Moz performed their annual survey of local search ranking factors in 2013, a load of data that is difficult to digest. According to Moz, they "attempt to bring clarity to the ever-murkier waters of a Social-Local-Mobile world" in 2013.
Among other criteria, the survey attempted to pinpoint the qualities that high authority sites possessed that lower ranked sites lacked. The data is useful for local businesses hoping to improve their ranking in searches on Google. The survey of experts in the field was divided into three major ranking sections: general, specific, and negative factors. Participants were asked to identify the importance of ranking factors in eight different thematic sections. The intent was to provide an overview of key search factors for local business ranking.
Specific factors
The participants were asked to imagine a scenario where they helped a hypothetical business to start with Local Search. They had to decide on the top 20 most important factors for the young business to consider out of 104. Participants then imagined another hypothetical business, this one well established. They performed the same ranking for this company based on what would best help it in local searches.
Negative factors
Finally, those surveyed were asked to rank 30 factors considered to be negative for local ranking, from the worst to the least harmful.
The survey was thorough in probing the issue of Local Search from multiple directions, considering both positive and negative ranking factors. The scenarios make the information immediately actionable for both new and established businesses.