What is the most important ranking factor for Google Maps and local map pack results?

Google Business Profile signals are a major factor, including accurate categories, complete information, and strong relevance to the search.

Why do consistent business citations matter for local SEO?

Consistent name, address, and phone number details across trusted directories help Google verify that a business is legitimate and located where it claims.

How can customer reviews improve local keyword visibility?

Reviews that naturally mention services, products, or locations can strengthen relevance for those terms while improving trust and engagement.

Free online course Local SEO Mastery: Rankings, Citations, Reviews and Google Business Profile

Duration of the online course: 1 hours and 12 minutes

New

Attract nearby customers with this free local SEO course—optimize Google Business Profile, earn reviews, build citations, and boost map pack visibility.

In this free course, learn about

What local SEO is and how local intent changes Google SERPs (map pack, proximity-based results)
How to spot when the local algorithm influences your keywords (map pack/Maps features dominate)
Core local ranking factors: relevance, distance, and prominence and how they impact map rankings
Why proximity/distance is often the strongest signal for appearing in the map pack and Google Maps
How local links build prominence/authority and strengthen local visibility
Which actions most directly boost local visibility (optimize Google Business Profile and consistency)
What citations are and how NAP data in directories supports local trust and discovery
Why citations matter today: verifying business data consistency across the web, not sheer volume
Local on-site signals: location pages, local keywords, schema, and contact details that support relevance
What must stay consistent everywhere online: business name, address, and phone (NAP)
How reviews influence local SEO: quantity, velocity, diversity, and overall sentiment
How review content can help rank for keywords by mentioning products/services and locations
Why Google Business Profile is a business’s “new home page” for local discovery and conversions
How to use GBP Posts and Q&A; what happens when a Q&A gets 3+ upvotes (it becomes more visible)

About the free online course

Get found by the people most likely to buy from you: customers searching in your area. This free online course helps you build practical local SEO skills to improve visibility in Google Maps and the map pack, so your business or clients can win more calls, direction requests, and store visits. You will understand how the local algorithm shapes results, what signals matter most, and how to turn that knowledge into repeatable actions that move the needle.

You will learn how relevance, distance, and prominence work together—and how to influence what you can control. The course walks you through the ranking factors that drive local results and shows you how to strengthen on-site signals, create location-focused relevance, and earn the kind of local links that support long-term performance. You will also see why consistency across the web matters and how accurate business information builds trust for both users and search engines.

A major focus is building a strong Google Business Profile presence, because for many local searches it functions like a new home page. You will learn how to set it up thoughtfully, choose appropriate categories, and use features like posts and Q&A to support engagement and conversion. You will also dive into reviews: how they influence visibility, how they can help you show up for specific queries, and how to manage them in a way that improves reputation while supporting SEO.

Along the way, short checks and exercises reinforce key ideas, helping you recognize when the local algorithm is at play, identify the most impactful levers for maps rankings, and understand engagement signals such as clicks-to-call or direction requests. Finally, you will learn how to report results clearly to a client or your boss, connecting metrics to business outcomes. By the end, you will have a structured approach to improving local search presence ethically and consistently, whether you manage one location or many.

Course content

Video class: What Is Local SEO? | Lesson 1/10 | SEMrush Academy 03m
Exercise: What is a clear sign that the local algorithm is influencing search results for your keywords?
Video class: Local Ranking Factors | Lesson 2/10 | SEMrush Academy 04m
Exercise: In local search, which signal is the largest ranking factor for appearing in the map pack and Google Maps results?
Video class: Local Links | Lesson 3/10 | SEMrush Academy 07m
Exercise: Which action most directly improves a business’s visibility in local search results?

Video class: What Are Citations? | How They Matter for Local SEO | Lesson 5/10 | SEMrush Academy 06m
Exercise: What is the primary reason citations matter for Local SEO today?
Video class: Local Content and On-Site Signals | Lesson 4/10 | SEMrush Academy 12m
Exercise: Which piece of information should be kept consistent everywhere online to strengthen local SEO and Google Business Profile signals?
Video class: What Are Reviews? | How They Matter for Local SEO | Lesson 6/10 | SEMrush Academy 09m
Exercise: Which review-related factor can help a business appear for specific keywords in local search results?

Video class: Google My Business | Lesson 7/10 | SEMrush Academy 07m
Exercise: Why is a Google Business Profile often considered a local business’s “new home page”?
Video class: Google Posts and Questions and Answers | Lesson 8/10 | SEMrush Academy 08m
Exercise: In the Google Business Profile Q&A section, what happens when a question receives at least three upvotes?
Video class: Other Signals That Influence Local Search Visibility | Lesson 9/10 | SEMrush Academy 05m
Exercise: Which category best describes real-world engagement metrics like clicks-to-call, direction requests, and interactions with a Google Business Profile listing?

Video class: How to Report Your Results to Your Client or Your Boss | Lesson 10/10 | SEMrush Academy 07m

Learn aboutSEO

Explore free online SEO courses designed to help you master keyword research, on-page optimization, technical SEO, link building, content strategy, and analytics. Learn practical search engine optimization skills at your own pace, improve website rankings and organic traffic, and earn a certificate with every completed course.

Learn aboutLocal SEO

Explore free online Local SEO courses designed to help you improve local search rankings, optimize Google Business Profiles, build citations, manage reviews, and attract nearby customers. Learn practical local SEO strategies at your own pace, develop job-ready digital marketing skills, and earn a certificate upon completion.