Why position changes
Google ranks you separately for every spot on the map.
Homeowners searching close to your address find you. Homeowners a few towns over find someone else, and they never knew to look for you.
Searching two blocks awayYour business#1
Competitor A#2
Competitor B#3
Searching one town overCompetitor A#1
Competitor C#2
Competitor D#3
Example of the same search from two places.
You probably set up your Google profile when you opened, and you've touched it only a handful of times since. That's true of most owners. There's a business to run.
Meanwhile, every time a homeowner searches, Google decides which businesses to show based on where that person is standing. Two people a few miles apart can type the same words and see completely different companies.
That's how a business with a strong reputation ends up invisible across half of its own service area. Your work is good and your reviews are real. Google simply hasn't been given enough reasons to show you in those places yet.
Your free Liftoro Visibility Audit puts this on a map. It lays a grid of points across your service area, and each point shows where you place for a real search from that spot. It's common to see strong points near the address and weaker ones farther out.