When people think of the internet, they often think of its global nature. The fact is, most people use search engines to find localized goods and services. They might be hunting for a neighborhood restaurant, for example. Local SEO is important — and it’s evolving. This evolution is in part because of the rise of zero-click searches — which some SEO marketers are dubbing the new normal.

In a zero-click search, the user’s query is answered via the SERP itself. They thus don’t click on any of the ranking results. One reason for the rise in zero-click searches is the increase of featured snippets. Many zero-click searches are local searches that show the results on the SERP in what’s been dubbed a “local pack.”