Understanding Google’s Local Search Algorithm and Local Ranking Factors

Ranking in local search is becoming more difficult every day. The Google local algorithm is constantly updating to ensure that search results best match the intent behind a user’s query.

As SEO specialists and digital marketers, staying informed about updates is essential to adapting our strategies effectively. Failing to do so can quickly diminish our local search presence. 

This detailed guide will help you understand the local search algorithm by breaking down the three major ranking pillars and exploring specific local ranking factors within these pillars that can significantly impact a business’s local search position. And, with the growth of AI affecting local visibility, we dive into the key AI visibility factors local marketers should know about. By the end, you’ll be equipped to stay ahead of the competition and know exactly what to focus on.

Google’s Local Search Algorithm

Google’s local search algorithm uses three key components to determine which businesses appear in local search results: proximity, relevance, and prominence.

Proximity

Proximity refers to the physical distance between the user’s search query and the business. The closer a business is to the user’s location (or the location they are searching for), the more likely it is to appear in the search results. This is one of the most crucial factors, especially for users performing searches with local intent.

There isn’t much a business can do to target this pillar. However, making sure that your Google Business Profile and other listings have an accurate Name, Address, and Phone Number (NAP) is a good start.

Relevance

Relevance measures how well a business listing matches the search query. Factors like business categories, keywords on the business website, and user-generated content (e.g., reviews) can help improve relevance. A business that aligns well with a search term is more likely to be ranked higher.

Local ranking factors that Google includes in this pillar include:

• Local listings and citations
• On-page signals, including content
• Google Business Profile (GBP)
• Backlinks
• Personalization signals

Prominence

Prominence looks at how well-known and trusted a business is within its community or industry. This factor is influenced by external signals such as backlinks, social media mentions, online reviews, and how frequently a business is mentioned across the web. Prominent businesses that are often referenced and have a higher reputation tend to rank higher in local searches.

Local search ranking factors that Google includes in this pillar include:

• Reviews
• Google Business Profile and other listings
• Backlinks
• Behavioral signals

Together, these three factors form the backbone of Google’s local ranking system. However, within these categories, a number of specific ranking factors can significantly influence a business’s local search position. Let’s break down the individual ranking factors that come into play. 

Local Search Ranking Factors for Local SEO

There are certain factors that determine how well a business performs within the realms of proximity, relevance, and prominence. Google’s local algorithm remains a closely guarded secret, with local marketers not privy to the exact local SEO ranking factors that allow a business to rank in organic searches or the local pack. 

The Local Search Ranking Factors survey asks around 50 local SEO experts for their opinions on the most important actions and factors for local business rankings. Running near-annually since David Mihm kicked it off in 2008, Whitespark took it over in 2017 and now repeats it every 2-3 years to track changes to the local algorithm over time. 

New factors are added to each survey, with the 2026 survey (released November 2025) seeing 47 new potential ranking factors for experts to score based on impact. For the first time, the Local Search Ranking Factors survey also explored AI search visibility factors.

Local Search Ranking Factors: Grouped

To make it easier to see which areas matter most for local rankings, the individual factors identified by the SEO experts are grouped into eight key categories that are tracked annually.

Compared to the last Local Search Ranking Factors study  in 2023, there have been some notable changes, including: 

• On-page ranking factors have fallen a little for both local pack (down from 19% in 2023) and local organic (down from 36%)
• Reviews have grown in importance for local pack rankings, from 16% in 2023 to 20% today
• Link signals continue to drop, particularly for local pack rankings 
• Citations signals remain steady (though see bigger importance in AI visibility factors. More on AI ranking factors later)

While any drops may feel surprising, it’s important to note that the 2023 version didn’t include social signals as a group, so these being added back in may negatively impact some of the other factors’ percentages in this survey. This doesn’t necessarily mean that these groups have become less important in practice.

The Evolution of Local Search Ranking Factors Over Time

Local search ranking factors have evolved significantly over the years. Previously, businesses could rely more heavily on keyword usage, backlinks, and directory listings to rank.

Then, Google Business Profile’s relevance exploded and became the main way businesses can impact their rankings in the Local Pack. Factors relating to online reviews, as well as on-page optimization features, also have a sway in local rankings.

For localized organic search results, on-page optimization is the place to focus on. Links too remain important, though these have seen a steady decline over the last few years. 

While we now know the most important overall areas for ranking in the Google local algorithm, what do you actually need to do to improve your rankings? Let’s talk specific local SEO ranking factors. 

