The 2026 local search ranking factors report just dropped. This is the closest thing we get to a source of truth for how Google ranks businesses.
Darren Shaw from Whitespark puts out this report every couple of years. He surveys the top local SEO experts and aggregates their responses. This year, 47 experts participated, including me.
Here’s what matters: the core Google Maps ranking factors haven’t changed much. But there are some significant shifts, especially around reviews and AI visibility.
The Core Factors Still Matter Most
If you want to rank in Google Maps, three factors remain critical:
Your primary category. This needs to be specific. “Personal Injury Attorney” will always outrank “Law Firm” for injury-related searches. Choose the most specific category for your core service.
Your physical location. You’ll always rank better near your verified business address. Proximity to the searcher is huge. A storefront in the city that someone’s searching gives you a massive advantage.
Keywords in your business name. If you legitimately have a keyword in your official business name, it helps. But only if it’s actually part of your legal name. Don’t stuff keywords just for SEO.
Recent Reviews Matter More Than Total Reviews
This is the biggest change. How many reviews you got this month matters more than your lifetime total.
The experts call this “review velocity.” Fresh reviews signal that you’re actively serving customers right now. Google wants to rank businesses that are currently popular and trusted.
Keep asking for reviews every month. A steady stream of new reviews will boost your ranking more than sitting on 500 old reviews.
How to Get Recommended by AI Tools
ChatGPT and Google’s AI mode are changing the game. To show up in AI-generated answers, you need to rank highly in the sources these models trust.
In practice, that means two things:
Get on authoritative “Top 10” lists. AI assistants pull heavily from expert-curated lists and comparison sites.
Be in the right directories. When ChatGPT answers questions about dentists, it pulls from about ten dental-specific directories. For lawyers, it’s sites like SuperLawyers and FindLaw. Yelp shows up in about one-third of AI search tests.
The key: figure out which 1-3 directories the AI looks at for your industry. Then optimize your presence there. Most of these directories rank businesses by review count.
Citations Made a Comeback
Citations are just mentions of your business name, address, and phone number on other websites. They used to matter a lot, then became less important.
Now they’re critical again because of AI. Large language models use citations as trust signals. The more your business is mentioned on reputable sites, the more legitimate you appear to AI.
AI platforms reference citations directly to validate business data. Maintain consistent NAP (name, address, phone) across quality directories, industry sites, and local publications.
Backlinks Matter Less Now
Traditional link building has faded in importance. The 2026 report shows that link factors have dropped as Google focuses more on engagement and relevance.
For AI-driven search, backlinks matter even less. AI models rely more on directory data, on-page content, and social signals.
This doesn’t mean links are worthless. They still help with organic rankings. But they’re no longer a top priority for local visibility, especially compared to fresh reviews, citations, and Google Business Profile signals.
Google Business Profile Still Drives Everything
Despite all the AI hype, your Google Business Profile remains the foundation.
Beyond the big three factors (category, location, business name), you need to:
- Keep your hours accurate
- Add photos regularly
- Post updates when you have them
- Respond to reviews
- Fill out every section completely
Google rewards businesses that actively engage with their profile through fresh photos, posts, and consistent customer interaction.
Which Directories Actually Matter for AI
Not all directories carry equal weight with AI. The platforms consistently referenced include:
- Google Business Profile and Foursquare
- Yelp (shows up in about 33% of AI responses)
- MapQuest (frequently used by Google’s AI tools)
- Industry-specific directories for your niche
AI shows a strong preference for specialized directories. A dental practice needs to be on the top dental directories. A law firm needs to be on legal-specific platforms.
Don’t spam your business across every directory. Focus on being prominent in the 3-5 most authoritative ones for your industry.
What This Means for Your Business
Local SEO is shifting from static profiles to dynamic connections. The businesses that win are the ones that stay active.
Get reviews every month. Update your Google Business Profile with photos. Get your business into the right directories. Make sure your NAP is consistent everywhere.
And if you want to show up in AI results, focus on being prominent in the authoritative sources that large language models trust. That means industry-specific directories, expert-curated lists, and maintaining consistent citations across the web.
The fundamentals haven’t changed much. But the emphasis has shifted. Engagement and trust matter more than ever. Need help optimizing for both traditional search and AI platforms? At TJ Digital, we specialize in AI optimization that helps businesses show up where their customers are searching. Whether that’s Google, ChatGPT, or other AI-powered platforms, we’ll help you get found. Learn more about our AI SEO services.