Local Seo
Proximity Factor
The proximity factor is the geographic distance between the searcher's location and a business. It is one of Google's three core local ranking signals alongside relevance and prominence.
Why Proximity Factor Matters for SEO
Proximity is the one ranking factor you cannot directly optimise — you cannot move your business closer to every searcher. But understanding it shapes your strategy. It explains why rankings fluctuate based on where the search happens and why hyper-local content matters.
How Proximity Factor Works
Google detects the searcher's location through GPS, IP address, or the location specified in the query. Businesses physically closer to the searcher generally rank higher in the local pack and Maps. The weight of proximity varies by query type — urgent service queries weigh proximity heavily, while specialised queries weigh relevance more.
Common Mistakes
- Assuming you can fully overcome proximity disadvantages with just good SEO
- Not creating localised content for the specific suburbs and areas you serve
- Ignoring how proximity affects your ranking differently across service areas
Want to go deeper?
Read the full guide: Local SEO Ranking Factors →
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