How Google's Local Algorithm Works: Proximity, Relevance & Prominence Explained
By Mike Martin • More Leads Local
Google's local search algorithm determines which businesses appear in the Map Pack and local search results. Understanding how it works — even at a high level — gives you a significant advantage over competitors who are guessing.
The Three Pillars: Proximity, Relevance, Prominence
Google's local algorithm is built on three core factors:
1. Proximity
How close is the searcher to your business? This is the factor you have the least control over. Google uses the searcher's location (from their device) to determine which businesses are nearby. You can't change where you are, but you can influence how wide an area Google considers you relevant for — through location pages and comprehensive service area settings in your GBP.
2. Relevance
How well does your Google Business Profile match the search query? This is determined by your categories, services, business description, reviews containing relevant keywords, and your website content.
3. Prominence
How well-known and trusted is your business? Google measures this through reviews (quantity, quality, and recency), citations, backlinks, and overall online presence.
How These Factors Interact
These three factors don't operate independently. A business with incredible prominence and relevance can outrank a closer competitor. A highly relevant business with strong prominence can appear for searchers further away.
This is why a comprehensive local SEO strategy matters. You need to maximise the factors you can control — relevance and prominence — to overcome the proximity limitations you can't control.
What This Means for Your Strategy
Focus on:
- Relevance: Optimise your GBP completely with the right categories, services, and descriptions
- Prominence: Build a steady stream of genuine reviews, earn local links, and maintain consistent citations
- Extended reach: Use location pages to signal relevance for areas beyond your immediate location
This is exactly the approach we take with our 3-step process.