I heard a rumour recently that Google were beginning to change their search results depending on the geographic location of the person searching. This Christmas I ran a test to find out if this part of the algorithm has been implemented yet. On 23rd I ran some SERPs tests for a handful of keywords from my machine in Surrey and recorded the positions. On 25th I ran the same tests from the Somerset/Devon border and compared the results. While there were small differences in position for some key phrases the differences were minimal. Say two positions for a key phrase ranked down on page 7 or something. On the whole the positions were the same. The greatest difference I saw was 5 positions for a page 3 key phrase. I came to the following conclusion. Google may be beginning to implement geographic targeting into their algorithm but if they have they have only done so in a very small way to far. Currently, us optimising for local business still need to continue targeting locality related keywords.