Google's Broad vs. Local Search Algorithms: Understanding the difference

In the digital marketing world, understanding how Google ranks and displays search results is crucial for businesses looking to improve their online visibility. Google actually uses different algorithms depending on whether a user is performing a general search or looking for something locally relevant. Let's break down the key differences between Google's broad search algorithm and its local search algorithm.

The Broad Search Algorithm: Ranking the Entire Web

Google's broad search algorithm (sometimes called its "organic" or "core" algorithm) is designed to sort through billions of web pages to find the most relevant results for a given query. This algorithm considers hundreds of factors, but some of the most significant include:

Content Quality and Relevance

The core algorithm places enormous emphasis on whether your content directly addresses the searcher's query with depth and expertise. It evaluates factors like comprehensive coverage of a topic, original research or insights, and whether the content satisfies the searcher's intent.

Backlink Profile

Despite many algorithm updates over the years, backlinks remain a cornerstone of Google's broad ranking system. The algorithm analyses both the quantity and quality of links pointing to your site, treating each link as a "vote of confidence" from one website to another.

User Experience Signals

The broad algorithm increasingly considers how users interact with your site through metrics like bounce rate, dwell time, and click-through rate. Sites that provide good user experiences typically perform better in search results.

Technical SEO Factors

Website speed, mobile-friendliness, secure connections (HTTPS), and proper structured data all influence how the broad algorithm evaluates your site's overall quality and usability.

Domain Authority

While Google doesn't use a specific "domain authority" metric, the broad algorithm does consider the overall trustworthiness and established credibility of a domain when ranking pages.

The Local Search Algorithm: All About Proximity

Google's local search algorithm works differently because it serves a different purpose. When users search for services or businesses with local intent (explicitly by including location terms or implicitly through context), Google's local algorithm kicks in. This algorithm prioritises:

Proximity

Perhaps the most significant factor in local search, proximity refers to how close a business is to the searcher's location or the location specified in the search query. A physiotherapy clinic that's 3 miles away will typically rank higher than one that's 10 miles away, even if the more distant one has better reviews.

Google Business Profile Optimisation

While the broad algorithm focuses on websites, the local algorithm gives substantial weight to your Google Business Profile (formerly Google My Business). Complete, accurate, and regularly updated profiles perform significantly better.

Local Citations and NAP Consistency

The local algorithm places much more emphasis on directory listings and citations that confirm your business exists at a particular location. NAP (Name, Address, Phone number) consistency across all online mentions is crucial.

Local Reviews

Review quantity, recency, and sentiment play a much larger role in the local algorithm than in broad search. The algorithm considers not just star ratings but also review content and frequency.

Local Link Signals

While both algorithms value links, the local algorithm gives special weight to links from other local businesses, local news outlets, and community organisations within your geographic area.

Why Understanding the Difference Matters

For healthcare professionals such as physiotherapists, chiropractors, and fertility specialists, this distinction is particularly important. Your potential patients are likely using both types of searches:

• Broad searches like "how to relieve back pain" or "fertility treatment options"

• Local searches like "chiropractor near me" or "fertility clinic in [city name]"

  
  

The Reality of Competing for Broad Keywords

Healthcare professionals operating in competitive markets face a particularly challenging environment when trying to rank for broad informational searches.

Consider the search term "how to relieve back pain" – a query that generates over 150 million results in Google. This competitive landscape is dominated by:

• Major health publishers like WebMD, Mayo Clinic, and Healthline with domain authorities often exceeding 80+

• National healthcare organisations with decades of online presence and thousands of backlinks

• Medical journals and academic institutions with unmatched expertise signals

• Media outlets with dedicated health sections and professional editorial teams

  
  

For a local physiotherapist or chiropractor, competing against these established entities is extraordinarily difficult. These major players typically have:

• Content creation teams with medical writers, editors, and fact-checkers

• Six-figure annual budgets dedicated solely to content production and promotion

• Extensive backlink profiles with links from high-authority domains

• Technical SEO specialists continuously optimising their websites

• Brand recognition that drives higher click-through rates

  
  

  

  
  

Even creating genuinely superior content isn't enough when the competitive gap in domain authority and backlink profiles is so substantial. A local healthcare practice might spend thousands of pounds creating an excellent guide on back pain relief, only to find it languishing on page five of search results, effectively invisible to most searchers.

This is precisely why understanding the different algorithms is crucial. Local search provides a strategic alternative where proximity – something major health publishers can't compete on – becomes your advantage. By focusing efforts on local search optimisation, healthcare professionals can connect with patients in their geographic area who are ready to book appointments, rather than fighting an uphill battle for visibility in broad informational searches.

Recognising these different algorithms means you need two complementary strategies: content-rich, authoritative website pages to rank in broad searches, plus a well-optimised Google Business Profile with consistent citations and positive reviews to rank in local searches.

The Future of Both Algorithms

Both algorithms are evolving toward more personalised, intent-focused results. The broad algorithm continues to emphasise expertise, authoritativeness, and trustworthiness (E-A-T), while the local algorithm is incorporating more behavioural signals and engagement metrics.

For healthcare providers focused on their local market, understanding these algorithmic differences isn't just academic—it's essential for creating digital marketing strategies that connect with patients at their precise moment of need.