Are localised results affecting search query volumes?

[Webrevolve]

As the questions says.

I've had some conversations with colleagues of mine and they definitely feel that search query volumes are being heavily affected by localised results - and even more so recently.

So, for instance, you may have a Google UK rank of 3 for a keyword yet be hardly visible in other parts of the UK because of the localised-based results.

Thoughts?

[Webrevolve]

Thanks for your input guys.

In addition to this, say a keyword has a national search volume of 1,000 exact match searches per month, as my client has. The client ranks, nationally, at position number one. However, the traffic the website receives no-where near matches the available search volume, we are talking less than 50 visits from a keyword that Google says has a search volume of 1,000.

So, is this a direct result of localized results? IE a user types in the search query and contributes to the 1,000 monthly search volume Google says it has, but is then served a local result so the clients site doesn't appear. This would mean that any given website, would never achieve the expected volume of traffic from Google's estimated monthly search volumes?

[CSawatzky]

Yup, absolutely playing a role. We are ranking on page 1 on various local keywords in one city, and completely invisible on the same keyword in another city. Basically, it seems that the more local you can custom your page - especially for a local business - the better off you are.

Say you are a golf course in washington dc and you optimize your pace for that keyword. Someone who types in "golf course" only and happens to be in the Washington DC area is more likely to see your page even though the user didn't specify the "washington dc" location in the search query.

The takeaway - localize when you can and make sure all the major directories know where you are!

[JamesNorquay]

It is not just search query volumes local results are affecting.

I have a strong feeling it is playing on CTR across search results as well. I have seen some research on local keywords where we see the position 10 for a GEO term get 20% CTR overall.

But yeah things are changing with the way local results display and this change has been rolled out over the last few months and if not years. But the thing is Google also tests and changes results as well.