Local SEO is the practice of helping a business appear in search results for people looking for nearby products and services, particularly in Google Search and Google Maps. Google says local results are based mainly on three factors: relevance, distance and prominence.[1] A business's main tool for local search is its free Google Business Profile.[2]
Local ranking factors
Google explains its three local ranking factors as follows:[1]
- Relevance: how well a business profile matches what someone is searching for, which complete and detailed information helps Google judge.
- Distance: how far the business is from the location used in the search, or from where Google estimates the searcher is.
- Prominence: how well known a business is, drawing on information such as links from other websites and the number of reviews; more reviews and positive ratings can help.
Google says businesses cannot request or pay for a better local ranking.[1]
Google Business Profile
Adding or claiming a Business Profile is free, and only eligible businesses may do so.[2] Verification proves the owner controls the listing and lets them edit it and respond to customers; Google decides which verification methods a business is offered, such as phone, email, video or postcard.[4]
Google's guidelines require the business name to match its real-world name as used on signs and stationery, without added taglines, phone numbers, service descriptions or locations, which can lead to suspension. Post office boxes and virtual offices are not allowed as addresses, and businesses that serve customers at their locations, such as a plumber working from home, should hide their address.[5] Service-area businesses can list up to 20 service areas, within about two hours' drive.[6]
Reviews
Google Maps prohibits fake engagement, including paid reviews and reviews from people with a conflict of interest such as employees or competitors, and removes incentivized reviews offered in exchange for money, discounts or free goods. Businesses may not discourage negative reviews or solicit reviews only from satisfied customers.[7] Google encourages businesses to remind customers to leave reviews, for example with a review link or QR code, and to reply to reviews, both positive and negative;[8] replies are checked against its content policies and appear publicly as coming from the business.[9]
FTC rule on fake reviews
In August 2024 the U.S. Federal Trade Commission adopted a rule banning fake reviews and testimonials, including AI-generated ones. It prohibits buying, selling or creating fake reviews, offering incentives conditioned on positive or negative sentiment, undisclosed reviews by company insiders, company-controlled review sites presented as independent, suppressing reviews through threats, and buying fake social media followers or views.[10] The rule took effect on October 21, 2024, and knowing violations can bring civil penalties.[3] In December 2025 the FTC warned 10 companies about possible violations, noting penalties of up to $53,088 per violation.[11]
Bing Places
Bing Places for Business is Microsoft's free service for creating listings that appear in Bing search and Bing Maps; in 2025 it moved to a new address and improved importing of Google Business Profile data.[12]
References
- ^ ^ ^ ^ ^ "Tips to improve your local ranking on Google". Google Business Profile Help. support.google.com
- ^ ^ ^ "Add or claim your Business Profile on Google". Google Business Profile Help. support.google.com
- ^ ^ "The Consumer Reviews and Testimonials Rule: Questions and Answers". Federal Trade Commission, November 2024. ftc.gov
- ^ "Verify your business on Google". Google Business Profile Help. support.google.com
- ^ "Guidelines for representing your business on Google". Google Business Profile Help. support.google.com
- ^ "Manage your service areas for service-area & hybrid businesses". Google Business Profile Help. support.google.com
- ^ "Prohibited & restricted content". Maps User Generated Content Policy Help. support.google.com
- ^ "Tips to get more reviews". Google Business Profile Help. support.google.com
- ^ "Manage customer reviews". Google Business Profile Help. support.google.com
- ^ "Federal Trade Commission Announces Final Rule Banning Fake Reviews and Testimonials". Federal Trade Commission, August 14, 2024. ftc.gov
- ^ "FTC Warns 10 Companies About Possible Violations of the Agency's New Consumer Review Rule". Federal Trade Commission, December 22, 2025. ftc.gov
- ^ "Introducing the New Bing Places for Business". Bing Blog, October 3, 2025. blogs.bing.com