Google recently updated its documentation explaining how local ranking works, aiming for clearer, more concise guidance. The revised language particularly emphasizes prominence as a factor directly influenced by how recognizable and reputable a business is, highlighting the importance of reviews—both in quantity and quality.

A significant change in the new guidance is the removal of references to citations. Previously, businesses often relied on citation-building (mentions of a business’s name, address, and phone number across various websites) as a fundamental element of local search ranking strategies. Google’s documentation now suggests that citations may no longer be a direct ranking factor in local search results.

This update underscores Google’s ongoing shift towards prioritizing genuine consumer experiences and trusted sources of information when ranking local businesses. Businesses that adapt by focusing more on engaging customers, earning reviews, and strengthening their brand presence both online and offline will be better positioned in local searches.

What You Can Do:

• Prioritize generating high-quality, authentic customer reviews.
• Strengthen your brand’s visibility and reputation through strategic local marketing efforts.
• Diversify your local SEO activities beyond citation-building alone, focusing also on backlink acquisition and robust customer engagement.

Staying informed and responsive to such updates ensures your business maintains competitive visibility in Google’s local search landscape.