Search the same phrase from your office and from a customer’s postcode five miles away and you’ll often see different results. Local search depends on where the searcher is.
Why it varies
- Distance between the searcher and the business.
- The exact wording of the query.
- How many competitors serve that area.
- How complete and consistent your business information is.
- Reviews and how well your pages cover each service area.
Use a grid, not a single number
Checking visibility across a grid of points shows where you’re strong and where you disappear. Repeat it for the handful of queries that matter commercially and patterns appear quickly.
Turning gaps into action
If you vanish in an area you serve, check that the area is clearly covered on your website and business profile, that reviews mention the work you do there, and that competitors aren’t simply more relevant for that query. Then re-check the same grid after the change.