Local Search Marketers Guesstimate 2013 Google Ranking Factors

The 2013 Local Search Ranking Factors Survey

Every year since 2009, the local search community has gathered to share collective wisdom about what drives Google local rankings. The 2013 survey, organized by David Mihm (then of Moz) and based on input from 35 local search marketing professionals, remains a landmark study in understanding how local search actually works.

While the local search landscape has evolved significantly since 2013, the foundational principles identified in this survey continue to inform local SEO best practices today. This guide examines the key findings from the 2013 survey and translates those insights into actionable strategies for modern local businesses.

The survey methodology involved collecting guesstimates from industry experts about factor weights and importance, creating a consensus view of how local rankings actually work. This approach, while not based on actual Google data, provided valuable insights into the collective experience of practitioners working with local listings daily.

The Foundation: What the Experts Agreed On

The 2013 survey revealed remarkable consensus among local search professionals about the core factors that influence local rankings. Despite Google's increasing sophistication and the introduction of new ranking signals, the fundamental building blocks of local SEO remained remarkably stable.

Consistent Primary Factors

The 35 local search marketers surveyed identified seven primary factors that consistently influenced local rankings:

1. Proper Category Associations

Your Google Business Profile categories form the foundation of how Google understands your business. Selecting the most relevant primary category and appropriate additional categories helps Google match your business to relevant search queries. The survey found that category optimization was universally recognized as critical, with experts agreeing that businesses should choose categories that precisely describe their offerings rather than broad, competitive categories.

2. Physical Address in the Searched City

Proximity matters significantly in local search. Having a physical address within the geographic area being searched provides a substantial ranking advantage. This factor reflects how Google's local algorithm prioritizes businesses that can genuinely serve searchers in their immediate area. For multi-location businesses, this means each location needs strong local signals rather than relying on a single address to boost all listings.

3. Consistent, High-Quality Citations

Citation consistency emerged as one of the most important factors in the 2013 survey. Experts emphasized citations from sources that are authoritative, trustworthy, and industry-relevant. The key is not just quantity but quality--a citation from a respected industry directory carries more weight than numerous listings on low-quality data aggregators.

Citation accuracy extends beyond your business name to include your address, phone number, and other identifying information. Inconsistent NAP (Name, Address, Phone) data across the web can confuse Google's algorithm and dilute local ranking signals.

4. NAP Information on Your Website

Your own website serves as a primary citation source. Having clear, consistent NAP information prominently displayed--especially in the footer or on a dedicated contact page--reinforces your local relevance signals. The 2013 survey confirmed that websites with clear local identifiers and contact information performed better in local rankings. Proper web development practices ensure your contact information is structured correctly for both users and search engines.

5. Location Keywords in Title Tags and Headers

On-page optimization incorporating location terms signals relevance to both users and search engines. Using your target city or region in title tags, headers, and throughout your content helps establish geographic relevance. However, experts cautioned against keyword stuffing, noting that natural incorporation of location terms performs better than forced repetition.

6. Reviews on Google and Third-Party Sites

Reviews contribute to local rankings in multiple ways: they provide fresh, user-generated content; they signal business quality and popularity; and they influence click-through rates and user behavior. The 2013 survey found that a "smattering" of reviews across Google and relevant third-party sites was considered beneficial, though the experts noted that review quantity alone was less important than authenticity and relevance.

7. High-Quality Inbound Links

Links from relevant, authoritative websites continue to influence local rankings. The 2013 survey emphasized that link quality matters more than quantity, with particular attention to links from locally-relevant sources, industry authorities, and trusted community websites.

The Three Result Types: Why Context Matters

A key innovation in the 2013 survey was the recognition that Google doesn't use a single "local algorithm." Instead, the experts identified three distinct result types, each influenced by different factors:

Localized Organic Results

When users search for products or services without explicit local intent, Google often displays traditional organic results that include local businesses. These results are influenced by standard SEO factors--content quality, domain authority, and traditional link signals--combined with local relevance signals. Understanding that traditional SEO services play a significant role in localized organic results provides an important ranking pathway for businesses without physical storefronts.

Local Pack and Carousel Results

The familiar "local pack" showing three to seven business listings with map integration represents Google's primary local result format. These results are most heavily influenced by Google Business Profile factors, citations, and proximity signals. For businesses competing in map-based results, optimizing your local SEO strategy becomes critical.

Google Maps Results

Pure Google Maps searches display results on a map interface without traditional organic results. These are most directly influenced by Google Business Profile optimization, physical location, and local relevance signals.

Understanding which result type you're targeting helps prioritize your optimization efforts. A business optimizing for localized organic rankings should emphasize traditional SEO alongside local signals, while a business focused on map rankings should prioritize Google Business Profile optimization and citation quality.

Negative Factors: What Harms Local Rankings

Just as important as knowing what to optimize is understanding what can damage your local rankings:

Call Tracking Numbers

Using call tracking numbers as your primary business phone number was identified as a significant negative factor. While call tracking is valuable for measuring marketing effectiveness, using these numbers in your Google Business Profile and across major citations can create NAP inconsistency that confuses Google's algorithm.

