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Have you ever tried to see where your business ranks on Google for different cities? This routine check isn't just curiosity; it's important for multi-location brands trying to compete in specific markets. Knowing how your business listings or website ranks gives you real insight into who's winning the online visibility game at that location.
After all, 78% of mobile local searches result in an offline purchase within a day. So, how do your branches stack up against rivals city-by-city? Checking local search results helps you know what works, refine your strategies and even spot which branches need a digital boost.
Ever wonder how some small businesses skyrocket locally and become the local authority in their business category? It's a strategy. One key move is checking local SERPs (Search Engine Results Pages) and using the insights to work on their online visibility for each location.
Let's say you’re running a small coffee chain with locations across town. You search for "best coffee near me" in different neighborhoods, and guess what? Your competitor with fewer locations still ranks higher.
For businesses, especially SMEs, checking competitors’ rankings and analyzing how they achieve that ranking (keywords, content plan, content ideas, listing management, etc) is a complete SEO strategy.
You’ll get fresh ideas for content, keyword targets, and strategy tweaks. Some online services and browser extensions like SEOquake and Ahrefs can help with keywords and content analysis.
Checking your SERPs also means real, live insights into your keyword success. Search results change fast. Adjusting your SEO to reflect actual SERP data keeps your strategy sharp. Real data means real results.
For instance, brands that update keywords and focus on local SEO tactics see up to a 40% increase in local traffic and 30% more in-store footfall.
If you are wondering where your business ranks for specific keywords like “best [business type] in [location]” (for instance, best restaurants in Kentucky), checking local SERPs is a quick solution. Here’s how businesses like yours can get the most precise results.
VPNs (Virtual Private Networks) let you search the internet from any location without being there. For instance, a Kentucky-based coffee shop might want to see where it ranks for "best coffee shop in Lexington." If you're not exactly in Lexington, setting a VPN location to Lexington, KY, can reveal exactly that.
Free VPNs like ThunderVPN work well, but they’re limited. For instance, most free versions only let you pick a country—not specific cities. You have limited options of free countries to select from, as seen below:
Paid options like NordVPN and TunnelBear are much better for location targeting. They allow city-level selection, which is important if you're targeting customers in a specific town or region.
Just remember—more location options mean better local insights. If you want precise local rankings, it might be worth splurging on a paid VPN.
A quick way to check local search results is by adjusting Google’s regional settings. Say you’re running a BBQ joint in Kansas, but you want to see how you rank for “best BBQ in St. Louis.” Just hop over to Google’s settings. Here’s how to do it:
This method gives a view of local rankings without needing extra tools.
But it’s not perfect. Google’s location settings can’t fully replicate local IP targeting, so results may be slightly skewed. However, it’s still a great option for a quick peek.
You could also update your home or work address on Google. This lets Google’s search engine know where you "are," helping deliver more relevant, location-based results.
For instance, let’s say you own a landscaping business with locations in both Detroit and Toledo. If you want to see how “best landscaper in Toledo” ranks for you, setting your work address in Toledo gives you a clearer view.
To set it up, it’s simple:
This option makes it easy to see more location-specific search results without needing VPNs or location-changing apps.
Here’s a neat trick for precise local search results: use Google Dev Tools to set a custom location. It’s perfect for businesses that want to appear in results as if they’re in a target neighborhood.
Imagine you’re managing a pizza franchise in Miami but want to know if your “best pizza in Fort Lauderdale” ranking stands strong. Changing your device’s location can help you find out. Here’s how:
This method offers precise, IP-mimicking results so you can see what local customers actually see. It’s also an ideal workaround for those who need deeper insights than general location settings offer.
Another quick way to check local search results is to add the city name to your query! This hack is great for seeing what locals see without extra tools or settings.
Let's say you run a multi-location bakery with spots in Austin and Dallas. You want to know how “best cupcakes near me” rank in each place. Just search “best cupcakes in Austin” or “best cupcakes in Dallas” to compare.
And if you want an even deeper dive, add "&near=cityname" to the end of the Google URL. So, it’d look something like this:
https://www.google.com/search?q=best+cupcakes&near=austin.
While this method isn’t as precise as full location tools, it’s quick and easy. Plus, a Google rep at a Google HQ local search conference recently shared that 46% of searches have local intent. This means these location-specific queries reflect real customer behavior.
SEO tools like Ahrefs, SEMrush, BrightLocal, and Synup’s Grid Ranker are powerful for in-depth local search insights. They don’t just show rankings—they let you see localized SERPs and competitors’ performance. Here’s how they work.
Ahrefs’ Rank Tracker helps you see exactly how your business performs in each city. If you’re a florist with shops in both Portland and Eugene—Ahrefs will show you how you rank for “flower delivery in Portland” vs Eugene and give specific data to refine your SEO in each market.
SEMrush’s Position Tracking tool is also ideal for multi-location brands. It allows tracking for multiple cities and shows fluctuations in rankings over time. Did you know that 72% of consumers who search for local businesses visit a store within 5 miles? SEMrush’s location tracking can help you capture that traffic by adapting your strategy for each spot.
For a hyper-local view, Synup’s Grid Ranker tool lets you visualize rankings on grid points within specific radii down to a few miles. Want to know if your “coffee shop near me” query ranks well across neighborhoods? Synup maps it out, showing where you stand against local competitors in real time.
These tools offer a strategic edge, with localized insights beyond simple rankings. Local SERP tracking with third-party tools can increase foot traffic and visibility, giving you a clearer picture of each market’s potential.
Perfect for small businesses, BrightLocal focuses on local search rankings and visibility. A dentist in Seattle, for example, can use it to track “affordable dental services in Seattle.” This gives actionable data to boost their local SEO in a crowded field.
The GS Location Changer Chrome extension also offers a quick, no-fuss way to check local search results. It’s ideal for small business owners who want to see localized SERPs without complex paid tools. With this extension, you can set custom location parameters right in your browser.
It’s easy, efficient, and saves you the hassle of VPNs or full-on software setups. With more people searching “near me” than ever, keeping tabs on specific local SERPs can help capture that valuable, ready-to-buy traffic.
Local search results are loaded with a lot of essential data for staying competitive in your target markets. Staying abreast of local search results and seeing how your multi-location businesses are faring helps you know when and what to tweak.
Using free tools, tweaking your location settings to have access to real-time search rankings and using local SEO tools, helps businesses get valuable insights into their local SEO performance.
Extensions like GS Location Changer also make it easy for small businesses, while more advanced tools like Synup’s Grid Ranker help pinpoint your local ranking strengths against competitors.
Book a demo with our product specialist specialist to start now.
To simulate local searches for a location you're not physically at, use a VPN tool, change Google’s location setting to the specific location, or use a Chrome extension like GS Location Changer.
Yes! Google personalizes results based on your IP and location settings to serve relevant, local results.
Google can tell your real-time location using various mechanisms such as your mobile network signals, location GPS and device sensors like accelerometer, gyroscope, barometer, and magnetometer.
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