while ranking improvements may take 1-3 months, depending on competition and your starting point.

Final Thoughts: Making Local SEO Work For You

Local SEO isn’t just another marketing channel – for many small businesses, it’s the difference between thriving and closing shop. When 46% of all Google searches have local intent, showing up in those results is crucial.

SEMrush Local provides the tools you need to make that happen. From ensuring your business information is consistent across the web to tracking how you perform against competitors, it covers all the bases of local search optimization.

Is it perfect? No tool is. The additional cost for Yext integration can be steep for small businesses, and there’s still a learning curve to master all the features.

But having tested numerous local SEO tools, SEMrush Local offers the most comprehensive solution, especially with its unique heatmap feature that visually shows your local search performance.

Whether you manage one local business or dozens of client locations, SEMrush Local can save you time, provide actionable insights, and help you connect with more nearby customers.

Ready to boost your local visibility? Try SEMrush Local with a 7-day free trial to see how it works for your specific business. Your future local customers will thank you.

Take Action Today

If you’re serious about improving your local search presence, start with these three steps:

Sign up for a SEMrush trial to test the Local SEO features
Run a free local listing scan to see where your business information is inconsistent
Check out my companion guide on “Local SEO Fundamentals” to learn the basics

The sooner you start optimizing your local presence, the sooner new customers will start finding you instead of your competitors.