GeoSERP: UULE Bookmarklet to Check Your Rankings by Location

The tool

How to use GeoSERP?

Enter your domain, the keywords you want to track, and the cities you want to check from. Format locations as City, State, Country. Toggle between web search rankings and map pack rankings.

How it works

Two pieces of code that respect Google's rules.

1. The uule parameter (web search)

Google has an undocumented URL parameter called uule that encodes a geographic location. It's a base64 string with a fixed prefix (w+CAIQICI) followed by the byte length of the location and the location itself. Most rank trackers use this exact trick under the hood.

// uule = "w+CAIQICI" + base64_char[length] + base64(location)

function generateUule(location) {
  const prefix = "w+CAIQICI";
  const b64chars = "ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789+/";
  const bytes = new TextEncoder().encode(location);
  const lenChar = b64chars[bytes.length];
  const locB64 = btoa(String.fromCharCode(...bytes)).replace(/=+$/, "");
  return prefix + lenChar + locB64;
}

2. The tbm=lcl parameter (map pack)

For local results, Google has another parameter: tbm=lcl (TBM = "to be matched"). It triggers the Local Finder view, the expanded list of businesses you'd see if you clicked the "Maps" tab on a normal SERP. It accepts the same uule location parameter, returns up to 20 ranked businesses, and shows website links and phone numbers for each. This is what most "map pack" rank trackers actually scrape.

3. The Inspector bookmarklet

Browsers won't let you scrape Google from another website (CORS). Server-side scrapers get CAPTCHA'd unless you pay for proxies. The bookmarklet sidesteps both problems: it's just JavaScript that runs on the Google page already loaded in your tab, scans the rendered DOM for your domain, and shows the result. It auto-detects whether you're on a web SERP or local finder, and parses the relevant rankings either way. Total cost: $0.

Prefer Google Sheets?

If you'd rather work in a spreadsheet, drop this Apps Script into Extensions → Apps Script and use =UULE(location, keyword, "maps") for local pack URLs or =UULE(location, keyword) for web:

function UULE(location, keyword, mode) {
  const prefix = "w+CAIQICI";
  const b64chars = "ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789+/";
  const lenChar = b64chars[location.length];
  const locB64 = Utilities.base64Encode(location).replace(/=+$/, "");
  const uule = prefix + lenChar + locB64;
  const q = keyword.replace(/ /g, "+");
  const tbm = mode === "maps" ? "&tbm=lcl" : "";
  return `https://www.google.com/search?q=${q}&uule=${uule}${tbm}&gl=us&hl=en`;
}