Why Local Rankings Vary Across Different Parts of the Same City
Many business owners assume that local search rankings are relatively fixed. If their company ranks well for a search term in Phoenix, they expect to see similar results throughout the surrounding parts of the Valley.
Unfortunately, local rankings can vary dramatically from one part of a metro area to another. A roofing company that appears near the top of search results in Tempe may rank significantly lower in Scottsdale, Chandler, Mesa or Glendale for the exact same search.
This is a good-news/bad-news situation. The good news is your competitors have the same problem, and there are ways to improve your authority in different parts of town. The bad news is physical proximity will always be a heavily weighted factor, and there’s nothing anyone can do about it.
Google Doesn't Show Every User the Same Results
When someone searches for a service with local intent, Google attempts to identify businesses that are relevant to both the search and the searcher's location. As a result, two people searching for the same term from different parts of the Valley may see very different local results.
This is one reason business owners are often confused when they search for their own services from the office and see strong rankings, only to discover that a customer across town sees a completely different set of businesses.
Proximity Is One of Google's Strongest Local Signals
Distance plays a major role in local search.
A business located in Tempe will often have an advantage for searches performed in Tempe. Similarly, a company based in Scottsdale may have stronger visibility in Scottsdale than competitors with a Phoenix or Tempe address.
This doesn't necessarily mean the closer company is larger, more established or has better website and Google Business Profile optimizations.
Google's priority is connecting users with nearby providers, and what qualifies as nearby is based primarily on the business’s address and the searcher’s location.
This prioritization of proximity can be understandably infuriating for B2B and home service businesses that serve broad geographic areas, because it creates a natural advantage for competitors with locations closer to the searcher.
Competition Can Change Across a Metro Area
The same rules apply to your competitors. How they rank will vary significantly depending on where the search originates. A roofer in Mesa may have a significant advantage over a Phoenix roofer for searches performed in Mesa, but not for searches performed in Scottsdale.
Some communities simply have more businesses competing for the same searches. Others may have competitors with stronger websites, more established brands or a longer history of serving that specific area.
Those other differentiators become significantly more important when service providers are competing farther from their physical location. In other words, a roofer in Tempe and a roofer in Scottsdale have a more level playing field when it comes to reaching Phoenix searchers.
Reviews, Authority and Website Strength Still Matter
The importance of address can be disheartening, but it’s not an insurmountable challenge. Other factors still matter, including:
- Reviews and ratings
- Website quality
- Business authority
- Local citations
- Service relevance
- Overall online presence
These factors often help determine rankings when multiple businesses are similarly positioned relative to the searcher.
For example, if two HVAC companies are located equidistant from the person performing the search, the company with stronger reviews, better website content and greater local authority will likely have an advantage.
Opening Additional Locations Isn't Realistic for Most Businesses
Most SMBs don’t have the resources (or operational need) to lease multiple spaces throughout the Valley just to juice their local authority. Fortunately, address proximity is not the only way to demonstrate local relevance.
Businesses can strengthen their presence across multiple communities by:
- Creating location-specific content
- Developing service pages that address the areas they serve
- Earning reviews from customers throughout their service area
- Building authority signals that extend beyond the city where they are physically located
A Tempe roofing company may never enjoy the same proximity advantage in Scottsdale as a competitor with a Scottsdale office. However, that does not mean Scottsdale leads are out of reach. Businesses that consistently demonstrate experience and relevance throughout the communities they serve often improve visibility beyond their immediate surroundings.
Local SEO in a Major Metro Area Like Phoenix Requires a Thoughtful Geographic Strategy
At REV77, we help businesses evaluate local search performance across the communities they serve and identify opportunities to improve visibility beyond their immediate location. Whether your customers are concentrated in one community or spread throughout a large metro area, a strategic local SEO approach can help expand your reach.
Request a free audit to hear our thoughts on your current approach.
