Oct 5, 2026

Local SEO Infographic: How Google Ranks Local Results

Q: What is prominence in local SEO?

Prominence is how well known a business is. Google looks at information from across the web, such as how many websites link to your business and how many reviews you have, and says more reviews and positive ratings can help your local ranking.

How Google ranks local businesses: relevance, distance and prominence, what you can do for each, and a Business Profile checklist.

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<a href="https://searchinsider.io/infographics/local-seo"><img src="https://searchinsider.io/research/local-seo/local-seo-infographic.png" alt="Local SEO infographic: how does Google rank local businesses? A map with a searcher and nearby business pins, Google's three local ranking factors of relevance, distance and prominence with actions for each, a Business Profile checklist and two warnings." style="max-width:680px;width:100%;height:auto;" /></a><p>Source: <a href="https://searchinsider.io/infographics/local-seo">Local SEO ranking factors infographic</a> by Search Insider.</p>

How does Google rank local businesses?

The short answer: Google weighs three things: relevance, distance and prominence. You can't pay for a better local ranking, but you can work on all three through your Business Profile.

Based on Google Business Profile Help.

What it shows

Relevance: how well your Business Profile matches what someone searches for.
Distance: how far your business is from the person searching. If they don't say where they are, Google uses what it knows.
Prominence: how well known your business is. Links and reviews count.
Verified profiles are more likely to show in search results.
There is no way to request or pay for a better local ranking.
Extra words in your business name aren't allowed and can get the profile suspended.

What to do

Setting up your Business Profile: Verify it and fill in every field: categories, hours, phone, website.
Every week: Ask for reviews and reply to them.

The walkthrough

How does Google rank local search results?

Google's local results are based mainly on three factors: relevance, distance and prominence ^[1]. A business that is farther away may still rank above a closer one if Google's systems judge it more likely to have what the searcher wants.

What does relevance mean in local SEO?

Relevance is how well a Business Profile matches what someone is searching for ^[1]. Complete, accurate information, such as categories, services and hours, helps Google match your business to the right searches ^[1].

How does distance affect local rankings?

Distance is how far each business is from the person searching ^[1]. If the searcher doesn't say where they are, Google uses what it knows about their location ^[1]. Make sure your address or service area is accurate and precise ^[2].

What is prominence in local SEO?

Prominence is how well known a business is ^[1]. Google looks at information from across the web, such as how many websites link to your business and how many reviews you have, and says more reviews and positive ratings can help your local ranking ^[1].

Does replying to reviews help local SEO?

Google says replying to reviews shows customers that you value their feedback ^[1], and that helpful replies show you are responsive ^[3]. Approved replies are posted publicly under the review, and the reviewer is notified ^[3].

Can you pay for a better local ranking on Google?

No. Google states there is no way to request or pay for a better local ranking ^[1]. Google Ads can place paid listings near local results, but they don't change where your Business Profile ranks.

Can you add keywords to your Google Business Profile name?

No. Your profile name should match your real-world business name ^[2]. Adding unnecessary information, such as taglines, phone numbers or service and location keywords, isn't permitted and could result in suspension of your Business Profile ^[2].

Sources

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