Local SEO Ranking Factors

The Top Local SEO Ranking Factors for 2023

Table of content

Hear the blog instead

Understanding the Importance of Local SEO in 2023

Before we dive into the specific ranking factors, let’s take a moment to understand the importance of local SEO in the current digital landscape. Local SEO refers to the practice of optimizing your online presence to attract customers from a specific geographic area. As more and more people turn to the internet to find local businesses and services, having strong Local SEO Ranking Factors can significantly impact your business’s success.

Local SEO Ranking Factors is not just about ranking higher in search engine results; it’s about connecting with your target audience on a local level. When potential customers search for products or services in their area, they are more likely to trust and choose businesses that appear in the local search results. By implementing effective local SEO techniques, you can improve your visibility and credibility among local consumers.

Predicted Changes in Local SEO for 2023

As we look ahead to 2023, we can expect some notable changes and trends in local SEO. One of the significant shifts will be the increasing importance of personalized search results. Search engines like Google are constantly refining their algorithms to show search results tailored to individual users. This means that businesses will need to focus more on delivering personalized content and experiences to their local customers.

Personalization in Local SEO Ranking Factors can involve various factors, such as location, search history, and user preferences. Businesses will need to gather data and insights about their target audience to create customized content that resonates with their local customers. This could include personalized offers, recommendations, and localized messaging to enhance the overall user experience.

Another predicted change in Local SEO Ranking Factors is the growing significance of voice search optimization. With the rise of voice assistants like Siri, Alexa, and Google Assistant, more people are using voice commands to search for local businesses. Optimizing your website and content for voice search queries can help you capture this growing segment of users and improve your local search rankings.

Additionally, the integration of augmented reality (AR) and virtual reality (VR) technologies into local SEO strategies is expected to gain traction in 2023. Businesses can leverage these immersive technologies to provide virtual tours of their physical locations, showcase products in an interactive way, and create engaging experiences that drive customer engagement and conversions.

Key Local SEO Ranking Factors to Consider

When it comes to local SEO, there are several key factors that can greatly impact your search rankings. In addition to the well-known factors such as website optimization and link building, there are specific elements that are particularly important for local businesses. Let’s take a closer look at some of these factors.

The Top Local SEO Ranking Factors in 2023

Local Pack Local Organic
Google Business Profle (32%) On-page (36%)
On-page (19%) Links (26%)
Reviews (16%) Behavioral (9%)
Links (11%) GBP (9%)
Behavioral (8%) Personalization (7%)
Citations (7%) Citations (7%)
Personalization (6%) Reviews (6%)

This table illustrates the top local search engine ranking factors as perceived by the expert survey respondents for the year 2023. The factors are categorized into two distinct sections: Local Pack and localized organic results.

What’s the difference between the Local Pack and localized organic results?
In this survey, we distinguish between these two sets of results due to the distinct algorithms employed by Google to present them. The Local Pack comprises Google Business Profiles, whereas the localized organic results consist of the conventional ‘blue links’ directing users to websites.

Locak Pack and Local Results

We’ll delve deeper into the specific factors shortly, but for now, let’s examine how the Local Ranking Factors survey has tracked ranking trends over time. This will provide you with an overview of the factors influencing local search rankings in 2023 and provide insights into potential directions for the upcoming year.

If your goal is to enhance both Local Pack and localized organic rankings simultaneously, it can be beneficial to assess the combined average importance of local SEO ranking factors:

1. On-page optimization (28%)
2. GBP (21%)
3. Links (19%)
4. Reviews (11%)
5. Behavioral (9%)
6. Citations (7%)
7. Personalization (7%)

It’s crucial to keep in mind that each of these factors will demand varying levels of time investment. The percentage does not directly correspond to the amount of time that should be allocated to each factor.
For example, link building is an ongoing task that is quite time-intensive, whereas Google Business Profile (GBP) setup and management should not take too much of your time.

Local SEO Ranking Factors 2013-2023

As with Google’s regular search algorithm, the local algorithm is often updated by Google. This ongoing fluctuation means that doing the best job for your clients will require you to pay ongoing attention to what’s happening in the SERPs.

