Introduction to Local Search

Local search results are crucial for local businesses and small companies that rely on nearby customers. When someone searches “hair salon near me” or “dentist in [suburb],” Google uses a specific set of local search ranking factors to decide which businesses show up first.

Understanding these factors is essential for building a successful local SEO strategy. Local SEO helps your business:

• Appear in relevant local searches

• Show up in the Local Pack and on Google Maps

• Improve overall online visibility and trust

As Google explains in its own documentation, local results are primarily based on relevance, distance, and prominence. In Google’s words:

“Local results are based primarily on relevance, distance, and prominence. These factors are combined to help find the best match for your search.”
— Google Business Profile Help

Proximity refers to how close the searcher is to your business location. All of these elements – proximity, relevance, and prominence – work together to determine your local rankings.

Understanding Local Search Ranking Factors

Local search ranking factors are the key elements that determine how and where a business appears in local search results. For local businesses, understanding these ranking factors is essential to improving visibility in local searches and standing out in search results. Search engines like Google use a combination of proximity (how close the business is to the searcher), relevance (how well the business matches the search query), and prominence (how well-known or reputable the business is) to rank local businesses. By focusing on these local search ranking factors, businesses can optimize their online presence and increase their chances of appearing at the top of local search results. This not only drives more traffic but also builds trust and credibility with potential customers searching for services in their area.

Google Business Profile Optimization

Your Google Business Profile (GBP) is the foundation of local SEO. As a business owner, you are responsible for managing and optimizing your profile to ensure maximum visibility. It is often the first thing people see when they search for your brand or your services locally. Businesses with complete Google Business Profile (GBP) profiles are 70% more likely to attract customer engagement, making it essential to fill out all fields accurately. Optimizing your business listing for accuracy and completeness ensures that customers and search engines have the correct information about your business.

Key optimization steps:

• Make sure your business name, address, and phone number (NAP) are accurate and consistent

• Choose the right primary and secondary categories

• Add a compelling business description that includes your main services and location

• Upload high‑quality photos and videos

• Keep hours of operation and holiday hours up to date

• Use attributes (e.g. “wheelchair accessible,” “women‑led”) where relevant

Responding to reviews and using GBP features (Posts, Q&A, messaging, booking links) can improve engagement and local SEO performance. Be sure to highlight business offers such as special deals or promotions to attract more customers. A well‑optimized profile helps you appear in the Local Pack and map results and increases your appeal to potential customers. Collaborating with local businesses or sponsoring local events can also earn high-quality backlinks, further boosting your local SEO efforts.

Industry studies consistently show how important GBP is. For example, Whitespark’s Local Search Ranking Factors survey has repeatedly found that:

“Google Business Profile signals are among the top local pack/finder ranking factors.”— Whitespark Local Search Ranking Factors

Some Google Business Profile factors directly impact your local search rankings, while others may not affect rankings but are still important for driving conversions and user engagement.

Make sure your title tag and meta description on your website align with your GBP information. A clear, benefit‑driven title tag not only helps SEO but also encourages users to click through to your site.

On‑Page Signals and Local Ranking Factors

Your business website remains your central online asset. Having a well-optimized business website is critical for local SEO, as it establishes relevance and prominence in local search results. On‑page SEO helps search engines understand what you do and where you do it.

Important on‑page signals for local SEO:

• Title tags and meta descriptions that include your primary service and location (e.g. “Brow Tattooing in Perth | [Brand Name]”), as well as target keywords, making your content highly relevant to local searches

• Header tags (H1, H2, H3) that reinforce your services and suburbs/areas you serve

• Location‑based keywords naturally integrated into your content

• Service web pages for each major service, and location web pages for each key area or suburb, all optimized for local SEO

• Internal links that connect related pages and help distribute authority across the site

Domain authority and page authority (as measured by tools like Moz or Ahrefs) are also important signals of trust. While Google does not use “Domain Authority” as a direct metric, it does use similar concepts around overall site strength and link equity.

Consistent NAP data across your website and local citations is essential. Moz’s research has long highlighted NAP consistency as a core local factor. Consistency in name, address, and phone number (NAP) can significantly influence local search rankings, ensuring your business is easily found and trusted by both users and search engines. Make sure your business information matches the search term users are likely to use when looking for your services.

“Inconsistent NAP information can confuse search engines and customers, and may negatively impact local rankings.”— Moz, Local SEO Guide

Link Signals and Local Citations

Links are still one of the strongest ranking signals in SEO, and local SEO is no different.

