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One area search engines seem to be gravitating toward is granting strong product verticals with a history of online purchase behavior – a lean toward non-local results. For many, you now need to be on a mobile device or type “near me” as part of the search query to trigger a map. Understanding whether you have reached the “near me” need to even compete with national online sellers is important when strategizing and setting expectations. Google uses the content on the page in conjunction with your search history and or location so all those insurance companies have pages that have content that is more relevant to your search query in Austin because they have the words Austin inside the content. So if your Google and Amica insurance for liberty mutual are able to index a landing page with words Austin on it and you query it from an ISP within that area you will get the results shown to you. The only other way to get those results is through what Google has already learned about your search habits on the web they know where you are. So they're going to serve content that they think you like or content that you have been to more often. I hope that makes sense, Tom