TL;DR
When it comes to SEO, there’s a world of difference between what you see – and what your audience sees. Especially if your business (or your clients’) relies on local visibility.
Whether you’re targeting customers in London, Leeds or Los Angeles, getting an accurate view of local search results is essential. But here’s the kicker: unless you’re physically in that location, the SERPs (Search Engine Results Pages) you’re seeing won’t match what your audience is.
Luckily, there are a few smart ways to sniff out the local SERPs without ever leaving your desk.
1. Use a VPN to simulate local searches
One of the easiest and most effective ways to check local SERPs is to use a VPN (Virtual Private Network). A VPN lets you mask your actual location and browse the web as if you’re somewhere else – ideal for checking how your site ranks in different regions or countries.
By connecting to a server in your target location, you can see search results exactly as a local user would. This is especially useful if you’re running local SEO campaigns or multi-location strategies and want to keep tabs on how your pages are performing.
👉 Read more on how to set up a VPN and start browsing like a local.
Just remember, while VPNs are great for getting a general picture, some hyper-personalised factors (like language settings, past browsing behaviour, or local business reviews) can still influence results slightly. Still, it’s a powerful way to get a pretty close match.
2. Tweak Google’s search settings
For a quick snapshot, head to Google’s Advanced Search settings. There, you can manually set your region to simulate a search from that country or area. It’s a handy trick if you want to get a feel for international SERPs without diving into tools or subscriptions.
That said, it doesn’t always give you the most accurate local pack (map results), and it can be a bit fiddly to change often. Use this method for broad comparisons rather than precise ranking checks.
3. Use Google’s Ad preview and diagnosis tool
If you’re running paid search as part of your strategy, Google Ads’ Ad Preview Tool is your best friend. It lets you enter a location, device type, and language to preview how ads and organic listings appear in specific regions—without affecting your own search history.
It’s not just for advertisers, either. This tool gives you a more realistic snapshot of local SERPs than simply using incognito mode or clearing cookies.
4. Leverage third-party SEO tools
Platforms like SEMrush, Ahrefs, and BrightLocal offer local SERP tracking, complete with the ability to specify locations down to the city or postcode level. These tools are ideal if you’re managing multiple locations or clients and want to monitor changes over time.
While most are paid, the level of detail and automation can save hours of manual checking. And they’re great for reporting to stakeholders—especially when they want to know how they’re doing “in their patch.”
There are plenty of ways to fech local insights
Understanding local SERPs is a must for any SEO worth their salt. And no, you don’t need to jump on a train or flight to get the job done. From VPNs and search settings to pro-level tools, there are plenty of ways to fetch accurate insights from wherever you are.
