Utilizing the Moz Location in keywords vs including the location in the actual keyword phrase

[LBoxerger]

I've searched the Moz blog as well as Q&A forums - but I specifically have a question about utilizing the Moz Location in keywords vs including the location in the actual keyword phrase. I've done both and get different rankings. For instance, I have "it company" with the Location set to Corpus Christi, Texas and our rank is #3. Then I also have "it company corpus christi" with the Location set to Corpus Christi, Texas and our rank is #6. Additionally, I threw in "it company corpus christi" with the Location set to National and our rank is #7. What is the best practice and what are the determining factors for the differences? Thank you in advance!

[LBoxerger]

Thanks so much for your input and advice! Your insight is appreciated and I hadn't thought about it as technically as you did.

[effectdigital]

Not a problem, that's what we're here for

[effectdigital]

Sounds like a rank tracking question

The 'location'  (commonly, in rank tracking software) usually specifies what version of Google is used (google.co.uk, google.com, google.fr etc) as well the origin IP address of the request (which can be city level, rather than national level). This all tells Google where you are, now

Including a location in a keyword doesn't  necessarily tell Google where you are (thought it can imply this somewhat), it tells Google where you want to go or will be going. Where the service (or product) should be located

If you are in Corpus Christi and you are looking for an "IT company", your location will 'slightly bias' the results but so will many other factors. The reputation of other IT companies which are near you (but not exactly where you are) or which are location-independent (maybe you should just ship your machine) are also examined. It may be that in your current location, all the IT companies have bad reviews - and as such Google decides to include more companies which are in some way accessible, yet have higher authority, trust, sentiment and better reviews

If you literally type in "IT company Corpus Christi" - then you have made up your mind about what you want. The search results should be narrower to that area and other factors should be given less weighting. As such, it makes total sense that the results would (or could) be completely different!

One query shows a general desire for decent IT which is accessible from Corpus Christi. The other query tells Google that you pretty much only want to see results for places within Corpus Christi - or at the least, that you care significantly about that. Since the intent is fractionally different, expect the results to vary

My advice? Set the location to your area and track both terms