Given that local businesses may have a limited budget, which SEO factors should they focus on? When ranking local businesses in the local pack, Google takes into account relevance, distance and prominence. Google Business ProfileCreating, verifying and optimizing a Google Business Profile is one of the most critical tactics for ranking local businesses in the Local Pack. Local businesses must have quality, local links to show they are a trusted local business. Focus on the local SEO hierarchy of needs, and get the right SEO foundations in place for a chance to compete.