Google’s local ranking factors include relevance (how well you match the search), distance (proximity to searcher), and prominence (your authority and reputation).
Relevance: How well your profile matches the search. “Family solicitor” should appear in your business description if you do family law.
Distance: How close you are to the searcher. You can’t change your location, but you can optimise for surrounding areas.
Prominence: Your authority and reputation. Reviews, mentions, backlinks all count here.
Most firms focus only on relevance. That’s not enough anymore.