Factors Influencing Local SEO Ranking in 2023


In 2020, local search has quickly become one of the most important aspects of marketing a small business. So, what factors contribute to the success of a local SEO campaign?

Local SEO, while still in its infancy, is becoming more competitive than ever. Small businesses are realising the value of a comprehensive local SEO campaign, which provides them with increased search visibility and the ability to connect with local customers.

With increased awareness of the benefits of local search comes a complicated search algorithm system that has changed dramatically in recent years. Google and other search engines are constantly looking for ways to provide users with the most valuable and useful information nearby; thus, ranking well in local search results requires a strategic approach involving a plethora of factors.

While the exact local SEO ranking formula is unknown, we do know that several key factors work together to help local businesses appear higher in local search results and benefit from local visibility. Here are the top seven Local SEO Ranking Factors for 2020:

1. Google My Business

Google My Business, arguably one of the most important local SEO ranking factors, is a free tool created by Google to connect users with local businesses via Google Maps. Setting up your Google My Business listing correctly is critical to getting your business noticed by both Google and potential customers. Given that Google My Business is one of the first things users see when searching for a company on Google, it is critical to have your business listed, verified, and managed.

GMB signals such as proximity, contact information, categories, and updated content are used by search algorithms to analyse and decipher where and how your business is shown to people in your area.

It is critical for businesses to set up, claim, and verify their GMB listings; however, a comprehensive local SEO campaign will also work to optimise the listing for increased visibility.

2. On-Page Signals

When your website is analysed for local rankings, several on-page factors are taken into account. The first step is to use relevant keywords. To determine where your site belongs, search engines will look for the use of highly relevant and strategically placed keywords. Relevancy is critical for local SEO because the right keywords can help your site rank in specific areas relevant to your industry.

On-page ranking factors benefit from the presence of vital details such as name, address, and phone number (NAP) on pages. This information is used by Google to determine important proximity details for your rankings.

The mobile-friendliness of your website is another local SEO on-page ranking factor. By 2020, location will account for 30% of all Google mobile searches. It is critical for both local SERPs and user experience to have your website easily accessible and fast on mobile devices. People are always looking for nearby products and services; you can help them find you by optimising your pages for local search.

3. Online Reviews

Before making a purchase, customers will almost always read the available information about a company. Positive online reviews help to establish your company as trustworthy, dependable, and legitimate. Positive online reviews not only have a significant impact on potential clients’ decision-making processes, but they will also contribute to local search ranking factors in 2020.

Businesses that receive a high volume of positive online reviews and ratings will benefit from higher rankings. Local SEO ranking signals take into account the total number, frequency, diversity, and quality of reviews generated for the company.

When a company consistently receives genuine glowing reviews for their services, Google interprets this as a sign that customers are satisfied with the services provided. Furthermore, because Google prioritises the user, businesses with positive reviews will be served to users higher in the local search rankings. Encourage satisfied customers to leave positive reviews and ratings on platforms like Google Maps, Yelp, Glassdoor, and Trip Advisor as part of a strong local SEO campaign.

4. Backlink Profile

Backlinks are an important part of establishing authority for a local business. Local businesses should strive to gain links from local, relevant, and authoritative websites in order to have a positive impact on their website. Obtaining quality backlinks can be difficult – keep in mind that when it comes to other sites linking to yours, quality is more important than quantity.

Receiving backlinks to your website from other authoritative sites is a critical component of ranking high in search results. The number of linking domains, the relevancy of the links, the linking domain authority, and the anchor text used to link to your website are all local SEO ranking factors associated with backlinks.

5. Online Citations

Online directories and citations are the modern-day equivalents of the Yellow Pages. Citations are excellent for disseminating consistent information about a company on the web and obtaining local backlinks from legitimate and authoritative websites. Searchers use directories and citations to locate products and services as well as contact information. Citations are used by search engines to validate important information about a company.

For local SEO ranking factors in 2020, NAP consistency is critical. Check that your company’s name, address, and phone number are consistent across all directory and citation listings. The use of directories and citations confirms to search engines and users that your contact information is correct.

6. Behavioural Signals 

Google’s algorithm uses a variety of behavioural signals to determine the order of local search results. Behavioural signals are actions that your audience users take to indicate how they interact with local business listings and websites. The following are the most common user signals that are monitored:

  • Click-Through Rate (CTR)
  • Mobile Clicks to Calls
  • Social Media Check-ins

All of these factors are analysed by search engines to determine which businesses are the most relevant and receiving the most valuable attention from searchers. A comprehensive local SEO campaign will involve closely monitoring behavioural signals in order to make changes that will improve the user experience for local searchers. By keeping an eye on these indicators, you can help your local listing rank higher in search results and attract more local customers.

7. Local Content

Producing and publishing content that is relevant to your local community can improve your local search rankings significantly. Users enjoy interacting with brands on topics that are relevant, relatable, and community-centred. Local content can significantly improve local search rankings because search engines serve to provide exceptional value to users.

Local content includes blogs, news articles, videos, graphics, and event announcements about a specific location. You can significantly improve local visibility for your business by using key phrases and location-based terms in the copy to draw users and search engines in.


Identifying the factors and elements that influence Local SEO rankings is only the first step in your local search marketing journey. The sooner your company adopts local SEO, the better – competition is increasing, and local SEO is becoming critical for both brick and mortar and service-based businesses.

As you can see from the list of local ranking factors above, local SEO is no easy task for a small business. If you want to see long-term benefits from local SEO, you must take a comprehensive and systematic approach that incorporates the numerous factors involved in search visibility.

Working one-on-one with each client, we’ve gained a thorough understanding of the numerous local search ranking factors that businesses must consider. We do SEO for businesses of all sizes, but we particularly enjoy working on local SEO campaigns for one reason: our local campaigns deliver ridiculous ROI and generate massive amounts of qualified leads.

Local SEO is the most powerful and effective way to dramatically increase the quantity and quality of leads generated by an organic search for your business. Contact one of our local SEO specialists today to learn more about a local search for your business.

Need help with getting your business found online? Stridec is a top SEO agency in Singapore that can help you achieve your objectives with a structured and effective SEO programme that will get your more customers and sales. Contact us for a discussion now.