Provided is a process, including: obtaining reviews of a reviewed category of businesses in a reviewed geographic area by reviewers; determining that reviews from more than a threshold number of reviewers have been obtained and, in response, identifying at least some of the reviewers as being experts in the reviewed category of businesses in the reviewed geographic area; receiving a query from a user; identifying a geographic area and a category of businesses for the query; ranking, with a processor, local search results responsive to the query based on the reviews of the experts in the reviewed geographic area and reviewed business category; and sending ranked search results to the user.