Does it feel like your local competitors are always one step ahead in Google’s Map Pack, even when you’ve ticked every SEO box? You’re not alone. Many businesses struggle to crack the code of local rankings, investing time in tactics that move the needle very little. The solution: focus your efforts on the handful of factors that still drive local visibility—the ones Google’s algorithm actually cares about.
In this post, we’ll explore the tiered system for local SEO ranking factors, highlighting what really matters, what’s “nice to have,” and what you can safely ignore according to the latest research and expert consensus for 2024.
Must-Do Local SEO Actions (A Tier)
To rank reliably, prioritize these foundational ranking factors.
1. Keywords in Page Titles
Google’s algorithm weighs your landing page’s meta title heavily—make sure the page linked from your Google Business Profile (GBP) includes your target keyword. For example: “Walker and Associates Family Law | Chicago”.
2. Primary (and Accurate) Business Category
Your GBP category signals to Google exactly what services you offer. It’s essential to choose the single most relevant primary category (“Dentist” versus “Dental Clinic”), plus any real secondary categories that apply.
3. Complete and Verified Business Profile
A half-filled profile will tank your visibility. Fill out every section—hours, attributes, description, photos, and services—then verify your address with Google. This forms the core of your authority and trustworthiness online.
4. City Name in Website Content
Your business location should be woven naturally through your site’s content, especially on pages linked from your GBP. This signals to Google that you’re relevant for local searches (“Denver’s Top House Cleaners”).
Should-Do Actions (B Tier)
These factors help you climb higher, but only after you’ve nailed the essentials.
5. Keywords in Your Business Name
If your registered business name can be updated to include your service and city—without sounding spammy—this boosts rankings. However, only do this if you can comply with Google’s real business name policy (no stuffing or faking allowed).
6. Review Star Ratings
High-quality, five-star reviews build trust, encourage customer conversions, and provide a strong Google ranking signal. Encourage genuine feedback immediately after service completion.
7. Review Quantity and Quality
The number of reviews—especially detailed, text-based feedback—also matters, though it’s less important than your average star rating.
8. Physical Location Within Target City
Google prefers businesses operating within the actual city or town sought by the user. If possible, set up your actual address right where your best customers are searching.
9. Keywords in Website Headings
Target keywords in your H1 and H2 tags (“Lawn Care in Birmingham”) give Google extra confidence about your core offerings and location relevance.
10. Dedicated Service Pages
Build dedicated web pages for each major service and link them from your GBP. This increases organic visibility and supports stronger local signals.
11. Internal Links to Landing Page
Link to your GBP landing page from other relevant pages across your site, concentrating your local SEO value and authority where Google is looking.
Good to Haves (C Tier)
Nice signals, but with limited practical impact.
Proximity to City Center
Being located near the literal geographic center of your target city can help, but it’s rarely feasible to move just for SEO purposes.
Proximity to the Searcher
Google shows “nearby” businesses first, which you can’t control for every user unless you operate from multiple strategic locations.
Do When There’s Time (D Tier)
These activities are less likely to deliver game-changing results.
Consistent Citations
Ensure your business Name, Address, and Phone (NAP) data is consistent across directories, but Google is less strict about formatting mismatches now than in prior years.
Local Backlinks
Aim for inbound links from locally relevant organizations and websites. These are valuable, but only after primary optimizations are in place—they’ve become harder to earn and less potent over time.
Wastes of Time (F Tier)
Stop investing in myths and outdated tactics!
Social Signals
Posting or engaging regularly on social media doesn’t sway your Google rankings directly. It can help with branding and customer trust but won’t affect Map Pack placement.
Geotagging Images
Adding location data to images used to matter but is now ignored by Google’s local algorithms—don’t waste time here.
Service Area Settings
Expanding your service area coverage in GBP is useful for customer discovery, not higher rankings—even if you “cover” many towns or postal codes.
Extra Keywords in Profile
Stuffing GBP profile descriptions or services with keywords may read well for users, but it doesn’t change your ranking performance.
Channel Your Efforts for Maximum Local SEO Wins
If you feel stuck watching rivals outpace you in the Map Pack, shifting focus to the real drivers of local SEO is key. Nail the must-do foundation first, layer in secondary actions, and avoid the timewasters. In 2024, Google’s algorithm rewards comprehensive, authentic business profiles, smart keyword use, and genuine reviews above all else. By focusing on these proven priorities, your local business can move closer to those coveted top spots—and stay there.
Have questions about optimizing your own Google Business Profile, or insights from your ranking journey? Share your experience below—let’s help each other dominate local search in 2024.