Ranking Factors
The factors that influence local search rankings in 2025
Google uses hundreds of signals to rank local businesses. Research has identified the most impactful factors.
The Big 3 Factors
Google officially states three primary ranking factors:
1. Relevance
How well your profile matches the search query.
What affects relevance:
- Primary business category
- Additional categories
- Business name (natural keywords only)
- Products and services listed
- Business description
- Attributes
2. Distance
How far each business is from the search location.
What affects distance:
- Physical address
- Service area configuration
- Searcher's GPS location
- Location mentioned in query
3. Prominence
How well-known and reputable your business is.
What affects prominence:
- Review count and rating
- Citation volume and quality
- Website authority
- Brand searches
- Offline reputation
Ranking Factor Breakdown (2025)
Based on industry research, here's how factors weight in local rankings:
| Factor Category | Weight | Description |
|---|---|---|
| Proximity | 42.8% | Distance from searcher |
| Reviews | 21.4% | Quantity, quality, recency |
| GBP Signals | 15.5% | Profile completeness, categories |
| On-Page SEO | 10.3% | Website local optimization |
| Citations | 5.2% | NAP consistency, citation volume |
| Backlinks | 3.1% | Local link building |
| Behavioral | 1.7% | Clicks, calls, engagement |
GBP Signals (Detailed)
Primary Category
The single most important on-profile factor. Choose the most specific category that matches your core business.
Business Name
Businesses with keywords in their name have an advantage. But don't add keywords artificially - this violates guidelines and risks suspension.
Complete Profile
Google favors complete profiles:
- All hours filled in
- Business description
- Services/products listed
- Attributes selected
- Photos uploaded
- Posts published
Engagement
Active profiles rank better:
- Regular photo uploads
- Weekly posts
- Prompt review responses
- Q&A answers
Review Signals (Detailed)
Quantity
More reviews = stronger signal. But quality matters too.
Recency
Recent reviews weigh more than old reviews. A steady flow beats a burst.
Rating
Higher average ratings correlate with higher rankings. 4.0+ is typically needed for competitive terms.
Review Content
Reviews containing keywords may boost relevance for those terms.
Response Rate
Responding to reviews signals active management and may help rankings.
Velocity
Consistent new reviews signal an active business. Sudden spikes may trigger spam detection.
Website Signals (Detailed)
Your website supports your local rankings:
Local Keywords
Include city/neighborhood names naturally in:
- Title tags
- Headers
- Content
- Meta descriptions
Mobile-Friendliness
Most local searches are mobile. Ensure your site works perfectly on phones.
Page Speed
Fast-loading pages rank better. Aim for under 3 seconds.
Schema Markup
LocalBusiness schema helps Google understand your business data.
Location Pages
For multi-location businesses, create unique pages for each location.
Citation Signals (Detailed)
NAP Consistency
Your Name, Address, Phone must match exactly everywhere online.
Citation Volume
More citations from quality sources strengthen prominence.
Citation Quality
Major platforms (Yelp, Apple Maps, Facebook) carry more weight than obscure directories.
Behavioral Signals (Detailed)
Google may track user behavior:
Click-Through Rate
How often people click your listing vs others.
Engagement
Do people call, request directions, visit your website?
Dwell Time
How long users spend on your listing or website.
Bounce Rate
Do users quickly return to search results?
Factors You Can't Control
Some ranking factors are outside your control:
- Physical location: You can't move closer to the searcher
- Competitor activity: Others are optimizing too
- Algorithm changes: Google updates ranking weights
- Searcher personalization: Past behavior influences results
Focus on what you can control: profile optimization, reviews, and online presence.
Key Takeaways
- Proximity is the largest factor (~43%)
- Reviews are the second largest (~21%)
- GBP profile optimization matters (~16%)
- All factors work together
- Focus on controllable factors