Understanding What Drives Local Search Rankings

The Local Search Ranking Factors report from Whitespark is one of the most widely referenced studies in the local SEO industry. Compiled from the insights of dozens of experienced local search professionals, the report analyzes the signals that appear to have the greatest influence on how businesses rank in Google’s local results.

The 2021 edition explores 132 potential ranking factors and breaks them into categories such as Google Business Profile signals, reviews, on-page website optimization, links, and citations. The goal is to help marketers and business owners better understand what strategies are most likely to improve visibility in Google’s local pack, maps results, and local organic rankings.

One of the biggest takeaways from the report is the growing importance of Google Business Profile optimization and customer reviews, both of which continue to gain influence in local rankings. Experts also note that while citations still matter, their overall impact has declined compared to other signals like profile completeness, categories, and review activity.

For anyone working in local SEO, the report provides valuable insights into how the local search landscape is evolving and what actions can help businesses improve their visibility and attract more customers.

Read the full study: 2021 Local Search Ranking Factors