Showing up in the Google Maps 3-Pack is a game-changer for roofing companies. But what determines which businesses show up—and in what order? One of the biggest factors is proximity. If your roofing company wants to dominate local search, understanding how proximity works in Google Maps rankings is key.
In this article, we’ll break down what proximity means in local SEO, how it affects your ability to rank, and what you can do to improve visibility even if your physical location isn’t right next to every potential customer.
What Is Proximity in Google Maps Rankings?
In local SEO, proximity refers to the physical distance between the searcher and your business location at the time they search. When someone types in a query like “roof repair near me” or “roofing company in [city],” Google uses proximity to decide which businesses to show in the 3-Pack and map listings.
Google wants to provide the most relevant and convenient results—so businesses physically closer to the user often rank higher, all else being equal.
How Proximity Impacts Roofing Companies
Because roofing is a location-based service, proximity can either help or hurt your visibility depending on:
- Where your office or business is registered
- Where the searcher is located
- How strong your local SEO and Google Business Profile are
If a homeowner is in Plano and your business is registered in Dallas, a closer competitor may show up first in the 3-Pack—even if you offer the same service and have better reviews.
Three Main Ranking Factors in Google Maps
Google has confirmed that local search results are based on a combination of:
- How well your listing matches the search intent
- Your reputation, reviews, and online presence
- How close you are to the person searching
Proximity is not something you can control directly—but you can optimize your presence to increase your chances of showing up even outside your immediate radius.
How to Work Around Proximity Limitations as a Roofer
1. Optimize for Every City You Serve
Just because your office is in one location doesn’t mean you can’t show up in others. Create targeting every city or neighborhood you want to rank in.
Learn how to build high-converting local pages here.
Each page should include:
- City name in title tags and H1 headers
- Service area mentions in the body copy
- Localized reviews or project examples
- Driving directions or map embeds when possible
2. Use Service Area Business Settings in Google Business Profile
If you don’t have a storefront, you can set up your Google Business Profile as a service area business. This allows you to define the zip codes and cities you serve without publicly listing your address.
Make sure to:
- Include your full service area in your profile
- Align your GBP with your landing pages and website
3. Build Local Relevance With Backlinks and Citations
Even if you’re not physically located in a neighboring city, you can build authority there through:
- Backlinks from real estate agents, contractors, and local news sites
- Partnerships with real estate professionals
- Citations in city-specific directories
Local signals help Google understand that you serve and are relevant in that market, even if your office is across town.
4. Get Reviews From Multiple Locations
Ask customers to include their neighborhood, city, or zip code in their review. This helps reinforce your geographic relevance across multiple service areas.
“HOWL helped us replace our hail-damaged roof in Allen. Fast service and insurance support made the process stress-free!”
5. Use Google Posts and Q&A to Reinforce Local Service
Post regular updates or photos of jobs completed in different cities. This keeps your profile fresh and reinforces your presence in multiple service areas.
Explore Google Posts best practices here.
6. Consider Satellite Locations (If Strategically Smart)
If you consistently get business in a nearby city and want to improve 3-Pack rankings there, you may consider opening a satellite office or setting up a verified address— if it’s real and staffed.
Never use fake locations or PO boxes—this violates Google’s guidelines and can get your listing suspended.
How HOWL Helps Roofers Beat the Proximity Barrier
At HOWL, we help roofing companies win visibility beyond just their physical address. Our local SEO strategy combines:
- Location-specific content and landing pages
- GBP optimization for service area relevance
- Review generation campaigns with geographic keywords
- Backlink building from local partners and sites
We build authority and local trust in every city you want to dominate—so proximity doesn’t hold you back.
Final Thoughts: Proximity Matters, But Strategy Wins
You can’t change where your business is located—but you can change how visible and relevant you are to homeowners across your entire service area. When you build local signals the right way, you can overcome the proximity barrier and show up where it matters most—at the top of the Google Maps 3-Pack.
Apply to work with HOWL and let us create a local SEO strategy that gets your roofing company found by high-intent homeowners—whether they’re next door or two cities over.