Individual Local Ranking Factors

There are more than 180 possible local ranking factors, but not all carry equal weight. These are the top 15 that experts say most strongly influence where a business ranks in the Local Pack and local organic results.

AI Search Visibility Factors

For the first time, the 2026 Local Search Ranking Factors survey looks at the visibility factors affecting AI search. As AI continues to become more important in how people find local businesses, understanding these signals is essential for staying visible.

AI-driven search experiences are also changing the way users discover and interact with local results. Many of the same signals that influence traditional local rankings, including on-page optimization, reviews, and authority, also impact AI visibility.

Because these systems often rely on similar data sources, improving your local SEO can also enhance how your business appears in AI-powered search results, creating opportunities to strengthen visibility across both channels.

Like with local organic, on-page signals remain the most important group for AI search visibility. Having a dedicated page for each service should be a key priority for any local business wanting to perform well across the board. 

Citations, reviews, links, and social factors also have a significant impact on local AI search visibility. This means that structured and unstructured citations and mentions on third-party ‘best of’ lists have a significant impact on AI search visibility. 

This is backed up by recent BrightLocal research finding that LLMs use local citations, reviews, and social media channels for local searches. After a period of questioning whether citations still matter to local SEO, with the explosion of AI over the last few years citations only seem to be becoming more important in business visibility.

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Local Ranking Factors and Proximity, Relevance, and Prominence

To improve rankings across local pack, localized organic, and AI search, you might find it useful to know the average importance of all three grouped local SEO ranking factors (including AI):

1. On-page optimization (24%)
2. GBP (17%)
3. Links (15%)
4. Reviews (14%)
5. Citations (9%)
6. =Behavioral (8%)

6.   =Personalization (8%)
7.   Social (6%)

Let’s run through each one and see how they influence proximity, relevance, and prominence.

1. On-Page Optimization

Optimizing your web pages for given keywords will increase relevance and enhance your chances of being favored by the Google local algorithm. Below is a list of on-page attributes that should be considered when trying to increase relevance for a given keyword or topic.

Here are some of the on-page signals Google looks at:

Keywords

The key to ranking is ensuring your content is highly relevant to a user’s search query. Simply put, if your content aligns with what users are searching for and it’s written with true authority, it’s more likely to rank higher. It all starts with good local keyword research.

Keywords are the key to starting this.

• LSI Keywords: By including keywords in your content that are semantically related to each other you increase relevance to your target keyword or query. Search engines are very smart; they are capable of drawing connections between keywords and rewarding pages that do so properly. Tip: Use Google’s search predictor or a tool like this to help.
• Long-tail Keywords: These keywords differ from LSI keywords but also add relevance. Although these keywords are generally longer, they do tend to convert at a higher rate. This is because they are usually more specific and descriptive. Long-tail keywords help add context to your content which helps search engines determine if your page matches the context of a user’s search query.

Title Tag

First impressions count! Your title tag is one of the first things users see in search results. Make sure it incorporates your target keyword and clearly signals what the page is about. A well-crafted title tag not only helps with SEO but also encourages users to click.

Meta Description

Your meta description is an opportunity to expand on the title tag and provide more context. Including your target keyword here further boosts relevance and provides users with additional details about what to expect from the page. Changing it won’t affect your rankings, but it might affect your clickthrough rates (if Google lets you keep what you’ve done!)

Body Tags (H1, H2, etc.)

Headings help structure your content and improve relevance. Use descriptive body tags like H1, H2, etc., to break up your content. These tags are not only helpful for readers but also give search engines a better understanding of your content. Be sure to include relevant keywords, especially in your H1 tag, which is the most prominent heading on the page.

Internal and Outbound Linking

Effective linking strategies—both internal and outbound—are essential for boosting relevance and improving the user experience on your website.

• Internal Links: These help users navigate to relevant pages on your website. They help establish hierarchy and spread link equity throughout a website. You can use internal linking to increase relevance for a page by creating a navigation path to similar pages or pages that help strengthen your topic or keyword.
• Outbound Links: Outbound links direct users to external websites for additional information on related topics. These links not only enhance the user experience but also help the Google local algorithm understand your niche. Focus on providing high-quality, relevant outbound links to strengthen your site’s credibility and relevance in the eyes of search engines.

Alt Text

Every user consumes information differently, and some people are very visual. As such it’s best to try to include images with your content wherever possible. These assets will help increase user engagement, which helps with ranking.

