I have a friend who owns a business in CA whereas I'm in NH. I was excited to inform him that when I search for
sacramento web design he appears on the first page rank 3.
For him, in CA, the same query has him on page 9.
I found this article which explains how site rankings can differ based on location and to use private browsing (we both rechecked using incognito on Chrome).
If his business is set in Sacramento and he searches for a Sacramento business that appears on page 9 for him, why would it appear on page 1 for me if it's less relevant for me?