This case study explores the impact of selected service areas on Google Business Profiles (GBPs) in specific neighborhoods affected by the Vicinity Algorithm Update (December 2021). Examining six firms hit by the update, the study reveals that service areas can now influence local rankings, although physical office space remains crucial in competitive markets. While service areas aren’t a perfect solution, they’ve shown to affect GBP rankings post-update, prompting businesses to strategically utilize them for improved visibility in target regions.

Overview

This case study aims to determine if the service areas selected on a GBP can help firms increase rankings in specific neighborhoods where rankings had previously dropped due to the Vicinity Algorithm Update (December 2021). Based on research for six firms that were all negatively impacted by the Vicinity Update, service areas can now affect local rankings. While it may not impact in all circumstances, service areas can now affect Google Business Profiles (GBP).

Although service areas can now affect rankings, physical office space is still king in highly competitive areas within a market.  

Data

Personal Injury

Map of Neighborhood Service Areas Added

Logan Circle, Washington, DC, USA Woodley Park, Washington, DC 20008, USA Cleveland Park, Washington, DC, USA Friendship Heights, Washington, DC, USA Tenleytown, Washington, DC 20016, USA NoMa, Washington, DC, USA

Georgetown, Washington, DC 20007, USA X Georgetown, Washington, DC 20007, USA X Dupont Circle, Washington, DC 20036, USA X Cathedral Heights, Washington, DC, USA X Chevy Chase, Washington, DC, USA X

Rankings

Time between graphs: 72 hours

Family

Map of Neighborhood Service Areas Added

Rankings

Time between graphs: 1-month

Criminal

Map of Neighborhood Service Areas Added

Brightwood Park, Washington, DC, USA Chevy Chase, Washington, DC, USA Palisades, Washington, DC, USA Northwest Washington, D.C., Washington, DC, USA Adams Morgan, Washington, DC, USA Georgetown, Washington, DC, USA Dupont Circle, Washington, DC, USA Foggy Bottom, Washington, DC, USA

NoMa, Fort Lesley J. McNair, Washington, DC Cardozo, Fort Lesley J. McNair, Washington, DC Logan Circle, Fort Lesley J. McNair, Washington Woodley Park, Washington, DC Wesley Heights, Washington, DC Columbia Heights, Washington, DC McLean Gardens, Washington, DC

Rankings

Time between graphs: 1 month

Analysis

For the following graphs, geogrids were buckets into five main categories which are defined as:

• Major Positive Change: More than 60% of the geogrid dots for the affected area improved
• Slight Positive Change: Between 15 and 60% of the geogrid dots for the affected area improved
• No Change: Less than 15% of the geogrid dots for the affected area changed
• Slight Negative Change: Between 15 and 60% of the geogrid dots for the affected area worsened
• Major Negative Change: More than 60% of the geogrid dots for the affected area worsened

Conclusion

Overall, while service areas are not the perfect solution, firms were affected by adding new service areas to the Google Business Profile. Prior to the Vicinity Update, service areas were proven to not have an effect on rankings. However, the change in rankings, both positive and negative, shows that service areas do now have an effect.

Moving forward, businesses should utilize service areas on their Google Business Profile to help rank in certain areas within their market. If the firm is not currently ranking close to the office, starting with service areas close by is an ideal starting point. Service areas can be a mix of zip codes, cities, and neighborhoods. A maximum of 20 service areas can be added to any profile.

Please note that while service areas can now affect rankings, in highly competitive areas within a market, physical office space vicinity is still the priority. A firm cannot rank in a highly competitive section of a market without a physical location. However, adding service areas for regions with lower competition can affect the business positively.