How does google choose the local searches?

[Gordon_Hall]

In a larger city (london for example) when there are dozens of one specific industry, how does Google choose who to show in their local results?

For example if I type "solicitor london" it shows me 7 local results, but I know there are far more than 7 solicitors in London. Do they change as frequently as the rest of the serps or is there something you can do to ensure you get in that local search?

Added to this, does being part of a chain/franchise make a difference?

Help/thoughts/advice would be appreciated.

[MiriamEllis]

Super, Gordon! So glad my reply was helpful and happy reading!

[Gordon_Hall]

Thanks Miriam, that's given me plenty to go on!

[MiriamEllis]

Hi Gordon,

Good question! Just like in organic search, there are several hundred factors that go into determining Google's local rankings. No one but a few people at Google actually know what these factors are, but Local SEOs have been able to pin some of the most evident factors down.

Since 2008, David Mihm has held an annual industry survey to determine expert opinion on what the top local ranking factors are. Here is the 2013 edition of this survey:

moz.com/local-search-ranking-factors

If you're new to Local and are struggling to understand the nuances of the factors, this Moz post will give you a visual walk-through of the top 20 local search ranking factors:

http://moz.com/blog/top-20-local-search-ranking-factors-an-illustrated-guide

Recently, Moz has launched some exciting new tools in the localsphere, along with a substantial free education resource. You can really jumpstart your own education if you visit the Moz Local Learning Center at:

http://moz.com/learn/local

For more free educational resources for beginning Local SEOs, check out:

http://moz.com/blog/free-local-seo-education-for-businesses-on-a-shoestring-budget

With this education in hand, you will begin to understand how to promote a local business so that it can compete with its local competitors for inclusion in Google's all-important local pack results.

I sincerely hope these resources will get you off to a super start!

[TheeDigital]

As Gary said there are many factors included in local search such as the optimization of that page, natural ranking, local citations, etc.  If you want to see how you are doing, click the "Map results for solicitor london" link under the 7 pack and go to "list all results."  This should be your rankings for local.

[gazzerman1]

Ranking in local results has many factors.

The first thing you need to know is that the results are a mixture of natural rankings and local

Here is one way to see where sites rank naturally without the local listings
https://www.google.co.uk/search?q=solicitor+london&num=10&start=1 This link will exclude the very first result (whoever ranks #1), I have not found another way to do this.

Once you have determined who ranks naturally and who ranks for local, you can start to figure out what is going on.
It all comes down to optimization  of your local page and citations from various places and a trust level from your domain including quality score.

There are some great people in here that can explain in depth about how to optimize your local business page so that you get a top 7 position