In the October 2022 Google SEO Office Hours, someone asked why search results positions differ in different countries. This is a common occurrence and a question often asked, especially for those who have SEO teams working in different locations, for clients located in different countries, and the like. Using a VPN is a common workaround in such instances, in order to accurately view the search results in a particular location different from where you currently are.
So why do different locations have different search results? According to John Mueller, this comes down to a couple of things, one of which is geotargeting. This is where search tries to figure out which country is relevant for which kind of queries, and also localization when it comes to different languages.
Most of the time, results vary from country to country, from language to language. According to Mueller, this is to be expected.
There are some queries where it is obvious that a user wants to find something local, so local results are served. For example, if you are looking for washing machine repair, then local results will be shown. For something more general such as a washing machine repair manual, then a more general, non-localized search result will show up. With that in mind, it is expected for things to vary across different countries and languages.
Mueller suggests using advanced search settings within Google Search and specifying the country or language, in order to drill down on the results for that particular country or language.
Check out the SEO Office Hours October Episode here.