Want to stay visible in local search as AI reshapes results? Here’s a clear, practical breakdown of what matters in 2026 and how you can turn rankings into real customers.
What changed in local search this year?
AI has shaken up informational search, but local intent still flows through Google’s local results (Maps and the local pack). The big shifts for 2026:
Reviews and behavioural signals carry more weight.
- On-page and link signals dipped slightly as social signals returned to the mix.
- Citations matter again, especially for AI search visibility (think mentions on reputable third-party sites).
- A new lens arrives: how well your brand shows up in AI-generated answers.
How does the survey behind these insights work?
Each year, leading local SEO practitioners score hundreds of factors for their impact on:
- Local pack/Maps rankings
- Local organic rankings
- AI search visibility (new in 2026)
- Conversions
Those scores reveal what consistently moves the needle, so you can focus on work that pays off.
What matters most for local pack/Maps in 2026?
Which profile signals should you fix first?
- The primary Google Business Profile (GBP) category matches the main service you actually sell.
- Proximity to the searcher, you can’t move your premises, but you can optimise coverage and relevance.
- Keywords in your business name, only if they’re legitimate; avoid stuffing.
- Physical address in the city of search improves relevance for city queries.
- Open now, correct hours help you surface when people are ready to buy.
- High star ratings and review volume, recency and text content help.
- Show your address (not Service Area Business only) where eligible.
- Use additional GBP categories and predefined services where they genuinely apply.
Quick wins: set accurate hours, tidy categories, add services, and encourage fresh reviews with meaningful text.
How do you grow local organic rankings?
What should your website do better?
- Give each service its own page.
- Align content to your city/area.
- Earn quality, relevant links from trusted industry sites.
- Optimise your GBP landing page (title & headings) for the target service and location.
- Strengthen internal linking so search engines (and users) can follow your topical paths.
- Stay focused on your niche, depth beats breadth for local credibility.
Tip: keep content structured (H1/H2/H3, bullets), answer real questions, and avoid fluff.
How do you earn visibility in AI search?
Where should you build authority beyond Google?
- Be listed on expert-curated ‘best of’ and comparison lists.
- Create a dedicated page for every service.
- Win mentions high-authority industry domains and associations.
- Grow unstructured citations (local press, blogs, gov/edu, trade bodies).
- Collect reviews on trusted third-party sites (not only Google).
- Keep ratings high and your niche focus clear.
Think of citations as the new links for AI visibility: credible mentions tell LLMs you’re real, relevant, and reputable.
How do you improve conversions from all that visibility?
What convinces someone to choose you?
- High Google ratings (and strong sentiment in the review text).
- Proximity and being open at the time of search.
- Mobile-friendly, fast pages that make contacting you easy.
- Fresh Google reviews with detail about the service delivered.
- Clear service pages (one per service) with proof, pricing guidance, and next steps.
Action: make your phone, directions, booking, and quote buttons prominent. Add social proof and FAQs above the fold.
What hurts rankings right now?
What should you avoid at all costs?
- Being marked permanently/temporarily closed.
- Wrong primary category.
- Multiple profiles in the same category at the same address (the filter).
- Low star ratings and no opening hours.
- Incorrect map pin or site malware.
- Category confusion (unrelated extra categories).
Fix accuracy first. Accuracy builds trust, and trust fuels rankings.
What puts your Google Business Profile at risk of suspension?
Where do businesses slip up?
- PO boxes, virtual offices, UPS stores, or false addresses.
- Associations with suspended users/listings.
- Reports of fake reviews or review gating.
- Keyword stuffing in the business name.
- Multiple profiles with the same phone number.
- Site malware.
Follow Google’s guidelines to the letter. If in doubt, don’t risk it.
Running Local Services Ads (LSAs)?
How do you rank higher in LSAs?
- Budget & bidding, stay competitive.
- Reviews, rating, volume, recency.
- Service selection, tick what you actually offer.
- Response times, fast replies win.
- Google Guarantee, proximity, job acceptance rate, and ad hours also play a role.
Aim for a steady stream of new, high-quality reviews, and reply to leads promptly.
Is “title tag length” still a thing?
Should you stick to 60 characters?
No. Title tag length isn’t a ranking factor.
Focus on compelling front-loaded copy for clicks, then include supporting terms after that. Google will truncate, but it can still read the full title.
What should you do next, step by step?
Want a simple local SEO action plan for 2026?
- Lock in GBP basics: primary category, additional categories, predefined services, accurate hours, visible address (if eligible), correct map pin.
- Turbocharge reviews: automate requests, aim for recency and detail, respond to every review.
- Build out your site: one page per service & local area relevance; strong internal linking; clear calls to action.
- Earn authority: target industry directories, associations, and local press; pitch curated “best of” lists.
- Measure behaviour: track calls, direction taps, bookings, and on-page engagement; improve page speed and mobile UX.
- Cover your risk: follow GBP guidelines, remove keyword stuffing, secure your site, and keep NAP consistent.
- Add LSAs (if available): keep reviews fresh, respond fast, and maintain budget coverage.
- Plan for AI visibility: pursue credible mentions and third-party reviews; keep your niche focus crystal clear.
How Outrank helps you win locally in 2026
You get a joined-up programme that covers Google Business Profile optimisation, review growth, service-page build-outs, citation and mention acquisition, local PR, technical fixes, and Local Service Ads management, plus the reporting to prove it’s working.
Ready to grow local visibility, calls, and bookings?
Let’s build your 2026 local search plan, contact Outrank today!