Local event participation and seasonal communication also serves to address distance and prominence factors, which are strongly believed to the ranking signals for local businesses. Consider what events or initiatives would resonate with your local audience; look for ways to authentically connect with them. These can be events hosted by your business, a local business partner, or those you support/sponsor through a local organization. Event content requirements. Google’s desire to deliver personalized, relevant, local results within a defined area will reward the most engaged and active businesses.