What Are Local Search Engine Rankings

To achieve maximum profitability, local businesses must compete effectively in both Google’s local and organic search results. Understanding how Google’s algorithms function is essential for crafting strategies to enhance visibility and achieve high rankings within the search engine. When discussing local search ranking factors, we’re referring to elements identified as having either proven or theoretical impacts on the search engine rankings of local businesses. This article aims to provide comprehensive insights into the most common local search ranking factors, empowering marketers to leverage them effectively for the businesses they represent.

For years, Moz conducted the Local Search Ranking Factors (LSRF) survey, which gathered input from professional local SEOs to identify the factors exerting the greatest influence on search engine rankings. While this survey was invaluable to the industry, it came with a significant caveat: there’s no universal answer to which factors carry the most weight. Google’s treatment of search results varies based on factors such as market, industry, platform, and device.

In essence, what holds true for one industry or market may not apply to another. For example, a local SEO specializing in drive-through restaurants may find that Google heavily prioritizes factors like “popular times” for this industry. However, a colleague working with tax accountants may see little relevance in this factor compared to the authority of the links earned by accountants. Therefore, determining the precise influence of each factor requires a custom study of Google’s behavior in a specific market and industry.

Moreover, it’s crucial to recognize that the influence of each factor varies depending on the type of search engine results being analyzed. A business may rank differently in Google Maps than in the Local Finder, and organic results are governed by a separate set of algorithms. Factors contributing to high rankings in local packs may not necessarily impact organic rankings. It’s important to understand that research into local search ranking factors is largely theoretical rather than definitive. Google’s algorithms remain proprietary and shrouded in secrecy. Local SEOs’ insights into ranking factors are based on practical experience rather than insider knowledge of Google’s algorithms. Therefore, discussions about local search ranking factors should be viewed as sharing observations rather than immutable facts