A business can rank first for “best HVAC repair” in one ZIP code and barely appear three miles away. Google’s local algorithm treats proximity as a major ranking signal, which means search results shift neighborhood by neighborhood in competitive markets. For business owners and local marketers, this raises an obvious question: how do you actually see what potential customers in different areas are seeing? In this article, we will discuss a few ways that you can stay on top of your local rank tracking.

Driving across town to run test searches is one option, but not a practical one. There are faster methods, from free browser tricks to ISP proxies that replicate searches from specific ZIP codes using IP addresses tied to actual internet service providers.

How Does Google Decide What to Show in Local Searches?

Google’s local pack rankings depend on three factors: relevance, distance, and prominence. For service-based queries and “near me” searches, distance often carries the most weight. The search engine pulls location data from GPS (on mobile), Wi-Fi network information, and the searcher’s IP address to determine which businesses are closest.

This is why a coffee shop owner checking rankings from the store’s back office only sees part of the picture. That single data point reveals nothing about visibility a few blocks over, where a different set of competitors may be dominating.

What Free Methods Actually Work?

Several no-cost options exist for spot-checking rankings in other locations.

The &near= URL trick offers a quick way to view results from different cities. Run a Google search, then add &near=cityname to the end of the URL and reload the page. The results will reflect that location. This works well for city-level checks, but cannot compare visibility across neighborhoods within the same city.

Google’s Ad Preview Tool was built to let advertisers see how their ads appear in different markets, but it also shows organic results. The tool allows searches filtered by city or ZIP code without logging impressions or skewing ad data.

Chrome Developer Tools offer more granular control. Opening DevTools (F12), navigating to the Sensors panel, and setting custom latitude/longitude coordinates forces the browser to report a spoofed location to Google. This method takes a few extra steps but allows targeting down to specific streets.

Browser extensions like GS Location Changer simplify the process by letting users set coordinates without digging into developer settings. For periodic checks, this approach balances ease of use with reliable results.

Free online tools such as BrightLocal’s Local Search Results Checker and the simulator at technicalseo.com provide quick SERP snapshots for chosen areas. Daily usage limits apply on most free tiers, but they work well for routine audits.

Are VPNs Good Enough for Local Rank Tracking?

VPNs mask IP addresses by routing traffic through servers in other locations. In theory, connecting to a server in Miami should return Miami-based search results.

The limitation is geographic targeting. Most VPNs only allow country or state-level selection. Even premium services rarely offer city-specific servers, and almost none can target individual ZIP codes. For businesses competing in densely populated urban markets, VPNs provide too broad a view to be useful.

How Do ISP Proxies Give More Reliable Local Data?

ISP proxies route traffic through IP addresses assigned by actual Internet service providers in specific geographic areas. Unlike datacenter proxies, which search engines can often identify and treat differently, ISP proxies appear as ordinary home connections. Google’s systems are less likely to serve altered results or trigger CAPTCHAs when requests look like they’re coming from a regular household.

The advantage is geographic precision. An ISP proxy tied to a specific ZIP code returns results that closely mirror what someone actually searching from that area would see. For agencies managing multi-location clients or franchises monitoring rankings in dozens of markets, this level of detail supports more confident optimization decisions.

Final Thoughts on Local Rank Tracking

Reliable local ranking data requires matching the search experience of real users in each target area. Free tools and browser tricks handle single-location businesses or one-off checks without issue.

For anyone monitoring performance across multiple neighborhoods or cities, investing in more dependable methods typically pays for itself through better data. The difference between appearing in Google’s local pack and being buried below it is significant. Research from SOCi found that businesses in the top three local results receive 126% more traffic and 93% more actions like calls, clicks, and direction requests than those ranking lower. Knowing exactly where those visibility gaps exist makes targeted improvements possible.