How does Google rank local results?

Relevance, distance and prominence

Google says local results are based mainly on three factors: relevance, distance and prominence. It combines them to find the best match for a search, so a business farther away can outrank a closer one if Google judges it more likely to have what the searcher wants.

Relevance

How well a Business Profile matches what someone is searching for. Complete, detailed profile information helps Google understand your business and match it to the right searches.

Distance

How far each business is from the location in the search. If the searcher does not name a place, Google uses what it knows about their location.

Prominence

How well known the business is, both offline and online.

What prominence includes

Google's help page on local ranking lists several inputs to prominence:

• Google reviews: review count and rating both factor in, and Google says more reviews and positive ratings can improve local ranking.
• Information about the business from across the web, such as links, articles and directory listings.
• Your position in ordinary web results, which is why standard SEO practice also applies to local.
• Real-world fame: Google notes that famous museums, landmark hotels and well-known store brands are likely to be prominent in local results.

You cannot pay for a better ranking

Google states that there is no way to request or pay for a better local ranking. Ads can appear in and around local results, but they are labeled as sponsored and are separate from the organic listings. Be wary of anyone who promises a guaranteed map position.

Google also keeps the details of its local algorithm confidential, so any list of exact factor weights is an estimate, not a fact.

What you can actually influence

You cannot move your business closer to every searcher, but much of relevance and a good part of prominence are within your control. Google's own tips cover most of the list below.

1. Complete the profile: correct primary category, services, photos and a clear description.
2. Verify the location and keep details current, including hours and special hours.
3. Ask every customer for a review and respond to the reviews you get.
4. Make your website support the profile, with a page for each main service and location, a consistent name, address and phone, and LocalBusiness structured data.
5. Earn mentions and links from local sources such as trade associations, suppliers, sponsorships and local press.
6. Keep your listings on major directories consistent with the profile.