Recent revelations from API leaks and findings from the U.S. Department of Justice show that Google uses click-through rates and on-site engagement as primary metrics to evaluate websites, accounting for up to 30% of a site's ranking factors. This suggests that improving user interaction – for example, by improving title tags, adding images, and increasing on-site engagement – can significantly impact search rankings.

Does Google use similar engagement metrics to influence local business rankings? Actions such as users interacting with business profiles, scrolling through images, and reading reviews can increase visibility in local searches. While photos play a crucial role in catching users' attention, reviews and specific content such as menus or pricing information can drive greater engagement. Do they potentially increase rankings as well?

This highlights the importance of conducting comprehensive competitive analysis to identify effective content strategies that will ensure businesses stay ahead in local search. As Google prioritizes engagement metrics, businesses will need to understand and respond to user desires on a category-by-category basis.

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