The 3 key local SEO criteria that determine Google rankings

Did you know that 46% of searches on Google have a local intent? At a time when users instinctively search for nearby establishments on Google, appearing in local searches is now a necessity, not just a competitive edge. And it’s exactly what decides your local authority score. Google calculates this metric according to three key criteria to decide how visible and credible a business is within a given geographic area. Here’s how it works!

Local authority and its SEO criteria

Local authority is a metric that assesses an establishment’s performance in Google’s local results and Local Pack. It depends on three main pillars:

• Awareness of the establishment in its geographic area,
• The relevance of its listing according to the search request,
• The distance between an outlet and the person performing the search.

Although Google is rather vague about its precise selection criteria, the tech giant has stated that its ranking method is based on these three pillars. By combining this data, the algorithms determine establishments’ rankings and display the results that best match the searcher’s needs.

The difference between local authority and SEO authority

Local authority measures the visibility and credibility of a company in a specific geographic area. SEO authority, on the other hand, measures the overall credibility of a website, notably through its content, technical optimisation, and backlinks.

Local authority measures the visibility and credibility of a company in a specific geographic area. SEO authority, on the other hand, measures the overall credibility of a website, notably through its content, technical optimisation, and backlinks.

1. Awareness

Awareness (also called “prominence”) measures how well-known, trusted, and recommended an establishment is in the eyes of Google and users.

Considered the most important pillar, this metric analyses the volume and quality of reviews, the average rating, user engagement signals (clicks, time spent, interactions, etc.) of a Google listing, alongside the online presence on other trusted sites (local directories, media outlets, partners).

The search results also factor in real-world awareness of an establishment. Some businesses are more well-known than others and therefore easier to find in search results. Big brands, hotels, museums, landmarks, and famous restaurants typically reap the benefits. That said, a local company with no brand prominence can forge its e-reputation with a structured strategy and a constant online presence.

Partoo will enhance your e-reputation thanks to Review Management!

Time to change gear: don’t leave your outlets’ online presence to chance! With Partoo, you can master your e-reputation on Google and give your competitors a serious run for their money.

Time to change gear: don’t leave your outlets’ online presence to chance! With Partoo, you can master your e-reputation on Google and give your competitors a serious run for their money.

2. Relevance

This pillar measures how well the information on your establishment’s listing query. To improve your chances of topping the qualified search result list, your Google listing should be as complete and accurate as possible, and contain the right keywords. This pillar is the easiest to master, as you can optimise your listing using practical and technical improvements.

3. Distance

The distance (or proximity) measures how close your establishment or a place mentioned (“garage London NW10 or “nearby Italian restaurant”) is to a user’s location. This ranking is crucial when it comes to discovery searches, as in when a user wants to see nearby options rather than searching for something specific.

However, Google may decide to rank a more distant establishment higher up if the awareness and relevance metrics are significantly better than that of a closer competitor. So, it’s vital you don’t solely rely on geographics.

How to optimise local SEO in 2026?

While Google’s algorithms are a closely guarded secret, they have stated said that optimising Google profiles will boost local ranking. Here are Partoo’s invaluable tips for topping search engine results.

Regularly complete and update your Google Business Profile listing

Google recommends completing all the fields available on the listing to boost your local authority. The more complete, consistent, and regularly updated your data is, the more likely Google will deem your listing relevant to a given query.

Here are the Google profile optimisations that need to top your to-do list:

• Select a relevant main category and up to nine secondary categories that cover all the services you offer.
• Fully complete your Google listing: NAP (name, address, phone), optimised description, openinghours (including special ones), attributes, website and social media links, etc. The aim is to ensure your information is consistent across the entire web.
• Integrate relevant keywords but avoid keyword stuffing!  
• Regularly publish Google Posts to share your latest news, offers, or seasonal promos. It’s a terrific way to deliver content to users AND reassure Google your business is active.

Develop local awareness through customer reviews

Google reviews are now the most powerful local SEO signal. A listing that regularly receives reviews followed by a speedy, personalised reply tells Google and Internet users that you’re dependable and very much up-and-running. Here are some touchpoints that will improve local awareness:

• Always ask for a review after a purchase or visit to increase your listing’s number of reviews and its average rating.
• Reply to all reviews,both positive and negative, ideally within 24-48 hours, to show Google you’re responsive and care about your customers.

Post relevant, high-quality visual content

Great photos are a big plus for general marketing, but they’ll also boost your SEO. Your establishment will significantly up its ranking the more photos (good quality ones especially!) you post. Here are the best practices to develop your Google listing’s visual content:

• Regularly add high-quality photos of your outlets, teams, products and services.

• Highlight flagship in-store products and services to cement an effective web-to-store strategy.

• Boost your online presence across the web (such as directories, articles, local links, social media, etc.).

Key takeaways from the Whitespark study on local SEO criteria

Whitespark is a global SEO leader, and published its latest study on local search ranking factors in November 2025. This edition has gathered information from 47 local SEO experts, centred around 187 potential factors, with scores based on their impact on local organic ranking, conversion, and visibility in AI-generated search results.

Noted trends confirm that certain actions are essential if you want to top Google Maps and Local Pack rankings. These include defining your main category, the accuracy of opening hours (crucial for real-time availability) and proximity management. This study once again underlines the importance of working on these three main pillars to dominate local search results.