Appearance of Local packs by geo modifier Google

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Rob pointed out that every single SERP is localized to some extent. Localization is perhaps the most important filter Google passes its results through when building the SERP. Rob referenced an analysis that STAT did where they took highly local keywords and tracked them in specific zip codes and at the overall market level (without local information) and did a side-by-side comparison of the two.


They found that the SERPs were only 30% similar. If you don't track in specific locations, you're missing 70% of what searchers see . Only 5% of organic results stayed in the same ranking car owner phone number list position. This means that if you spend all your time measuring only at the national level, you are actually missing a huge chunk of what your users are seeing and not reporting accurate data.


Additionally, SERP features (such as featured snippets) are even less similar in local and market SERPs. SERP features are more influenced by location than organic results, with only about 20% similarity. Every snake is localized Another key point Rob made is that the opportunities in the Local Pack vary depending on the geo-modifier you use.