Best Practice: Use a consistent, primary phone number (preferably a local, non-tracking number) across your Google Business Profile and major citations. Deploy call tracking numbers only on your website and in contexts where you can ensure the tracking number is properly associated with your primary listing.

Business Name Keyword Stuffing

Adding keywords to your business name solely for SEO purposes was flagged as one of the most egregious offenses in local search. Google's guidelines have always prohibited keyword stuffing in business names, and the 2013 survey confirmed that this practice can result in listing suspension or demotion.

Best Practice: Use your actual, legal business name. If your legitimate business name includes keywords relevant to your services, that's appropriate--but don't add keywords that aren't part of your actual business name.

Other Negative Factors

The survey identified additional factors that can harm local rankings:

• Inconsistent NAP information across the web
• Violations of Google Business Profile guidelines
• Poor-quality or duplicate citations
• Lack of physical address for businesses that should have one
• Hacked or compromised websites

Maintaining clean, accurate business information across all platforms is essential for sustained local search visibility. Regular audits of your local SEO presence help identify and resolve these issues before they impact rankings.

The 8 Types of Local Search Ranking Factors

Modern understanding of local SEO builds on the 2013 survey foundation by categorizing ranking factors into eight distinct types. This framework helps businesses understand where to focus their optimization efforts:

1. Google Business Profile Factors

Everything related to your Google Business Profile optimization, including business name, category selection, attributes, business description, photos, posts, product listings, Q&A management, verification status, and account security.

2. On-Page Factors

Traditional SEO elements that support local relevance: NAP consistency and visibility, location page content, title tags, headers, meta descriptions, internal linking structure, and technical SEO (site speed, mobile-friendliness, security).

3. Review Factors

The quantity, quality, and characteristics of reviews: Google review quantity and recency, third-party review diversity, review response and engagement, and review sentiment and quality.

4. Citation Factors

External mentions of your business information: structured citations (directories and platforms), unstructured citations (news, blogs, websites), citation accuracy and consistency, and citation quality and authority.

5. Link Factors

Both internal and external linking: inbound link quantity and quality, link relevance and diversity, anchor text distribution, and internal link structure and hierarchy.

6. Behavioral Factors

How users interact with your listings: click-through rates from search results, user engagement and dwell time, actions taken (calls, directions, website visits), and photo and content interactions.

7. Personalization Factors

Searcher-specific influences: user location and proximity, search history and preferences, and device and platform variations.

8. Negative Factors

Elements that can harm rankings: guideline violations, NAP inconsistency, poor review profiles, and technical website issues.

The Evolution Since 2013

The local search landscape has transformed dramatically since the 2013 survey:

• Google Business Profile evolution: The platform has become increasingly sophisticated, with new features like products, services, posts, and messaging
• Mobile dominance: Mobile searches have surpassed desktop, making proximity and mobile optimization critical
• AI and machine learning: Google's algorithms have become far more sophisticated at understanding user intent and context
• Multi-platform presence: Beyond Google, businesses must now consider Apple Maps, Bing Places, and other platforms
• Review ecosystem expansion: New review platforms and increased review importance have transformed reputation management

Despite these changes, the foundational principles identified in the 2013 survey--category relevance, physical proximity, citation consistency, authentic reviews, and quality links--continue to form the bedrock of effective local SEO.

The enduring value of the 2013 survey lies not in specific factor weights but in its articulation of foundational principles that remain relevant. Modern practitioners use this historical perspective as a baseline while adapting to ongoing changes in the search landscape. Leveraging AI-powered SEO tools can help automate monitoring and adaptation to these evolving factors.

Conclusion

The 2013 Local Search Ranking Factors survey remains valuable not for its specific factor weights but for its articulation of fundamental principles that continue to guide local SEO success. The experts who contributed to that survey recognized that local search rankings emerge from the interplay of multiple factors, with no single element determining success.

Modern local SEO practitioners should use this historical perspective as a foundation while remaining adaptable to ongoing changes in the search landscape. The businesses that succeed in local search are those that master the fundamentals--accurate listings, consistent citations, authentic reviews, and quality content--while staying current with platform updates and evolving best practices.

The survey's most enduring lesson may be this: local search success comes not from chasing the latest ranking factor fad but from consistently providing accurate, useful information that helps local searchers find and engage with your business. Partnering with an experienced SEO agency that understands these foundational principles can help you build a sustainable local search presence.

Sources

1. Search Engine Land: Local Search Marketers Guesstimate 2013 Google Ranking Factors - Survey methodology and key findings from 35 local search experts
2. Moz: Announcing the 2013 Local Search Ranking Factors Results - Expert commentary and analysis of ranking factors by David Mihm
3. Moz Learn: Local SEO Ranking Factors - Modern framework for understanding the 8 categories of local ranking factors