What’s moving local rankings right now (and where AI local SEO is going)

Local SEO has never had more moving parts. Between Google Business Profile changes, map pack shake-ups and AI answers creeping into local results, there’s a lot to keep up with.

So, what’s actually moving the needle right now?

I recently headed to brightonSEO, where Greg Gifford from SearchLab gave a brilliant talk on exactly that. He broke down the local SEO ranking factors having the biggest impact today, then gave us a glimpse of where search is heading with AI. Some of it is already playing out in the US, so it’s worth getting ahead of now.

Key takeaways:

• Your Google Business Profile and reviews drive map pack rankings.
• Organic results lean on your website.
• AI search rewards trust signals like reviews and citations.
• Fresh reviews beat a quantity of reviews.

Local SEO Ranking Factors: Where Things Stand Today

What gets you into the map pack isn’t what ranks you in the organic results… and AI search plays by its own rules. At brightonSEO Greg shared three breakdowns from Whitespark’s local search ranking factors research, which we’ve recreated below.

Local Pack and Google Maps

Your Google Business Profile (GBP) does the heavy lifting here at 32%, with reviews close behind at 20%. That’s over half of what decides whether you show up in the map pack, which is why local SEO always starts with your GBP.

Localised Organic Factors

In the regular organic results, the picture flips. On-page factors (33%) and links (24%) take the lead, while your Google Business Profile drops to just 7%. So, if you’ve been neglecting your website in favour of your profile, this is your sign to balance it out.

AI Search

AI search spreads the weight more evenly. On-page content still leads at 24%, but reviews (16%) and citations (13%) matter far more than they do in organic results. AI tools want proof that other people trust you. Not just what you say about yourself.

9 Local SEO Tips to Focus on Now

So, how do you actually start ranking? Here are our key takeaways from brightonSEO, combined with what we’ve learnt so far in practice and from our own research. Most of them come down to Google Business Profile optimisation, with a few website wins thrown in..

1. Get Your Primary Category Right

Your primary category is one of the strongest signals on your Google Business Profile, so it’s worth getting right. Pick the category that best matches what most of your customers are searching for, not the broadest one available. A quick tip: check which category your top-ranking competitors use, then add secondary categories for your other services.

2. Keywords in Your Business Name

Well… this one comes with a caveat. Keywords in your business name still help rankings, but adding them to your profile when they aren’t part of your real name breaks Google’s guidelines and can get your listing suspended. That said, if you genuinely change your trading name (signage, website, invoices and all), your profile can reflect it. So, if a rebrand is already on the cards, it’s worth thinking about the name with search in mind.

3. Extend Your Opening Hours

Google favours businesses that are open when someone searches, so longer hours can mean more visibility. If you’re a service business, that could mean listing hours until midnight, or even 24/7, as long as someone is genuinely there to answer the phone. Your hours do need to be accurate, so only extend them if you can back them up.

4. Reviews and Review Recency

It’s not just how many reviews you have, it’s how recent they are. A steady flow of fresh reviews tells Google you’re active and trusted. Build asking for reviews into your process (a quick follow-up message after each job works well) and make sure you reply to every review you get.

5. Fill Out Your Services

Add every service you offer, including Google’s predefined services for your category, then add your own on top. Want to stand out? Adding emojis to your service names can help them catch the eye. Just keep the descriptions clear and specific.

6. Keep an Eye on Your Map Pin

Where your pin sits on the map affects which searches you show up for. The catch? Spam edits and bots can move it without you noticing. Make sure to check your pin placement regularly and correct it if it’s drifted.

7. Use Every Feature for Behaviour Signals

How people interact with your profile feeds into your rankings. Clicks. Calls. Direction requests. Give people reasons to engage by using every part of your profile, from regular posts to videos, fresh photos and Q&A.

8. Optimise Your Website

Your profile and your website work together, and as the charts show, your website carries a lot of weight in organic results. Create a dedicated page for each service you offer and optimise each one with clear headings, location details and genuinely useful content, rather than cramming everything onto one page.

9. Local Services Ads

Local Services Ads sit above both the map pack and the organic results for many service searches. If they’re available for your category, they’re worth testing alongside your organic efforts.

AI Search Optimisation: What’s Coming for Local

More and more people are asking AI tools for recommendations instead of scrolling through search results, and in the US, AI answers are already showing up for local searches (as shown below by Joy Hawkins). These tools pull their answers from across the web, so the businesses that get recommended are the ones mentioned, reviewed and trusted in lots of places. So, how do you get ready?

Get on Expert and “Best Of” Lists

AI tools lean heavily on roundup articles like “best plumbers in Truro” or “top accountants in Cornwall”. Find the lists that already rank for your services and reach out to be included. Getting featured by local press or industry experts helps too.

Note: Be careful if you’re thinking of creating your own ‘best of’ list. Some experts have seen local businesses publish listicles ranking themselves at the top, then filling the rest with other local businesses. It can actually do more harm than good, because AI tools will happily recommend those other businesses too.

List Your Business in Industry Directories

Beyond the usual suspects, look for directories specific to your industry. These give AI tools another trusted source confirming who you are, what you do and where you are.

Keep Building Reviews (and Show Them Off)

Reviews matter even more for AI search: 16%, compared with just 6% for organic. Keep collecting them on Google and other review platforms, and add a testimonials page to your website so your best feedback lives somewhere you own.

Answer Every Question Your Customers Ask

AI tools favour content that answers questions fully. When you write or update your service pages, use tools like AnswerThePublic to find the questions people are actually asking, then make sure your content covers them.

Build Citations and Local Links

Citations jump from 7% in organic to 13% in AI search. Make sure your business name, address and phone number are consistent everywhere, then build local links and mentions: your chamber of commerce, local business groups, sponsorships and community organisations are all good places to start.

What’s next?

Keeping up with local SEO ranking factors doesn’t have to be overwhelming. Want a hand? Talk to me and I can help you understand where your business stands right now, and what to focus on next.

Local SEO Ranking Factors FAQs