An informal industry name used for discussion of a late-2021 change in Google’s local search results, rather than a named setting a business can optimize directly.
When an audit mentions Vicinity, ask whether it is describing a historical event or explaining a current observation. The nickname alone does not identify why a particular listing appears or disappears for a particular searcher.
Distance is part of Google’s published local-ranking guidance, alongside relevance and prominence. That does not give an SEO provider a public formula for a fixed ranking radius. Results depend on the search and location context, and claims about exact undisclosed weight changes require caution.
Businesses should represent their real identity and location accurately. Adding keywords to a business name solely to influence results, inventing locations or creating redundant profiles can introduce separate policy problems rather than solve a visibility concern.
Takeaway: Measure visibility in the areas you actually serve and keep profile information accurate; avoid promises of a guaranteed map-ranking radius.
Example
A repair business compares results from several customer neighborhoods. It uses the findings to understand reach and improve relevant information, not to invent an office in every area.
What to check
Keep the same query and measurement method when comparing periods. Describe proximity patterns as observations unless the underlying mechanism is documented.
For more detail, see Google Business Profile ranking guidance.