An algorithm update began rolling out to local search results at the end of November and concluded on December 8. According to reports, this update involved a rebalancing of ranking factors that Google considers while generating local search results. Google since has confirmed updates to the local search algorithm which they recently rolled out while referring to it as the November 2021 local search update. This update is being notified officially as the November 2021 local search update, although the changes likely wouldn’t have been felt until the first week of December. Google’s guidance for all with respect to this update is to continue following local SEO best practices. The enterprises need to keep in mind that the weight of each ranking factor listed in Google’s help guide has been rebalanced. Google’s local search results have three ranking factors namely: 1. Relevance: how close is a local Business Profile to match what someone is searching for. 2. Distance: how close or far each potential search result is from the location term used in a search. 3. Prominence: how popular a business is The users must remember that Google never gives exact details regarding the weight of each ranking factor. Hence, perhaps the best way to respond to this update is to rebalance your efforts. For example, if you were focused more on optimizing for relevance by strengthening your Google Business Profile with information then maybe you can now focus more on the prominence of your business. The month of November witnessed a number of Google algorithm shakeups. Although you can easily determine if you were impacted by the November 2021 local search update specifically. A local search update would only impact the ranking of your Google Business Profile in the local pack. If the ranking of your business profile is unchanged, then chances are good you haven’t been negatively impacted by this update.