Local search has evolved dramatically, and 2017 marked a pivotal shift in understanding what drives local rankings. This guide distills the key insights from the Moz Local Search Ranking Factors survey, offering practical takeaways for businesses looking to improve their local search visibility.
76
Times 'links' mentioned in expert commentary
+21.53%
Increase in review signal importance
#1
New rank for proximity factor
45+
Local SEO experts surveyed
The Rise of Proximity as the Dominant Factor
For the past two years, "Physical Address in City of Search" had been the #1 local pack ranking factor. But in 2017, a new champion emerged: Proximity of Address to the Point of Search--the actual distance between where the searcher is located and the business address.
This factor climbed from position #8 in 2014, to #4 in 2015, before claiming the top spot in 2017.
What This Means for Your Strategy
- Businesses closer to searchers have a ranking advantage
- Location matters more than ever for competitive local terms
- Service-area businesses may need to consider multiple location strategies
The dramatic drop in "Proximity to Centroid" (from #16 to #50) suggests Google shifted from favoring businesses near city centers to prioritizing actual searcher proximity. This makes intuitive sense--Google knows where users are searching from with increasing accuracy. If you're searching for a plumber, you want one nearby--not necessarily one near the city center.
| Proximity Factor | 2015 Rank | 2017 Rank | Change |
|---|---|---|---|
| Proximity to Point of Search | #4 | #1 | +3 |
| Proximity to Industry Centroid | #20 | #30 | -10 |
| Proximity to City Centroid | #16 | #50 | -34 |
Links Matter More Than Ever
One of the most notable trends in 2017 was the growing importance of link signals. Local SEO practitioners reported significant improvements for link-related factors:
- Quality/Authority of Inbound Links: #12 → #4 (+8 positions)
- Quantity of Inbound Links: #34 → #17 (+17 positions)
- Diversity of Inbound Links: #27 → #16 (+11 positions)
- Links from Locally Relevant Domains: #31 → #20 (+11 positions)
- Links from Industry Sites: #41 → #28 (+13 positions)
The word "links" appeared 76 times in expert comments--more than citations (32) or reviews (45).
Actionable Link Building Strategies
- Partner with local chambers and business associations
- Get featured in local news outlets and community publications
- Sponsor local events and organizations
- Build relationships with complementary local businesses
- Pursue links from industry-specific directories and platforms
Google continued to lean heavily on links as a primary measure of business authority and prominence. Practitioners who invested time and resources in securing quality links for their clients saw measurable ranking improvements. A strategic link building approach focuses on earning links from locally relevant and industry-relevant sources rather than pursuing quantity.
Reviews: The New Competitive Edge
Review signals saw a 21.53% increase in importance according to the 2017 survey. This reflects Google's increasing ability to parse review content and use it as both a ranking and credibility signal.
Review Factors That Matter
- Quantity of native Google reviews (with text)
- Review velocity (recent vs. old reviews)
- Review response rates
- Keyword presence in reviews
- Overall review sentiment
Best Practices for Review Management
Reviews weren't just about having 50 five-star reviews--they needed to be authentic, recent, and substantive. Google's algorithms had grown sophisticated enough to distinguish between genuine customer experiences and manufactured reviews.
- Encourage reviews from actual customers with specific prompts
- Respond to ALL reviews (positive and negative) promptly
- Use reviews as operational feedback to improve products and services
- Monitor review sites beyond Google (Yelp, industry-specific platforms)
- Address negative reviews constructively and professionally
Citations: Quality Over Quantity
While citations remained important, 2017 revealed a strategic shift: quality and consistency had overtaken quantity.
Citation Factor Changes
- Overall citation emphasis dropped 22.36%
- "Quantity of Structured Citations" fell from #14 to #47
- "Consistency on Primary Data Sources" emerged as #5
- "Quality of Structured Citations" held at #8
The industry had learned that you don't need citations on hundreds of sites--what mattered was having accurate, consistent information on the sites Google actually trusts. A comprehensive local SEO strategy prioritizes NAP consistency on primary platforms over mass directory submissions.
The New Citation Strategy
| Priority | Focus | Examples |
|---|---|---|
| Highest | Primary Data Sources | Google, Apple, Facebook |
| High | Tier 1 Directories | Yelp, Bing Places, Foursquare |
| Medium | Industry Directories | Angie's List, ZocDoc |
| Lower | Regional Directories | City guides, local blogs |
Practical approach: Audit your current NAP (Name, Address, Phone) consistency, fix inconsistencies on primary data sources first, expand to tier 1 sources systematically, and avoid mass citation building on low-quality directories.
Google My Business Optimization Fundamentals
GMB remained the cornerstone of local SEO, though some factors evolved.
