How Local Search Works

Google processes billions of local searches daily. Understanding how it works helps you optimize effectively.

Query Intent Detection

When someone searches, Google determines whether the query has local intent:

Explicit Local Intent

Queries that clearly indicate location:

• "pizza delivery 90210"
• "dentist in Chicago"
• "coffee shop near me"

Implicit Local Intent

Queries where Google infers local intent:

• "plumber" → assumes you want one nearby
• "pharmacy open now" → needs your location
• "gas station" → proximity matters

Google uses your device location, search history, and query context to detect local intent.

Local vs Organic Results

Google displays different result types based on intent:

Local Results (Map Pack)

• Appears for local intent queries
• Shows 3 businesses with map
• Pulls data from Google Business Profile
• Click-to-call, directions, website links

Organic Results

• Traditional blue link results
• Based on website content and authority
• Appear below the Local Pack
• Can include local businesses with strong websites

Knowledge Panel

• Appears for branded searches ("Starbucks near me")
• Shows single business details
• Includes reviews, hours, photos

The Local Algorithm

Google's local algorithm is separate from its organic algorithm. It evaluates:

1. Google Business Profile Signals

• Completeness of profile
• Primary category selection
• Keywords in business name (naturally occurring)
• Photos and posts
• Reviews and ratings

2. Proximity Signals

• Distance from searcher
• Address accuracy
• Service area configuration

3. Website Signals

• Local keywords on site
• Mobile-friendliness
• Page speed
• Local schema markup

4. Citation Signals

• Number of citations
• NAP consistency
• Quality of citation sources

5. Review Signals

• Review quantity
• Review velocity (how often you get new reviews)
• Review diversity (different platforms)
• Review keywords
• Owner responses

6. Behavioral Signals

• Click-through rate from search
• Calls and direction requests
• Time spent on listing
• Return visits

Personalization

Local results are highly personalized based on:

• Physical location: Different results across town
• Search history: Past businesses you've interacted with
• Time of day: Open businesses may rank higher
• Device: Mobile vs desktop can show different results

The "Centroid" Effect

For competitive terms, Google uses a "centroid" - the geographic center of businesses in a category. Being closer to the centroid can improve rankings for citywide searches.

Example: Searching "lawyer" in a city may favor downtown businesses because that's where most lawyers are located.

Algorithm Updates

Google continuously updates its local algorithm. Major updates include:

• Pigeon (2014): Closer ties between local and organic signals
• Possum (2016): Improved filtering of similar businesses
• Vicinity (2021): Increased importance of proximity

Key Takeaways

1. Google determines local intent automatically
2. Local Pack and organic results use different algorithms
3. Proximity is a major factor you cannot control
4. You can influence relevance and prominence through optimization
5. Results are personalized per user and location