What matters more for local SEO: reviews or your website?

Short answer

Both matter, but for the local map pack, your Google Business Profile and reviews often carry more weight than your website. For the regular organic results below the map, your website matters more. You want both working.

How to think about it

• Map pack / local three-pack: profile completeness, reviews, proximity, relevance dominate.
• Organic results: website content, authority, and on-page SEO dominate.
• The two reinforce each other — a strong profile drives clicks, a strong site builds trust.

Don't pit them against each other. But if you're a local business ignoring reviews, that's usually the bigger, cheaper opportunity — and the one you most directly control.