I just checked Ask for one of my site's 'trophy phrase' and it's #1 with the prime competitor #3. Second and third competitor missing and a bit of related but geo-physically distant 'could be' competitors. Not detecting searcher's IP? When mine is looked up on publicly available IP data sets it's within 3 miles.
Adding the two letter us state code shuffles in more of the correct regional competitors. Still 2 results are from off continent. No one from that US state will drive there to buy!