Link Signals

When other websites link to your site, it signals authority and relevance to search engines. For local businesses, the most valuable links often come from:

• Local directories and business associations

• Local blogs and news sites

• Sponsorships (sports clubs, charities, community events)

• Partnerships with complementary businesses

• Other local companies

High‑quality, relevant links can significantly improve your local SEO rankings.

Local Citations

Local citations, also known as local citation mentions, are mentions of your business name, address, and phone number (NAP) on other websites, such as business directories and directory listings like:

• Yelp

• TripAdvisor

• Yellow Pages

• Local chambers of commerce

• Industry‑specific directories

Consistent NAP data across all business directories and directory listings is crucial. According to BrightLocal:

“Businesses with accurate and consistent citations are more likely to rank higher in local search results.”— BrightLocal, Local Citations Study

Local link building and citation building together help strengthen your business’s online presence and improve local rankings.

Review and Behavioral Signals

Online reviews are one of the most visible and influential local ranking factors. A significant part of a strong local SEO campaign is encouraging satisfied customers to leave positive reviews, as these can directly impact your rankings and customer trust. Additionally, how many reviews your business has is an important ranking signal—having a higher number of reviews can boost your credibility and improve your search engine visibility.

Review Signals

Positive reviews:

• Improve local SEO rankings

• Increase trust and conversion rates

• Provide fresh, user‑generated content about your business

Key review factors include:

• Average rating

• Number of reviews

• Review recency

• Keywords used in reviews (e.g. “brow tattoo,” “skin clinic,” “Perth”)

Encourage customers to leave reviews and respond to both positive and negative feedback. BrightLocal’s Local Consumer Review Survey consistently shows that:

“A large majority of consumers read online reviews for local businesses, and many will only use a business with a rating of 4 stars or higher.”
— BrightLocal, Local Consumer Review Survey

Behavioral Signals

Behavioral signals like click‑through rate (CTR), time on site, and bounce rate can also influence local search rankings. If users click your listing and quickly return to the results, it may indicate a mismatch between their intent and your page. User interactions with relevant search results—such as clicking, spending time on, or engaging with your listing—can directly impact local rankings by signaling to Google which businesses best match user needs. Additionally, these behavioral signals help Google assess a business’s relevance to search queries, making it crucial to optimize for user engagement.

User‑generated content, such as reviews and photos, plays a significant role in shaping these behavioral signals and building trust.

Local Events and Content Marketing

Creating content that is relevant to your local area helps you stand out from generic competitors and significantly improves your local visibility in search results.

Ideas for local content:

• Blog posts about local events, festivals, or community initiatives

• Guides like “Best Skin Treatments for Summer in [City]”

• Case studies featuring local clients (with permission)

• FAQs about common local concerns (e.g. climate‑related skin issues)

Use location‑based keywords and local intent in your content marketing. Optimizing location pages with relevant content and displaying reviews that mention specific locations can further boost local search rankings and build user trust.

This type of content not only improves SEO but also positions your business as an active part of the community.

Business Information and Accuracy

Accurate and consistent business information is non‑negotiable for local SEO success.

Make sure:

• Your business name, address, and phone number are correct everywhere

• Your physical location is accurately listed and consistent across all platforms and directories

• Business categories accurately reflect what you do

• Hours of operation and holiday hours are updated

• Any changes (relocation, phone number change, rebrand) are reflected in GBP and all major directories

Google uses signals from your Google Business Profile and other sources to decide where and when to show your business. Inconsistent business information can harm local rankings and confuse customers.

Local Pack and Map Rankings

The Local Pack (the three‑pack of map results) and Google Maps rankings are prime real estate for local businesses. Ranking well in local SERPs is crucial for maximizing visibility in geographically targeted search results.

Factors that influence Local Pack and Map rankings include:

• Google Business Profile optimization

• Proximity to the searcher

• Review quantity and quality

• Local citations and NAP consistency

• Website relevance and authority

High‑quality backlinks and local citations can also improve Local Pack and map rankings. Many local SEO studies suggest that Local Pack rankings are more heavily influenced by GBP and reviews, while organic rankings rely more on traditional SEO signals.

Organic Listings and Website Ranking

A well‑optimized website supports both organic and local map visibility. Ranking well in organic search results can increase your chances of appearing in the Map Pack and improve overall prominence. Optimizing your website also helps boost your search engine rankings for local queries, making it easier for potential customers to find your business.

