Proximity to the Searcher
What it means:
Proximity refers to how physically close your business is to the person doing the search. It’s one of the most influential factors in Google’s Local Pack rankings—the three-map listings that appear at the top of local search results.
When someone types “plumber near me” or “best Mexican restaurant,” Google uses their GPS or IP location to determine which businesses are closest and most relevant. The closer your business is to the searcher, the higher the chance it will appear in their Local Pack—assuming your listing is optimized.
Why Proximity Matters for Local SEO:
You can’t control where your potential customer is standing when they search. But what you can control is how well your business ranks in the areas you want to serve by optimizing your content and business listings accordingly.
For example:
If your business is physically located in Norfolk, but you also serve Virginia Beach and Chesapeake, you’ll have to put in extra SEO work to rank well in those nearby cities, especially in the Local Pack.
This is where location-based silo pages come in.
How Silo Pages Help Overcome the Proximity Challenge
Google may prioritize businesses physically close to the searcher, but it also rewards businesses that show relevance and authority for nearby areas—even if they’re not located right there.
You can influence rankings beyond your immediate address by:
Creating dedicated service area pages (e.g.,
/hvac-repair-virginia-beach,/roofing-norfolk-va)Including localized content, keywords, and references to neighborhoods, landmarks, and zip codes
Embedding Google Maps with driving directions from your office to those service areas
Posting localized reviews and case studies from clients in those areas
Using schema markup to tell Google which areas you serve
The more you localize and optimize siloed content, the more likely you are to show up in search results—even if you’re not technically the closest option.
DIY Tips to Boost Visibility Outside Your Immediate Proximity:
✅ Create individual city/service pages:
Let’s say your plumbing business is in Chesapeake but you want to rank in Suffolk. Build a page like /plumbing-services-suffolk-va with unique content targeting:
Suffolk neighborhoods
Local events or landmarks (e.g., “We’ve helped homeowners near Sleepy Hole Golf Course”)
Customer testimonials from Suffolk residents
✅ Use hyperlocal keywords in your content and meta data:
Go beyond city names—include street names, business parks, districts, or even high schools. Google loves hyper-specific local context.
✅ Encourage reviews from all your service areas:
Ask customers to mention their city or neighborhood in reviews when possible. For example:
“ABC Roofing did a fantastic job on our roof replacement in the Greenbrier area of Chesapeake.”
✅ Add driving directions to your GMB profile and location pages:
This reinforces to Google (and customers) that you actively serve those areas, even if you’re not located there.
✅ Optimize your Google Business Profile (GBP) with service areas:
Add all the cities or zip codes you serve in your GBP. This won’t guarantee you’ll rank in those places, but it helps show Google your intent and relevance.
✅ Use local business schema markup with multiple service areas:
Schema helps Google understand your service coverage. Include areaServed properties for each city you want to rank in.
Pro Tip:
If you have multiple physical locations, create separate GBP listings for each one with their own unique landing pages and NAP info. This improves visibility by proximity and allows each location to build its own local authority.
Final Thought:
Proximity to the searcher is one of the most powerful signals in local search—but it’s not the only one. With strong siloed content, relevant keywords, and local optimization, you can still compete outside your immediate neighborhood. Think of it like expanding your digital footprint city by city, neighborhood by neighborhood.
The goal: Be the most visible, trusted local option—no matter where your customers are searching from.