Whenever you add images to a page you have the option to add alt text, which is a way for search engines to easily crawl and understand what the media is. This is another great place to incorporate keywords. If you have an image that showcases a service your business offers, you want that alt text to include the service keyword. It’s also a really important aspect for accessibility reasons, to ensure your content can reach as many people as possible.

Schema

Schema helps you organize and provide search engines like Google with the information they need to understand your content. It helps ensure the best search results possible and improves the way your page is displayed in search results. By adding schema to a page, you can increase the relevance for a given topic or keyword. Search engines can easily find schema and make sense of the content that it represents, helping to ensure that you show up when you should.

URL Structure

Setting up your website’s hierarchy and site architecture is very important. It allows you to tell search engine algorithms how to prioritize and crawl your website. The URL slug that you use should reflect the topic of the page — this is another quick way to increase relevance.

Treat these on-page signals as a checklist. You should be able to go through your target page and check off every one of the above attributes. Once you get through this checklist, you should be able to confidently say that your page is relevant to your target keyword or topic, and so your site is more likely to be favored by the Google local algorithm.

2. Google Business Profile Signals

Google Business Profile Signals

Whether you’re optimizing your Google Business Profile (GBP) (formerly Google My Business), Bing Places, or Yahoo Local, ensuring your listing is fully optimized is crucial. To achieve this, focus on maintaining accurate NAP (name, address, phone number) information, having a single claimed listing, and properly completing these two essential features.

Categories

Selecting the appropriate primary category for your business is crucial for local search rankings. 

According to the 2026 Local Search Ranking Factors survey, the primary category is the top factor influencing rankings in Google’s Local Pack. In addition to the primary category, selecting relevant additional categories can further enhance your visibility (this is the 8th most important local pack ranking factor). However, it’s essential to ensure that all chosen categories precisely define your business to maintain relevance and effectiveness.

A 2023 GBP Category Study from BrightLocal found that businesses using four additional categories within their GBPs have the highest average map ranking of 5.9.

Description

By adding a description of your business, you allow users to know exactly what you do (as well as search engines). This shouldn’t be salesy, or an attempt to market your business. Instead, it should give users (and search engines) the info they require to determine if your business matches their needs or intent.

3. Link Signals

Backlinks are critical indicators of trust and credibility for search engines. High-quality backlinks from reputable and relevant websites boost your website’s authority, signaling to search engines that your content is reliable and valuable. This directly impacts both prominence and relevance.

A “good” backlink comes from a credible site with a strong Page or Domain Authority that aligns with your page’s topic. For instance, a service page about “car insurance” benefits from links on insurance-related or, better yet, car insurance-specific pages. These links not only increase the prominence of your site by associating it with authoritative sources, but they also improve relevance by reinforcing the specific topic of your content. 

Conversely, a link from a “home insurance” page would hold less value due to its lack of topical relevance, diminishing its effectiveness in boosting both prominence and relevance.

In local, relevance can trump things like domain authority. A number of links from other trusted sources in your local area, for instance, could do a lot to help your situation.

4. Review Signals

Online reviews for a business not only have the power to increase ranking signals but the power to push a consumer to a decision. You can never have enough reviews!

Plus, the report has found that reviews are now the second most important factor for Local Pack and AI ranking.

Ask yourself, would you trust a business with 100 reviews or 10? Chances are it’s the former. That’s because (like the Google local algorithm) users need to gain trust from a brand before purchasing or clicking. So, similar to users, search engines have the ability to analyze the type of review, how many reviews a business has, and how they interact with reviews (respond to them or not). All these factors can increase a brand’s online prominence.

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Additionally, the language used in reviews can impact your relevance by reinforcing important keywords or phrases associated with your business. For example, if customers frequently mention your services, products, or location, it helps search engines better understand what your business offers and where it operates.

If you want to have a great online brand prominence, you need to first find a way to get more reviews. There are lots of tools available to help you generate more reviews. Once you have a strategy in place, you need to find a way to monitor and manage your reviews. This is just as important as getting reviews. Search engines are able to tell if you engage with customers and reply to their comments. It shows that you’re active and willing to interact.

5. Local Citation and Listing Signals

Local citations, mentions of your business’s name, address, and phone number (NAP) across the web, are important for establishing local prominence. While they don’t require a backlink, the more citations your business has in reputable local directories like Yelp, Yellow Pages, and local chambers of commerce, the more authoritative it appears to Google.

