What is Google UULE parameter?

The UULE parameter is a query parameter used by Google to encode user's location in Search queries. Essentially, it consists of a fixed prefix followed by a Base64-encoded string that represents the geographic location. The parameter is often used by marketers to simulate Google search originating from a specific location.

Why is UULE important for SEO?

Local results can change a lot between countries, cities, and even neighbourhoods. UULE lets SEO experts access SERPs for specific locations without relying on VPNs, or proxies. It allows them to inspect how rankings vary across regions, check local business rankings, and access geo-specific results without actually being in that location.

What does the UULE conversion tool do?

This tool allows you to generate UULE from either geographical coordinates or the canonical name (see, Google Ads Geolocation Targets). You can use it to decode the UULE parameter as well.

How do I use the UULE parameter to check local Google search results?

You can use UULE parameter by passing it as a query parameter in a Google search query. For eg, let's you search for something on Google, and the resulting URL is https://www.google.com/search?q=cheap+gold.

You can make it location specific by appending UULE query param, like, https://www.google.com/search?q=cheap+gold&uule=w+CAIQICIWSmFpcHVyLFJhamFzdGhhbixJbmRpYQ&gl=in where gl is country code of the UULE location.

Alternatively, you can also use SerpApi which does all the heavy lifting and allows you pass location directly from the API and in our playground interface.