Stable High-Priority GMB Factors
| Factor | Rank | Status |
|---|---|---|
| GMB Category Associations | #3 | Unchanged |
| Keyword in Business Title | #7 | Unchanged |
| Verified GMB Listing | #13 | Unchanged |
| Location in Business Title | #12 | +5 |
Emerging Factors
- Association of Photos with GMB: #36 (+14 positions)
- Category Matching Search Intent: #15 (+7 positions)
GMB Optimization Checklist
- Select the most specific primary category possible
- Add all relevant secondary categories
- Complete every available profile field
- Upload high-quality photos weekly
- Publish posts to keep listing fresh
- Enable messaging for customer engagement
- Set accurate service areas and hours
Note on business titles: While keyword-rich business titles showed ranking benefits, practitioners cautioned against keyword stuffing, which could trigger penalties and damage credibility with customers.
The "Black Box" Factors: Behavioral Signals
As noted by Phil Rozek in the survey: "There seem to be more 'black box' ranking scenarios, which suggests behavioral factors have grown in importance. What terms do people type before clicking? Where do they search from? How many click on you versus competitors?"
Unmeasurable but Influential Factors
- Click-through rate from search results
- User engagement after clicking (time on site, bounce rate)
- Mobile call tracking and conversions
- Direction requests and mapping interactions
- Overall brand recognition and search demand
Practical Implications
- Optimize for engagement, not just rankings
- Improve CTR with compelling meta descriptions
- Ensure your website delivers on search intent
- Build genuine brand recognition in your community
Mike Blumenthal added: "Google is in a transition period from a web-based linking approach to a knowledge graph semantic approach... Content, actual in-store visitations, on-page verifiable truth, third-party validation, and news-worthiness are all becoming increasingly important."
Foundational vs. Competitive Factors
The 2017 survey introduced a framework for understanding: foundational factors (table stakes) vs. competitive difference-makers.
Foundational Factors (Get in the Game)
- Proper GMB Category Associations
- Consistency of Citations on Primary Data Sources
- Physical Address in City of Search
- Proximity of Address to Point of Search
- Consistency of Citations on Tier 1 Sources
Competitive Difference-Makers (Win the Game)
- Quality/Authority of Inbound Links to Domain
- Quantity of Links from Industry-Relevant Domains
- Quality/Authority of Links to GMB Landing Page
- Quantity of Links from Locally Relevant Domains
- Quantity of Native Google Reviews (with text)
The critical insight: You need BOTH. Foundational factors get you in the game--competitive factors help you win. Master the basics before chasing advanced tactics. Partnering with an experienced SEO agency can help you systematically address both foundational elements and competitive differentiators.
Looking beyond 2017, survey founder David Mihm offered a provocative perspective: Entity Authority. This concept foreshadowed the direction local search would continue heading--toward understanding businesses as entities rather than just matching keywords to web pages, based on recognition, mentions, and engagement.
Foundational Steps (Week 1-2):
-
Audit GMB profile - Check every field for completeness and accuracy. Verify your category selections match how customers search for your services. Add photos, update hours, and ensure your address is precise.
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Verify NAP consistency - Use tools like Moz Local or BrightLocal to audit your citations. Check Google, Apple, Facebook, Yelp, and Bing Places for consistent business name, address, and phone number.
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Claim major directory listings - Ensure you own your Google Business Profile and all tier-1 directory profiles. Remove duplicates and merge any conflicting listings.
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Implement review generation - Create a systematic process for asking customers for reviews. Train staff on when and how to request feedback. Set up monitoring alerts.
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Review category selection - Your primary category should be as specific as possible while accurate. Add all relevant secondary categories that represent your services.
The data reveals clear patterns for local SEO success
Proximity Rules
Being close to searchers is the single biggest ranking factor
Links Are Critical
Quality, relevance, and diversity all matter for link building
Reviews Drive Advantage
Quantity, quality, and recency influence rankings
Citations Need Strategy
Primary sources and consistency over volume
GMB Is Essential
Complete, accurate profiles are non-negotiable
Engagement Signals Grow
Click-through and user behavior influence rankings
Frequently Asked Questions
How long does it take to see local SEO results?
Local SEO improvements typically show results within 3-6 months for foundational changes. Some factors like proximity and citation consistency can impact rankings within weeks, while link building and review acquisition require sustained effort over time.
What's more important: Google reviews or other review sites?
Google reviews carry the most weight for local rankings since they directly feed into Google's local algorithm. However, reviews on sites like Yelp can influence brand perception and provide valuable feedback.
Do I really need citations on hundreds of directories?
No. The 2017 survey showed a shift toward quality over quantity. Focus on primary data sources and major directories first. Consistency across these high-value sources matters more than breadth.
Can I rank without a physical address in the city I target?
Proximity is now the #1 ranking factor, but service area businesses can still rank by optimizing their Google Business Profile for service areas and building strong local signals through other means.
How do I track local search performance?
Use Google Search Console for local impression and click data, Google Business Profile insights for map performance, and dedicated rank tracking tools to monitor positions for key local terms.