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Media Chrome Search Engine Marketing

How Chrome’s new location extension saves international marketers time and avoids errors

By Nicola Winters |

Search Laboratory


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October 19, 2021 | 3 min read

Analyzing genuine international SERPs from Google can be a consuming task. User-friendly, local results are automatically displayed regardless of which ccTLD is used, making it difficult to track rankings as a global marketer.

Search Laboratory provide a technical look at Chrome's new location extension and decode its benefits.

Search Laboratory provides a technical look at Chrome’s new location extension and decodes its benefits

In order to gain various regional results, lengthy changes to Google’s settings are required. VPNs can help combat this, although are still impacted by the server’s location. With 148 languages available in hundreds of countries, localizing your results soon eats up your time.

For example, using the French ccTLD to search for ‘restaurants in Paris’ continues to return UK results:


Google naturally recognizes the browser is being set to a UK location, and attempts to pull the most appropriate results for the user.

The solution: Google ccTLD + country code + language code

Search Laboratory’s new Chrome extension automates Google ccTLD, country and language codes to retrieve genuine, local SERPs. By selecting the language and location in the extension, results return as they would in the targeted country.

For example:

  • Google ccTLD: .fr

  • Country code: gl=fr

  • Language code: hl=fr.

Adding in the country code ( returns the same results that would happen if the search was carried out in France:


Localizing your strategy

Identifying genuine, local rankings in targeted regions is essential to a localized SEO strategy. Visibility of competition and their engagement provides a broader view of your market, enabling crucial insight into both the search engine and your audience’s intent.


Automation of country and language codes within the plugin saves huge amounts of time when managing multiple campaigns, while avoiding human error. After selecting your location and language, local SERPs will be automatically displayed, supporting optimal targeting for your campaign.

Download the extension here.

Nicola Winters, head of international digital marketing at Search Laboratory.

Media Chrome Search Engine Marketing

Content by The Drum Network member:

Search Laboratory

Driven by evidence and led by transparency, we search for the truth in data.

Search Laboratory is a team of digital marketers and data scientists dedicated to growth generation. Combining data science with intricate digital strategies, Search Laboratory identifies the questions that bring data to life, allowing them to make decisions that drive profitable growth for its clients.

Search Laboratory is one of only a handful of Google Marketing Platform Sales Partners trusted to offer expert implementation, training and ongoing support for the platform's advanced suite of tools.

We are proud to be part of Havas Media Group. The group’s expertise in large-scale media experiences enhances our own performance marketing and data science specialisms to create an offering that spans the whole customer journey for our clients.

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