Google My Business And Reviews Gain In 2020 Local Ranking Factors Survey

The 2020 Local Search Ranking Factors Survey, conducted by Whitespark and presented at the Local Search Summit, revealed a significant shift in what matters most for local search visibility. According to the survey of 45 leading local SEO professionals, Google My Business (GMB) listings have solidified their position as the single most important factor for local pack rankings, while customer reviews have risen to become the second most critical element.

This shift represents more than a simple change in ranking factors. It reflects a broader transformation in how consumers discover and evaluate local businesses online. As Google continues to expand the information available directly within search results and the Google Maps interface, the importance of optimizing your GMB listing and managing your online reputation has never been greater. Our local SEO services can help you adapt to these changes effectively.

The 2020 Survey Results At A Glance

The 2020 Local Search Ranking Factors Survey, conducted by Darren Shaw of Whitespark, canvassed 45 professionals working in the local search industry to understand which factors most influence local pack rankings.

The data reveals a clear trend: Google My Business signals have grown dramatically in importance, while traditional citation signals have continued their decline.

The Growth of GMB Signals

GMB signals grew from:

• 15% of the ranking pie in 2015
• 25% in 2018
• 33% in 2020

This 8-percentage-point jump from 2018 to 2020 represents the largest single shift in the survey's history, signaling that Google's emphasis on its own business listing platform has only accelerated. The implication for businesses is clear: optimizing your GMB listing is no longer optional--it is the foundation of any local SEO strategy. A well-optimized listing now determines roughly one-third of your local pack visibility, making it the single most controllable factor in your local search performance. Unlike traditional SEO tactics that require ongoing content creation and link building, your GMB listing offers a concentrated opportunity to impact rankings significantly by completing your profile, keeping information current, and engaging with customers through posts and photos.

For a comprehensive guide to optimizing your listing, see our article on how to optimize Google Business Profile.

Why Google My Business Matters More Than Ever

The dominance of GMB signals in the 2020 survey reflects fundamental changes in how Google presents local business information to searchers. Google has progressively expanded the information available directly in search results, meaning that users can often find everything they need to know about a local business without ever visiting the business's website.

Google Has Become Your New Homepage

From hours of operation and services offered to photos, reviews, and booking options, the GMB listing has become what some experts call "Google's new homepage" for local businesses.

The survey identified several specific GMB-related factors as top ranking signals:

• Primary GMB category -- Google uses this to understand what your business does and when to show it in search results. Choose your most relevant category carefully, as it directly impacts which searches trigger your listing.
• Business name -- Your actual name carries significant ranking weight. Avoid keyword stuffing; use your legitimate business name as it appears in the real world.
• Address accuracy -- Helps Google verify your business legitimacy and determines which geographic searches you appear for.
• Listing completeness -- Complete listings with all fields filled out consistently outperform sparse ones in local pack rankings. Google itself states that to improve your business's local ranking, you should use Google Business Profile to claim and update your business information.
• Recent updates -- Regular updates signal active, relevant businesses. Google favors listings that show ongoing engagement through posts, photos, and updated information.

To optimize for these factors, start by auditing your current GMB listing. Verify that your business name, address, phone number, and hours are accurate across all fields. Select your primary category based on what best describes your core business, then add secondary categories for additional services. Upload high-quality photos of your storefront, interior, products, and team. Publish posts weekly highlighting promotions, events, or news. Set aside time monthly to review and update your listing, ensuring all information remains current.

The Rising Power Of Reviews In Local Search

Reviews have emerged as the second most important factor in local pack rankings, according to the 2020 survey. This reflects Google's increasing sophistication in evaluating businesses based on customer feedback. Unlike citation signals, which are declining in importance, review signals have been steadily rising, making reputation management an essential component of local SEO strategy.

