Definition
In the context of local SEO, distance refers to the physical proximity between a business’s location and the user conducting a search query. It is one of the key ranking factors used by search engines—particularly Google—when displaying results in the local pack, a prominently featured group of local business listings that appear on the search engine results page (SERP) for local-intent queries. The local pack typically includes a map, star ratings, contact information, and links to business profiles. Google uses distance, along with relevance and prominence, to determine which businesses to showcase.
Is It Still Relevant?
Yes, distance remains highly relevant in local search rankings and local SEO strategy. Since Google’s Possum update in 2016, and more significantly with the increasing use of mobile devices and “near me” searches, distance has become a stronger factor in determining local search results. As Google’s algorithms have evolved, especially with AI-based features in updates like Helpful Content Updates, user-centric relevance and proximity continue to shape how local entrepreneurs and businesses are discovered online.
Additionally, with the rise of hyper-local marketing and voice search (e.g., “Alexa, find a coffee shop nearby”), Google now prioritizes location data with even more granularity. Businesses that are geographically closer to a searcher will typically appear ahead of those that are further away, assuming other factors like relevance and reputation are similar.
Real-world Context
Consider a user in downtown Chicago searching for “best Italian restaurant near me” on a smartphone. Google processes the user’s geolocation and delivers results in the local pack featuring restaurants closest in distance. A well-rated Italian restaurant just a two-minute walk away has a stronger chance of appearing in that user’s local pack compared to a higher-rated but more distant business.
Another example is local service providers like plumbers or dentists. When someone searches for “emergency plumber” or “dentist open now,” Google emphasizes businesses located near the searcher. These results often change dynamically based on where the user is conducting the search, and businesses further away may not appear, even if they excel in reviews or reputation.
Local SEO professionals often use tools like BrightLocal or Whitespark to audit how a business ranks in local pack results based on simulated different physical distances—a strategy known as geogrid tracking.
Background
The concept of “distance” as a ranking factor became more prominent with the rise of local SEO in the early 2010s, especially as mobile search overtook desktop use. In 2014, Google introduced the Pigeon update, which aimed to improve local search by integrating more traditional web search ranking signals and closer alignment of the local algorithm with the core algorithm.
Before mobile and GPS-based searches became mainstream, user location wasn’t a central component in search results. But with advancements in user tracking and geolocation services, search engines have incorporated distance as a benchmark metric to personalize local results and provide a better user experience. Google has since confirmed that distance, along with relevance and prominence, are its three key local SEO ranking factors.
What to Focus on Today
To optimize for distance in today’s SEO landscape, businesses should prioritize their Google Business Profile (GBP). Ensure your business address is accurate, up to date, and uses standardized formatting to help Google index your exact location. Here are actionable strategies:
- Accurate Location Data: Double-check that your listing’s physical address, service area, and map pin are precise across all platforms including Google, Yelp, Bing, and Apple Maps.
- Consistent NAP: Make sure your Name, Address, and Phone Number are consistent across all citation sources. Use tools like Moz Local or BrightLocal to find and correct inconsistencies.
- Optimize for Mobile & Voice: Assume users are searching locally via mobile or voice assistants. Use phrases like “near me” naturally in your content and meta descriptions when appropriate.
- Leverage Local Landing Pages: If your business has multiple locations, create individual location pages optimized for each city or neighborhood. Include embedded maps and location-specific keywords.
- Monitor Local Pack Presence: Use geogrid tools to measure your visibility in the local pack from various distances, which can help you identify gaps and opportunities for improvement.
Ultimately, while businesses cannot control where users are searching from, they can maximize their visibility by ensuring their online presence is highly localized, accurate, and easy for algorithms (and users) to associate with a specific place.