2023 Local Search Ranking Factors Report

Whitespark's annual Local Search Ranking Factors survey aggregates insights from dozens of leading local SEO practitioners to identify the most influential factors in local pack and local organic rankings. The 2023 edition reveals continued evolution in how Google evaluates local businesses, with notable shifts in the relative importance of various signals.

Google Business Profile Signals

Google Business Profile optimization remains the single most important factor group for local pack rankings, accounting for approximately 32% of ranking influence. Key GBP factors include primary category selection, business name relevance to search query, and proximity to the searcher's location. The research notes that complete profile optimization, including photos, attributes, and regular posts, correlates with improved visibility.

On-Page Signals Gain Importance

On-page signals showed increased importance in the 2023 study, now representing roughly 19% of local pack ranking factors. This includes NAP (name, address, phone) presence in website content, keyword optimization in title tags, and the presence of location-specific landing pages. For local organic results, on-page factors account for an even larger share of the ranking equation.

Review Signals and Sentiment

Review signals continue to represent approximately 16% of local pack ranking influence. However, the study notes increasing sophistication in how Google evaluates reviews, with sentiment analysis and review velocity playing larger roles alongside raw quantity. Responding to reviews, particularly negative ones, emerged as a notable factor that practitioners believe influences rankings.

The Role of Links and Citations

Link signals and citation signals together account for roughly 23% of local pack factors. The research indicates that link quality matters more than quantity, with links from local and industry-relevant sources carrying particular weight. Traditional citation building has decreased in importance as Google has improved its ability to validate business information through other means.

Source: Whitespark