How UULE Works for Geo-Targeted Google Search
The UULE parameter encodes a location so Google serves results as if the searcher were there. Learn how it’s used in local SERP checking.
UULE (Universal Location Encoding) is a parameter Google uses to localize search results. When you add it to a Google search URL, Google serves results as if the searcher were at that encoded location—without needing a VPN or changing your real location.
How it’s built The UULE value typically has a fixed prefix (e.g. “w+CAIQICI”) followed by a base64-encoded representation of the location. That representation can be a “canonical” place name (e.g. “Mountain View, California, United States”) in a format Google recognizes. Tools like our Local SERP Checker take the address or place you enter, normalize it, encode it, and append it to the search URL.
What you need to know
- UULE is passed in the URL (e.g. as the “uule” query parameter) along with your keyword (q), country (gl), and language (hl).
- Google uses it to decide which local results and Map Pack to show.
- Small variations in how the location is encoded or in Google’s data centers can sometimes cause slight differences in results. Testing a few nearby points or re-running the search can help.
Using UULE via a checker You don’t need to build UULE by hand. Enter your location in the checker, hit “geocode” to generate the encoded value, then run your search. The tool builds the full URL and opens it in a new tab so you can see the localized SERP immediately.