If your business operates in a local area, i.e. you customers either come to you, and want you to be close at hand, then you can leverage this factor to influence rank for the town, city, state or country in which your business operates.
Google will classify different business genres according to how far and wide a user might be when wanting to engage with a website’s content – based on past behavior in search results.
For example, Google can establish that all search results for a plumber are likely to be relevant only if the plumber’s website’s catchment location is within the same area as the person making the search.
An essential part of this equation is that the website needs to be linked to a Google Business profile page that confirms the local address or service area.