If you’re an agency working specifically with local businesses, being vigilant to the changing local environment can be critical to success. The factors that have the biggest impact on local search engine rankings can make a huge difference in customer conversions, so changes in importance should be monitored closely.

As with the 2020 and 2021 Local Search Ranking Factors surveys, social signals aren’t included in the 2023 results. Social signals have been decreasing in importance in relation to local search rankings for a while, so it makes sense to exclude them entirely from the survey.

The Top 15 Individual Local Search Ranking Factors

Local Pack/Finder Local Organic
Primary GBP category Dedicated Page for Each Service
Keywords in GBP business title Internal linking across the entire website
Proximity of address to the point of search Quality/authority of inbound links to domain
Physical address in city of search Geographic (city/neighborhood) keyword relevance of domain content
Additional GBP categories Keywords in GBP landing page title
High numerical Google ratings Quantity of inbound links to domain from locally-relevant domains
Completeness of GBP listing Topical (product/service) keyword relevance across entire website
Quality/authority of inbound links Volume of quality content on service pages
Keywords in native Google reviews Volume of quality content on entire website
Removal of spam listings Keywords in anchor text of inbound links to domain
Keywords in GBP landing page title Diversity of inbound links to domain
Quantity of native Google reviews (with text) Mobile-friendly/responsive website
Verified GBP listing Quantity of inbound links to domain from industry-relevant domains
Quality/authority of inbound links to GBP landing page URL Keywords in GBP Landing Page Headings
Proper placement of map pin Website’s degree of focus on a specific niche

Focusing your efforts on the specific factors listed in the table above is a valuable strategy for advancing your local search optimization. Nevertheless, it’s essential to recognize that numerous additional contributing factors exist beyond those presented here. Therefore, it’s crucial to attend to a diverse array of optimization tasks.

Importance of Google My Business in Local SEO Ranking Factors

Google My Business is perhaps one of the most crucial factors to consider when it comes to local SEO. This free tool provided by Google allows businesses to create a profile that appears in local search results and Google Maps. Having a well-optimized and regularly updated Google My Business profile can significantly impact your local search rankings.

Another important aspect of Google My Business is engaging with customer reviews. Positive reviews not only improve your business’s credibility but also impact your local search rankings. Encourage satisfied customers to leave reviews about their experience, and don’t be afraid to address negative feedback in a professional and prompt manner. This shows potential customers that you value their feedback and are committed to providing excellent service.

Google Business Profile Signals

Key individual ranking factors within Google Business Profile encompass the primary category, the incorporation of keywords in the business name, and the proximity of the address to the point of search.

The influence and significance of Google Business Profile (GBP) in relation to Local Pack/Finder rankings have been consistently on the rise since 2018. Nonetheless, its importance for localized organic results has exhibited some fluctuations. Notably, while the impact of GBP within the Local Pack maintains its position as the foremost ranking factor in 2023, it has experienced a decrease from 36% in 2021 to 32%.

2013 2014 2015 2017 2018 2020 2021 2023
Local Pack/Finder 23% 20% 22% 19% 25% 33% 36% 32%
Localized Organic Results 10% 10% 8% 7% 9% 7% 6% 9%

The general uptrend in the importance of Google Business Profile (GBP) for local rankings in recent years aligns with Google’s ongoing efforts to refine and enhance this tool. Frequent additions of new features aimed at improving user experiences have naturally increased the value of GBP for local business owners.
Nonetheless, the slight reduction in the number of expert respondents identifying GBP as the most crucial ranking factor for the Local Pack/Finder implies a heightened emphasis on other ranking signals.

The Impact of Online Reviews and Ratings

Online reviews and ratings are considered essential by both search engines and consumers. In fact, studies have shown that the majority of consumers read online reviews before making a purchase decision. Positive reviews not only improve your business’s credibility but also impact your local search rankings.

Encouraging satisfied customers to leave reviews about their experience can greatly benefit your business. This can be done through various methods such as sending follow-up emails, providing incentives, or simply asking customers in person. It’s important to make the process as easy as possible for customers to leave reviews, whether it’s on your website, social media platforms, or third-party review sites.

