Ranking Factors for Google’s Local Pack and Maps
Google’s Local Pack and Maps are key visibility opportunities for businesses targeting a local audience. Appearing in these sections means your business is shown to users when they’re most likely to act - searching for solutions nearby, on both mobile and desktop. But ranking in the Local Pack isn’t just a matter of proximity. Google uses a mix of signals to determine which businesses appear and in what order.
Core Local Ranking Factors
Google publicly identifies three main categories when determining local rankings: relevance, distance, and prominence.
1. Relevance
Relevance refers to how well your business listing matches the intent of a user’s search. Google looks at the information you provide in your Google Business Profile, your website content, and related citations across the web. Clear, comprehensive business details (including categories, services, descriptions, and up-to-date attributes) help Google understand when your business is a fit for specific queries.
2. Distance
Distance measures how far each potential business is from the location term used in a search, or from the user’s actual location if none is specified. Businesses closer to the searcher or target area are more likely to appear, but this is not the only factor - well-optimized profiles and strong reputations can sometimes outweigh pure proximity.
3. Prominence
Prominence is about how well-known and established your business is, both online and offline. This factor draws on signals such as:
- The number and quality of reviews on your profile
- Average review ratings
- Frequency of recent reviews
- Local citations in directories and trusted sites
- Mentions of your business in news stories or on authoritative sites
- Overall domain authority and presence in relevant search results
Maintaining an active, positively reviewed Google Business Profile, being listed on trusted directories, and building a strong local backlink profile all contribute to prominence.
Additional Signals That Can Influence Local Rankings
- NAP Consistency: Ensure your business name, address, and phone number are accurate and identical everywhere online. Inconsistencies can confuse both Google and potential customers.
- Photos and Posts: Regularly updating photos and making posts on your profile demonstrates activity and can improve engagement.
- Engagement: Responding to reviews and answering user questions signal that your business is active and values customer interaction.
- Website Optimization: Your site’s local landing pages, use of structured data, and relevant content all support local ranking signals and reinforce your authority.
- Local Backlinks: Earning links from other reputable businesses, local media, and community organizations further strengthens your local presence.
For a practical guide to boosting these factors, see Complete Google Business Profile Setup & Optimization.
The Local Algorithm in Action
Google’s local algorithm blends these signals to show users the most relevant and reputable businesses for their query and location. Even if your business isn’t closest to the searcher, you can appear in the Local Pack or Maps by excelling in relevance and prominence. Consistently positive reviews, detailed business information, and a robust local web presence can set your business apart in competitive markets.