Help Understanding Localized Search Results/Ranks

[ElykInnovation]

I have a Moz campaign for duvalasphalt.com where I want to track a non-location specific keyword, then variations that include a location. For example, here are the rankings for a keyword and the 2 location variations.

• asphalt company (not in top 50)
• asphalt company jacksonville (ranked 6)
• jacksonville asphalt company (ranked 6)

When I do a search for just "asphalt company," I see duvalasphalt.com ranked 11. Why does Moz not show an 11 rank? I understand Google tries to show me location specific results even if my search is not location specific. Is Moz's ranking crawler searching from a location where Google will not serve Jacksonville-related results? It would make sense, but how can I get Moz to capture the rankings that are important to my client? The rankings we want to see are the results made from in and around Jacksonville.

Any help here is appreciated!

[Travis_Bailey]

Advanced Web Ranking used to do a 'good enough' job of delivering location-based results. But even then, there were flaws. It was just modifying the search results depending upon a set latitude and longitude. There were options for a finer tune, but that was mostly for the largest cities.

There's just so many variables, it's difficult to accurately track them right now.  There's signed in, signed out, search history and device type (mobile/desktop). I'm sure there's more but I'm operating on zero sleep ATM. But all of these add an interesting wrinkle when it comes to tracking keywords.

Further, Pigeon appears to have made mobile search even more sensitive. As M. Blumenthal has tentatively proven in this blog, being on one block or another could definitely alter the results in a material way. So for me, moving away from keyword reporting looks like a better move every day.

If you want, you can give AWR a try for 30 days - FOC. So if this is just a make or break thing, and you must report keyword ranking for the time being, that may be a good enough solution. You can also likely purchase location specific IP addresses, for added zest.

Last I knew, AWR was a trooper, though I haven't used it in years. But even then it was only good for showing you where a page may rank in a fairly specific instance - that may or may not happen.

[David-Mihm]

Hi Elyk,

You are correct that Google is interpreting "asphalt company" as having Local Intent (e.g., it thinks you are exceedingly likely to hire a locally-based company to repave your driveway), and thus geo-locating that search to your IP address.

So you'll see different rankings than a searcher in Portland, Oregon (like myself) or Chicago or New York.

The rankings in Moz Analytics are currently pulled from "outer space" so we don't localize those queries.  I'll get Jon White, the product manager of Moz Analytics, to jump in on this thread and provide a little more color around our plans to add local rankings to M.A., however.

Best,
David

[ElykInnovation]

Thanks David. The "outer space" analogy makes sense but obviously leaves a huge gap in any SEO persons ability to produce an accurate snapshot of a clients search footprint when local matters. Sounds like the best idea for me is to run manual reports, which is no fun with a keyword list the size I'm looking for. I'll still like to chime in on what insight Jon White can provide here. Thanks again!

[jon.white]

Hello!

As David mentioned, despite us pulling non-Location specific queries, for many KW Google always uses a local intent.  We recognize this and actually have some stuff in the works that will hopefully solve this problem.  I empathize that this is a big problem for you guys and we are working on it.  If you are interested in helping us test this feature, I would be happy to add you you to the tester list - shoot me a mail at jon@moz.com.

In the meantime, as Travis mentioned, AWR Cloud allows you to set location-specific engines and that has worked well for me in the past (caveat: I don't know if/how they have reacted to the pigeon update).

If I am spot checking location specific rankings, I use the MozBar in Chrome.  This has been updated post-pigeon.  Super-manual - but gives a ton more insight than just capturing rank/verticals as you can see the full SERP.

Hope this helps!

Jon