Google TLD searches now return searcher-local results

As of today (1st November 2017) we noticed a change in how Google is producing searching results.  We knew that this change would be affecting mobile search results (mobile first index) but today we have seen it happen on desktop.  This Google algorithm change might rock the SEO world…

What is the actual change?

I work on a range of sites around the world and often go to  to check on the rankings for websites in South Africa or  for websites in Australia and so on.

As of today the results shown, by default, do not depend on the google TLD  (.com,,,,  .de, etc) but by the location of the searcher.  Being based in the UK the results returned for a search on are UK based results.

Here is the official Google search blog post on the subject.


The impact for us is quite large.  We use various tools to monitor SERP position and keyword rankings.  These have now gone berserk as, I can only assume, the location of the searching is now dictating our website positions rather than the selected version of Google.  Rankings are dropping by 10-20% overnight because of this.    When the tools you use to produce reports and help do your job return nonsense, at least for the time being, life becomes rather awkward.

The localisation change will probably now change the amount of international traffic we received to some sites.  Often this traffic was more of a nuisance than of benefit for some projects but for others international  traffic is vital so we will have to see what happens there.   For multinational or multi-regional websites these changes could be far-reaching.

Is there a work around?

It is possible, for manual searches, to set your desired country location in the Google search settings page.  This is something of a pain if you want to keep testing from one TLD to another.

Having read this post on the google forums Thomas P.  kindly reminds us of the geo-location URL parameter gl which can be used to tell the search engines, regardless of the TLD,  on which location you would like your results based.

e.g.   do a search on  to return results for South Africa

This is a lot quicker than constantly changing your settings.

Will keep watching to see if there is much of a backlash to this.


Google Share Button Does Not Validate – Not Valid HTML

So you have run your site through the Nu Html Checker  and everything is tickity-boo except the Google share button.  Bah! You get an error that looks like this:

The text content of element script was not in the required format: Expected space, tab, newline, or slash but found { instead.

If, like me, you wanted to change the language of the share button and ended up with some code that looks like this:

<script src=”” async defer>{lang: ‘en-US’}</script>

…then this will be where the problem lies.  Here is why and how to fix it.

Continue reading Google Share Button Does Not Validate – Not Valid HTML