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 rankings helps you know what works, refine your strategies and even spot which branches need a digital boost.

Why Should You Check Local SERPs For Your Business

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.

Competitor Insight

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. 

Local SEO Optimization

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. 

Different Ways To Check Local Search Results For Your Business?

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.

1. Using VPNs - Free or Paid

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.

Popular VPN Tools

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.

Paid VPNs also help simulate real user environments, giving businesses a more accurate sense of whether personalization signals like search history or device type might affect rankings. For example, if your Denver store ranks well for “best bookshop near me,” a VPN allows you to differentiate organic ranking success from Google personalization. This extra layer of insight becomes crucial when planning advertising, geo-targeted promotions, or product availability by region.

2. Change Google Location Settings

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:

1. Go to Google.com and click Settings at the bottom right corner.

2. Choose Search Settings from the menu.

3. Switch to Other Settings, click Language and Region and pick your target area.

4. Hit Confirm to lock in your new region.

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.

Change Your Home/Work Address In Google 

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:

1. Update your Home Address
2. For Work Address, click HERE. 

This option makes it easy to see more location-specific search results without needing VPNs or location-changing apps. 

Businesses with multiple locations often underestimate how much Google personalizes search results based on saved locations. Even if your customers aren’t intentionally adjusting their settings, Google is. When your home and work locations are set near your business, your understanding of your SERP visibility becomes more realistic. Many multi-location brands use this tactic internally by assigning managers to monitor “local-first” SERPs for their branch’s neighborhood.

3. Change Device Location Settings

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.

Changing device location is especially powerful for brands operating in micro-markets: areas where a few streets can dramatically change search intent and ranking competition. For example, a law firm, medical clinic, or real estate office may find that they rank #1 in one ZIP code but drop off dramatically just two miles away. DevTools location overrides expose these hyper-local ranking differences that traditional tools often miss.

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:

1. Right-click on a Google search result page and select the Inspect element.

2. In the DevTools panel, select the Settings icon at the top right side.

3. Click Location and then Add Location.

4. Enter the latitude and longitude for Fort Lauderdale (or wherever you’re checking). Then click Add.

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. 

This level of granularity helps businesses redesign their local content strategy with precision.

4. Add Preferred Search Location to Your Query

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.  

Adding location modifiers to your searches can also help you identify content gaps. For example, if “best gyms in Phoenix” pulls up listicles from third-party directories, your brand may be missing opportunities for local PR, partnerships, or user-generated content.

5. Using Third-Party SEO Tools To See Localized SERPs

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.

These tools also eliminate human error. Manual searches often get influenced by personalization, browser history, device type, and location drift. Third-party tools ensure objective, neutralized SERP data, critical for accurate reporting to leadership or clients.

1. Ahrefs

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.

2. SEMrush

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.

3. Synup’s Grid Ranker

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.

4. BrightLocal

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.

5. GS Location Changer

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.

Common Mistakes Businesses Make When Checking Local SERPs

Many brands check rankings incorrectly without realizing it. Here are common mistakes to avoid:

1. Checking rankings while logged into your Google account (personalization bias)
2. Searching in Incognito and assuming results are accurate (they’re not fully depersonalized)
3. Using a VPN that doesn’t allow city-level precision
4. Forgetting that rankings vary by device — mobile ≠ desktop
5. Ignoring map pack performance and focusing only on organic listings
6. Checking rankings at one time of day only
7. Not tracking competitors' SERP features like reviews, Q&A, and posts
8. Not considering how Google shows different results for different search intents

What To Do After Checking Local Search Rankings

Collecting ranking data is only step one, the real impact comes from what you do next. Here’s how to act on local SERP insights:

1. Update your Google Business Profile (GBP)
If competitors outrank you, check what their profiles include that yours lacks.

2. Fix NAP inconsistencies across directories
Incorrect info = lost rankings.

3. Boost review generation
Local SERPs favor businesses with steady review velocity.

4. Add hyper-local content to your website
Examples: neighborhood pages, local FAQs, service areas.

5. Improve internal linking to local landing pages
Strengthening authority helps you outrank competitors in local packs.

6. Analyze and replicate top competitors’ backlink sources
Local links are ranking gold.

7. Use grid ranking tools to measure improvement over time

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Key Takeaways

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. 

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How To Check Local Search Results For a Location?: FAQs

How do I get Google search results from a specific location?

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.

Does Google show results based on location?

Yes! Google personalizes results based on your IP and location settings to serve relevant, local results.

How Google determines your location when you search?

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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