Accurate Business Listings for Local Visibility | Interview with Clarissa Filius

Clarissa Filius is a SEO Lead at iO and has been in SEO for 12+ years. She has worked with many retail brands on local SEO for 1000+ locations across Europe, and is a trusted thought leader at many esteemed events, podcasts and webinars on the topic of local search.

Clarissa shared her thoughts on how Local SEO remains an underused opportunity for most brands, emphasizing the importance of focusing on basics and local PR initiatives. She discussed AI's expected impact on local searches, the need for consistent and accurate listings for EV brands, and debunks the misconception that people don’t use Google Maps to find EV charging stations.

Q1: What’s an underused strategy in Local SEO that you think has enormous potential in 2025? 

That's a challenging question! In my view, Local SEO is often an overlooked strategy, and starting with it presents the biggest opportunity for most brands. Focusing on getting the basics right should be every brand's priority. Additionally, I see Local PR initiatives as an opportunity for brands aiming to establish themselves as local authorities.

Q2: How do you see AI-powered search like Google's AI Overviews or SearchGPT changing the local search landscape next year? 

AI is expected to redefine how we search for local businesses, though its precise impact on Local SEO remains unclear. Currently, Google's AI Overviews do not yet feature GBP-results, while ChatGPT already offers curated local business recommendations. This indicates it will become even more important for businesses to position themselves as local authorities, so they can secure a spot within these suggestions. 

However, the strategies required to achieve this remain largely consistent with existing recommendations. Furthermore, I expect AI-powered search becoming integrated into navigational apps like Google Maps, which changes the way we search even more.

Q3: With 2025 around the corner, what’s the top SEO trend EV Charging brands should be focusing on to improve their local visibility?

The EV charging market is growing fast, and local visibility is becoming more important than ever for EV charging brands. From my perspective, the key SEO trend to focus on is making sure local listings are consistently accurate across all platforms. This includes Google Maps, EV apps, and car navigation systems. By doing this, brands not only make it easier for customers to find and use their chargers but also strengthen their visibility as a go-to option in the EV space.

Q4: Many EV brands are still finding their feet with digital strategy, what’s one common SEO myth they should stop following, and what’s the reality?

It's a misconception to believe that customers don't use Google Maps to find EV charging stations. In reality, many EV drivers rely on Google Maps for this purpose. Google has enhanced its platform to support EV users by integrating features that display charging station locations, availability, and details. For instance, users can search for "EV charging stations" within the app to view nearby options, complete with information on charger types and real-time availability.