Explain the three core Google local ranking factors: Relevance, Distance and Prominence.
Module 1 · Lesson 3
Google Business Ranking Factors
Learn the three core ranking signals Google uses to determine local search rankings.
Learning Outcomes
Describe how each ranking factor can be influenced through profile optimisation.
Identify which ranking factors are within your control and which are not.
Create a priority list for improving your own profile's ranking signals.
Key Concepts
The Three Core Ranking Factors
Google uses three primary factors to determine which businesses appear in local search results and in what order. Understanding these factors is the foundation of any successful Google Business optimisation strategy.
1. Relevance
Relevance is how well your Google Business Profile matches what someone is searching for. If someone searches for "plumber Auckland", Google will prioritise profiles that clearly identify the business as a plumbing service in Auckland. Relevance is improved by choosing accurate categories, writing a keyword-rich business description, listing all relevant services, and ensuring your profile content aligns with what your target customers are searching for.
2. Distance
Distance is how far your business is from the searcher or the location they specified in the search. For searches like "coffee near me", Google will favour businesses that are physically close to where the search is happening. Distance is largely not within your control — you cannot change where your business is located. However, you can influence this by clearly defining your service area and ensuring your address is accurate.
3. Prominence
Prominence refers to how well-known and trusted your business is — both online and offline. A business with hundreds of positive reviews, a strong website, quality backlinks, consistent business information across the web, and regular activity on their profile will rank higher than a less prominent competitor. This is the ranking factor you have the most power to influence over time.
The Role of Engagement Signals
Beyond the three core factors, Google also considers engagement signals — how often people click on your profile, call your number, request directions, visit your website, or look at your photos. A profile that generates lots of engagement signals is seen as more valuable and will gradually rise in rankings.
Step-by-Step Practice
Audit your profile for relevance. Does your business name, category and description match what your ideal customers are searching for?
Check your address accuracy. Open Google Maps and confirm your business pin is in the exact right location.
Count your current reviews and star rating. Compare this to your top 3 competitors.
Search your top keywords (e.g. 'your trade + your city') and note where you rank compared to competitors.
Create a simple action plan with one action for each of the three ranking factors: Relevance, Distance and Prominence.
Ian's practical tip: I can explain Relevance, Distance and Prominence in plain language. I understand how each ranking factor can be improved. I have checked my current position in local search results. I have a basic action plan targeting each ranking factor.
Practical Activity
Complete and record this task
Prominence takes time to build. Focus on getting consistent, genuine reviews and keep your profile active with new photos and posts every week. Small, consistent actions compound into major ranking improvements over time.