Local SEO in 2026: What really matters to appear at the top of the rankings

Local SEO is basically getting your business to show up on Google Maps and in local searches. If you want people in your area to find you and choose you, you have to understand what factors weigh the most and what strategies really make a difference.

The Big Three Factors of Local SEO

Google never says exactly how its algorithm works, but it's clear that three things rule: Relevance, Proximity and Prominence.

Relevance

Google always wants to show businesses that match what people are looking for.

• Your Google Business profile (GBP) is key: name, categories (main and secondary), description and services.
• Categories are super important-choose the right ones from the start.
• The time of day also counts. Open businesses tend to show up better than those marked “closed”.

Proximity

Location is everything. Google gives preference to the closest businesses.

• In large cities, only those that are in close proximity to the user will be displayed.
• In less populated areas, the radius expands because people are willing to drive more.
• If someone searches with a place modifier (“dentist in Leon, Guanajuato”), Google references the city center, not just the location of the cell phone.

Prominence

This is where the fame and reputation of your business come in.

• Reviews are the number one factor: how many you have, how recent, and what the average rating is. Answering them (especially the bad ones) also adds up.
• Citations or mentions (your consistent NAP in directories such as Yelp, Apple Maps, Tripadvisor) generate trust.
• Links from local or authoritative sites help your visibility.
• User behavior (clicks, calls, how they ask for directions) tells Google that your business really matters.

Beyond the Basics

It's not all reviews and keywords. There are more things that make a difference:

• SEO on your website: specific pages for each service and location, good speed, responsive design.
• Local content: blogs, FAQs and guides that answer what people are looking for in your city.
• Photos and videos: the more pro your profile looks, the more trust you generate.
• Publications in Google: keeping your profile active always helps.
• Technical SEO: SEO structured data (Schema), file for structured LLMs, HTTPS and well-done metadata.

Why It Matters

Being in the Top 3 of the Google Maps Local Pack can bring you up to 80% of clicks. It's not a luxury, it's a matter of survival. Doing local SEO well means that your business is the most relevant, the closest and the obvious choice for your customers.