We study spatial localization in the generalized Swift-Hohenberg equation with either quadratic-cubic or cubic-quintic nonlinearity subject to spatially heterogeneous forcing. Different types of forcing (sinusoidal or Gaussian) with different spatial scales are considered and the corresponding localized snaking structures are computed. The results indicate that spatial heterogeneity exerts a significant influence on the location of spatially localized structures in both parameter space and physical space, and on their stability properties. The results are expected to assist in the interpretation of experiments on localized structures where departures from spatial homogeneity are generally unavoidable.