Definition
Local ranking factors are the signals Google uses to determine the order of results in the Local Pack and Google Maps. Google officially identifies three main factors. Relevance measures the match between the listing and the user's query, influenced by categories, declared services, and content. Distance (Proximity) evaluates the geographic proximity between the user and the business. Prominence reflects the business's reputation and online visibility, based on reviews, citations, backlinks, and overall web presence. Whitespark's annual study details dozens of additional signals ranked by importance.
Key Points
- Relevance: GBP categories, services, website content
- Proximity: distance between user and business (not controllable)
- Prominence: reviews, citations, backlinks, overall web presence
Practical Examples
Proximity factor impact
Two bakeries identical in relevance and prominence. The user is 500m from one and 2km from the other. The closer bakery consistently appears first in the Local Pack for that user.
Prominence overriding proximity
A Michelin-starred restaurant with 500 reviews (4.8 rating) and press citations appears in the Local Pack even for users 5km away, outranking closer but less known restaurants.
Frequently Asked Questions
According to Whitespark 2023, the primary GBP category is the most important factor for the Local Pack, followed by keywords in the business name, proximity, and reviews. For local organic results, on-page factors and backlinks remain dominant.
The proximity factor is the least controllable as it depends on user location. However, strong prominence (many reviews, citations, backlinks) can compensate for distance. Defining a broad service area in GBP can also help.
Go Further with LemmiLink
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Last updated: 2026-02-07