Recent research from Yext analyzing 8.7 million Google search results reveals a striking truth: local SEO strategies that work brilliantly in one industry or region may fall flat in another. This comprehensive study challenges the widespread belief that universal local SEO best practices exist, showing instead that successful local search optimization requires a more nuanced, tailored approach.
The findings, based on Yext’s Scout Index data, focus specifically on what drives visibility in Google’s Local Pack results rather than general map listings. For local businesses and digital marketers, these insights could fundamentally reshape how we approach local search optimization.
Key Research Findings That Challenge Conventional Wisdom
Review Engagement Dominates Across All Sectors
One factor stood out above all others: review management. The study identifies review engagement as “the most consistent driver of Local Pack visibility across all industries and regions.”
This isn’t just about collecting reviews. The research emphasizes several critical review-related factors:
- Total review count and frequency of new reviews
- Speed of business owner responses to reviews
- Quality and recency of customer feedback
Businesses that actively engage with their reviews—responding quickly and consistently—consistently outperform competitors who treat reviews as passive collections of feedback.
Industry-Specific Patterns Emerge
The research reveals fascinating differences in what works across various business sectors:
Restaurant and Food Service Businesses:
Recent, high-quality reviews matter more than sheer volume or complete profile information. A restaurant with 50 recent five-star reviews may outrank a competitor with 200 older reviews and a more detailed business profile. The key is maintaining a steady stream of fresh, positive customer feedback.
Hotels and Hospitality:
Surprisingly, more photos don’t always equal better rankings. The study found that photo quantity can actually correlate negatively with Local Pack visibility in hospitality. Instead, a carefully curated selection of high-quality images performs better than large galleries of mediocre photos.
This finding contradicts common advice to “add as many photos as possible” and suggests that hospitality businesses should focus on showcasing their best assets rather than overwhelming potential customers with quantity.
Professional Services:
While the study doesn’t dive deep into every sector, it notes that profile completeness remains important for service-based businesses, though the specific fields that matter most can vary significantly.
Geographic Variations Change the Game
Location matters more than many marketers realize. The research identifies distinct regional patterns:
Northeast Region: Shows less sensitivity to traditional local SEO factors, suggesting that market dynamics or search behaviors differ significantly from other areas.
Southern and Western States: Demonstrate higher sensitivity to review response times. Slow responses to customer reviews hurt visibility more in these regions than elsewhere.
Midwest: Particularly sensitive to weekend review response gaps. Businesses that wait until Monday to respond to weekend reviews see measurable drops in Local Pack visibility.
This geographic variation suggests that national chains and multi-location businesses need location-specific strategies rather than one-size-fits-all approaches.
Understanding the Research Methodology
Yext’s analysis draws from their Scout Index, which tracks over 200 structured data points per business location. The dataset encompasses:
- Review patterns, response times, and engagement metrics
- Business hours and contact information accuracy
- Media assets including photos and videos
- Social media activity and engagement
- Google Business Profile completeness scores
The study covers six major industry verticals across 2,500 populous ZIP codes, comparing Local Pack placements against standard Google Maps results to identify ranking factors.
Important considerations: This research represents correlation data rather than causation, and comes from a platform vendor with business interests in local search management. While the insights are valuable, they should be validated within your specific market context.
Practical Implications for Local Businesses
Rethink Your Review Strategy
Based on these findings, successful businesses should:
- Establish systems for responding to reviews within hours, not days
- Cover weekend and evening responses, especially in competitive markets
- Focus on generating consistent new reviews rather than one-time review pushes
- Train staff to provide response-worthy service experiences
Customize Approaches by Industry
Rather than following generic local SEO checklists, consider industry-specific optimizations:
- Food businesses: Prioritize recent review generation over profile completeness
- Hotels: Curate photo galleries carefully instead of uploading everything
- Service businesses: Balance completeness with quality across all profile elements
Adapt to Regional Differences
Multi-location businesses should consider regional variations in their local SEO strategies. What works in Boston might not work in Dallas, and weekend response protocols may be more critical in some markets than others.
Looking Forward: The End of Universal Local SEO
This research points toward a more sophisticated future for local search optimization. As Yext concludes, “The one-size-fits-all approach seems to be a relic of the past.”
For marketing professionals, this means developing industry expertise and regional knowledge becomes increasingly valuable. The businesses that will win in local search are those that understand their specific market dynamics rather than those simply following generic best practices.
The baseline remains clear: excellent review management is non-negotiable. But beyond that foundation, success requires understanding how your industry and location create unique optimization opportunities.
As local search continues evolving, particularly with AI-powered search experiences emerging, businesses that embrace customized, data-driven approaches will likely maintain competitive advantages over those relying on outdated universal strategies.
The message is clear: local SEO best practices aren’t disappearing—they’re becoming more sophisticated and specialized than ever before.