Addressing negative feedback is equally important. When customers see that you are actively addressing and resolving issues, it builds trust and shows that you value customer satisfaction. Responding to negative reviews in a professional and prompt manner can help mitigate any potential damage to your reputation.

Importance of Localized Content
Creating localized content is another vital aspect of optimizing your website for local SEO. Tailoring your content to specific geographic areas helps search engines understand the local relevance of your business.

One way to incorporate localized content is by using local keywords throughout your website. These keywords should reflect the terms and phrases that people in your target location are likely to use when searching for products or services similar to yours. By including these keywords strategically in your content, meta tags, and headings, you can increase your website’s visibility in local search results.

In addition to keywords, you can also include references to nearby landmarks or events in your content. For example, if you run a restaurant in a popular tourist area, you can mention nearby attractions or festivals that may attract potential customers. This not only helps search engines understand the local relevance of your business but also provides valuable information to users who are looking for businesses in your area.

Creating location-specific landing pages is another effective way to optimize your website for local SEO. These pages can provide detailed information about your business’s presence in different locations, such as addresses, phone numbers, and operating hours. By creating dedicated landing pages for each location, you can target specific keywords and improve your website’s visibility in local search results.

The Role of Meta Descriptions and Title Tags
Meta descriptions and title tags are HTML elements that provide concise summaries of your web pages. While they may not have a direct impact on local search rankings, they play a crucial role in attracting potential customers to click on your website in search results.

In conclusion, optimizing your website for local SEO requires a combination of technical and content-related strategies. By ensuring that your website is mobile-friendly, creating localized content, and optimizing your meta descriptions and title tags, you can improve your website’s visibility in local search results and attract more customers to your business.

Leveraging Social Media for Local SEO

Local SEO and Social Media Engagement
Engaging with your local community on social media can have a significant impact on your local SEO efforts. By sharing relevant and valuable content, responding to comments and messages promptly, and participating in local discussions, you can increase your brand visibility, build a loyal customer base, and improve your local search rankings.

Future Trends in Local SEO

Voice Search and Local SEO
Voice search is rapidly gaining popularity, and its impact on local SEO cannot be ignored. With the rise of virtual assistants like Siri and Alexa, optimizing your website for voice search queries is crucial for staying ahead of the curve. Consider how people might ask questions verbally when creating content and include natural language phrases that align with your local audience’s search habits.

The Role of Artificial Intelligence in Local SEO
Artificial Intelligence (AI) is revolutionizing the way search engines understand and rank content. AI-powered algorithms are becoming more adept at understanding user intent and delivering personalized search results. As AI continues to evolve, businesses should focus on creating high-quality, relevant, and user-focused content that resonates with their local audience.

As we navigate through the ever-evolving world of local SEO, it’s essential to stay up to date with the latest trends and adapt our strategies accordingly. By understanding and implementing the top local SEO ranking factors for 2023, businesses can position themselves ahead of the competition, attract more local customers, and drive sustainable growth.


What are the key differences between Local Pack and localized organic search results?
The Local Pack typically consists of Google Business Profiles and map-based listings, while localized organic results are traditional web page listings. Local Pack focuses on physical locations, while localized organic results point to websites.

What are some of the most important individual ranking factors for Google Business Profiles (GBP) in 2023?
Key GBP ranking factors include the primary category, the use of keywords in the business name, and the proximity of the business address to the searcher’s location.

How has the significance of GBP evolved over the years, and why is it important for local business owners?
The significance of GBP has been on the rise due to Google’s continuous improvements and user experience enhancements. Local business owners find it valuable because it directly affects their visibility in local search results.

What should businesses keep in mind when allocating time to different ranking factors?
The percentage values in the survey do not directly correlate with the time investment required. It’s important to prioritize and allocate time based on the specific needs and goals of your business.

Share this post:

Increase customer reviews, customer reviews guide
Get Your Free eBook
A complete guide to boosting your business ’ reputation using positive customer reviews
Skip to content