Many of the local search ranking factors are “foundational,” in that they are needed to have any chance at showing in the local results, but continuing to focus on them isn’t going to move the needle (proper GMB categories, for example). On the other hand, many of the factors can be considered “competitive difference-makers” in that continuing to invest in them will push your local rankings further.

By surveying the participants on which factors are foundational and which factors are competitive difference-makers, I’m hoping to provide some guidance on what to focus on in your ongoing local search work, after you have laid down the proper foundation.