How much does the location of a user influence the search results?
Does the location of a user affect search outcomes? Does Google show different search results depending on the exact position? As example: Does Google show different search results for a user from Munich in comparison with Hamburg?
Yes, the users location is relevant
Google uses a visitor’s location to return relevant results, and it can use data from your past searches if you are logged into your Google account. In case you have cleared your cookies and are logged out of your Google account, Google may use your IP address to ensure that search results are not personalized.
Location is an important reason for search result
Google provides the personalized search result to ensure user experience. Parameters like login status, geographical location, the device you are using, browsers, previous searches, previous click to links may change the SERP dramatically. Google uses these to ensure relevant results. When you are searching for places from an Asian city, giving you results to a Coffee Shop from Europe is completely irrelevant to you. And Google uses previous search data from the browser cache to find out your interest. There may be many same words which have a different meaning in the different field of study. Google may find out what you need from your previous search result. Suppose you searched a specific keyword on Google and clicked on certain links from the SERP of Google which you thought was more close to your query. Pages and keywords you searched, clicked and visited will appear on SERP more and more in future in case you search again. Your previous searches are saved in browser caches and cookies. In case you have cleared those, Google may try to detect your location from your IP address and provide you localized search results. The more you are willing to provide information, the more personalized result with more relevance you will get. So, in short, your geographical location plays a very important role in SERP. Other parameters I stated earlier also seems to be very important in certain cases.