{"id":106806,"date":"2020-01-15T15:00:00","date_gmt":"2020-01-15T20:00:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/take-another-look-almost-all-search-is-local-search-2\/"},"modified":"2024-12-20T09:22:03","modified_gmt":"2024-12-20T14:22:03","slug":"take-another-look-almost-all-search-is-local-search-2","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/local-search\/take-another-look-almost-all-search-is-local-search-2\/","title":{"rendered":"Take another look\u2014almost all search is local search"},"content":{"rendered":"

As far back as 2015, 97% of consumers were searching for local businesses online, with 93% of those searches triggering Google’s local 3-pack. It was obvious that local search was an enormous part of all online search\u2014and in 2020, it’s easy to argue that all<\/em> search is effectively local. After all, even when a query is something seemingly geographically agnostic, like “coffee”, Google will still offer up a localised search experience<\/a>.<\/p>\n

As the search giant gets better at anticipating user needs, it has become more local than ever. Users need fewer clicks to reach the information they need. But what are the implications for businesses and online marketers<\/a>? Let’s find out\u2014starting with three fundamental truths in this new local-first world.<\/p>\n

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  1. \n

    There is no standardised Google<\/h2>\n

    Google the word “pizza” at the office, and then perform the same Google search when you get home. You’ll be presented with two totally different results. The local 3-pack will be populated with different businesses based on your geographical proximity. So far, so simple.<\/p>\n

    But extrapolate this customisation to other factors that Google puts into its user profiles. What if a user was in another country altogether? What if a user performed the search in a different language? What if a user looked for a specific brand, which may or may not have a location where they are searching?<\/p>\n

    Google’s result pages are informed by a huge variety of factors. Some are very obvious to users while others remain a mystery to all but the algorithm. Google gives different results to the user based on language, geography, relevant brands, and even the politics of their region. News sources can give varied account on events, and even searches for consumer goods may vary according to legalities and availabilities for a user’s location.<\/p>\n

    \"Google<\/p>\n

    Google also tailors results based on users’ search histories (hence differences in the example above), installed apps, shopping habits, and more. Consider a search for “jaguar”. Google would use each individual user’s profile to determine whether to display results for jaguar the animal or Jaguar the car manufacturer. Again, while there’s no explicit local intent in the search itself, a user may also be shown a local 3-pack with either nearby animal exhibits or car dealerships as appropriate. There is no singular standardised Google\u2014and even if there were, you can be sure that Google would include local businesses as part of their “ideal” user experience.<\/li>\n

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    You can’t game the system<\/h2>\n

    Google has gone to great lengths to customise and localise its search experience, including using factors that most users are not even aware of. Want to strip all of that personalisation away? Well, pour yourself a coffee, because you’re going to have to:<\/p>\n

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    1. Perform a completely informative search with no obvious local intent (e.g. “history of maritime trade vessels”)<\/li>\n
    2. Not have your device logged into ANY of your accounts (Chrome, Gmail, social, shopping)<\/li>\n
    3. Not have any apps running<\/li>\n
    4. Have all geo-tracking turned off (which is always on by default)<\/li>\n
    5. Have no search history, cookies, or any prior information stored on your device<\/li>\n
    6. Use a third-party browser which does not attempt to determine your region<\/li>\n
    7. Have your ISP not specify what region they are supplying your service to<\/li>\n
    8. Use a proxy IP address<\/li>\n
    9. Connect to other networks with a VPN<\/li>\n<\/ol>\n

      Following all of these steps is difficult, expensive, and will also likely land you on some form of government watch list. Even then, if you are still searching using Google, it will create a custom profile for you as you are searching. You will inevitably specify a language and a pattern of behaviour as you search, including your choice of spelling (“colour” vs “color”) and the kind of brands you look up. Even these meagre crumbs of information will lead to localised search results.<\/li>\n

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