Local search is a distinct ecosystem within Google's broader search algorithm. When a query has local intent, Google triggers a completely different set of ranking factors and displays unique result types — most importantly, the Local Pack.
The Local Pack
The Local Pack is the map-based widget showing 3 business listings at the top of local search results. It appears for queries like "dentist near me," "best coffee shop Denver," and "plumber" (when Google detects local intent from your location).
Appearing in the Local Pack is the holy grail of local SEO — it's above organic results and drives direct business actions (calls, directions, website visits).
Local Ranking Factors
Google's local algorithm considers three primary factors:
1. Relevance
How well your business matches the search query. Your GBP categories, services, and description determine relevance. Choosing the right primary category is the single most impactful ranking action.
2. Distance
How close your business is to the searcher's location. You can't control this directly, but serving a larger area and having a central location helps.
3. Prominence
How well-known and trusted your business is online. Factors include: review count and rating, citation consistency, backlinks to your website, local content on your site, and brand mentions.
Local vs. Organic
Local Pack results are influenced by your Google Business Profile data, while organic results below the map depend on your website's traditional SEO. The best local SEO strategy optimizes both.
Key takeaway: Local search rankings depend on relevance (categories), distance (location), and prominence (reputation). Your Google Business Profile is the foundation of local visibility.