What Is Google Local Ranking Factors 2017 and Why It Matters for Agencies

Google's Local Ranking Factors study from 2017, conducted by Moz in partnership with Local Search Association, remains one of the most comprehensive empirical studies on what actually influences local search rankings. The research surveyed 150 local search experts and analyzed real ranking data to identify which signals matter most when someone searches for a business in their area—like "plumber near me" or "best Italian restaurant in Portland." The study ranked approximately 40 different factors by importance, including Google My Business optimization, citation signals (mentions of a business across the web), review quantity and quality, on-page SEO elements, and localized link profiles. While Google's algorithm has evolved since 2017, the core principles identified in this research remain remarkably stable and continue to reflect how Google determines local relevance and trustworthiness.

For agencies, this study matters because it provides a concrete, research-backed framework for prioritizing client work. Rather than guessing which local optimizations will move the needle, you can reference empirical data showing that Google My Business signals consistently rank among the top three most important factors—ahead of traditional SEO elements like keyword optimization. The study also quantified the importance of review signals, showing that review quantity, recency, and velocity significantly impact rankings. This gives you legitimate justification when clients question why you're spending time on review generation campaigns instead of chasing backlinks, and it helps you allocate your team's hours toward tactics that actually produce results in local search.

Practically speaking, the 2017 findings should shape how you structure local SEO audits and project roadmaps. Start every local engagement by auditing the client's Google My Business profile against the factors identified as most important—completeness of business information, keyword optimization within the GMB description, photo quality and quantity, and post frequency. Then assess their current review profile, including where reviews appear across platforms and how recently they've received them. Only after establishing baseline performance on these top-ranking factors should you move into secondary optimizations like on-page local content and citation building. This approach prevents the common mistake of agencies building citations and acquiring backlinks while their client's Google My Business profile sits incomplete or outdated.

The study also helps you manage client expectations realistically. Since the research explicitly ranked factors by influence, you can tell a client that improving their Google My Business optimization and generating reviews will likely have more impact on rankings than a redesigned website or new blog content. This doesn't mean on-page SEO becomes irrelevant for local search, but it means you're honest about what drives local visibility in Google's algorithm. When clients see the research backing your recommendations, they're more likely to commit to comprehensive efforts rather than cherry-picking quick fixes.