In search, Google’s localisation seems to be poor

Google are able to identify my location via useful clues like the GPS on my phone, and, I suppose, a reverse look up of the IP from which I connect to the internet sometimes. On my computer, Google knows exactly where I am, down to demonstrating my location when I open Google Maps, for example. There are additional clues: I’ve told it, in the past, that I am based in Ireland, and, mostly, when I run search, it is via Google.ie.

But it has become increasingly useless as far as finding outlets for online shopping. Today, I am looking for top spiral bound A4 notebooks – we’ll skip why exactly that is the case because it doesn’t matter. Google returns to me, as top search results, companies uniquely in America. This problem is not unique to top spiral bound A4 notebooks – I have had similar frustrating experiences with art supplies. There could be a thousand stationery shops in the UK, Ireland, and most of Europe, and Google still seems to think that someone based in Ireland is going to order off companies in the United States of America.

I appreciate some of this is based on search engine optimisation carried out by the companies concerned, but given that Google’s sponsored links are generally regionally appropriate, or at least more so than the first 2 or 3 of its search results, it would help if the organic search results were also regionally appropriate.

There is a wider issue with Google in my experience, however; while it provides services in a large number of languages, and provides online translation facilities, it seems to mainly operate on the assumption that most of its users are monolingual. I generally have an issue with Google News on that front, and have basically set up a feed from Twitter to pull news from a number of different source languages. For all the media organisations which Google News serves, it doesn’t seem to cope well with the idea that people might be more than monolingual.