Focus on:

• Strong on‑page SEO (titles, headings, content, internal links)

• Solid technical SEO (site speed, mobile‑friendliness, crawlability, structured data)

• Clear site architecture so users and search engines can easily find key pages

By optimizing for organic results, you increase visibility and authority, which in turn supports your local SEO efforts.

Mobile Optimization for Local SEO

Most local searches now happen on mobile devices. In fact, up to 30% of all searches are location-related mobile searches, making it essential to optimize your site for mobile users. Google has moved to mobile‑first indexing, which means it primarily uses the mobile version of your site for ranking and indexing.

To optimize for mobile:

• Use a responsive design that works on all screen sizes

• Ensure fast loading times (compress images, use caching, minimize scripts)

• Make key information (phone number, address, directions, booking button) easy to find

• Use click‑to‑call and click‑for‑directions buttons

A mobile‑optimized site improves user experience and increases your chances of ranking in both local and organic results.

Voice Search and Local SEO

Voice search is changing how people find local businesses. Voice queries are often:

• Conversational

• Question‑based

• Highly local (e.g. “Where is the nearest brow salon?”)

To optimize for voice search:

• Use natural language and long‑tail keywords in your content

• Create FAQ sections that answer common questions in a clear, concise way

• Make sure your NAP information and opening hours are accurate and easy to parse

By adapting your content to match voice queries, you can capture more “near me” and real‑time local searches.

Local Schema Markup and Structured Data

Implementing local business schema markup helps search engines better understand your business and display rich information in search results.

Key elements to mark up:

• Business name

• Address

• Phone number

• Opening hours

• Reviews and ratings

• Geo‑coordinates

Structured data can lead to rich results (stars, opening hours, etc.) which improve visibility and click‑through rates. While it requires some technical knowledge, the SEO benefits make it a worthwhile investment.

Local SEO for Multi‑Location Businesses

Multi‑location businesses have extra complexity but also more opportunity.

Best practices include:

• Creating dedicated location pages with unique content for each branch

• Ensuring consistent NAP for each location across GBP and citations

• Setting up separate Google Business Profiles for each location

• Building location‑specific links and citations (local directories, local sponsorships, local press)

Each location should be treated like its own mini‑business in terms of local SEO, while still fitting under the overall brand.

E‑E‑A‑T and Local SEO (Experience, Expertise, Authoritativeness, Trustworthiness)

While E‑E‑A‑T is not a single ranking factor, Google’s quality guidelines make it clear that experience, expertise, authoritativeness, and trustworthiness matter – especially in “Your Money or Your Life” niches like health, finance, and beauty.

To strengthen E‑E‑A‑T:

• Highlight qualifications, certifications, and experience of your team

• Include author bios on blog posts and treatment pages

• Showcase case studies, testimonials, and before‑and‑after photos

• Keep content accurate, up‑to‑date, and well‑referenced

This not only helps with SEO but also increases conversions once people land on your site.

Personalization and User Intent

Personalization and user intent are increasingly important in shaping local search rankings. Search engines analyze a user’s search history, location, and preferences to deliver search results that are most relevant to their needs. For local businesses, this means that simply appearing in search results isn’t enough—your business must also match the intent behind a user’s query. Optimizing your website and business listings with relevant keywords, high-quality content, and up-to-date business information helps ensure your business appears in personalized search results. By understanding what your local customers are searching for and tailoring your content to meet those needs, you can improve your local search rankings and attract more relevant customers to your business.

Proximity and Location-Specific Optimization

Proximity is a powerful local search ranking factor, as search engines prioritize businesses that are physically close to the user conducting the search. To capitalize on this, local businesses should focus on location-specific optimization. This involves using location-based keywords throughout your website and business listings, creating content that targets specific neighborhoods or cities, and building high-quality local citations on reputable directories. By optimizing for proximity and ensuring your business is associated with the right geographic areas, you increase your chances of appearing in local search results when nearby customers are looking for your products or services. This targeted approach helps drive more foot traffic and leads from your local area.

