Urology runs on local, high-intent search more than almost any specialty. Men don't research urologists for weeks the way they might shop a cosmetic surgeon. They search once, on their phone, often privately and often urgently: "ED treatment near me," "low testosterone clinic," "kidney stone pain what to do," "vasectomy near me," "urologist that takes my insurance." Google answers with a three-pack of map results pinned to their location and their star ratings, and whoever owns that map pack owns the call. The catch is that urology's most profitable service lines, men's health, ED and low-T, stone management, and elective procedures like vasectomy, are exactly the ones where patients skip the referral and self-select the practice with the strongest local presence. A thin Google Business Profile, weak reviews, and no service-area pages don't just cost you rankings; they hand your highest-margin cash and procedure patients to the urologist across town or the low-T franchise on the highway. Drop your URL into the free Surge Report and see, specifically for your practice, where you sit in the map pack for the searches that matter and what it's costing you.