SearchLab Digital’s Chief Operating Officer, Greg Gifford, presented a comprehensive guide to local SEO, emphasizing that it utilizes a separate algorithm from traditional Google search, with unique signals and weighting. The strategy focuses on optimizing a business’s digital pattern to align with how Google functions as a pattern detection program. Core local SEO principles remain largely isolated from AI disruptions, as AI systems continue to reference location-based entity information from established mapping services, making well-optimized websites and profiles essential.
Key Local Search Ranking Factors
Based on the Local Search Ranking Factor Study, the weighting of signals varies significantly across different search result types.
Localized Organic Factors
Factor
Weight
Key Metric / Process
On-page
33%
Geolocation phrases in title tags, H1s, and alt text.
Links
24%
Local links (low authority sources like churches are valuable); nofollow links still contribute.
Behavioral
10%
Encouraging engagement and memorable, distinctive content to promote return visits.
Personalization
8%
Specific to the individual searcher.
Google Business Profile (GBP)
7%
Complete profile details; use UTM tracking on website links.
Citations
7%
Accurate and consistent Name, Address, Phone (NAP) data.
Reviews
6%
Volume and sentiment; proactive requesting and responding.
Social
5%
Social media activity and signals.
Local Pack / Google Maps Factors
Factor
Weight
Key Metric / Process
Google Business Profile (GBP)
32%
Correct primary category and accurate business hours.
Reviews
20%
Crucial for visibility; having more than competitors is key.
On-page
15%
Landing page optimization.
Behavioral
9%
Actions like clicks, driving directions, and profile views.
Links
8%
Local link equity flowing to the linked landing page.
Citations
6%
NAP consistency.
Personalization
6%
Specific to the individual searcher.
Social
4%
Social media signals.
AI Search Factors
Factor
Weight
Key Metric / Process
On-page
24%
Content specificity and originality.
Reviews
16%
Sentiment analysis from authentic customer perspectives.
Citations
13%
Accurate entity information for AI systems to reference.
Links
13%
Link equity; off-site mentions are also highly important.
Google Business Profile (GBP)
12%
Accurate, complete, and verified entity data.
Personalization
9%
Specific to the individual searcher.
Social
9%
Social mentions and visibility.
Behavioral
4%
User engagement metrics.
Actionable Takeaways for Local SEO
Website Content Optimization
Create Human-First Content: Optimization should target the user journey, recognizing customers rarely convert on their first visit, especially for high-cost items. Content must be memorable and distinctive.
The Specificity Test: If your content would still work for a similar business in a different city with only name/location changes, it is not sufficiently specific to your local area.
Page Structure: Have dedicated pages for specific search phrases, aiming to be the best local answer. Include geolocation phrases in title tags, H1s, and alt text.
Blog Strategy: Focus on “pre-funnel content” (mid-to-upper funnel) about local information (e.g., local guides) to build local relevancy and brand awareness.
Google Business Profile (GBP) Management
Crucial First Impression: GBP is the most influential factor in the Local Pack (32% weight).
Configuration: Fill out all fields except “areas served” for brick-and-mortar locations. Add UTM tracking to the website link in the GBP to improve analytics attribution.
Schema: Local business schema should only be on the landing page linked from the GBP (typically the homepage).
Business Hours: Maintain accurate business hours, as Google’s “openness update” prioritizes open businesses in search results during relevant times.
Link Building and Off-Site Signals
Local Link Value: Low authority links from highly local sources (e.g., local non-profits) are valuable in the local algorithm. Nofollow links still impact local rankings.
AI Mentions: For AI search, off-site mentions without links are highly valuable. Implement a “mention wheel” where local businesses reciprocally mention each other to strengthen AI visibility.
Review Management
Increasing Importance: Reviews account for 20% of Local Pack ranking and 16% of AI Search factors.
Proactive Strategy: Proactively request reviews from satisfied customers and respond to all reviews (positive and negative). Craft negative review responses for the benefit of future customers.
Advanced Tactic: To push negative reviews down the default sort order, encourage detailed positive reviews with photos and ask colleagues for upvotes.
Content Insights: Use review content to improve website language, as it provides authentic customer perspectives.
Greg Gifford’s Local SEO Audit Tool
Evaluation Areas: The proprietary “local SEO score” audit tool evaluates four key areas: website content optimization, inbound links, Google Business Profile optimization, and review management.
Opportunity: The tool indicates the average score for businesses is only 18 out of 100, highlighting significant opportunity for improvement in local markets.