Actionable Insights for Improving Local Rankings

To improve your local rankings, focus on the important ranking factors for local SEO, including:

1. Google Business Profile

• Complete every field, add photos, post weekly, respond to all reviews

2. Website Optimization

• Build strong service and location pages with clear, local intent

3. Citations and Links

• Clean up NAP inconsistencies, build high‑quality local citations and links

4. Reviews and Reputation

• Implement a simple, repeatable process to request reviews from happy customers

5. Content and Community

• Publish local content and participate in local events to build relevance and links

Local Ranking Factors and Algorithm Updates

Local ranking factors are not static—search engines like Google frequently update their algorithms to deliver more accurate and relevant local search results. For local businesses, staying informed about these changes is crucial for maintaining and improving local rankings. Algorithm updates may introduce new ranking factors or adjust the weight of existing ones, such as the importance of reviews, local citations, or user engagement. To stay ahead, local businesses should regularly review their local SEO strategies, monitor their search results, and use tools like Google My Business to manage their online presence. By adapting quickly to algorithm updates and focusing on the most current local ranking factors, businesses can ensure they remain visible and competitive in local search results.

The Future of Local SEO

Local SEO is constantly evolving. Key trends include:

• Increasing importance of mobile and voice search

• Greater use of AI and machine learning to personalize local results

• More visual and interactive SERPs (map features, images, reviews, Q&A)

• Growing focus on real‑world signals (reviews, engagement, brand mentions)

Personalization signals also shape search results based on a user’s preferences, behavior, and search history, making it vital to tailor your strategy to your target audience.

As one local SEO expert put it:

“Local search is becoming less about tricks and more about genuinely being the best answer in your area.”— Paraphrased from multiple local SEO conference talks

Businesses that invest in a comprehensive, long‑term local SEO strategy will be best positioned to stay ahead. To remain competitive, it's essential to continually optimize your business online presence, ensuring all online assets are up-to-date and relevant for local searches.

Avoiding Negative Factors

Just as important as what you do is what you avoid.

Common negative factors:

• Negative reviews left unaddressed

• Low‑quality or spammy backlinks

• Inconsistent NAP information

• Thin or duplicate content on location pages

• Slow, outdated, or poorly designed websites

Local SEO mistakes are often about neglecting geographic relevance, local citations, and user experience. Avoiding these issues and focusing on quality will help protect and improve your rankings.

Local Search Ranking Strategies

A strong local search strategy brings all these elements together into a cohesive plan:

• Claim and optimize your Google Business Profile

• Build and clean up citations

• Develop local link building campaigns

• Create local content that answers real questions and highlights your expertise

• Monitor performance and adjust based on data

Consistently refining your strategy ensures your business remains visible and competitive in local search.

Measuring Local SEO Success

You cannot improve what you do not measure.

Key tools:

• Google Analytics – to track traffic, conversions, and user behaviour

• Google Search Console – to monitor search queries, impressions, and click‑through rates

• GBP Insights – to see how people find and interact with your profile

• Third‑party tools like BrightLocal, Ahrefs, Moz, or Semrush – to track rankings, citations, and links

Be sure to monitor your performance in each major search engine to understand how your site appears in different search engine results pages (SERPs).

Track metrics such as:

• Local keyword rankings

• Organic and local traffic

• Calls, bookings, and enquiries from local search

• Number and rating of reviews

Use this data to make informed decisions and continually improve your local SEO strategy.

Common Local SEO Mistakes

Some of the most common mistakes local businesses make include:

• Inconsistent or incorrect business information

• Ignoring Google Business Profile optimization

• Not building or maintaining local citations

• Failing to use relevant, location‑based keywords

• Neglecting mobile optimization and site speed

• Not asking for or responding to reviews

Avoiding these mistakes can give you a significant edge over competitors who are less organized.

Local SEO Tools and Resources

A few useful tools and platforms for local SEO:

• Google Business Profile – manage your listing and insights

• Google Analytics & Search Console – performance tracking

• BrightLocal / Whitespark – citation building and rank tracking

• Ahrefs / Moz / Semrush – backlink and keyword analysis

• Local rank trackers – to monitor your positions in specific suburbs and postcodes

Staying up‑to‑date with local SEO blogs, podcasts, and industry studies will help you adapt to changes quickly.

Conclusion

Understanding and leveraging local search ranking factors is vital for any business that wants to dominate its local market. By focusing on:

• Google Business Profile optimization

• Accurate and consistent citations

• High‑quality reviews and reputation management

• Strong on‑page and technical SEO

• Local content, links, and community involvement

…you can significantly improve your local search visibility and attract more of the right customers.

Local SEO is not a one‑off project. It is an ongoing process of optimization, measurement, and refinement. Businesses that stay proactive and committed to local SEO will build stronger visibility, more trust, and better long‑term results in their local market.