This week I'm breaking down the comprehensive Local Search Factor Rankings or better known as the LSRF  (L-uh-surf!) the most important research in Local SEO. This year's edition is the most detailed yet, surveying top Local SEO experts to reveal what really matters for local search visibility.

VIDEO TRANSCRIPT

Welcome back to another episode of Local Search Tuesdays. This week, we’ve got something really exciting to share – the 2026 LSRF is here!

Every year, Darren Shaw and Whitespark conduct the Local Search Ranking Factors study – something those of us in Local Search lovingly refer to as the LSRF. 

OK, so maybe it’s just me, but it’s a fun bit, and I’m going to keep doing it. The LSRF is the sacred text of Local SEO. David Mihm did the first LSRF 17 years ago, and this year’s edition is the most comprehensive yet.

Since no one knows exactly what’s in Google’s Local algorithm, Darren sends a really intense, detailed survey to the top Local SEO experts on the planet. This year’s survey took me over 2 hours to complete, so it’s not a simple thing. Darren then gathers all the responses, crunches the numbers, and releases the results. 

For years, the LSRF has included two pie charts, but this year Darren used tree maps:

Call me old fashioned, but I like pie charts better, so here’s the info in pie charts instead:

This pie chart shows the signals that matter for visibility in map pack results or searches in Google Maps. Notice the largest section is the green section for Google Business Profiles - that’s where the real-world location and proximity elements live.

This pie chart shows the signals that matter for showing up in the localized organic search results below the map pack. Notice how the GBP green slice still appears, even though the GBP doesn’t influence organic visibility outside the map pack. It’s still there because of those location signals I mentioned, and those location and proximity signals do influence organic.

And for the first time ever, the LSRF includes a third pie chart that outlines the signals that matter for visibility in AI search results. 

Definitely head over to whitespark.ca/local-search-ranking-factors to read the full study, there’s a ridiculous amount of information there that will help you with your digital marketing in 2026. There’s even a section that covers the ranking factors for Local Services Ads.

If you’re a Local SEO or a business owner who handles SEO yourself, then this is required reading. You simply cannot miss the vitally important information in the study this year. If you work with a vendor partner for SEO, honestly, it should still be required reading. If you read the LSRF, you’ll have a better understanding of what matters, so you can hold your SEO partner accountable… or use the LSRF to help find a better partner who can help you.

Once again, the most influential signal for map pack ranking is the primary category selected on the GBP. For the organic signals, the number one most influential element is having a dedicated page for each product or service. For AI results, the number one factor is being mentioned on expert curated “best of” lists. No surprises with the LSA factors, the number one influencer is budget and bidding.

Definitely head over to the Whitespark site to read the full study, I’d be here for a few hours if I was going to cover everything there, but that’s all the time we have left for this week’s episode, so you know what that means. Put your hand on the screen right here: We totally just high-fived ‘cause you learned something awesome. Thanks for watching, and we’ll see you again next week for another episode of Local Search Tuesdays.