Local SEO: Update on Google Local Ranking Factors 2024

May 28, 2024 | Enhanced Visibility

Awareness of Google local ranking factors is crucial for small businesses looking to get found in Google by their prospects and future customers. As local search engine optimization (SEO) evolves on what seems like a daily basis, local businesses need to be aware of and understand the latest local Google ranking factors that can make or break their online visibility.

In this article, we’ll explore the key elements influencing local search rankings in 2024, empowering you to optimize your local digital marketing and outshine your competitors. Whether you’re a seasoned business owner or just opening your doors, this article will equip you with the knowledge and strategies to dominate the local search results.

The Importance of Local SEO for Small Businesses

In today’s mobile-driven world, local search has become the go-to method for consumers seeking products and services in their immediate vicinity. In fact, studies indicate that “near me” mobile searches have skyrocketed by an impressive 136% in the past year alone. This trend underscores the critical importance of local SEO for small businesses, as it ensures your brand and offerings are readily accessible to your target audience.

By optimizing your local search presence, you can effectively position your business as the go-to solution for customers in your area, driving increased foot traffic, online engagements, and, ultimately, revenue growth. Neglecting local SEO, on the other hand, can result in missed opportunities and a widening gap between your business and the competition.

Understanding the Local SEO Landscape

Local business owners need to understand how Google’s algorithm evaluates and ranks local businesses. The local SEO landscape has two primary components:

  1. Google Maps and Local Pack Rankings: These refer to the top three local business listings in search engine results pages (SERPs), often accompanied by a map and additional details.
  2. Organic Local Listings: These traditional organic search results appear below the local pack but still carry significant weight for local businesses.

Mastering both of these aspects is crucial for achieving comprehensive local search dominance. Let’s delve deeper into the key ranking factors that influence each of these components.

local seo ranking factors

Factors Influencing Google Maps and Local Pack Rankings

Google’s algorithm is constantly evolving, and the factors that determine your position in the local pack and Google Maps can be complex. However, understanding the most crucial elements can give you a significant advantage in your local SEO efforts.

Google Business Profile (GBP) Optimization

Your Google Business Profile (formerly Google My Business) is the cornerstone of your local search presence. Business owners must ensure that their GBP is optimized and accurately and comprehensively filled with consistent NAP (Name, Address, Phone number) information across all platforms. Additionally, regularly updating your business hours, services, and other relevant details can further bolster your local rankings.

Proximity and Relevance

Google’s algorithm strongly emphasizes your business’s physical proximity to the searcher’s location and the relevance of your offerings to their query. Optimizing your website and GBP to align with local keywords and customer intent can significantly improve your visibility in the local pack and Google Maps.

Review Signals

Positive reviews on your GBP and across other reputable platforms like Yelp and TripAdvisor can be a powerful trust signal for Google. Actively encouraging and responding to customer reviews can directly impact your local search rankings.

Citation and NAP Consistency

Ensuring your business’s NAP information is consistent across all online directories, listings, and citations can help Google verify the legitimacy and authority of your local presence. Regularly auditing and updating your citations can contribute to higher local pack and Google Maps rankings.

Website Optimization and Backlinks

While your GBP and local listings are the primary drivers of your local pack and Google Maps rankings, your website’s search engine optimization and backlink profile still play a crucial role. Optimizing your site’s content, structure, and technical elements and building high-quality backlinks can further bolster your local search visibility.

local ranking factors seo

Factors Influencing Organic Local Listings

In addition to the local pack and Google Maps rankings, the organic local search results are also significant for small businesses. While there may be some overlap in the ranking factors, there are also unique considerations to keep in mind.

Keyword-Focused Content

Crafting targeted, keyword-rich content for your website and local landing pages is essential for ranking in the organic local search results. Incorporating relevant local keywords, such as your city or neighborhood, can help you better connect with your target audience and improve your visibility.

On-Page Optimization

Ensuring your website’s on-page elements, such as title tags, meta descriptions, and header tags, are optimized for local search can directly impact your organic local rankings. Additionally, implementing schema markup for your business’s NAP information can provide additional context to search engines.

Link Building and Citations

While citations are crucial for your local pack and Google Maps rankings, building high-quality backlinks to your website can also significantly boost your organic local visibility. Leveraging local partnerships, sponsorships, and guest posting opportunities can help you acquire relevant, authoritative links.

Behavioral Signals and User Experience

When determining organic local rankings, Google’s algorithm also considers user experience, engagement and behavior signals, such as click-through rates, dwell time, and bounce rates. Providing a seamless, user-friendly experience on your website can positively influence these signals and improve your local search standings.

Harnessing the Power of Google’s RankBrain for Local SEO

Google’s RankBrain, a machine learning-based algorithm component, is critical in determining local search rankings. RankBrain analyzes a wide range of signals, including personalization, location, and user intent, to deliver the most relevant and helpful results to searchers.

To optimize your local SEO strategy for RankBrain, you must focus on creating content and experiences that cater to the specific needs and preferences of your local audience. Creating RankBrain-friendly content may involve incorporating long-tail keywords, addressing common local queries, and leveraging user-generated content like reviews and social media interactions.

