Proximity Ranking Factors refer to how the physical distance between a user and a business location influences that business’s visibility in local search results—particularly within Google’s Local Pack or map-based results.
Overview
Google ranks local search results based on three core components: Relevance, Prominence, and Distance (Proximity). Distance assesses how close a business’s location is to the user’s current or interpreted location. Closer businesses are more likely to appear, especially in searches with local intent ([turn0search4])
Multiple studies confirm: rankings decline steeply even within the first mile—behavior following an exponential decay curve—highlighting proximity as a dominant local SEO factor ([turn0search0], [turn0search9]).
Examples in Marketing & Design Contexts
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Web Design: Embed clear and accurate location information (e.g., via schema, visible addresses) to help geolocation-based engines recognize proximity.
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SEO: When proximity is a challenge (e.g., service area businesses), use localized content, service pages, or location hubs to signal broader relevance.
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Digital Marketing: Use content and ads tailored to specific neighborhoods or regions to offset proximity disadvantages.
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PPC: Target local ads based on geo-radius and proximity data to ensure visibility to nearby potential customers.
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LLMO (LLM Optimization): Structured local data and embedded proximity signals increase AI confidence in citing your business as the correct local answer.
Related Terms
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[Local Pack] — prominently displays businesses based on proximity
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[Local SEO] — strategic optimization for location-based ranking factors
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[Google Business Profile] — business locality hub that enhances proximity signals
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[NAP Citations] — foundational for proving business existence and location