What the Survey Found

Both quantity and quality of reviews matter:

• Businesses with more reviews are seen as more established and trustworthy by Google's algorithm
• Review sentiment and content quality influence rankings--reviews that mention specific products or services may carry additional weight
• Recency of reviews signals ongoing business activity and continuous customer satisfaction
• Review velocity--the rate at which reviews arrive--may affect visibility, with recent reviews being more influential than older ones

Google itself has stated that "high-quality, positive reviews from your customers can improve your business visibility and increase the likelihood that a shopper will visit your location." According to Google's official guidance, reviews from your customers can improve your business visibility.

Building A Review Strategy

The 2020 survey results make it clear that businesses need a systematic approach to review management. Rather than leaving reviews to chance, successful local businesses implement processes to generate reviews consistently. Start by identifying the moments in your customer journey when satisfaction peaks--the completion of a successful project, after a positive service interaction, or following a smooth transaction. Train staff to ask for reviews naturally at these moments, making it easy by providing direct links to your GMB listing.

Equally important is responding to all reviews promptly and professionally. Google states that when you reply to reviews, it shows that you value your customers and their feedback. For positive reviews, thank customers, acknowledge their specific comments, and invite them to return. For negative reviews, respond professionally--acknowledge the customer's experience, apologize for any shortcomings, and offer to resolve the issue offline. This public engagement demonstrates to potential customers that you take feedback seriously and prioritize customer service. Our review management services can help you implement an effective strategy.

Citations In 2020: Quality Over Quantity

The 2020 survey results confirm what many SEO professionals have suspected for years: the importance of traditional citations has peaked and is now in decline. While citations remain relevant, the focus has shifted dramatically from quantity to quality. According to the survey, local SEO professionals are spending less time on citation building and cleanup than in previous years, instead prioritizing GMB optimization and review generation.

The New Approach to Citations

Rather than relying on citations from hundreds of directories, Google's algorithm has become sophisticated enough to identify and verify business information from a smaller set of authoritative sources. Industry experts refer to these sources as "data amplifiers"--platforms like Google and Facebook that have significant influence over how business information is distributed across the web. When your business information is accurate on these major platforms, smaller directories matter less.

Priority citation platforms:

1. Google My Business (essential--non-negotiable)
2. Facebook (major data amplifier that influences how Google interprets your business)
3. Industry-specific platforms relevant to your business where customers actually look

The key insight is that inconsistent business information across the web can confuse Google's algorithm and potentially hurt your local search rankings. The goal is to have your business's name, address, and phone number (NAP) consistent wherever it appears online. Audit your current citation profile for accuracy across major platforms and directories, then correct any discrepancies. Rather than pursuing new citations aggressively, focus on fixing existing problems and maintaining accuracy going forward. With this more focused approach, maintaining citation accuracy is far more manageable than the old quantity-over-quality strategy, and the days of competitive advantage through citation quantity are over.

What The Future Holds

The 2020 survey provides a snapshot of local SEO at a particular moment, but the trends it reveals suggest where local search is heading:

• GMB will continue to grow in importance as Google keeps users within its ecosystem and expands the capabilities of business listings in search results
• Reviews will become more prominent in rankings and search result presentations, with Google working to surface relevant review content directly in search results
• Citations will decline further in relative importance, though accuracy on key platforms will remain relevant

Key Takeaways

1. Prioritize GMB optimization -- Complete, accurate, and regularly updated listings are essential, representing roughly one-third of local pack ranking factors
2. Invest in review management -- Systematic generation and response to reviews drives rankings and demonstrates customer commitment
3. Focus on quality over quantity -- Whether for citations or reviews, quality wins over volume in modern local SEO

The days of gaming the system with aggressive citation building are over. Today's local search success comes from providing accurate information, engaging with customers, and building a genuine online reputation--principles that benefit both search rankings and the underlying business.

Sources

1. Whitespark: 2020 Local Search Ranking Factors
2. Search Engine Land: Google My Business and reviews gain in 2020 Local Ranking Factors Survey
3. Reputation.com: 2020 Local Search Ranking Factors Survey Analysis
4. Google Business Profile Support: Tips to improve your local ranking