How does entity optimization affect local search results?

Local search is entity optimization with a geographic dimension, because Google resolves and ranks local results based on how well it understands a business as an entity tied to specific locations. The signals are the familiar entity stack, weighted toward place. The Google Business Profile is central, carrying verified, location-specific attributes that anchor the entity in the local index. NAP consistency across the web is critical, since conflicting name, address, and phone data fragments the local entity and weakens recognition. Locally-relevant schema and content tie the entity to its service areas. Regional directory presence corroborates the local identity. And review activity in the relevant geographies signals an active, trusted local business. For multi-location businesses, all of this multiplies per location, where consistency most often breaks down. The AI engines increasingly answer location-aware queries from these same signals, so local entity work now feeds AI answers too. We track local entity performance across the relevant markets with IMPACT™ and GeoSearch.