I'm chalking this up to this being a new location, but I think it's pretty funny regardless. My day job is at a small marketing agency that does traditional and digital marketing for local businesses. Anyways, here's the sitch: Plumbers Bargains* opens up a new location in a city less than 50 miles away. *This is close enough to the real name to properly illustrate the point without giving myself away. Maybe a month or so later, the client or someone checks to see if the new location is showing up in Google, so they search (desktop): plumbers bargains newcity ny Plumbers Bargains appears on the first 3 results as well as the local business info card on the right. However, it's the oldcity location instead. So for some reason, the client or whoever decides to search for the following (yes our average client spends way too much time concerned with their rankings for keywords we don't care about...I digress): bargain plumbers newcity ny Magically, both locations show up in the local search pack with the domain ranking in the next 2 spots down! Anyways.. Like I said before, this is most likely do to it being a new location. I did, however, find it quite entertaining that a quick switcharoo of the name led to these discrepancies in the SERPs. Any other theories?