By understanding how RankBrain evaluates and ranks local businesses, you can adapt your approach to better align with the algorithm’s sophisticated understanding of user intent and local relevance.

Crafting a Comprehensive Local SEO Strategy

Implementing a robust local SEO strategy requires a multi-faceted approach that addresses the various ranking factors we’ve discussed. Here are the key steps to consider:

  1. Optimize Your Google Business Profile: Ensure your GBP is accurately and comprehensively filled out, with consistent NAP information and regular updates to your business details.
  2. Manage Your Online Citations and NAP Consistency: Conduct a thorough audit of your business’s online listings and citations, and work to maintain consistent NAP information across all platforms.
  3. Encourage and Respond to Customer Reviews: Actively solicit and manage positive reviews on your GBP and other reputable review sites while professionally addressing any negative feedback.
  4. Develop Targeted, Keyword-Rich Content: Create locally focused content for your website and landing pages, incorporating relevant keywords and addressing your target audience’s specific needs and queries.
  5. Optimize Your Website’s On-Page Elements: Local business owners need to perform SEO on their website’s title tags, meta descriptions, header tags, and dozens of other elements.
  6. Build High-Quality Backlinks and Local Citations: Leverage partnerships, sponsorships, and guest posting opportunities to acquire relevant, authoritative backlinks and local citations.
  7. Monitor and Adapt Your Strategy: Continuously track your local search performance, analyze the results, and make data-driven adjustments to your strategy to maintain a competitive edge.

By implementing this comprehensive approach, you can position your small business for success in the ever-evolving local search landscape, ensuring your brand remains visible and accessible to your target customers.

Leveraging Local SEO Success Stories

The impact of a well-executed local SEO strategy can be truly transformative for small businesses. Let’s explore a few real-world success stories that illustrate the power of optimizing for local search:

Case Study: Acme Plumbing & Heating

Acme Plumbing & Heating, a family-owned HVAC company in Denver, Colorado, struggled to stand out in the highly competitive local market. By revamping their Google Business Profile, building consistent citations, and creating targeted, location-specific content, Acme was able to climb to the top of the local pack and Google Maps results. This led to a 42% increase in website traffic and a 27% boost in lead generation within the first six months.

Case Study: Bella’s Bakery

Bella’s Bakery, a beloved neighborhood pastry shop in Colorado Springs, faced fierce competition from larger chains. By optimizing their local listings, encouraging customer reviews, and leveraging social media to showcase their unique offerings, Bella’s was able to dominate the local search results. As a result, they experienced a 35% surge in foot traffic and a 23% rise in revenue within the first year of their local SEO efforts.

These success stories demonstrate the tangible benefits of implementing a comprehensive local SEO strategy. By focusing on the key ranking factors and tailoring your approach to the specific needs of your local market, you can elevate your small business and outshine the competition.

google local ranking factors

Maximizing Your Local SEO ROI

Investing in local SEO can yield significant returns for small businesses, but it’s essential to approach it with a strategic mindset and a clear understanding of the potential ROI from digital marketing. Here are some tips to help you determine the value of your local SEO efforts:

  1. Track and Analyze Key Metrics: Monitor your local search rankings, website traffic, lead generation, and conversion rates to gauge the impact of your local SEO initiatives. This data will help you identify areas of success and opportunities for improvement.
  2. Calculate the Cost of Acquisition: Determine the average cost of acquiring a new customer through your local SEO efforts and compare it to that customer’s lifetime value. This will help you assess the long-term profitability of your strategy.
  3. Leverage Customer Insights: Gather feedback from your local customers to understand how they discovered your business and what role local search played in their decision-making process. This information can inform your future local SEO initiatives.
  4. Optimize for Measurable Goals: Set specific, measurable goals for your local SEO strategy, such as increasing website visits from local searches by 25% or boosting lead conversion rates by 15%. This will help you track your progress and justify the investment.

By taking a data-driven approach to your local SEO efforts and aligning them with your overall business objectives, you can ensure that your investment delivers a tangible and sustainable return.


In the ever-evolving world of local search, staying ahead of the curve is crucial for small businesses looking to thrive in the digital landscape. By understanding the latest Google local ranking factors, implementing a comprehensive local SEO strategy, and leveraging the power of Google’s RankBrain, you can position your brand as the go-to solution for your local customers.

Remember, local SEO is not a one-time endeavor but rather an ongoing process of optimization, adaptation, and continuous improvement. By dedicating time and resources to this critical aspect of your digital marketing strategy, you can unlock a world of possibilities for your small business, driving increased visibility, customer engagement, and long-term success.

Embrace the power of local SEO, and watch your small business soar to new heights in the local search results. The future of your company’s growth and prosperity lies in your ability to master the local Google ranking factors in 2024 and beyond.

Allan Todd

Allan Todd is CEO of Pagecafe Digital Marketing. In 2022, Allan teamed up with Infront Webworks to provide digital marketing, website design, content marketing, SEO and strategy and solutions to local businesses. Allan lives in Colorado Springs. More articles by Allan Todd