Why Two People Searching Google for 'Plumber Near Me' See Different Results

Have you ever typed your own business into Google and wondered why you can't see your website where you expected to? Or wondered why a customer said they found a competitor instead of you?

Google doesn't show the same results to everyone, and when you don’t see your website when you expect to, it’s easy to think that your site "isn't working." But the issue isn't just the website itself. It’s often a misunderstanding of how Google decides what to show, and to whom.

This post breaks that down and explain what it means for your marketing.

Location: The Biggest Factor of All

Your physical location is one of the strongest signals affecting what you see in search results. Even slight differences in where you are when you search can change which businesses appear.

For a search like "plumber near me," Google uses your device's GPS, IP address, and location history to show businesses it believes are closest and most relevant to you right now.

A homeowner searching in Horsham will see different plumbers to someone searching in Crawley, even though they are only a few miles apart.

Google’s Local Pack (Map Pack)

This is the map listing that shows three businesses near the top of the search results. Appearing here is influenced heavily by proximity, as well as how well your Google Business Profile (GBP) is optimised.

Businesses that actively manage their GBP by adding photos, responding to reviews, and posting updates consistently outperform those that neglect it.

Targeting multiple towns on your site

If you cover multiple towns or areas, relying on a single page like “Builder in Sussex” is unlikely to rank well for searches in each location. Creating dedicated geo pages for each service area helps signal to Google that your business is genuinely relevant in those specific places.

Practical example: A roofing contractor based in Burgess Hill who wants to attract work in Haywards Heath and East Grinstead should have individual pages for each location. Each page should include locally relevant content, the area name, and the specific services offered there.

Personalisation: Google Knows Your History

Beyond location, Google also factors in your personal search history and browsing behaviour. If you regularly visit certain websites or frequently search in a specific niche, Google will start to tailor results to reflect those habits.

This means the results you see when you Google your own business might look more favourable than what a potential customer sees. Especially if you've visited your own website recently. It is one of the reasons business owners often overestimate how visible they are online.

Don't rely on checking your own Google rankings as a measure of visibility. Use Google Search Console or ask someone to search from a different device and location.

Google also factors in the device being used. Mobile users often see different results to desktop users, and since the vast majority of "near me" searches happen on smartphones, your website must be fast and mobile-friendly.

Reviews matter enormously. Review quantity, recency, and your responses are all significant local ranking signals. Google uses this data to determine which businesses appear prominently for high-intent searches.

Practical example: A building contractor with 47 recent five-star Google reviews will almost always outrank a competitor with 8 reviews that haven't been updated in two years. Even if that competitor has a fancier website.

Google's Algorithm Is Always Changing

Google is not static. Small tweaks happen every single day, and major "core updates" roll out several times a year.

In 2025 alone, Google rolled out significant core updates in March, June, and December, with further updates continuing into 2026. Each one can shift rankings significantly, and businesses that don't adapt can suddenly find themselves invisible online. Even if they were appearing on page one the month before.

These updates are designed to reward websites that are genuinely helpful, regularly updated, technically sound, and trusted by their local community. Sites that were built once and left to tick along with no fresh content, no new reviews, and no updated Google Business Profile are increasingly being overtaken by more active competitors.

Why a 'Set and Forget' Website Won't Cut It

This is probably the single biggest mistake I see trade and construction businesses make. They invest in a website but then treat it as a one-off job. Build it, launch it, move on.

The reality is that Google rewards businesses that show ongoing signals of activity, authority, and relevance. A static website that hasn't been touched since launch will not compete with a competitor who is consistently:

• Publishing useful content such as blog posts, project updates, and local guides

• Adding fresh photos to their website and Google Business Profile

• Gathering recent reviews and responding to every one of them

• Keeping NAP consistent (Name, Address, and Phone number) across every online directory, from Google to Checkatrade to Yell

• Maintaining dedicated pages for each service and location they target

• Ensuring their website is fast and mobile-responsive

One small inconsistency in your business details across online platforms  for example "St." on one directory, "Street" on another can confuse Google and quietly undermine your local rankings.

Summary

Google's search results are not a level playing field. And they're not meant to be. They are personalised, localised, and constantly evolving. Here is what to take away:

• Two people searching the same thing see different results, driven by location, search history, and device

• Your Google Business Profile is as important as your website for local "near me" searches

• Reviews are a ranking factor. Recency, volume, and your responses all count

• Dedicated location and service pages help Google understand exactly where and what you do

• Google's algorithm changes regularly. Your online presence needs ongoing attention, not a one-time setup

• A set-and-forget website is a liability in today's local search environment

Take Action

If reading this has made you realise your online presence might not be working as hard as it should, here are three things you can do today:

1.      Google yourself from a friend's phone (different device, different location) and see where you appear

2.      Log into your Google Business Profile and check when it was last updated. Add a photo, respond to a review, or check your service areas are correct

3.      Look at your website on a mobile phone and ask honestly: is it fast, easy to navigate, and does it clearly explain what you do and where you work?

Found This Useful?

I hope you've found this guide to why Google shows different local search results, and what it means for your trade business's marketing, helpful. If you would like to discuss how to improve your local visibility and make sure the right customers are finding your business, please email me. You can also connect with me on LinkedIn. If you would like to talk about your construction company's digital marketing strategy, feel free to reach out as well.

About the Author

John Wright started his career in the construction industry at Kennedy Builders Merchants in the 1980s. This marked the beginning of a 35-year journey in sales, marketing, and business development in construction.

In 2016, John transitioned into digital marketing as an it’seeze web design franchisee, before founding RBC Marketing in 2022. Today, he uses his strong knowledge of the construction industry along with marketing skills. He helps construction companies create a strong online presence. He also drives business growth through both digital and traditional marketing strategies.