It is not unusual for a business to setup a "service area" on Google. The idea is to tell Google where most of your customers live and where you want exposure in the search results. Often, the physical address of the business is not important because customers don't come to you... you go to them. With this in mind, you complete your Google My Business profile and hide your physical address. To you it's less important. But guess what? Google still considers your location for Google searches related to your business products and services.

This is a grid ranking map of a local, well established and well optimized business. Grid maps allow you to check ranking status at very precise points on the map. Green represents a top 3 listing. Those top 3 are the only listings that appear in a Google search. This particular client's physical location is Centerville, Ohio (the red marker). The major clients for this business are in Dayton Ohio, centered on the blue location marker. In December of 2021, location became an even more dominant ranking signal for local area businesses and that may suggest challenges for many. For this business, local ranking in the northern part of Dayton dropped to essentially invisible in a Google search... obviously not good!

So you've taken a look at your Google Analytics website traffic and it has flat-lined or worse, it has actually started to dive. You're year over year results are showing that you had more traffic last year than you did this year. This might not all be bad news but you'll need to look beyond Google Analytics to figure out what is happening.