The Ranking Radius
Search results are a one-time snapshot of your listing's rankings. Where your business may - or may not - be in the local pack.
Example: Bill sells car insurance in Houston.
He searches "car insurance in Houston" - and sees his business ranking #1 in the local pack:
But it doesn't mean his listing will show up for *every* person that searches the same keyword:
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The ranking radius plays a huge role in this.
It shows your listing's rankings - in relation to the searcher's location.
Below is an example of a poorly performing listing.
It's only in the local pack (top 3 rankings) for two areas on the map:
Now here's the ranking radius for a top-performing listing.
It's in the local pack - regardless of where the search is being done:
How this impacts qualified traffic:
(Remember: qualified traffic = revenue)
Let's continue with the example of "car insurance in Houston".
According to Google's Keyword Tool - it gets 2,400 searches per month.
Here's all that traffic in a pie chart:
If you have a poor ranking radius - it means your listing is only shown for a fraction of those searches:
But if you have an optimized ranking radius - your potential traffic looks like this:
If you want to go one level deeper - to see how traffic and revenue really scale - then read about category dominance.