Local Search Rankings: Controllable vs. Non-Controllable Factors

Jared Broussard • March 11, 2025

When you search for a business on Google—like a coffee shop or a plumber—you might notice that the results change based on where you are or what you are searching for. That's because Google uses a mix of different factors to decide which businesses to show you first.


Companies can control certain factors, such as updating their information and collecting customer reviews. However, they cannot control things like a searcher's location or changes to Google's search algorithm. Understanding this difference helps businesses focus on strategies that improve their chances of appearing in local search results.


The Big Three Local Search Ranking Factors

Local search rankings are determined by three core elements: Relevance, Proximity, and Prominence. These factors define how Google decides which businesses to show in search results. If you'd like an in-depth breakdown of these ranking factors, check out our recent blog on ranking factors in the Google Map Pack. For now, let's focus on what you can and can't control when it comes to optimizing for local search.


GET YOUR LOCAL SEARCH AUDIT


What You CAN Control: Factors That Impact Local Search Rankings

While you can't manipulate Google's algorithm or a user's physical location, you can optimize key areas that influence your business's local search visibility.


1. Google Business Profile Optimization

Your Google Business Profile (GBP) plays a significant role in local search. Keeping your Google listing updated and optimized   helps ensure that Google recognizes your business as a relevant result for local searches.

  1. Ensure your business name, category, and description accurately reflect what your business does.
  2. Select the most relevant categories (one primary and up to nine secondary) to improve search alignment.
  3. Keep your hours updated, as businesses open at the time of a search often rank higher.


2. Website Optimization

Your website's structure and content   contribute significantly to your local search ranking. Google looks at website signals to determine how well your site aligns with local queries.

  1. Create localized content that speaks to your community and target customers.
  2. Optimize on-page SEO elements (title tags, meta descriptions, headers) with local keywords.
  3. Ensure your NAP (Name, Address, Phone Number) information is consistent across your website and GBP.


3. Online Reviews & Reputation Management

Google heavily factors review quantity, frequency, and sentiment into rankings. A well-managed review strategy can improve both search visibility and customer trust.

  • Encourage satisfied customers to leave positive reviews on Google and other review platforms.
  • Respond to reviews—both positive and negative—to show engagement and build credibility.
  • Maintain a steady stream of recent reviews, as Google gives more weight to fresh feedback.


4. Local Citations & Backlinks

Your business's presence across directories and local sites can boost your authority and search rankings.

  • Ensure your business is listed consistently on directories like Yelp, Apple Maps, Bing Places, and industry-specific sites.
  • Acquire backlinks from reputable local sources, such as local news sites, business associations, and community blogs.


What You CAN'T Control: Uncontrollable Local Search Factors

Unfortunately, not all aspects of local SEO are within your control. These factors can influence your ranking but aren't something you can directly adjust or optimize.


1. User-to-Business Proximity

One of the biggest factors in local search is how close the searcher is to your business when they search. Google prioritizes businesses near the searcher's location, meaning a competitor that's located closer to the searcher may have an advantage.


This factor is especially true for "near me" searches, where Google's algorithm works to provide the most geographically relevant results. If your business isn't appearing as often as you'd like for these searches, there are still ways to improve your visibility. Learn more about optimizing for "near me" searches here.


2. Competitor Actions

You don't operate in a vacuum—your competitors are also working to improve their local SEO. If they invest more in reviews, backlinks, or website optimization, they may outrank you.

  • You can't control their digital marketing efforts, but you can monitor their strategies and adjust accordingly.
  • Focus on differentiating your business with superior service, engagement, and content.


3. User Behavior & Search Customization

Google tailors search results based on individual user behavior, including past searches, browsing history, and engagement with specific businesses.

  • Users who frequently interact with a competitor's listing may see it ranked higher in future searches.
  • You can't control this directly, but you can improve engagement by encouraging clicks, calls, and reviews on your GBP listing.


4. Google's Algorithm Updates

Google frequently updates its ranking algorithm, sometimes shifting what factors matter most in local search.

  • You can't predict or influence these updates, but you can stay informed and adapt your strategy accordingly.
  • Businesses that focus on long-term, best-practice SEO strategies will be better positioned to withstand algorithm changes.


Focus on What You Can Control

The key to successful local SEO is maximizing the factors you can control while understanding the limitations of those you can't. By consistently optimizing your Google Business Profile, website, reviews, and citations, you'll improve your chances of ranking well—regardless of uncontrollable variables like searcher location or competitor actions.

If you're looking to take your local search presence to the next level, start by optimizing what's in your control—and let the rest take care of itself.

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