Take a look at the example below of a recent Google search for ‘Cafe in Sacramento’. You can see that there are two results from business directories in the top three spots!

When it comes to local SEO, consistency is key, especially when it comes to your business’s name, address, and phone number (NAP). Discrepancies in NAP data across directories and local listings can confuse Google, ultimately impacting your rankings. In fact, businesses with consistent NAP data across major citation sources are 40% more likely to appear in the local pack.

That’s a significant boost to your visibility and credibility!

Building these citations can be incredibly time-consuming, so a service like BrightLocal’s Citation Builder can be a huge time and cost saver.

Therefore, it’s important to track your citations to ensure they are accurate and consistent. To get started, use tools like Brightlocal’s Citation Tracker to identify existing, incorrect, and potential citations. This will help you focus on the most valuable citations and ensure they’re correct and up-to-date.

6. Behavioral Signals

Behavioral signals, such as click-through rate, mobile clicks to call, and dwell time, are user-driven actions that impact both prominence and relevance. While their importance has fluctuated, they remain a reliable indicator of user engagement.

Behavioral signals are a reliable source of information for Google because they’re much harder to manipulate than other factors. These actions are taken by the searcher and, therefore, can only be influenced to a certain degree.

Instead of thinking up innovative new ways to influence user behavior, why not spend this time optimizing your GBP to give the user the best possible experience? This involves creating optimized copy for titles, meta descriptions, Posts, and more. Make your listing as valuable and coherent as possible, and you’ll move closer to winning at rankings and conversions.

Try to remember that the end goal of SEO isn’t just to improve rankings; the focus must also be to attract the right customers to a business for those all-important sales. When you start getting seen by the right customers, those who want to learn more about your business, these users will naturally help to enhance the behavioral signals towards your site.

7. Personalization Signals

Personalization signals shape search results based on a user’s preferences, behavior, and search history, influencing proximity, prominence, and relevance. 

For proximity, search engines consider the user’s current location or habitual searches to deliver results nearby. Prominence is affected by interactions with businesses, like clicks or calls, which boost visibility for listings that users trust or engage with frequently. Relevance is enhanced as search engines tailor results to align with user preferences, such as prioritizing vegan restaurants for someone who often searches for vegan options. By focusing on these factors, personalization ensures users find businesses most aligned with their needs and habits.

Although personalization can have an impact on general search results, it is much less likely to impact local search results. This means there’s not much you can do from an SEO perspective to optimize a website for personalization considerations. However, what you can control as an SEO is tracking your rankings across different search locations.

Tools like Local Search Grid track your own and your competitors’ rankings across different grid points, with insights to see what you need to do to outrank them across the map. 

Businesses that serve customers in areas with multiple different languages can translate—and therefore personalize—their content to reach the relevant audiences. Multilingual SEO is a largely underutilized resource that local businesses can tap into where appropriate.

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8. Social Signals

Social signals are the online interactions and engagement your business receives across social media platforms such as Facebook, Instagram, LinkedIn, TikTok, and X (formerly Twitter). Social signals are based on factors such as follower count, quality of posts, and engagement across these platforms.

As mentioned above, social signals were included in the Local Search Ranking Factors survey until 2018, and have now been added back in. This reflects the growing importance of social engagement in shaping a business’s online prominence and visibility.

Social signals can indirectly influence both prominence and relevance in local search. High engagement across social media platforms often correlates with increased branded search volume and referral traffic to your website. Google interprets these behaviors as signs of popularity and trust. When people frequently share your content or tag your location, these actions reinforce your brand’s connection to a specific area or service.

Putting Local Ranking Factors Into Action

Ranking in local search is becoming increasingly challenging as competition intensifies and Google’s algorithm continues to evolve. Staying informed about Google local algorithm updates and understanding how they impact local search rankings is crucial to success in local SEO. 

To put this into action, focus on the areas that have the greatest impact. Work your way through the top ranking factors for the Local Pack, local organic, and now, AI search visibility, and create an action plan for improving each of these. 

Optimize your website with relevant keywords, maintain a fully completed Google Business Profile, generate positive reviews, build authoritative backlinks, and ensure your business information is accurate and consistent across directories. Some will be easy wins, others will be harder work. By continuously refining your approach, you can enhance your local search presence, stay ahead of competitors, and ensure that your business stands out in an increasingly crowded online landscape.

Up next:

Alternative Search Engines Local Marketers Need to Know

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