15 IOP keywords × 29 Tier-1 ZIPs, each Google SERP paginated until NIRC appeared in organic or ~top 100. NIRC ranks for nearly every commercial IOP term — parked on pages 2–3, with the local pack already largely won. The blue links are the deficit; the map pack is not.
Each row is one keyword's spread across all 29 Tier-1 ZIPs: the line runs best → worst position, the dot marks the median. The shaded zone is page 1. Nothing needs to be created — the work is dragging medians from the high teens and twenties across that boundary.
Every cell is one crawled SERP. Numbers appear where NIRC made page 1. The pattern to notice: color is remarkably uniform left-to-right — organic position barely responds to geography inside the trade area. This is a sitewide-page problem, not a ZIP-by-ZIP one.
For each keyword: how many of the 29 ZIPs have NIRC in the local pack at all, versus on organic page 1. Near-me terms sit at pack #1 in most of the trade area while organic page 1 rounds to zero — the displacement work above is what converts the second bar.
The domains occupying the page-1 tail (positions 6–12) on the SERPs NIRC is trying to enter — the slots a page-2→page-1 push actually displaces. Bars show the share of crawled SERPs where the domain holds that window. For "virtual iop" the whole top 10 is shown: national telehealth players own it end to end.
The same 29 ZIPs, two ways. Left: median organic position across adult terms — nearly the same shade everywhere (18–26). Right: how many of the 15 keywords have NIRC at pack #1 — strong near Crystal Lake, gone past ~13 miles (Elgin, Hoffman Estates, Lake Zurich, Mundelein). Proximity moves the pack, not the blue links.
"adolescent iop" already sits at median #14 with page-1 appearances at #3 in some ZIPs. The 6–12 window is national teen brands plus Streamwood — beatable with on-page work and internal-link consolidation across NIRC's three teen assets.
One page carries 8 adult commercial terms at median #17–29. Improving it moves every one of those keywords at once; the beatable share of the 6–12 window is the displacement target.
The only genuine zero: no organic top-100, no pack, in any ZIP. Charlie Health, Meadows, Pathlight and RCA hold all 29 ZIPs. NIRC owns the telehealth theme editorially but has no landing page in the fight.
"iop meaning" and "what is iop" have no local pack and no local winners — cheap topical authority that supports #1 and #2 through internal links.