When it comes to local SEO, most businesses know that proximity has traditionally played the biggest role in local search rankings. But recent studies show that Google review signals—especially review volume, keyword relevance, and content quality—are becoming equally important in determining visibility.
Proximity vs. Reviews: What the Data Shows
According to a recent study by Search Atlas on businesses in the food, health, and beauty sectors, proximity still plays a significant role in local rankings. However, review signals are increasingly influencing results, especially in the top 10 positions of SERPs.
- Proximity remains the most common ranking factor overall, particularly up to the top 21 positions.
- But within the first 10 results, ranking performance is heavily tied to reviews—including review volume and the presence of service-specific keywords.
This highlights a clear trend: proximity and reviews work hand in hand, but review signals are now driving more visibility for businesses.
Why Reviews Matter More Than Ever
Adding keywords in reviews and ensuring the content is relevant to your services can boost rankings significantly. For example, a review like “Best digital marketing specialist in the digital zone” naturally reinforces service-specific terms that help with visibility.
The study also revealed that the impact of reviews varies across industries:
- Beauty and wellness businesses benefit most from review volume and keyword relevance, while proximity plays a secondary role.
- Law firms and legal services, on the other hand, still rely more heavily on proximity, with reviews playing a supporting role.
Actionable Insights for Businesses
To improve your local ranking, businesses should focus on:
- Encouraging Genuine Reviews
- Ask customers for reviews that sound natural.
- Guide them (subtly) to include service-specific terms in their feedback.
- Optimizing Your GBP (Google Business Profile)
- Use service-specific keywords in your profile name and description.
- This aligns with the type of keywords customers may use in reviews.
- Balancing Proximity and Review Strategy
- While you can’t change your physical location (proximity), you can maximize review quality and quantity to push your business into the top tier of results.
The Future of Local Search Rankings
The evolving landscape makes it clear: proximity will always get you seen, but reviews will get you chosen. Businesses that cultivate a steady stream of keyword-rich, authentic reviews will see better visibility and higher rankings in local searches.
In short, proximity opens the door—but review content with service-specific keywords helps you secure the top spot.