WhiteSpark’s 2023 Local Search Ranking Factors report is out and full of helpful insights into what marketers care most about local search optimization right now—and where to prioritize as you plan for the year ahead.
Developed by David Mihm in 2008 and adopted by Darren Shaw in 2017, this report has become one of the industry’s most trusted sources for insight into local ranking factors. This year, 44 prominent local SEO experts were surveyed on 149 potential local ranking and conversion factors.
As Shaw notes in his report, neither he nor the survey participants have specific access to the internal workings of Google’s local search algorithm. Rather, the survey gives us an overview of what industry professionals, based on their extensive experience as local SEO practitioners and researchers, consider to be the most important factors for ranking in the Map Pack and local organic search results.
In this post, we look at the key takeaways from this year’s report. First, let’s review some key changes in this year’s survey for more context.
What’s new in Local Ranking Factors Report 2023?
Potential ranking factors have been grouped into the same seven broad categories this year as last year, namely:
- Google Business Profile Signals
- signals on the side
- check signals
- link signals
- behavioral signals
- citation signals
- personalization
However, the perceived weight of each group in Google’s local algorithms changes as the various factors within it shift. For example, Google Company Profile signals were perceived as slightly less important this year than last year, while on-page signals gained importance from 2022 onward.
Image courtesy of Whitespark
Shaw wrote in his report, “Local search professionals are investing more time and resources into website content in 2023, and seeing how that work translates into improved local Pack/Finder and local organic results.”
He dismisses the slight increase in the importance of personalization signals, writing that although they’ve increased from 4% to 6%, he wouldn’t worry too much. Shaw explains, “Personalization will always play a small part in search results, and there’s nothing you can do about it.”
Importantly, the survey structure has changed for 2023. In previous years, respondents were asked to select their top 20 factors in each category and rank them in order of importance. This produced somewhat random results after the top 10, and Shaw wanted to give marketers a more robust view of the perceived value of all ranking factors.
Rather than just sorting the top factors, this year the panel of experts was asked to rank each of the 149 potential factors on a scale from 1 to 5, as seen below:
Image courtesy of Whitespark
“This will give us information about the perceived ranking and conversion impact of all potential factors, not just the top 20 factors,” says Shaw.
Other notable changes in this year’s Local Ranking Factors survey include:
A new section entitled “Risk Factors of Exposure”
Shaw explains, “The survey has always had a negative ranking factors section, but Yan Gilbert wisely points out that some of the factors on this list would be classified as suspension risks rather than factors that can hurt your ranking. I thought this was a great idea, so in the Negative Factors section, I asked participants to rate each damaging factor in terms of negative ranking impact and suspension risk.”
A new table of factors for local services ads
Shaw asked the contributors who work with clients on LSAs what they see as the most important ranking factors. He then ranked their responses by the number of mentions each factor received and compiled them into a new table of LSA factors for optimizing LSA packs.
A new chart on how local SEOs are using AI
Contributors were asked how they use AI in local SEO. The top five aggregated responses were:
- Creating content that is then edited by a human
- Content Idea/Inspiration
- Keyword research and topic classification/clustering
- Running images via Google Vision AI
- Write spreadsheet formulas
The most important Google search ranking factors in 2023
Here are the top ranking and conversion factors according to Whitespark’s survey:
Ranking Factors for Local Pack/Map Pack:
- Primary GBP category
- Keywords in GBP business title
- Proximity of address to search point (seeker business distance)
- Physical address in the city of search
- Removal of spam entries by combating spam
Local organic ranking factors:
- Separate page for each service
- Internal linking throughout the site
- Quality/authority of inbound links to the domain
- Geographic (city/neighborhood) keyword relevance of domain content
- Keywords in landing page title in GBP
Conversion Factors:
- High numerical Google ratings (e.g. 4-5)
- Positive sentiment in the review text
- Mobile-friendly/responsive website
- Number of native Google reviews (with text)
- Separate page for each service
Essential local SEO takeaways for multi-location brands
Each year, Whitespark’s Local Search Ranking Factors gives us a front-row seat for what the best and brightest local SEO practitioners focus on — and don’t spend time or budget on. Brands can use this to guide their local SEO strategy and determine what deserves their attention the most. Here are some of the key takeaways and insights from this year’s survey.
Quality local content is becoming increasingly important
Link signals and Google business profile signals decreased slightly in importance, while on-page and behavioral signals increased. Content is an integral part of the local customer experience, and the quality bar has risen significantly as search engine competition continues to increase.
It’s imperative to have a defined process and tools that allow local stakeholders to create rich content without sacrificing brand control. Cash this Content tips for more effective local marketing.
Local service ads are gaining traction and expanding into new categories
This ad format appears above PPC results and is a great way to increase your brand’s visibility, especially in crowded markets where you don’t already have an organic ranking. Shaw added a new table of LSA factors to his report this year, and you can learn how local service ads work and what you need to do to get started in this article.
Local SEOs are experimenting with innovative ways to use ChatGPT
According to survey results, using generative AI like ChatGPT to create content that is then edited by human experts is the most common use of this technology to date. This editorial process is critical, especially at the brand level, where publishing misinformation can have significant legal and PR ramifications. See How ChatGPT affects local SEO to learn more.
Google reviews are an important part of ranking and conversion
Reviews are more than social proof; You are a heavily weighted local search ranking factorto.
Corporate brands need the technology to search for new reviews across platforms, triage and escalate negative reviews, alert local stakeholders to reviews that need to be tracked, and gather actionable insights for the brand. Local reviews are not just a record of what customers are saying about your brand, but an important opportunity to connect and engage in the moments that matter.
Learn more by viewing all results from this year’s 2023 Local Search Ranking Factors Survey. The full report is available without download At Whitespark website.
