18. The system of claim 16 , the operations further comprising: identifying an expert as a personalized expert for the user based on the expert's reviews of businesses and the user's reviews of businesses.
16. A system, comprising: one or more processors; and memory storing instructions that when executed by the one or more processors cause the one or more processors to effectuate operations comprising: receiving a query from a user via a user device; identifying a geographic area and a category of businesses for the query; identifying, using reviews related to the geographic area and the category of business from a plurality of users, a plurality of experts within the plurality of users based at least on respective numbers of reviews each user submitted, including iteratively modifying the category of business to identify at least a threshold number of experts; ranking local search results responsive to the query based on the expert's respective reviews of the local search results by the plurality of experts; and causing the ranked local search results to be displayed via the user device.