The definitive guide to local search ranking factors

Abstract

Google’s local search product is always changing. Since its launch in March 2004, it has undergone dozens and dozens of changes. These changes are in addition to the myriad changes to Google’s search algorithms. Against this background of two constantly changing environments, it is virtually impossible to ascertain the facts on the ground, as everyone is looking at only a tiny slice of what is happening. This paper describes the largest statistical and academically rigorous analysis of Google’s local search to date. Through a statistical analysis of hundreds of ‘ranking factors’ for tens of thousands of search results, the paper aims to identify exactly how Google’s local search function is currently working.