Episode 70: Proximity Isn't a Strategy
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Episode 70: Proximity Isn't a Strategy
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Proximity Isn't a Strategy
Your Google Business Profile isn't fully yours — and the thing that's been protecting your local rankings all along might not be yours for much longer either.
In this episode, Jeff breaks down two collisions happening at once for local business owners: Google's new Ask Maps feature (a Gemini-powered tool that's already shifting local search from "who's closest" toward "who's the best match"), and the well-documented risk that anyone — including a competitor — can suggest a change to your Google Business Profile's category, one of the most damaging edits a listing can receive.
Using Daniel Goodwin of Provident 1031 as the proof point — a business that never had a proximity subsidy to lean on and built durable authority instead — Jeff makes the case that proximity was never a strategy. It was a subsidy. And subsidies get pulled.
If you run a local business, this episode ends with one question worth sitting with: if Google didn't hand you the top spot because you happened to be closest, would anyone still be able to find you?