Google's Local Search Algorithm
Google evaluates local results across three dimensions: relevance, distance and prominence. Understanding these factors lets you focus your efforts where they'll have the most impact.
The 3 Official Local Ranking Factors
Google itself describes three dimensions for evaluating local results:
- Relevance: how well your listing matches the search query — GBP category, keywords in your description, services listed, consistency with your website.
- Distance: how far your business is from the user's location or the location specified in the query. This factor cannot be directly optimised.
- Prominence: your online reputation — number and quality of reviews, citations in directories, domain authority, mentions in local press.
Key Algorithm Updates
- Pigeon (2014): integrated classic SEO signals (domain authority, backlinks) into local rankings. Sites with strong organic SEO gained local visibility.
- Possum (2016): filters out similar listings in the same area. Two businesses in the same sector with nearby addresses tend not to both appear in the local pack.
- Vicinity (2021): strengthened the proximity factor. Businesses physically close to the searcher gained advantage over distant but highly prominent competitors.
What You Can Actually Control
- Relevance: choose the most precise GBP primary category, fill in all services and attributes, naturally integrate local keywords in your description and website.
- Prominence: collect reviews consistently, maintain NAP consistency across all directories, build links from local websites and trusted partners.
- Distance: for service-area businesses, define your coverage area precisely in GBP. For fixed premises, focus on the other two factors.
Local Pack vs Organic Results: Two Separate Algorithms
The local pack (3 map listings) and classic organic results use different algorithms. A site can rank organically without appearing in the local pack — and vice versa. The optimal strategy works on both: GBP for the local pack, an optimised site for organic results.
Secondary Signals That Matter
- NAP consistency across the web
- Review velocity (consistent new reviews over time)
- Engagement: clicks, calls, direction requests from your listing
- Listing activity: recent photos, regular posts
- User behaviour signals (click-through rate in results)