Proximity
Proximity has grown more dominant over time, especially on mobile. For a query like "plumber near me" Google is weighting distance heavily, which means a smaller shop nearby routinely outranks a larger one across town.
You cannot manufacture proximity. Fake addresses, virtual offices, and coworking desks in target neighborhoods are guideline violations and a leading cause of suspension. What you can do is expand the radius at which you're strong enough to win.
That's what prominence buys you: a profile with 200 reviews, complete categories, and constant activity holds its ranking further from the pin than a profile with 12 reviews. You're not beating distance — you're buying range.
Proximity explains most "my rankings dropped" reports that turn out to be nothing. Measure on a grid across the metro, and treat range as the metric rather than position.
Common questions
Can I rank in a city where I don't have an address?
Sometimes, if your prominence is high enough to carry the distance and your service areas include that city. It's harder than ranking near your verified location, and it gets harder the further out you go.
Does adding service areas improve proximity?
Service areas tell Google where you'll travel, which affects eligibility, but they don't change the distance calculation from the searcher to your verified location.
Related terms
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