A report by Linkdex shows that Geolocation plays a huge role in changing a site’s rankings in Google search for a particular keyword across different locations. The report says that 69% of times when a site finds place in the top 30 results on Google search for a specific location, it will not rank for the same search term on all other locations.
Lindex studied ranking differences variations across 10 geolocations and came up with the finding that SERPs varied by a mean of 11 positions. In their study, Linkdex chose 10 U.S. cities & smaller towns and tested 2,000 keywords to find that in some cases the top 10 search results could be completely different based on the searcher’s position.
Quoting Linkdex, "When we began our research, and when we selected the verticals to look at in greater detail, we expected to find a different level of variance across different verticals. We did encounter this, as shown above, but not all of the results were as anticipated – some selected verticals are less affected by geo-variability than expected, and some more."
Ranking Variations can occur in any verticals
They selected essential verticals like restaurants, flights, furniture, credit cards and used cars. Then they studied the ranking reports for every market slotting websites per vertical and found that sites with multiple locations had lesser variance in SERPs. The maximum variations were found in listing sites like Menupages.com. Lindex report said, "Menupages recorded 14 top 3 positions in NYC, and none at all in San Francisco. In positions 4 through 10, there are eight keywords ranking in New York City, but none in Chicago."
This report must come across as a great insight for marketers as they can make a note of keywords which are impacted by differences in geo-ranking. And use this knowledge to create geo-optimization strategies.69% of Times Site's Ranking Gets Altered by Geolocation!,